Work

Tainted Nudge

Year: 2022

Type: article

Abstract: Nudges are increasingly used by governments and organizations to promote behaviours like healthy eating or energy conservation. Due to their cost effectiveness, such nudges are likely to be profitable for the nudger. We investigate whether profits taint nudges, as suggested by recent research showing that altruistic acts can be regarded less favourably if they result in private benefits to the actor. Across four preregistered experiments with over 2,400 participants, we demonstrate that prosocial nudges are indeed rated less positively if a profit is earned, but this tainting is limited. Unlike the corresponding research in altruism, prosocial but profitable nudges are evaluated more favourably than merely profitable ones. This holds even when profit-motivated nudgers deceptively claim their motive is prosocial, and applies to both for-profit and non-profit organizations. Organizations can avoid the potential risk of backlash by openly disclosing the win-win nature of prosocial nudges.

Source: Organizational Behavior and Human Decision Processes

DOI: 10.1016/j.obhdp.2023.104244

Authors: Despoina Alempaki, Andrea Isoni, Daniel Read

Institutions: University of Warwick, University of Cagliari

Language: English

Topic: Decision-Making and Behavioral Economics

Subfield: General Decision Sciences

Field: Decision Sciences

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $2,370

Funders: Leverhulme Trust, Economic and Social Research Council