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Nudge theory was named and popularised by the book, ' Nudge: Improving Decisions About Health, Wealth, and Happiness ', written by American academics Richard H Thaler and Cass R Sunstein. The book is based strongly on the Nobel prize-winning work of the Israeli-American psychologists Daniel Kahneman and Amos Tversky, get your econs paper done.
Nudge theory can also be used to explore, understand, and explain existing influences on how people behave, especially influences which are unhelpful, with a view to removing or altering them. There are lots of these unhelpful 'nudges' everywhere get your econs paper done notably in advertising and government; some accidental, many very deliberate. Note: This article is not a reproduction or extraction of Thaler and Sunstein's work - it is a summary, interpretation and extension of 'Nudge' theory, including the main terminology, expanded by supplementary methods, get your econs paper done, with helpful explanations, examples and connections, to related ideas and concepts of motivation and management.
Accordingly, if you seek to understand Thaler and Sunstein's work first-hand, or to research and extract from the original Thaler-Sunstein source material, then you should obtain their book 'Nudge', and also explore Kahneman and Tversky's earlier work. Nudge theory is credited mainly to American academics Richard H Thaler and Cass R Sunstein. They built much of their theory on the ' get your econs paper done ' work of Israeli-American psychologists Daniel Kahneman and Amos Tversky, which first emerged in the s in psychological journals.
The name and concept of 'Nudge' or 'Nudge theory' were popularized by the book, ' Nudge: Improving Decisions About Health, Wealth, and Happiness ', which became a major international best-seller. Kahneman's book, also a best-seller, ' Thinking, Fast and Slow ' contains much of the fundamental Khaneman-Tversky theory which underpins the Thaler-Sunstein 'Nudge' concept.
Amos Tversky is somewhat neglected in citations for Nudge theory because he died in Nudge theory seeks to improve understanding and management of the 'heuristic' influences on human behaviour US spelling: behaviorwhich is central to 'changing' people, get your econs paper done.
Nudge theory is mainly concerned with the design of choiceswhich influences the decisions we make. Nudge theory proposes that the designing of choices should be based on how people actually think and decide instinctively and rather irrationallyrather than how leaders and authorities traditionally and typically incorrectly believe people think and decide logically and rationally.
In this respect, among others, Nudge theory is a radically different and more sophisticated approach to achieving change in people than traditional methods of direct instruction, enforcement, punishment, etc. The use of Nudge theory is based on indirect encouragement and enablement. It avoids direct instruction or enforcement. Here are some simple examples to illustrate the difference between traditional enforced change and 'Nudge' techniques:.
Nudge theory accepts that people have certain attitudes, knowledge, capabilities, etc. Nudge theory is based on understanding and allowing for the reality of situations and human tendencies unlike traditional forcible instruction, which often ignores or discounts the reality of situations and people.
Fundamentally and properly, get your econs paper done, according to its origins Nudge theory operates by designing choices for people which encourage positive helpful decisions ; for the people choosing, and ideally for the wider interests of society and environment, etc.
Additionally, Nudge theory offers a wonderful methodology for identifying, analysing and re-shaping existing choices and influences that people are given by governments, corporations, and other authorities.
Given that so many of these choices and influences are extremely get your econs paper done for people, this is a major area of opportunity for the development and use of Nudge theory, even if it were not envisaged as such by its creators.
Nudge theory also draws from and connects to many other models of motivation and management, for example:. Nudge theory initially emerged in the early s USA as a radical approach get your econs paper done influencing people's interaction with financial systems, notably pensions, savings and healthcare - so as to improve quality of later life, get your econs paper done, not to enrich financial corporations.
This last point is significant - Nudge was initially developed as an ethical conceptby academics, for the improvement of societynot as a mechanism for commercial exploitation, or government manipulation. Nudge principles and techniques are now increasingly significant in communications, marketing, get your econs paper done, and the motivation of groups: in business, marketing, selling, organizational leadership, politics, economics, get your econs paper done, education, welfare; really in any situation where someone or a body of some sorts seeks to influence a person or a group of people, for example a customer group, or an entire society - or simply yourself, as an aid to improving personal health, wealth and well-being.
Nudge theory for example can help the parenting of a child; or at the other extreme could help a world government manage a global population. Nudge theory advocates change in groups through indirect methods, rather than by direct enforcement or instruction. Central to the Nudge concept is that people can be helped to both think appropriately and make better decisions by being offered choices that have been designed to enable these outcomes.
