The concept of nudging has become popular in the past few years—using psychological tactics to subtly steer people toward making better decisions that are aligned with their own interests or societal goals.
How arrogant to think people need to be told what is best for them. It’s worse to think that individuals should be tricked in acting for the common good.
But as nudges became increasingly popular, we wondered: Can they go the distance? Would they keep people on track beyond the initial push, like actually eating healthier foods or saving more money or reducing their energy use over the long term?
Nudging, subtly tricking people, must be big business for consultants and it makes governmental agencies feel like they are ruling in the best interests of the citizens. Or, maybe it gives the government the feeling that soft persuasion can be used to achieve their own objectives.
We found that, in many settings, they don’t. Lots of people simply don’t follow through on options they have been nudged to choose—making those nudges less effective than many people believe.
Why don’t people follow through on nudged choices? When people are subtly steered toward options, it can feel as if a decision happens on autopilot. This lack of conscious effort might lead people to feel disconnected from their choices, potentially reducing their engagement with them.
The question not asked is should the government or feel-good organizations be trying to manipulate people, rather than be honest and let people make informed decisions in their own best interest.
The government is not a benevolent parent. Sin taxes, additional taxes placed on cigarettes and anything else the government doesn’t want people to do, don’t do much to persuade people. What business is it of government whether people want to smoke or not? The health effects are well known. The reality is that the government hides behind righteousness to take more money from people by denying them something they have chosen to do. Respect the choices that citizens make.