Nudge Theory

Nudge theory

Simply put, nudges aim to influence the choices we make, but without taking away the power to choose.

Nudges are beneficial as we don’t always think and decide logically and consciously, weighing up all of the costs and benefits.

Actually, the majority of our decisions are made instinctively and unconsciously.

Therefore, in order to drive a positive change in people’s behaviour, we need to tap in to that instinctive way of thinking.

The UK government has had a lot of practise at this.

In fact, they even have a Behavioural Insights Team, also known as the Nudge Unit.

The psychology behind the theory can be applied to any situation where you’re looking to enable change in people and shift behaviour.

It’s therefore a valuable piece of psychology to consider when designing a change programme.

Maintaining the freedom of choice is key with nudge theory.

Rather than trying to change people’s behaviour through enforcement or punishment, encouragement, choice and enablement is at the centre of driving change.

Creating nudges is not a simple process.

It’s important to observe people’s current behaviour before identifying which behaviours need changing.

Once you’ve spent time considering that, you’ll be in a position to design your nudges, which largely fit into three categories:

• Perception nudges – target the underlying perceptions of organisational behaviour to bring about a change in understanding, and therefore, a change in behaviour.

• Motivation nudges – these are needed when you want people to care about a change. One way of doing this is to reference other people’s behaviours to highlight what is acceptable and desirable.

• Ability and simplicity nudges – are needed when people feel that it is too much effort to carry out a desired behaviour. It is important to enable people to change and make changes simple. The easier it is, the more likely people will carry it out.

Identify any behaviours you need to change

Work out what people’s current behaviour is

Decide which nudges to deploy

Test and evaluate