Title: what is nudging? | Behavioral Science & Policy Association
Headings: what is nudging?
what is nudging?
By PG Hansen, PhD., Behavioural Scientist, Roskilde University
Nudge
Nudging
Ethics and Policy
About the author

Content: Thus, a nudge may be combined with traditional regulatory approaches but works independently of the rational consequences of (a) forbidding or adding any rationally relevant choice options; ( b) changing incentives, whether regarded in terms of time, trouble, social sanctions, economics, etc.; or (c) the provision of factual information and rational argumentation. The revised definition also help to make clear that nudges need not be used in the service of libertarian paternalism (think of marketing), but if applied in accordance with the reflected preferences of citizens do offer a central strategy to any libertarian paternalist (which also includes strategies that are not nudges, such as informational campaigns). Finally, this definition allows for a quite simple heuristic – noticed by Thaler and Sunstein themselves (Thaler & Sunstein 2008, p. 8) [ii] – for characterizing and identifying aspects of choice architecture that functions as nudges: a nudge is any part of choice architecture that should not effect behavior in principle, but does so in practice (where by principle we mean according to standard economic theory). In fact, this simplifying characteristic of what a nudge is embodies the core insight driving behavioral economics. Nudging
At conferences, seminars and in teaching I am often asked the following: “ Haven’t we always been nudging?” While it may be tempting to answer “yes” to this question as it leaves the audience (especially policy makers) feeling more comfortable it also leads directly to another question: “