Here is a simple table showing varying characterizations of, and differences between, traditional 'directed' change and Nudge-oriented interventions, in terms of keywords and tactical notions. The roots of Nudge theory can be traced back to a wide variety of psychological models and philosophical concepts, especially the theories on thinking and decision-making of Kahneman, Get your econs paper done and others.
From a philosophical and motivational standpoint, Abraham Maslow understood and articulated the ethos and principles of Nudge theory in the s and 60s, a half-century before it was named. Maslow's famous Hierarchy of Needs model represents the most fundamental 'heuristic' tendencies of human thinking and decision-making. Erik Erikson's life change model is of similar significance, although neither Maslow or Erikson used the 'heuristic' in describing their concepts. Perhaps the most compelling early evidence that Nudge theory has become a get your econs paper done significant concept for managing change, people, and societies, is that governments - notably the US and UK - very quickly developed specialized 'Nudge departments' to use Nudge methods in helping to shift societal behaviours on a very big scale.
The effectiveness of the methods are such that the UK government 'Nudge Unit' officially called the 'Behavioural Insights Team' was privatised in very little that has enormous potential is retained by the UK state in modern times. Often referring to the team as 'the Nudge Unit' after the work of Professor Richard Thaler, co-author of Nudge and academic advisor to the teammuch of the media interest has focused on the influence this team has had within Whitehall and overseas; and the methods and insights that the team has applied to public policy It remains to be seen whether this particular 'Nudge Unit' will be able to uphold the philosophy advocated by Nudge's creators.
Probably not, as the privatised company is selling its services to the corporate world and other governments, and will inevitably seek to maximise profits for its investors, get your econs paper done. On which point, it's important to note that anyone can use Nudge theory get your econs paper done 'Anyone can use Nudge theory'. It's simple and easy if get your econs paper done read a little about it to understand how it works, get your econs paper done.
The dictionary definition OED - Oxford English Dictionary of the word 'nudge' in its traditional get your econs paper done is helpful in appreciating Thaler and Sunstein's approach to the 'Nudge' concept:. Incidentally the origin of the word nudge is uncertain. It compares with Norwegian 'nugga' and 'nyggja', get your econs paper done, to push or rub, which suggests the word may have Norse or Viking origins in English.
Thaler and Sunstein don't actually give a specific definition of 'Nudge theory' in their book, although a definition of a 'nudge' is given in the book and quoted by Wikipedia :.
A nudge, as we will use the term, is any aspect of the choice architecture that alters people's behaviour in a predictable way without forbidding any options or significantly changing their economic incentives. To count as a mere nudge, the intervention must be easy and cheap to avoid.
Nudges are not mandates. Putting fruit at eye level counts as a nudge. Banning junk food does not It's the nearest thing to a definition of get your econs paper done by the authors that appears in the book. Here are further definitions Businessballs which reflect an expanded view of the potentially wider use of Nudge theory.
Note that Nudge theory can also be used to identify and modify or remove existing unhelpful 'nudges'. com I'm always open to better suggestions of definitions, and given that Nudge theory is quite new and still evolving I am sure some will emerge. Nudge theory was named, defined as 'Nudge theory' and popularized in the book, ' Nudge: Improving Decisions About Health, Wealth, and Happiness ', written by American academics Richard H Thaler and Cass R Sunstein.
The development of 'Nudge' theory - notably its principles - are attributed to the book's authors properly with Daniel Kahneman, a significant collaborator of Thaler, a globally revered Nobel prizewinning psychologist with a get your econs paper done in 'heuristics' and thinking, and Kahneman's own long-time collaborator, Israeli-American psychologist Amos Tversky.
Tversky died insadly before the Nobel economics prize was awarded in for his work with Kahneman, and this seems to have has reduced popular recognition of Tversky's contribution to Nudge theory. In the Nudge' book, Thaler and Sunstein draw heavily on the earlier heuristic work of Kahneman and Tversky, which first emerged in the s in university papers and psychological journals.
Kahneman's book, also a best-seller, ' Thinking, Fast and Slow ', contains much of this fundamental theory which underpins the Thaler-Sunstein 'Nudge' concept.
Significantly Kahneman dedicated this book to the memory of Amos Tversky. In Daniel Kahneman produced a significant paper with his long-time collaborator, the Israeli Amos Nathan Tversky : 'Prospect Theory: An Analysis of Decision under Risk' Daniel Kahneman and Amos Tversky; Econometrica, 47[2], pp. Kahneman and Tversky's 'Prospect theory', and the paper which described it, became regarded as fundamentally important contributions to the understanding of human thinking and decision-making, notably in behavioural economics.
Accordingly, 'Prospect Theory', along with other heuristics work of Kahneman and Tversky, formed a substantial part of the development of the Thaler-Sunstein 'Nudge' theory.
