When are nudges appropriate to use?
- choices have delayed (negative & positive) effects
- choices are to complex to make the best one fast
- choice environment do not provide feedback
- relation between choices and outcome are unclear
Four Types of nudges (by Thaler & Sunstein)
- changing the standard/default option
- changing the physical environment
- provide feedback when making choices
- altering impulsive choices to be the best choices
Four Types of Nudges (Hansen & Jesperson)
System 1 & 2 and transparent vs. non-transparent?
1. Impulsive and reflective
2. connection between nudge and expected behavior is understandable
Examples for System 1 & 2 and transparent vs. non-transparent?
S1 & T = calming music while plane take off
S1 & NT = small plates
S2 & T = information poster about the best option
S2 & NT = Framing a choice with informations unrelated to the choice itself
Definition of Nudge?
Altering peoples behavior in a predictable way by influencing the choice architecture without forbidding options or change the economic environment.
The Prospects of Nudges?
Nudges have to be
1. evidence-based
- to target the right population
2. tested in real-life contexts
3. tested with randomized control trials
Characteristics of a Nudge?
A Nudge
1. Alters Behavior not an Attitude
2. Keeps the persons Freedom of Choice
3. Focuses on modifying physical and social (norms) cues that influence decision making
4. Inherits feedback about Choices
Nudge Toolkit / Procedure / Theory
- Understand & validate a required change
- Obstacles for making best choices
- Check for unhelpful existing nudges
- Remove the obstacles & create support
- explore the physical & social cues the nudge should focus on
Advantage of Nudging over other behavior change methods?
- Cost efficient
- often fast results
- maintain freedom
10 different Nudges (Sunstein)
- Simplification of choice
- Reminders
- Social norm use
- adding & lowering Friction
- Disclosure
- Warnings
- Change the default option
- Pre-commitment strategies
- Activate Implementaion intentions
- Informing about the consequences of past behaviors
Mindspace as a checklist
- messenger
- incentive
- Norms
- Default
- Salient
- Priming
- Affect
- Commitment
- Ego
Critsim towards Nudges
- Manipulation of decision making => loss of autonomy
- No clear definition of a nudge
- long term behavior change is mostly not achieved
- Bad choices can still be made
- Nudging has a poor influence on addictions/habits
Behavior Change in general depends on?
- Target Behavior
- Target Population
- Target Setting
- Incentives for choices
- Intervention Type
Behavior change Intervention Type is defined by?
- Content of intervention
- Delivery of the Intervention
- Intensity of the Intervention
- Duration of the Intervention
- Person that delivers the intervention
- Person that is targeted by the intervention
Important Aspects of the population for Behavior Change
- Privilege
- Culture
- Demographics
Design Thinking Process
- Emphasize
- Define
- Ideate
- Prototype
- Test
For non-literative and mostly user specific issues that lacks detail
What categories of an Attitude can someone have toward an attitude object?
- affective = fear
- cognitive = dangerous
- behavioral = run away
Self Perception Theory explains attitude building.
Ppl dont know what their Attitudes are until they realize how they behave
What can influence our Attitudes?
- social influence
- cognitive dissonance
- persuasive communication
Attitudes
Principle of Consistency
Expection that ppl behave in line with their attitudes
Cognitive
Dissonance Theory
Behavior ≠ Attitude => Can lead to change in one of them to bring them closer together
How can Attitudes be seen in the Dual Process Model?
Attitudes build on reflective process are
1. maintained long term
2. more consistent with behavior
3. more resistant
Aspects that are inherited by persuasive communication?
- Source: Credibility and attractiveness
- Message: quality and sincerity
- Audience: Attention and Ability (Motivation ELM)
Attitudes
Attitude Change through commuication ELM
Perception of persuasive messages depend on Level of Motivation and Ability
- Motivation depends on Relevance and Need for Cognition
- Ability depends on Attention possible and Strength of Argument
Leads to:
1. Periphal Route: focus on surface characteristics of the message
or
2. Central Route: focus on rational arguments of the message
