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Summary of the 4 lectures of the course Nudging - Master SHOP
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Lecture 1: Introduction Lecture 2: Dual systems Lecture 3: Heuristics Lecture 4: Attention and Perception
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LECTURE 1: INTRODUCTIONWhat is Nudging?
Nudging is a behavioural change method. The difference between Nudging and other behavioural change
methods is that most behavioural change techniques such as therapy or prevention and educational
programmed is that they are conscious and aware of the information given to them in order to change their
behaviour, they rely on the rational system. Nudging, on the other hand, relies on the impulsive system.
Human have two different systems:
The rational system (algorithm) – system 1
The impulsive system (heuristic) – system 2
Humans make great use of heuristics, that is, they use mental shortcuts to make decisions quickly, even
though we may not have all the information need in order to make a good decisions:
o E.g. the cheerleader effect (HIMYM), assigning attractiveness to the whole group instead of looking
at them individually.
o E.g. the Ikea effect, assigning more value to something you assemble yourself (overestimating your
own abilities).
o E.g. planning fallacy, we believe we are faster at doing things than other.
o E.g. GI JOE fallacy, we believe that knowing we have bias and knowing the existence of heuristics will
make you behave accordingly, but this is not the case. Knowing is not enough, biases will still be in
place since knowing is not a driver of our behaviour.
The aim of nudging is to use those cognitive biases for the good. A nudge is any aspect of the choice’s
architecture that alters people behaviour in a predictable way without forbidding alternative options or
significantly change their economic incentives (for instance if you want people to choose healthier food, you
cannot increase the price of unhealthy food, that would not be a nudge because you are changing the
price/economic incentive of it).
What kind of behaviour can you nudge?
o Choices that have a delayed positive effect
o Choices that are difficult
o Choices that are infrequent
o Choices that have a poor feedback
o Choices that that have an unclear outcome
Principles of Nudging:
o Incentives (make the desire effects rewarding)
o Understand mappings (make the choice-outcome clear)
o Defaults (make use of laziness shortcuts
o Give feedback
o Expect error (by foreseeing shortcuts people will use)
o Structure complex choices
LECTURE 2: DUAL SYSTEMS
Dual systems theories are not new, there are many theories about dual systems by multiple authors. They
all have something in common:
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