A Peek Under the Bonnet - When and Where Are Nudges Effective?fleeting
- External reference: https://www.squarepeginsight.com/post/a-peek-under-the-bonnet-when-and-where-are-nudges-effective
A peek under the bonnet - when and where are nudges effective?
paper (Löfgren & Nordblom, 2020) proposing a theoretical framework of decision making explaining the mechanisms of nudging by mapping out decisions on two axes: importance of the decision to the person and their confidence in making the right choice
When making a decision, we – or our brains – compare the benefits of making an effort or not, and the risks of getting it wrong. We might decide it’s not worth the effort because we already (feel like) we have enough knowledge in this situation, or because it doesn’t really matter that much even if we got it wrong.
Although our goal is to maximise the benefits, it often takes a lot of cognitive effort to work out what the right choice is so our brains ‘cheat’ by making decisions on gut feel, our previous choices (habit) or by using heuristics.
these situations where we pay less attention to our choices that we are most susceptible to behavioural interventions such as nudging.
general, a decision is more likely to be made inattentively if:
- A lot of effort is required to make the best decision
- The behaviour is habitual and the person has a lot of experience of the consequences
- The choice is not very important and the risk of making a mistake is considered small
nudge is more likely to be effective if the choice is not very important to the person
consequences of getting the choice wrong are not meaningful to them in some way.
According to the authors, decisions in the bottom quadrants C and D are most likely to be influenced by nudges of two kinds**:Pure nudges that change something in a choice situation that is seemingly irrelevant to the choice itself (most effective in quadrant C)Preference nudges that change the perceived value in a choice situation without actually changing the attentive choice. (most effective in quadrant D)
Commonly used pure nudges are default options and framing (e.g., placing apples at eye level) while preference nudges commonly include social-norm messages of others’ behaviour (e.g., a note in the shower indicating the share of hotel guests who reuse their towels).
for a behaviour to be susceptible to nudging, the choice has to be made inattentively
#+BEGIN_QUOTE for a behaviour to be susceptible to nudging, the choice has to be made inattentively