Why are we so uncomfortable with the idea of being manipulated when we do it to others all the time? When you smile in a job interview, you’re trying to make the interviewer warm to you. When you go on a date, you think about the location, the ambiance, the food and wine—all in an effort to exert influence. Doctors and shopkeepers alike offer options with the intention of pushing people to make certain choices. You might refer to these behaviors as “nudges”: subtle modifications in the presentation of a set of options that affect a person’s automatic, rather than rational, cognitive processes. In recent years, even governments have seized on the tactic. In 2010, inspired by Nobel Prize-winning economist Richard Thaler, and the book he co-authored, Nudge: Improving Decisions About Health, Wealth, and Happiness, the British government set up its Behavioural Insights Team to apply these theories to public policy. Several similar “nudge This story is from Kinfolk Issue Thirty Buy Now Related Stories Arts & Culture Issue 28 On Judging Others How to ﬁnd the beneﬁt of doubt. Arts & Culture Issue 46 Samuel Ross Art, fashion, lifestyle: Samuel Ross has seen the future and it’s got his name all over it. Arts & Culture Food Issue 46 At Work With: Deb Perelman The little blog that could: An interview with Smitten Kitchen’s unflappable founder. Arts & Culture Issue 46 Word: Wintering When to withdraw from the world. Arts & Culture Issue 46 Brock Colyar An interview with a professional partygoer. Arts & Culture Issue 46 Studio Visit: Yoko Kubrick In the studio with a sculptor of monuments and mythologies.