Nudges: Four reasons to doubt popular technique to shape people’s behavior

Article by Magda Osman: “Throughout the pandemic, many governments have had to rely on people doing the right thing to reduce the spread of the coronavirus – ranging from social distancing to handwashing. Many enlisted the help of psychologists for advice on how to “nudge” the public to do what was deemed appropriate.

Nudges have been around since the 1940s and originally were referred to as behavioural engineering. They are a set of techniques developed by psychologists to promote “better” behaviour through “soft” interventions rather than “hard” ones (mandates, bans, fines). In other words, people aren’t punished if they fail to follow them. The nudges are based on psychological and behavioural economic research into human behaviour and cognition.

The nudges can involve subtle as well as obvious methods. Authorities may set a “better” choice, such as donating your organs, as a default – so people have to opt out of a register rather than opt in. Or they could make a healthy option more attractive through food labelling.

But, despite the soft approach, many people aren’t keen on being nudged. During the pandemic, for example, scientists examined people’s attitudes to nudging in social and news media in the UK, and discovered that half of the sentiments expressed in social media posts were negative…(More)”.