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Nudging: A Very Short Guide

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C. Sunstein at Harvard University
C. Sunstein
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Abstract

This brief essay offers a general introduction to the idea of nudging, along with a list of 10 of the most important “nudges.” It also provides a short discussion of the question whether to create some kind of separate “behavioral insights unit,” capable of conducting its own research, or instead to rely on existing institutions.
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Electronic copy available at: http://ssrn.com/abstract=2499658
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Preliminary*draft*9/22/14*
all*rights*reserved*
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*
Nudging:*A*Very*Short*Guide*
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#$%%!&'!()*%+,-*.!
!
Abstract*
!
This%brief%essay%offers%a%general%introduction%to%the%idea%of%nudging,%along%with%
a%list%of%ten%of%the%most%important%“nudges.”%It%also%provides%a%short%discussion%
of%the%question%whether%to%create%some%kind%of%separate%“behavioral%insights%
unit,”%capable%of%conducting%its%own%research,%or%instead%to%rely%on%existing%
institutions.%
%
I. LibertyDPreserving*Approaches*
!
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Electronic copy available at: http://ssrn.com/abstract=2499658
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T!
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A.*Nudges*Maintain*Freedom*of*Choice*
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B.*Transparency*and*Effectiveness*
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C. The*Need*for*Evidence*and*Testing*
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II. Ten*Important*Nudges*
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... Nudging innebär frihetsbevarande justeringar i beslutsmiljön -det vill säga den kontext där människor fattar beslut och agerar -som på ett förutsägbart sätt påverkar deras beteende (Sunstein, 2014). Nudging-exempel inkluderar förändrade standardval, där exempelvis anställda automatiskt ansluts till pensionssparande i stället för att behöva göra detta aktivt, vilket leder till en högre deltagandegrad (Thaler & Benartzi, 2004). ...
Small Changes in Big Houses: Nudging for Better Waste Management in Multi-Family Housing
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  • May 2025
Combining theories from behavioral economics and social psychology, the current case-based field study aimed to improve households’ waste and recycling behavior through a nudging intervention focused on information provisioning and social norms. This was done in multi-family dwellings with actual waste sorting quality as the key outcome. Using data representative of over 3,000 households from a socioeconomically advantaged district in the capital city of Sweden, the findings showed that the proportion of correctly sorted residual waste increased by almost 14% following the intervention, with a similar increase not observed during a comparable period for another city district that was not exposed to the focal intervention. Taken together, these results showcase the practical relevance of using theory-derived nudging interventions and applying them in naturalistic settings to improve households’ waste sorting without forbidding behaviors or changing economic incentives. Moreover, this research contributes to the literature by moving beyond the common practice of focusing almost exclusively on single-family dwellings to also considering the more complex setting of multi-family dwellings, thereby extending prior theorizing to a novel context.
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The Subtle Power of Nudging: Consumer Choice in Ethical and Sustainable Retailing
Article
  • Jun 2025
This study investigates how nudging mechanisms embedded in brand cues and social interactions influence ethical and sustainable consumer behavior within religious markets. Drawing on Nudge Theory, we propose a dual-pathway model to explain how formal signals (logo certification) and informal cues (peer communication) shape green consumption through identity-driven and spiritually grounded processes. Using Bayesian Structural Equation Modeling (BSEM) on data from 270 Malaysian consumers, the findings reveal two distinct but converging nudging effects. First, logo certification enhances green behavior both directly and indirectly by reinforcing brand distinctiveness and prestige. Second, peer communication promotes Islamic practices and emotional connectedness with Allah, which in turn influence halal green behavior. The model also confirms that both logo certification and peer communication have significant direct effects on green consumption intention. By integrating institutional, psychological, and religious-affective pathways, this research extends the scope of Nudge Theory beyond heuristic design to include culturally embedded emotional and identity-based mechanisms. The study offers theoretical and practical insights into how subtle interventions-aligned with personal and communal values-can promote sustainable behavior without restricting consumer autonomy.
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Promoting collection, reuse, and recycling of electrical and electronic equipment (e-waste)
Thesis
Full-text available
  • Jun 2025
E-waste poses significant environmental challenges, yet recycling rates remain low despite established infrastructure. Existing research has explored psychological drivers of recycling intentions but lacks insights into how these intentions translate into actions, the role of situational factors, and the potential of digital nudging to promote sustainable behaviours. This PhD thesis addresses these gaps through three interconnected studies, offering a comprehensive approach to enhancing e-waste management practices. The first study conducts a worldwide meta-analysis of 36 studies to identify key psychological antecedents of e-waste recycling behaviour, such as attitudes, convenience, and policy effectiveness, using constructs from prominent behavioural theories. These findings provide a robust theoretical foundation for understanding recycling behaviours. The second study investigates the influence of situational factors, including proximity and user experience of collection centres, on bridging the intention-behaviour. Using structural equation modelling with data from 700 participants gathered in Italy, the study demonstrates how convenience enhances recycling behaviours through normative and gain-based goals. The third study evaluates digital nudging strategies, specifically social comparison feedback, in influencing recycling and purchasing behaviours. An experimental survey of 524 Italian participants reveals nuanced effects, offering practical insights for designing pro-environmental digital interventions. Together, these studies provide actionable strategies to advance sustainable e-waste management and bridge critical research gaps.
