Nudge theory is a poor substitute for hard science in matters of life or death | Sonia Sodha

Behavioural economics is being abused by politicians as a justification for flawed policies over the coronavirus outbreak

I first came across "nudge" - the concept many consider to be the pinnacle of behavioural economics - at a thinktank seminar a little over 10 years ago. We were all handed a mock wine menu and asked what we'd order.

This was supposed to illustrate that most price-aware diners order the second-cheapest bottle to avoid looking tight and that restaurateurs use this to nudge us towards the bottle with the highest markup. I remember thinking it an interesting insight, but that these sorts of nudges were nowhere near as likely to transform the world as their enthusiastic proponent claimed.