Nudges, "choice architecture," social marketing and other non-rational approaches to government are a pretty significant development. After all, these policies replace explicit arguments ("you should get more exercise for these reasons") with hidden persuasion ("in our next building, let's hide the elevator and make the stairs really prominent?"). That's a major change for any democracy. Yet many people are unimpressed, because they think of these policies as a pack of First World Problems. We in the rich world hear of these policies when they're put in place to prompt us to eat less, exercise more, save money for retirement and otherwise act sensibly. How privileged we are to worry about such things, when people in less prosperous countries face beheadings, plane crashes, Ebola or the arrival of jackbooted thugs at 2 a.m. You might think most governments have more pressing things to do than use behavioral research to get citizens to become an organ donor. But if you think that, you are wrong, as this study reveals (pdf). Its authors found non-rational approaches to persuasion are now in use in a large majority of nations—rich, middling and poor.