Several challenges and rising costs are facing the healthcare industry today. Some of these health costs are a direct consequence of lifestyle choices such as unhealth diets, obesity and smoking. These challenges can be managed if policy makers have the tools to influence and alter peopleâ€™s behaviour. The conventional tools used for influencing behaviour include legislation, regulation and information provision. Recently, interest has been shown in policies that â€˜nudgeâ€™ people in particular directions.
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