How the nudge theory works, its concept
The nudge theory is a concept based on the action of factors that influence decision-making, prompting the consumer to do this or that action. In this case, a person has no restrictions and prohibitions on this or that behavior.
Nudge theory is based on the mechanism of how people make decisions. The first option is rational deliberation, weighing all factors before making a choice. The second option is impulsive. People take action automatically rather than consciously. This characteristic allows you to influence the consumer and push him or her to make a decision that will be beneficial to the business.
According to some scholars, the nudge theory helps both the individual and society as a whole to function in the modern world, with its endless lack of time to think through each step. However, this mechanism should be as inconspicuous as possible in order to give the individual the feeling that he or she is making a decision on his or her own. At the same time, he always has the freedom of choice.
The nudge model will only work if a number of conditions are met:
– the presence of a certain motivation;
– the person must be able to decide the issue;
– the presence of hints in which direction to act.
Only when these three factors are present can success be expected.
The nudge theory has shown excellent results in the following areas:
1. Safety. The model is used to reduce crime, as well as to reduce antisocial behavior.
2. Ecology. Helps to reduce environmental pollution and improve the environmental situation.
3. Social. Increasing social activity of the population, and political awareness.
4. Education. Helps increase the social responsibility of parents for their children and corrects their behavior in society.
5. Healthy Lifestyle. Promotes physical training, proper nutrition, and giving up bad habits.
6. Self-education. Increases the level of self-organization and motivation.
The nudge theory is based on the claim that the brain uses two models for making decisions – fast and slow thinking. The first allows one to speed up this process and act quickly, it is expressed in the fact that during habitual actions a person does not think about it. It is this variant of thinking that is used to push, engaging factors such as impulsiveness, emotions, and intuition.
Marketers apply theory to push consumers to buy, order a consultation, and take other targeted actions. In this case, there is no intrusiveness or clear-cut attitudes, everything happens softly, and the person always has the freedom of choice. However, conditions are created in which the most attractive option is the one chosen by marketers. This model gives consumers the opportunity not to spend a lot of time deciding on further action, which is relevant to the modern world and its pace.