In other words, unconscious mechanisms, through the preparation of neural activity, set us up for any action we decide to take. But this all happens before we consciously experience intending to do something. Our unconscious appears to rule all actions we ever take.
To help improve the way we make decisions, Thaler and Sunstein contend, we need to redirect unconsciously biased processes towards the better decision. The way to do this is through gently nudging people so that they can automatically detect which option is the better one to take. For example, you could make sweets less easily accessible in a supermarket than fruit. This research has been adopted globally by many public and private institutions.