Updated on March 12, 2023 The above image is a road safety nudge. The road arrows guide road users into two choices; either go straight or turn. We find those nudges all the time. The word, nudge, refers to “prodding (a gentle push) someone’s elbow to draw attention”. This post delves into nudging to understand heuristics and cognitive biases for better decision-making in the health sector. A brief history of the “nudge” theory The nudge theory’s roots date back to the early 1970s. That was when cognitive and social psychology research started to gain traction. It began with the influential…