Nudge Theory

The Seven Steps of Nudge Theory by Alec McPhedran

Nudge Theory
 
What is Nudge Theory?
Nudge Theory is a concept with the aim to influence people to make better decisions. The thoughts behind the theory is that decision-making should be based on people's real thoughts and decision processes, which are instinctual and sometimes illogical, rather than how leaders and managers have historically assumed people think and decide (logically and rationally). 
 
Nudge Theory, often referred to as "nudging," is a concept in behavioural economics and political science that involves using positive reinforcement and indirect suggestions to influence the behaviour and decision-making of individuals or groups. It was popularized by the book Nudge: Improving Decisions About Health, Wealth, and Happiness by Richard Thaler and Cass Sunstein in 2008.
 
The key idea behind Nudge Theory is that people's decisions and behaviours can be influenced in predictable ways without restricting their choices or imposing significant economic incentives or penalties. Nudges aim to guide individuals toward making better choices for themselves, society, or the environment by altering the way options are presented to them.
 
Examples of nudges include:
 
Default Options: Setting a desirable choice as the default option, such as organ donation, where individuals are automatically registered as donors unless they opt out.
 
Informational Nudges: Providing clear and easily understandable information to help individuals make informed decisions, like nutritional labels on food products.
 
Feedback: Offering feedback on behaviour to encourage desired actions, such as energy usage reports to reduce electricity consumption.
 
Social Norms: Informing people about what the majority of their peers are doing to encourage conformity with positive behaviours.
 
Timing: Timing messages or reminders at critical moments when people are more likely to act, like sending tax return reminders close to the tax deadline.
 
Nudge Theory has been applied in various fields, including public policy, marketing, healthcare, and environmental conservation, with the goal of promoting healthier, more sustainable, and socially beneficial choices. Critics argue that while nudges can be effective in many cases, they also raise ethical concerns about individual autonomy and potential government or corporate manipulation. Overall, Nudge Theory is based on the idea that small changes in how choices are presented can significantly influence human behaviour without resorting to coercion or heavy-handed interventions.
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How do you use Nudge Theory?
Nudge Theory doesn't have a universally agreed-upon model or set of stages, but the concept typically involves a series of steps or principles that guide the application of nudges to influence behaviour. Here's a simplified breakdown of seven stages for organisational change that can help you understand the process:
 

1. Defining the Change: The first step, as in most change management models, is to define the change by explaining what it aims to achieve and how things will get transformed when the project is successfully completed. The idea of success related to the change has to be visualized and explained to others. While defining the change, it is also essential that change managers define the need for the change, the shared values associated with the change, long-term objectives, and the impact at organizational and individual levels. If the success of the change will be measured using some specific metrics, those metrics need to be defined beforehand too.
2. Conducting Stakeholders Analysis: As the Nudge Theory suggests, changes should not be enforced on employees by creating strict norms. Hence, there needs to be a stakeholders analysis to get perspective into how employees view the change and why they are resistant to it. The top management should try and understand employees’ viewpoints without any bias. Stakeholders analysis will help in determining which stakeholders will be directly impacted by the change and also the stakeholders responsible for sustaining the change.
3. Creating a Timeline: The change then needs to be planned by associating milestones and a timeline with the project. This is a part of the effective process of planning the change in an efficient way. Milestones need to be set and then further communicated to the people who will be responsible for achieving the milestones. To track if the progress is aligned with the set milestones or not, change managers also need to define project KPI’s that are going to be used to monitor milestones.
4. Keeping Decision Making Inclusive: The change should be presented to employees as a choice and not a mandate. For that, the best way out is to keep the change management process inclusive and hence seek opinions and thoughts from employees. The more inclusive the decision making the greater will be the comfort with the change and the support for it.
5. Seek feedback: Change managers and leaders need to be receptive to feedback from their teams with respect to possible shortcomings in planning or the design of the change. As per the Nudging theory, seeking feedback is essential whether it is from employees or even customers. It would be a great strategy to establish strong mechanisms for regular feedback sharing wherein both employees and leaders can share their feedback effectively and constructively.
6. Negate Obstacles: Feedback often helps in the identification of issues or obstacles that can affect the success of a change. The next step is to display effective leadership and limit the obstacles and hindrances from affecting the change management process. To negate the obstacles effectively, change managers and leaders might have to replace old systems and processes with new ones. Besides, negating obstacles will also require revamped strategies to motivate and engage employees so that they can overcome the obstacles. Besides, the elimination of obstacles may also require tools and technologies to track things or to resolve problems. The people leading the change should first identify all obstacles in an efficient way and then they need to look for ways to specifically counter each obstacle.
7. Maintain Consistency: Nudging theory further explains that consistency in effort and momentum is pivotal to the successful implementation of organizational transformations. Also, the momentum should be sustained with the celebration of milestones that are important to the change process. Change leaders need to present a long-term vision with respect to how they want the change to be a part of business as usual and what is the scope of optimizing its impact in the coming years. At this stage, strategies need to be planned for knowledge sharing, tracking the scalability of the change, fixing accountability for advancing the change, and combining analytics with the transition.

 
It's important to note that the stages of nudge theory may vary in practice, and the process can be iterative, with adjustments made based on the results and feedback obtained at each stage. Additionally, ethical considerations and transparency are essential when using Nudge Theory to influence behaviour, as it involves a degree of choice architecture that may affect individual autonomy.
 
Alec McPhedran Chtd Fellow CIPD, Chtd Mngr CMI, MAC, MCMI  is the managing director of Skills Channel TV, a training company for talented creative people. He specialises in one to one coaching, facilitated learning, media training and team development. For further information, contact 0121 366 87 99 or visit www.skillschannel.tv.

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