Introduction

Economics assumes that people make rational decisions. Consequently, it offers a clear prescription for behavior change. If you want a person to take a particular action, simply increase the action’s benefits or decrease its costs.

Behavioral science offers a more nuanced interpretation of decision-making. And it supplies those interested in behavior change with a new tool: the nudge. At its core, this is based on the idea that behavior is influenced by a wide range of factors, not just costs and benefits. So, if you want a person to take a particular action, you should think carefully about the environment they inhabit and how changing aspects of it might shape their behavior.

This white paper explores this topic from several angles. It describes the philosophical and psychological basis for the practice. It sketches the process by which nudges are created and tested in the real world. And it gives many examples of how governments and companies – including Attuned – are using nudges to positive effect.

To learn more, simply download the white paper below.