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Nudges
Any aspect of the choice
architecture that alters
behavior in a predictable way
without forbidding any options
or significantly changing their
economic incentives (Thaler &
Sunstein, 2008)
Supposedly in a way that
people, after careful
consideration, would consider
to be in their best interest (pro
self vs. pro social?)
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The Nudgee
The Nudger
The Nudge
Wealth,
Health, and
Happyness!!!
Intervention
Changing Mind:
Alter beliefs and attitudes
through information
Motivate with prospect of future
benefits
Intervention
Altering social and physical
environments to make certain
behaviors more likely
Social norm feedback (taxes)
Changing defaults (organ
donation
Altering physical environments
(Ikea, supermarkets)
Nudging
Smoking
Alcohol
Diet
Physical
Activity
Nudges: Examples
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Nudges: Examples
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Research questions
and hypotheses
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Research questions
How does the nudge affect peoples perception of charities and
of the nudged behavior?
Can a one-time nudge change peoples mind about the
desirable action?
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cdf attitude
Nudge
People
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People
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Hypotheses
H1: The default option is more likely to be chosen at the time of
application
H2: Attitudes towards or against the charity and the nudging
institution will be shaped by resisting or yielding to a nudge.
H3: Pledges in the second phase will reflect attitudes generated
in the first phase.
H4: People who are nudged towards charity giving will be less
committed to actually donate than people who decided to do
so against the nudge.
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The experiment
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The experiment
1st Phase
Pledge
Nudge to pledge.
Nudge to keep.
Nudge to pledge with choice.
Nudge to keep with choice.
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Pledge
Donation
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The experiment
3 days
Randomized
emails to 3762
subjects
(Max Planck
Orsee database)
3 days
2 weeks
Manipulation
Manipulation
1. No nudge (n=210)
2. Nudge (n=190)
3. No nudge with choice (n=191)
4. Nudge with choice (n=195)
5. Control (n=202)
1.
2.
Attitude Measures
Attitude Measures
towards charity
towards the nudger (MPI)
towards the nudge
towards charity
towards the nudger (MPI)
towards the nudge
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2 weeks
Payout
(N=460)
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The sample
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Second period
consistency
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99%
Female
65%
100%
German
95%
100%
Education
56% Abitur
22% Bachelor
96%
98%
Parents
education
96%
97%
26% Village
36% Town
33% City
92%
82%
89%
Age
Environment
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Findings
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Effect on attitudes
Result 2: Nudges did not affect attitudes of pledging or non
pledging participants. This goes against Hypothesis 2.
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Commitment to pledges
% of participants coming to collect
Pledged 4
Pledged 2
Pledged 0
Nudge to keep
28,0%
42,9%
56,4%
Nudge to pledge
29,4%
46,2%
67,3%
Nudge to keep
Choice of charities
Nudge to pledge
Choice of charities
Total
43,3%
35,3%
60,7%
22,2%
47,1%
64,9%
30,4%
43,2%
61,9%
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Commitment to pledge
Result 4: Nudging participants to pledge to a charity did not
make those who pledged less likely to collect. This contradicts
hypothesis 4. However, nudging to pledge did make nonpledging participants less likely to collect.
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Summary, discussion
and conclusion
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Summary
In terms of actual donations, pledging default does not lead to more
commitment to pledge among pledging participants, but to more
commitment not to pledge among non-pledging participants.
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Conclusion
Decisions can be guided towards the preferred outcome for
those people who do not hold strong preferences against it.
Those who resist a nudge may become more committed to that
resistance.
Nudges are better accepted if there is some leeway in how to
respond to the nudge.
Default nudges are effective for specific and limited alterations
of behavior, but are not enough for transformational changes in
values and attitudes needed for long-term success.
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