Nudging Politics
Nudge was filled with all types of unforgettable examples and ideas surrounding behavior economics and the different way we are unsuspectedly “nudged” into doing something. One of the ideas that resonated with me the was those presented in the “Following the Herd” chapter. Here, the authors explain how susceptible we can be to outside pressures, even if we previously understood that idea or action it to be incorrect. One of the most prominent examples include Socializing Non-drinking, where an educational campaign in Montana aimed at decreasing the perception that the large amount of college students binge drink and smoke. Students were made aware that the majority of Montana residents didn't drink or smoke, and as a result, they decided to decreased their own use. Another notable example mentioned by the authors is the “Don’t mess with Texas” campaign. Here, the Texas government initiated an anti-littering effort to clean up highways that involved ads from the Dallas Cowboys and Willie Nelson exclaiming the famous slogan. Many people didn’t think twice about littering until nine-time pro bowler, Randy White, told them to clean up the highways. Texas Residents fell right in line as soon as they heard this tough-sounding, state-nationalistic slogan alongside the state’s finest public figures. As a result, littering was greatly reduced in the great state, down 29% in the first year and 72% in the first six years1.
An iteration of the “Following the Herd” idea is very visible within today’s social discourse. The term “sheeple” (sheep-people) has been widely used to describe those who follow CDC or government Covid guidelines in a “blind” manner. While the term has negative connotations and is despicably used to encourage people to disregard public health recommendations, it is ripe with behavioral economic undertones. The “Following the Herd” or “sheeple” ideas can be used to describe almost all political attitudes. The authors of Nudge mention that elections sometime take a life of their own as one candidate suddenly becomes more popular than the another in the same party. Here, people gain a perception that one candidate has become more popular than the other, driving their decision at the polls.
The political process perhaps suffers the most under the “Following the Herd” nudge– not only do objectively under qualified candidates get elected, but impractical policies also pushed into political discourse. A Donal Trump presidency promised a southern border wall to help reduce illegal immigrations. While this has been pushed by politicians in the past, immigrations scholars have consistently debunked its perceived efficiency. But similar to “Don’t Mess with Texas”, “Build that Wall” gained obsurd traction– appearing on t-shirts, hats, stickers, and dozens of other products. This of course, perpetrated even more support, eventually becoming the go-to solution for Republicans. While the wall never proved to be more than a few miles of fencing, even more draconian immigration laws have been passed such as the No Tolerance policy or the Arizona’s SB-1170. Immigration policies that are undeniably cruel and inhumane have gained support though the “Following the Herd” nudge.
