Nudge theory (or Nudge) is a concept in behavioural science, political theory and economics which argues that positive reinforcement and indirect suggestions to try to achieve non-forced compliance can influence the motives, incentives and decision making of groups and individuals, at least as effectively – if not more effectively – than direct instruction, legislation, or enforcement.Nudge theory's most celebrated influences include the formation of a British Behavioural Insights Team, often called the ‘Nudge Unit’, at the British Cabinet Office, headed by Dr David Halpern and US President Barack Obama's appointment of Cass R.