Ego <3, how wonderful to see a post from you. And what an excellent integration of the works of these scholars you've presented us with here!

I smiled while reading the beginning of your post, specifically when you talked about the believe that people were always able to make rational decisions when it comes to the economic world.

Only this afternoon I came across a study that looks into how rather than governed by rational deliberation, the act of purchasing something is rather guided by emotions. Upon having to make a decision on whether to purchase an item or not, the brain areas which are activated are the ones associated with feelings (nucleus accumbens - pleasure, and the insula - pain), rather than parts that are mainly linked to rationality. Basically, the decision in the end results from a contest of conflicting feelings ^ref. Ha! And I thought I was a homo economicus :P

I like the question you raise here: why resort to fear instead of providing people with more options? I suppose that, as Thaler and Sustain argue, putting people in the position to choose is not always wise, and remaining neutral is not always possible! In the end it comes down to governments and institutions being able to provide populations with effective, honest choice architecture and nudge them towards the right direction. Especially when it comes to education and the environment. In a model that still retains freedom of choice.

Much love to you Ego,
It's so nice to see you writing for your Steemit blog once again :*