Nudging approaches and their effectiveness: a field experiment
Nudges are a way of bringing about behavioural change. A nudge refers to an intervention technique that makes the desired course of action seem the simplest and most obvious. Nudges allow desired actions to be carried out without great cognitive effort and without the need to search for information. The nudging approach gained traction through the publication by Thaler and Sustein (2008) and is now researched and applied not only in economics, sociology, and psychology – but also in social marketing.
- Nudges are a promising way of making environmentally friendly action more attractive and easier to carry out
- The project evaluates various nudges in terms of their efficacy in promoting environmentally friendly purchasing decisions
- The insights gained enable recommendations to be made on the use of nudges to promote environmentally friendly practices
Goal and method
Project duration: 2015-2016
CDE is carrying out this project in collaboration with the Institute of Sociology, University of Bern, and the Professorship for Sociology, ETH Zurich.