There is something fascinating in human psychology and the way people think, react to their environment, and make decisions. Behavioral economics have ventured into research in this area, taking human flaws into account, and trying to discover patterns, consistencies, and the meaning behind decision-making in different circumstances. The progress of this field has yielded in many findings that are used in marketing, especially in the digital environment where it is easier to control the arrangement of the choice architecture, but it has also incited numerous questions about the ethics of behavioral economics applications. One of the recent concepts of behavioral economics that has gained popularity is "the nudge". By arranging the choice environment, the nudge tries to encourage people to make the right decision, without restricting their choice. Although nudges were intended to be used by state governments through social marketing to encourage people to behave in the best interest of society and individuals, the nudge has also spread to the commercial sphere and started to be used for marketing purposes. With the emergence of the global economic crisis in 2020, there were significant behavioral changes and new trends, and behavioral economics faced new challenges in combating the crisis. This paper provides an overview of recent research in the field of behavioral economics, states its application in marketing and the ethical implications it evokes, and gives an overview of this area in the context of the global economic crisis of 2020.