Nudging
The decisions we make in our daily lives are highly context-dependent. During the process of decision-making we often don’t realize how much influence our environment has on every choice we make. And with increasing digitalization, choices are not only made in the physical world, but more and more online, in new kinds of interfaces, often led by something called nudges.
The nudge is a concept from behavioral economics, meaning a gentle push in a certain direction. It’s usually so subtle the decision maker doesn’t notice the influence. It can also be seen as the subsequent step to marketing, which creates the desire for a certain product, while nudging ensures that it’s followed through. A nudge is established when designing the choice architecture, it’s a deliberate decision of the designer to create a framework that will shape new habits or single actions, by gently highlighting the preferred choice.
Nudging the brain
Nudges work because of their impact on the subconscious system of the brain. The two systems involved in decision-making are: system 1, responsible for the intuitive working of the brain and system 2, which is in charge of the rational thinking mode. The system 1 brain subconsciously creates mental shortcuts in order to respond quickly, whereas 2 is responsible for making wise, thought through choices. The concept assumes that when it comes to making decisions quick, people don’t always make rational choices or act in broader social interest. And it’s in these situations the system 1 brain tends to step in and guide the decision-making process. Thus nudging is about influencing the first system to make preferred decisions.
Nudging is a method used in many different fields; it’s in education, healthcare or marketing. Everyone encounters nudges daily, both in a physical as well as in an online environment. Some examples include:
– Supermarkets, vegetable only sections in shopping carts or arrows leading customers to the produce aisle, encouraging them to purchase more fruit and vegetables
– Organ donation registration, in many countries dissent is the default (donors have to opt-out instead of opt-in) which according to research can double the percentage of organ donors
– Social share buttons for online content, as too many options can be crippling and cause decision-making to be too difficult, when chosen and placed wisely, the right amount of buttons can provide cognitive ease and stimulate social sharing
– Display of social proof in online shops, reviews and ratings convince people to choose a certain option, because it seems the most popular and has gathered a lot of good feedback from other customers
Freedom of choice
Despite the fact that it’s used so much, there’s also a lot of critique on the practise of nudging. Some accuse the use of nudges of being paternalistic or psychological manipulation that aims to decrease the autonomy of consumers. However, designing a choice architecture that’s completely neutral is impossible, considering that all humans possess an inherent bias and complete objectivity is impossible. Additionally, the purpose of nudging shouldn’t be eliminating the freedom of choice, but steering consumers in the right direction.
Every decision made is influenced by how and where the choice is presented, as no choice is made in a vacuum. The question is how far nudging will go in the future. Governments are investing in “nudge units” to help develop new policies and with more and more personalization online, there’s a high probability that digital nudges will be tailored to individual preferences sooner than one would think.
Feel free to get in touch for further insights and ideas on how to successfully market your brand in 2018. — contact@noservice.today
NO SERVICE 24/7 is a Berlin-based full-service agency for strategic brand communication operating at the intersection of arts, culture and lifestyle.