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Social Listening and its Issues: What can the Precautionary Principle Advice?
Article
Full-text available
  • Jun 2025
The World Health Organization (WHO) has recently initiated “social listening”. The first section of this paper investigates conceptual aspects of social listening. It demonstrates that the WHO’s descriptions of social listening are vague and inconsistent. Notwithstanding this, possibly, the WHO-envisaged social listening is constituted by three core components: (i) listening and monitoring, (ii) understanding, and (iii) engaging and nudging. It follows that there is an inherent relatedness between WHO-envisaged social listening and other “social-listening” activities. It follows that to investigate issues of or related to social listening, the inquiry should be broadened to general practices of “social listening”, and experiences related to these must be considered. In the second section, this paper finds several issues with or related to social listening, including bad faith uses, the difficulty of identifying misinformation and punishing it, the echo chambers problem, issues concerning nudging, concerns about policy preset position, concerns for the management and prioritization of resources, and concerns about overlapping between social listening activities. Thus, social listening should be subject to certain rules. In the third section, this paper argues that social listening should be subject to the precautionary principle. Doan, Nie, and Fenton projected that the central teleology, the purpose, and the modus operandi of the precautionary principle could be identified in various policy and legal instruments and propositions, accordingly, the precautionary principle entails, inter alia, proactive preparation for public health matters, specifically emergencies, and assessment, e.g. risk–benefit analysis, taking into account uncertainty and past experiences. They showed the normative validity and necessity of applying the precautionary principle in its “moderate versions” to public health matters. It follows from this and the rationale underlying and the range of rules of the precautionary principle that the precautionary principle can offer some insights, solutions, and mechanisms to remedy issues posed by or related to social listening.
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The Intersection of Behavioural Economics and Marketing
Chapter
  • Jun 2025
Neoclassical economic theories assume that human beings are “homo economicus” or, as Aristotle defined it, “rational animals”. According to this view, people are perfectly rational decision-makers, self-interested, and consistent. They always make decisions that maximize their own utility. However, we often see people around us who smoke cigarettes, eat sugary foods, donate to charity, gamble, and do many other irrational things that do not benefit their self-interest or well-being. This easily proves that humans are not homo economicus, but simply hominins. Behavioural economics is the study of the psychological factors that influence our economic decisions. Marketing, on the other hand, is a set of activities aimed at creating value for customers. Marketing is about understanding what people need or want and offering products or services that meet those needs. This chapter explores the relationship between behavioural economics and marketing. It begins with an overview of the basics of behavioural economics, including the various cognitive biases and heuristics that influence our decision-making. It then discusses how behavioural economics can be applied to marketing, with specific examples of how marketers can use behavioural economics insights to create more effective marketing practices. The chapter also provides case studies of how behavioural economics has been used to improve marketing results. Finally, it explores the future of behavioural economics in marketing and how marketers can stay ahead of the curve.
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Driving sustainable change: A systematic map of behaviorally informed interventions to promote sustainable mobility behavior
Article
Full-text available
  • May 2025
Recent reports have highlighted the importance of changing human behavior if climate change is to be mitigated. In this respect, behaviorally informed interventions are considered promising tools. In particular, these interventions could be applied in the transport sector, where the mitigation potential is high. However, a comprehensive synthesis of the evidence on behaviorally informed interventions in this field is lacking, although such syntheses are extremely useful for researchers, policymakers, and funding bodies alike. This study addresses this gap by presenting a systematic map of behaviorally informed interventions that target sustainable mobility decisions. An extensive review of more than 30,000 articles revealed a substantial corpus of 204 relevant studies. While studies on usage behavior (e.g. fuel-efficient driving) and studies addressing the private context are most prevalent, the synthesis highlights that existing studies investigated a remarkably diverse set of heterogeneous mobility decisions. Additionally, studies addressing the professional context or positioned at the intersection of the private and professional sphere were identified, highlighting the potential for behavior change interventions in multiple contexts. This study provides a foundational resource for understanding the scope of existing research and uncovering underexplored areas with high mitigation potential. The findings not only inform future academic research but also guide policymakers and practitioners in designing effective, behaviorally informed strategies to reduce transportation's environmental impact.
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Law Beyond Coercion? Positive Sanctions: Normative and Expressive Functions to Guide Behaviour
Chapter
  • May 2025
This chapter examines the concept of ‘positive sanctions’, or what may be termed the ‘promotional function’ of law. Silvia Zorzetto argues that normative phenomena based on incentives, public information and awareness campaigns, recommendations issued by authorities, policies, symbolic norms, and standards unrelated to coercion, persuasive and symbolic mechanisms are assuming an increasingly significant role in contemporary legal systems. Among these, she identifies three paradigmatic examples that are particularly relevant today: precedent, better regulation, and nudging. On this basis, she contends that such instruments provide both authorities and citizens with alternative means for achieving their legal objectives. However, she concludes that while these instruments are effective as complements to traditional legal enforcement, they can never serve as a complete substitute unless one moves beyond the conventional understanding of law as grounded in common sense. Indeed, these and other non-binding or non-compulsory mechanisms derive their effectiveness precisely from their operation within the framework of a coercive legal system.
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