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Chapter 1 Swayed, Nudged, and Driven: Influence Is Constant

CHAPTER 1
Swayed, Nudged, and Driven: Influence Is Constant

A New Zealand bank helpfully nudges customers to save money on impulse by just pressing a button on their iPhone. Apparently there is an app for that.

School cafeterias across the United States are experimenting with the presentation of healthier food choices—making fruit and vegetables more appealing than the more popular fried food by improving their lighting, positioning, and names (carrots called “X-ray veggies,” anyone?)

New York taxicabs have a touchscreen on the back of the front seat suggesting how much passengers should tip the driver upon arriving at a destination. Big, colorful buttons give the option of paying $2, $3, or $4 if the fare is less than $15. If your fare is more than $15, the buttons display percentages from 20 to 25 to 30 percent. Clearly counting on people’s laziness or inability to calculate and self-select a fair tip, cabbies are happy to report that gratuities have shot way up, again due in part to these highly suggestive buttons that are tilted toward generosity.


  

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