Nudging, shaming and stigmatising to improve population health: Comment on "Nudging by shaming, shaming by nudging".

Nudges are small, often imperceptible changes to how particular decisions present themselves to individuals that are meant to influence those decisions. In his editorial, 'Nudging by shaming, shaming by nudging', Eyal highlights links between nudges and feelings of shame on the part of the 'chooser'. In this commentary, I suggest two further distinctions between different types of shame-based nudges that should affect our assessment of such nudges.