HIGHLIGHTS
- From the psychological perspective, the nudge tries to help the brain take a decision, by following its same functional patterns
- The availability of spaces, or placement and choice of furniture, can favor certain employee behavior
From early times, humans have tried to persuade other humans to behave in certain ways, doing what the former want and renouncing what would have done instead. This constant effort toward steering the conduct of others extends to all sorts of contexts (social, political, religious, workplace, family) and can either obey noble motives – like the common good, harmonious co-existence or justice - or not-so-fine motives, such as power, control and personal benefit. It has gone on to translate into a variety of instruments: laws and regulations, awards and punishments, negotiation techniques, diplomacy, persuasive techniques, etc. But it also works in the form of direct requests, which leave the target with more or less freedom to comply, from light suggestions to warnings or more taxing orders and prohibitions.
These strategies have been evolving with time, and gaining in sophistication, as society progresses. In general, advanced societies tend to balk at the merest imposition, as it is considered much more effective for people to accede voluntarily if they are to conduct themselves as desired, making the idea their own out of a sense of conviction rather than obligation. At work, the latest trends in leadership are trying to dispose of the hierarchical “command and instruct” tradition rooted in business culture, to embrace a more democratic, subtle way of doing things. A contemporary expression of the attempt to induce behavioral norms is nudge philosophy.
What will I learn from this article?
Nudging does not impose, order or instruct, leaving the recipients a free hand as to behavioral decisions. A nudge encourages them in a determined direction by giving them a suave psychological “push” in a certain direction.
The concept was spun out of a book, Nudge: Improving Decisions About Health, Wealth, and Happiness (2008), written by the behavioral economist Richard H. Thaler and lawyer and academic Cass R. Sunstein. These North American authors defended the thesis that people are able to make their own decisions, even if they do not always do so in a rational or decisive way. As such, the authors proposed a “libertarian paternalism” which, even if it leaves the individual with the last word in selecting from a multitude of options, steers them suavely toward the most convenient.
Nudging does not impose, order or instruct, but gives a suave psychological “push” in a certain direction.
From the psychological perspective, the nudge tries to help the brain take a decision, by following the same functional patterns. In general, our mind is not an organ that likes complications. The simplest option will always be one of the first it considers, except when it is clearly contrary to our convictions,. This feature is called status quo bias or inertia, and it is that which results, for example, in organ donation being more frequent in countries where this option is legally presented by default than in others where it has to be expressly articulated.
A nudge tries to help the brain take a decision, by following the same functional patterns.
Nudge techniques are extended in many ways of life. Standing bank orders, click buying, automatic subscription to an online service, are examples of how this philosophy impregnates daily habits without us even being conscious. An interesting example of nudge was found in an initiative undertaken several years ago in a Stockholm subway station. Operators wanted to stimulate physical exercise by travelers by convincing them to use conventional stairways rather than escalators. So they painted the steps as piano keys, an ingenious mechanism where even piano sounds emanated when they were stepped on. Through gamification and a sense of playfulness, the desired effect was achieved.
In workplaces, the availability of spaces or choice of furniture can favor certain employee behaviors. For instance, establishing specific areas destined for rest and relaxation can help employees re-establish their physical and mental equilibrium and avoid the dreaded “burnout”. Another example of a nudge consists of making available high tables without chairs in common areas, which leads to employees getting up from their chairs and taking a necessary break during their working day while interacting with others in spontaneous meetings.
The availability of spaces or choice of furniture can favor certain employee behaviors
Nudge philosophy has no shortage of detractors. Some find it paternalistic, a condition the authors themselves openly recognize. And, although Thaler and Sunstein talk of “libertarian paternalism”, since ultimately the individual conserves the possibility of choosing what they think is the best path, the fact that “intellectually superior” forces are trying to push people along a determined path appears to indicate that, at heart, the proponents don’t trust their own criteria enabling people to follow their own initiative. As such, this could be interpreted as an attempt at control, disguised as modernity.
Another criticism this doctrine receives is its proximity to manipulation. Any well-designed nudge is ultimately supported by determined bias and psychological criteria to achieve success. Bias as channelled through inertia or prominence, where people tend to select the prominent option at first sight. In this sense, one very effective nudge, to promote healthy eating habits, is to situate fruit at the front of a buffet table or at eye height. The defenders of this action see nothing bad in a hint that is better than imposition. Thus, for a nudge to be really effective, it should be transparent. Life is already complex enough without us feeling the need to reject a little bit of help on the way.
Ramón Oliver is a journalist specialising in employment, economics and sustainability, topics he has covered for outlets such as El País, El Economista, OK Diario and Capital Humano. He currently contributes to Vozpópuli, La Vanguardia and Ethic Magazine, and is the editor of the specialist website MetaEmpleo.