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It is widely explored that problems in developing society related to think and act logically and reflectively in a social context positively correlates with the cognition skill. Also, it is widely agreed that in cognitive science, there are two agents used for information processing in decision making, namely automatic and reflective. In most developing societies, an individual is busy with fundamental problems that they face daily (i.e. health access, lower wage, etc.), limits their cognitive capacity, and resulting him/her fails to process social stimulus which mostly asked their reflective response. Thus, a better design in social stimulus to encourage prosocial behaviours, such as queuing habit to name a few, becomes more prominent. During the last decade, nudge has been famous for its subtle approach for behaviour change – however, there is relatively little known of the method applied in the developing society. The current article reviews the nudge approach from cognitive science, as well as explores a success story from consumer psychology in changing consumers behaviour. The article concludes the possible broad implication in behaviour change in the developing society social context.