Organizations in both the public and private sector have embraced nudges — small interventions designed to subtly steer individuals towards desired behaviors. But while nudges have a track record in getting people to choose the targeted options, will they stick with them? New research found they don’t — they use that option less often and for less time compared to people who made the choice without a nudge. This finding has implications for programs employing nudges.
Since the publication of Richard Thaler and Cass Sunstein’s groundbreaking book Nudge in 2008, the concept of behavioral economics has influenced various facets of society, reshaping how organizations influence people’s decisions. Leveraging insights from behavioral science, companies and governments have adopted nudges: small interventions designed to subtly steer individuals towards desired behaviors, from enrolling in retirement savings plans to opting for healthier food choices.
