Nudges are behavioral interventions that help us make better choices, like sticking to our diets. Sometimes, nudge theory is used in cunning ways to deter or slow down behavior change, resulting in sludges. Sludges emerge across contexts like cancelling subscriptions, filling out tedious forms, and the fine print. Designing sludges that harm consumers can often involve dark creativity.

Creativity encompasses originality and useful thoughts and actions. Various contextual factors, such as gatekeepers and cultural inclinations, impact the creative process and output. Eastern cultures are likely to value usefulness and Western cultures to value originality, among components of creativity.