On nudges that fail

Abstract The aim of this study is to respond Cass Sunstein's question: ‘Why are some nudges ineffective, or at least less effective than choice architects hope and expect?’—particularly in view not only the rational basis decision-making but also direct influence emotions on behavior those who must choose. In study, I used findings from psychology surveys, specifically considering fallibility social interactions when wealth compared. Special attention dedicated vanity, a combined emotion that leads emotional choices, which arises self-presentation self-comparison external signs displayed. Imagination plays an important role simulation extent it causes failure further nudges. conclusion, argue vanity impels people act differently, as expected architects.