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Bioc Patrik
Egarter Maxime
Pfitscher Sandra
Platter Tobias
Raich Annalena
Nudging
Key characteristics, types and
good/bad practices
Content of the presentation
Definition and types of nudges
Good nudging with examples
Bad nudging with examples
Two little case studies
Definition
“By knowing how people think, we can make it easier for them to choose what is best for them, their families and society.”
Richard H. Thaler
Types of Nudging
Changes in physical environment
Example:
- reducing plate size
- giving social cues
=reduced the amount of food waste by around 20%
Changes in default
Changes in default
=people leave default decision if they are too lazy
Example: Simplex or duplex printing
- daily paper consumption drops by 15% with duplex printing as default
Social norms
Social norms
=providing information on what others are donating can affect contributions
Implementation plans
Implementation plans
people like to be consistent
get them to commit or make a plan
more likely that they will follow it
Good Nudges
Nudges can be powerful
Housefly in the urinal
Housefly in the urinal
- most famous example
- took place in early 1990`s in Amsterdam
- aim: improving the bathroom cleanliness
How?
- print an image of a housefly on the inside of urinals
- spillage on the bathroom floor reduced by 80%
Speed Camera Lottery
Speed Camera Lottery
- Invention of the “Speed Camera Lottery”
- reward those who obey the speed limit
- fees paid by those who violate it
- it doesn`t restrict the choice
- speed dropped from 32km/h to 25km/h
The famous piano stairs
The famous piano stairs
- Metro in Stockholm turned its stairs into a grand piano
- should encourage subway riders to use the stairs
- the use of the stairs increased by 66%
Bad Nudges
For the good, but also for manipulative intentions
Confirmshaming
Confirm-shaming
- popular technique in the web
- makes the user opt into something by shaming them if they don’t
- Example newsletter: pop-up with two options
- a call to action
- a second sentence shaming them for not making ‘the right’ decision
Self-serving default rule
Self-serving default
- different options of shipping
- free shipping is the slowest way
- additional costs for faster shipping
- lowest paid- for shipping option as default
- other selection through laziness
Supermarkets nudge for higher consumption
Supermarkets nudge
- impact of music on shopping behavior
- junk food near checkouts
- limited time offers to create urgency
Case 1 - High consumption of meat
- 19th century = 10 kg per person/year
- 1960's = 20 kg per person/year
- Nowadays = 65 kg per person/year
Nudges
= smaller portions
= vegetarian spreads next to meat
3 interventions
= increase the sales volume of seasonal fruit and vegetables
Case 2 - rising tobacco consumption
1,45 Bill.
2 Bill.
10%
4%
today
2025
informing about the risks of consuming tobacco is not enough to make them quit smoking