'We’re all capable of our own self-deceptions'

Downing Street's Nudge Unit is the world’s first government institution that uses behavioural economics to examine and influence human behaviour.

Many saw the unit’s work as “bonkers” when it started, behavioural scientist Dr David Halpern, chief executive of the Behavioural Insights Team.

But it had been successful in areas like getting people back to work faster, organ donation and improving tax payments, he said.

One example was to add a line to a tax form saying “most people pay their tax on time”, said Dr Halpern.

“We’re very influenced by what other people are doing,” he told Today.

“We’re all capable of our own self-deceptions and if you prompt people in the right moment it can have surprisingly big effects.”