Nudge Glossary of Terms

1. Choice architect: A homo sapien responsible for organizing how other homo sapiens make decisions. Choice architects recognize that "neutral" design is impossible, and that seemingly arbitrary decisions - such as where to put the bathrooms in a building - are of enormous importance. Examples of choice architects include a doctor describing treatments to a patient, a health care manager creating a form for health care enrollment, a rental car operator and a parent preparing dinner.

2. Choice architecture: A structure designed by a choice architect(s) to improve the quality of decisions made by homo sapiens. Often invisible, choice architecture is the specific user-friendly shape of an organization's policy or physical building when homo sapiens come into contact with it. Examples of choice architecture include a voter ballot, a procedure for handling well-meaning people who forget a deadline, or a skyscraper. Good choice architecture is not merely attractive; it also "works."

3. Homo economicus: The person from a standard economics textbook. Someone who, when facing a decision, thinks about every available option, and always makes a great choice. Home economicus has the brainpower of Albert Einstein, the storage memory of IBM's Big Blue, and the self-control of Mahatma Gandhi.

4. Homo sapiens: You and me.

5. Libertarian paternalism: Not an oxymoron. Libertarian paternalism is a relatively weak, soft, and non-intrusive type of paternalism where choices are not blocked, fenced off, or significantly burdened. A philosophic approach to governance, public or private, to help homo sapiens who want to make choices that improve their lives, without infringing on the liberty of others. Addendum to skeptics: It is not pledge for bigger government, just for better governance.

6. Nudges: Tools of choice for libertarian paternalists and choice architects. Examples include default rules, structured choice systems, incentives (market-based or socially created), feedback mechanisms, social cues, frames, and transparent designs.

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