Organizations in both the public and private sectors have embraced nudges, small interventions designed to subtly nudge individuals toward desired behavior. But while nudges have a track record of getting people to choose targeted options, will they stick with them? A new study shows that they don't. They use that option less often and for a shorter period of time compared to people who made the choice without a nudge. This finding has implications for programs that use nudges.
Following the publication of Richard Thaler and Cass Sunstein's groundbreaking book nudge In 2008, the concept of behavioral economics impacted many aspects of society, reshaping the way organizations influence people's decisions. Harnessing insights from behavioral science, businesses and governments have adopted nudges. That is, small interventions designed to subtly nudge individuals toward desired behaviors, from signing up for a retirement savings plan to making healthier food choices.