What is Nudge Theory?

John Spacey, updated on January 31, 2017

Nudge theory is the idea that subtle suggestions, choices and positive reinforcement often achieve more influence than commands, rules and punishment. It has implications for government, education, marketing, leadership and any other domain that relies on social influence.

Nudges tend to be effective as they engage a person in a friendly manner and lead them towards an idea or choice. People generally have a strong sense of reactance and are motivated to make their own choices. Nudges encourage people to make their own choices while making subtle attempts to influence.

Choice Architecture

Choice architecture is the design of a series of choices with the goal of influencing outcomes. For example, a salesperson may guide a customer through a series of choices for options. Such a presentation may be carefully designed to maximize sales by leading most customers towards expensive choices. Choice architecture typically uses nudges but not always.

Advertising

Advertising that contains no call to action can typically be considered a nudge designed to trigger ideas and emotions as opposed to telling the customer what to think or do.

Nudge in Design

Nudge theory is commonly applied to design. For example, a paper towel dispenser may include a picture of a green forest that gets depleted each time a towel is taken. This may be more effective at reducing consumption than a command such as "only one towel per customer!"

Overview: Nudge Theory
Type	Influencing
Definition	Using subtle suggestions, choices and positive reinforcement as a means of social influence.
Related Concepts	Motivation Reactance Influencing Design Thinking