Can a ‘nudge’ change our behaviour?
Currently I’m reading a book called “The Social Animal” by David Books. This is all about how we can understand and shape human behaviour.
One theory of behavioural change is that it is best accomplished by ‘nudges’ rather than compulsion. This is the central proposition of the appropriately-name book “Nudge” which I’ve reviewed here.
In an article in today’s “Observer”, there is notice that on Tuesday we will have publication of a House of Lords inquiry into behavioural change. The inquiry has been chaired by rabbi and peeress Julia Neuberger who is quoted as commenting:
“Basically you need more than just nudge. Behavioural change interventions appear to work best when they’re part of a package of regulation and fiscal measures.”
Politicians and policymakers, take note. The current government has a Behavioural Change Unit – often dubbed the Nudge Unit – headed by David Halpern who recently addressed a gathering of the Board of Consumer Focus on which I serve.