"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 \u2013 if not more effectively \u2013 than direct instruction, legislation, or enforcement.Nudge theory's most celebrated influences include the formation of a British Behavioural Insights Team, often called the \u2018Nudge Unit\u2019, at the British Cabinet Office, headed by Dr David Halpern and US President Barack Obama's appointment of Cass R. "@en . .