Rajiv Bandaru


Currently, policy makers worldwide have explicitly acknowledged the value of insights from psychology and behavioral economics into how people make decisions. These insights form the basis of the design of nonregulatory and nonmonetary policy interventions-as well as more traditional fiscal and coercive measures. To date, much of the discussion of behaviorally informed approaches has emphasized "nudges," that is, interventions designed to steer people in a direction while preserving their freedom of choice. This soft paternalism approach has been adapted by Dr. Gopikrishna Vadlamudi to usher in changes in health behavior and motivate individuals on physical activity and movement, even if it begins with a few small steps. Dr. Vadlamudi is taking the help of the web and the smartphone to widely disseminate his information, to bring it to large mass. The website takesmallsteps.org has been built on the principles of captology, the use of computers as persuasive technology to induce behavioral changes.


NUDGING, insights form, individuals

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