abstract:Nudge theory (or Nudge) is a concept in behavioral 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 alike, at least as effectively – if not more effectively - than direct instruction, legislation, or enforcement.http://www.
Mr Davies said it was part of what is known as "nudge theory", which is based on a belief that groups and individuals can be influenced by positive reinforcement and suggestion.