Analysis Of Cass Sunstein s `` Simpler `` And A Proposed...

This memo is an application of some of the policy ideas Cass Sunstein has described in his book â€Å"Simpler,† to a proposed â€Å"soda tax† in Oakland California. The introduction of the tax, contained in â€Å"Measure HH† (as it appears on the ballot) has been met with stiff opposition by some members of the Oakland area while others have embraced the idea. Three ideas from â€Å"Simpler† will be tested in this California case. First of is a â€Å"nudge.† What is a nudge? According to Sunstein, nudges are â€Å"approaches that influence decisions while preserving freedom of choice† (Sunstein 2013, p.38). In other words, they are things that make one act or behave in a certain way, but your resolve to choose still lies within your power. It could be taxes or fines, according to Sunstein. This Oakland case satisfies the two main parts of nudges: â€Å"approaches† (one-cent-per-ounce excise tax) and â€Å"freedom of choice† (shoppers still have the freedom to choose between sweetened and sugar-free sodas). So, the city council, in order to get people to consume less sugar, would want to impose â€Å"soda tax† on the manufacturers (because they have the tendency of feeling the real effect in terms of cost) and not the consumers. Consequently, if the council members vote in favor of it, the authorities would have indirectly gotten its citizen to change behavior with respect to sugar intake, without directly telling them to reduce sugar intake because it has health consequences. They (the citizens) have been nudged