Michelle Klieger Thank you! And yes, I am not sure why but it seems to be easier to recall instances of Nudge Theory as applied to government intervention than applied to consumer settings.

If I had to guess, the reason for this is because in consumer settings the application of behavioral sciences to strategic challenges is called by other names like “Marketing” and “Data Analytics Insight” or in Uber’s confirm surge pricing case they might call it “Automation Recognition.”

I think as we learn more about Behavioral Insights and apply frameworks (like EAST and MINDSPACE) we will develop a vocabulary that allows us to talk about and test out these approaches in business settings.