The theory states that people make decisions based on the potential value of losses and gains rather than the final outcome, and that people evaluate these losses and gains using certain heuristics.
The model is descriptive: it tries to model real-life choices, rather than optimal decisions. The theory was developed by Daniel Kahneman and Amos Tversky in as a psychologically more accurate description of decision making, comparing to the 'expected utility theory'.
In the original formulation the term 'prospect' referred to a lottery. Thaler and Sunstein's original 'Nudge theory' is chiefly concerned with 'behavioural economics' and 'behavioural finance' UK-English: behaviouralbeing the primary interests of the book's authors. Kahneman and Tversky's expertise, by contrast, is psychology with a broader approach to decision-making, so it is interesting and a lesson in 'nudging' that Thaler and Sunstein's more narrow economics angle succeeded in bringing the ideas of 'Nudge' - and heuristics especially - into the mainstream.
This is perhaps due to the highly accessible 'Nudge' branding and packaging, together with a good marketing approach. People respond well to strongly promoted, accessibly-packaged concepts with catchy names, get your econs paper done, which equates to a series of 'nudges' arguably one of 'framing'and then 'following the herd' when the book became a best-seller - during which promotional 'accessibility' is a major factor too, get your econs paper done.
Examples and references in other areas of behaviour and decision-making were offered in the book, but not to a great extent, and certainly not to the depth that the potential application of Nudge was explored and proposed in the financial and healthcare fields mentioned.
The first half offers very clear and entertaining explanation, supported by research and survey statistics, etc. Most of this explanation is underpinned by previous studies and scientific theory concerning 'heuristics'which in the authors' context of human decision-making refers to the tendency for humans to think instinctively, emotionally, and subjectively, rather than logically, rationally and objectively.
The authors list several types of heuristic tendencies in people, which equate to 'Nudges', on the basis that 'heuristics' are fundamental drivers of decisions.
The second half of the book analyses various theorized and potential effects of heuristics in the US sectors of:. Seen from another angle this is central to change managementmotivationand managing peoplepotentially on a vast scale. The book is particularly interesting from a general decision-making perspective in its first half, in which 'heuristics', and the ways that people think and decide, are explained in an entertaining and accessible way.
The second half of the book focuses on American socio-economics, which by implication is more specialized and narrowly appealing. The authors did not devise or discover all of the various heuristic tendencies they present, but they have very cleverly brought them together into a cohesive, comprehensible and useable set of principles, and this is arguably the most valuable aspect of the book aside from bringing a helpful concept to a very big audience.
Such a 'toolkit', together with Thaler and Sunstein's explanatory theory and philosophy, reminds all policy-makers, managers and communicators that people rarely think very rationally, and this is the essence of what is now called 'Nudge theory'. The flexibility and adaptability get your econs paper done Nudge theory is a big part of its appeal to leaders everywhere.
During the s Nudge theory was still evolving and expanding in terms of its techniques, definition, and significantly its applications. Nudge theory has evolved significantly since these founding principles were established, and it will continue to grow considerably in future years, get your econs paper done.
Please note again that much of the 'heuristics' theory described here is based on the work of Daniel Kahneman and Amos Tversky. A guiding philosophy is certainly required for corporations and governmental get your econs paper done, which in modern times routinely exploit people's heuristic weaknesses. Thaler and Sunstein use the term 'libertarian paternalism' as a name for the underpinning philosophy that they advocate when considering and applying Nudge theory, and particularly the guiding ethos of leaders and managers who employ Nudge theory methods.
As such, 'libertarian paternalism' is the authors' preferred term for the guiding ethos and values of Nudge theory; the ethical and philosophical basis governing its use, and by implication its development, get your econs paper done.
Thaler and Sunstein advocate the use of Nudge for the good of human society and the world we live in. They acknowledge that Nudge theory unavoidably entails a degree paternalism, as arguably all leadership does.
But Thaler and Sunstein also emphasize the need for Nudge methods to be guided by a need to protect people's freedom of choice; to have compassion for people and society, and to care for the environment and future of the planet.
when we use the term 'libertarian' to modify the word 'paternalism', we simply mean 'liberty-preserving' This is important, because 'Nudge' is a powerful concept. It was not designed to be used for unethical purposes or to pursue aims which exploit people, get your econs paper done which do harm.
Libertarian refers to the freedom that people should have in making their own choices, and the need to protect free will. Thaler and Sunstein said of Nudge theory's underpinning philosophy, in emphasizing the need to preserve free choice: " Putting the fruit at eye level counts as a nudge.
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