Read more: "Nudge power: Big government's little pushes"
Cass Sunstein, nudge inventor and former White House official, explains how his nudges have helped Americans save for retirement and eat better
When you published Nudge in 2008, did you expect it to have so much influence?
No. We were trying to write the best book we could. I was surprised and gratified that it got such attention.
You went on to head up the White House Office of Information and Regulatory Affairs (OIRA). What was the most effective nudge that you implemented?
Automatic enrolment in retirement savings plans has had a major effect. If you have to sign up, it's a bit of a bother. People procrastinate or go about other business. Then they have less money in retirement. With automatic enrolment, you're more likely to be comfortable when you retire.
How many US citizens have been nudged that way – and ...
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