ABSTRACT
Behavioural economics aims to apply psychological research to economic and social challenges in the context of neoliberal governance, behavioural policy insights have become spread in policy agendas to help citizens make “better” choices. The proposal involves a new approach to governments, markets, and societies. What behavioural economics explores in economic decision-making is that people are vulnerable to framing effects. Then, nudges are “soft” government interventions that can help people act rationally and, according to, Richard H. Thaler and Cass R. Sunstein, the possibilities for nudges are everywhere. The Dark Side of Nudges calls for a reflection on the rationality and politics of neoliberalism in the age of behavioural economics. The neoliberal governance of self-care relies on the explanation of D. Kahneman’s functioning of the human brain that systematically deviate from rational decisions. The neoliberal transformations in market societies have shown that the modernization processes enhance further modifications in behaviours, values, and ideas.
