1 Digital Nudging – Guiding Judgment and Decision-Making in Digital Choice Environments
2 Relevance
3 Current Status
Nudge principle | Description | Example |
---|---|---|
Incentive | Making incentives more salient to increase their effectiveness | Telephones that are programmed to display the running cost of phone calls |
Understanding mapping | Mapping information that is difficult to evaluate to familiar evaluation schemes | Mapping megapixels to maximum printable size instead of pointing to megapixels when advertising a digital camera |
Defaults | Preselecting options by setting default options | Changing defaults (from opt-in to opt-out) to increase the percentage of people who consent to being organ donors |
Giving feedback | Providing users with feedback when they are doing well or making mistakes | Electronic road signs with smiling or sad faces depending on the vehicle’s speed |
Expecting error | Expecting users to make errors and being as forgiving as possible | Requiring people at an ATM to retrieve the card before they receive their money in order to help them avoid forgetting the card |
Structure complex choices | Listing all the attributes of all the alternatives and letting people make trade-offs when necessary | Online product configuration systems that make choices simpler by guiding users through the purchase process |
4 Applications of Digital Nudging and Future Trends
4.1 Applications
Use case/IS field | Nudging example/behavior change intervention | Effect on organizational or societal level |
---|---|---|
Business process management | Structuring complex input screens | Organizational |
E-business and e-commerce | Displaying limited room inventory during a hotel-booking process | Organizational |
E-finance and insurance | Setting defaults for frequently selected insurance plan options | Societal |
E-government | Setting defaults to opt in for organ donation | Societal |
E-health | Step counter app that provides feedback on activity levels | Societal |
E-learning | Reminder to learners to engage with course content | Organizational and/or societal |
Green IS | Smart meters to encourage energy savings | Societal |
Security and privacy | Displaying the strength of selected passwords | Organizational and/or societal |
Social media | Giving incentives, such as badges, for sharing or other activities | Societal |