A Practitioner’s Guide to Nudging

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CHAPTER 3 Nudging: Case Studies In this section we describe a few representative cases to illustrate how nudges have been used to help individuals make better decisions. Using Descriptive Social Norms to Increase Voter Participation Low voter turnout is an issue in many countries. A common strategy used by voting campaigns to improve turnout is to emphasize low voter turnout in the hopes that it will motivate citizens to vote and make a difference. However, emphasizing the opposite—that voting is a common social practice—could be a more effective strategy. Experiments conducted by Alan Gerber and Todd Rogers compared the effects of both strategies on voter intention during the 2005 New Jersey and 2006 California elections. 9 A phone campaign was developed using two sets of telephone scripts—one emphasizing that voter turnout was expected to be low (low-turnout script) and another emphasizing that voter turnout was expected to be high (high-turnout script). After listening to the script, respondents were asked how likely they were to vote in the upcoming election. FIGURE 3 LEVERAGING SOCIAL NORMS TO INCREASE VOTER TURNOUT Mindful Mindless Encourage Discourage Encourage Discourage Activating a desired behaviour Externally imposed X Boosting self-control Selfimposed Externally imposed PAGE 12 NUDGING: CASE STUDIES FILENE RESEARCH INSTITUTE
The results showed that the high-turnout script increased the likelihood of receiving a “100% likely to vote” response by 7%. In addition, researchers found that the high-turnout script was most effective on respondents who were occasional and infrequent voters. A Nudge to the Garbage Bin Littering is a problem for many cities. While many people know the harmful effects of littering, they still continue to litter. In Copenhagen, for example, it is estimated that one in three individuals will occasionally litter. To resolve this problem, a research team from Roskilde University tested a nudge to help pedestrians avoid littering. 10 The team put down green footprints that led to various garbage bins in the city and handed out caramels to nearby pedestrians. After handing out the caramels, they observed how many pedestrians followed the footprints to the garbage bin and disposed of the caramel wrapper. The results showed a 46% decrease in caramel wrappers littering the streets when the green footprints were in use. FIGURE 4 HIGHLIGHTING FOOTPRINTS TO NUDGE TO USE OF GARBAGE BINS Mindful Mindless Encourage Discourage Encourage Discourage Activating a desired behaviour Externally imposed X Boosting self-control Selfimposed Externally imposed PAGE 13 NUDGING: CASE STUDIES FILENE RESEARCH INSTITUTE
Page 1 and 2: REPORT A Practitioner’s Guide to
Page 3 and 4: Table of Contents 4 EXECUTIVE SUMMA
Page 5 and 6: practitioners can use to reevaluate
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Page 9 and 10: In this report, we use the term “
Page 11: These four dimensions combined resu
Page 15 and 16: A Planning Aid to Increase Savings
Page 17 and 18: successful; in its first five month
Page 19 and 20: used, the Waterpebble automatically
Page 21 and 22: Select the Nudge Bottlenecks in the
Page 23 and 24: Identify the Levers for Nudging Ide
Page 25 and 26: possible, we recommend that it be a
Page 27 and 28: FIGURE 14 MINDSPACE FRAMEWORK Messe
Page 29 and 30: APPENDIX 2 Decision Map Checklist P
Page 31 and 32: Block FAFSA Experiment, National Bu
Page 33 and 34: 22 FIGURE 13 BEHAVIOURAL INFLUENCES
Page 35 and 36: Dilip Soman Rotman School of Busine

A Practitioner’s Guide to Nudging

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