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Nudge theory has become a popular multidisciplinary (“social instrument" - applied theory) with its origins in behavioral psychology and economics. “Nudge” suggests that positive reinforcement and/or suggestion can influence the motives, drivers and decision making of groups and individuals alike, at least as – if not more efficiently than direct instruction, legislation, or enforcement.

Unsurprisingly, Nudge Theory has found its way into the management of corporate culture. Health- Safety and Environment (HSE) and Human Resources are two areas that have found extensive potential to apply the theory to internal safety or management culture. Regarding its application to HSE, one of the primary goals of nudge is to achieve a "zero accident culture"

“Nudge” as it is often refered, is usually credited to Prof. Richard Thaler a prominent professor of Behavioural Science and Economics at the University of Chicago Booth School of Business. Thaler's role in developing the “Nudge Theory” is usually discussed in parallel with Daniel Kahneman, an American psychologist.

“Nudge Theory” rose to global prominence in 2008 with the release of: Nudge: Improving Decisions About Health, Wealth, and Happiness. (R. Thaler and Cass R. Sunstein) The volume not only brought the discourse on “nudge” to the wider public, but secured a significant following among contemporary US and UK political personalities as well as the private sector involved with Health – Safety – Environment, and in the wider Public Health sector. (See: Dr. Jennifer Lunt and Malcolm Staves)

Most recently, the political machinery of both Barack Obama and David Cameron have sought to employ “nudge” to achieve wider domestic policy goals.

Links:

http://www.independent.co.uk/news/uk/politics/first-obama-now-cameron-embraces-nudge-theory-2050127.html http://www.guardian.co.uk/politics/2008/jul/12/economy.conservatives1 http://www.shponline.co.uk/features-content/full/cpd-article-nudge-nudge-think-think http://en.wikipedia.org/wiki/Nudge_theory http://www.guardian.co.uk/commentisfree/2008/aug/05/conservatives.ukcrime http://blog.theirtake.com/?tag=nudge-theory

Resources: http://www.economicsnetwork.ac.uk/iree/v8n1/hoyt.pdf www.rydermarsh.co.uk/pdfs/SHP.0112.pdf