Nudge theory doesn't work after all, says new evidence review – but it could still have a future

By Magda Osman, Principal Research Associate in Basic and Applied Decision Making, Cambridge Judge Business School

At the end of last year (2021), there was lots of excitement about the first comprehensive analysis of past research on techniques designed to change people’s behaviour (known as “nudging”), confidently showing that they work. This was great news for researchers, but also for governments across the world who have invested in “nudge units” that use such methods.

Nudges aim…

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