Behavioural “Nudges” Are Ineffective At Encouraging Commuters To Carpool Or Take The Bus

You’ll probably be familiar with the idea of behavioural “nudges” — interventions that encourage people to make better choices, without changing the actual options available. As a concept, nudging has become hugely popular, with at least 200 “nudge units” in governments and institutions around the world. We’ve certainly reported on a few studies finding that simple nudges encourage people to give more to charity, and help people to make healthier soft drink choices from fast food menus, for example. You might be forgiven for thinking, then, that there are no limits to what nudging can do….

Well, a recent set of studies designed to “nudge” commuters’ behaviour, published in Nature Human Behaviour and involving a total of almost 69,000 people, has found that there definitely are limits. Continue reading →