Nudge is a psychological tactic to guide people’s behavior in a better direction, and it has gained significant popularity in recent years. However, there is a growing body of research questioning its effectiveness.
The Appeal and Problems of Nudge
The basic concept of nudge is to give people the freedom of choice while guiding them to make better decisions. For example, placing healthy food in more visible locations or comparing electricity consumption with neighbors. These methods can be quite effective initially. However, their long-term effectiveness is somewhat questionable.
According to research from Cornell University, placing healthy snacks at eye level made people pick them up more often. However, it was found that many of the picked-up snacks were not consumed and were often discarded. Ultimately, it did not have a significant long-term effect on changing people’s behavior.
Short-term and Long-term Aspects of Nudge
Professor David R. Just states that nudge can be effective in the short term but not in the long term. For example, a nudge that gets people to join a fitness club may initially get them to start exercising, but over time, they may visit the club less frequently. This is because it is challenging for people to maintain ongoing engagement with their initial choices.
Basic Nudge and the Decoy Effect
In one study, people were nudged to sign up for a website. While many signed up with the basic nudge approach, they hardly visited the site eight months later. This shows that basic nudge does not have a significant impact on long-term behavior change.
Another study investigated the “compromise effect.” People were asked to choose plants, with a moderate compromise option presented. Those who chose the compromise option tended to kill the plants faster than those who made different choices. This indicates that the compromise effect does not lead to long-term commitment.
What Could Be a Better Approach?
Why do people fail to continue behaviors chosen by nudge? This might be because they did not make the choice consciously. When choices are made on autopilot, people might not feel connected to their decisions. Therefore, methods that encourage people to make their own choices might be more effective than nudges.
Conclusion
Nudge can be a useful tool to guide people’s behavior in a better direction. However, it is important to remember that this method is not always effective. For long-term behavior change, it is crucial to let people make their own choices and feel responsible for those choices.
References: The Wall Street Journal, “The Problem With Behavioral Nudges”