Nudging is the interdisciplinary study of behavioural change in order to change and invite behaviour without using regulations , force and sanctions. This is a very interesting upcoming discipline. One can think of various ‘wicked problems’ especially related to human behaviour in public or high traffic locations. One can also think of the way public spaces are designed or how services are designed.
Design (experience design) is crucial in the way people interact with their environment.
“A nudge, as we will use the term, is any aspect of the choice architecture that alters people’s behavior in a predictable way without forbidding any options or significantly changing their economic incentives. To count as a mere nudge, the intervention must be easy and cheap to avoid.”
Through nudging you will be able to prevent and ‘bent’ non intended behaviour. For instance to influence the hundreds of food choices we face every day. Nudging uses and interacts with our ‘slow’ and fast’ thinking (Kahneman), where emotion and reflection are continuously with each other in dialogue.
Thought leader in this is Pelle Guldborg Hansen researcher at Roskilde University. We mention some successful (green) nudges; Litter on the street in Copenhagen, energy reduction in office spaces, organ donation and the way people are addressed and invited. The obesities epidemic and eating behaviour can be influenced by the way the food is offered and presented. These are a few of the many subjects Pelle Guldborg Hansen and his team are involved with.