In 2010, the United Kingdom created the Behavioural Insights Team, known as the Nudge Unit, within the Cabinet Office. Its purpose was to improve government policy and services in a cost-efficient manner by experimenting with behavioral economic techniques so that, according to the Team, people could “make better choices for themselves.” The Team experiments with psychological insights to try to change people’s and institutions’ behavior.
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UK Nudge Unit|
United Kingdom of Great Britain and Northern Ireland