• Nudging

    Interview with Pelle Guldborg Hansen from Kolding School of Design on Vimeo.

    Nudging is the interdisciplinary study of behavioural change in order to change and invite behaviour without using regulations , force and sanctions. This is a very interesting upcoming discipline. One can think of various ‘wicked problems’ especially related to human behaviour in public or high traffic locations. One can also think of the way public spaces are designed or how services are designed. Design( experience design) is crucial in the way people interact with their environment.

    Thaler & Sunstein’s Nudge:
    Improving Decisions about Health, Wealth & Happiness (2008) it is written that:
    A nudge, as we will use the term, is any aspect of the choice architecture that alters people’s behavior in a predictable way without forbidding any options or significantly changing their economic incentives. To count as a mere nudge, the intervention must be easy and cheap to avoid.”
    Thought leader in this is Pelle Guldborg Hansen researcher at Roskilde University. We mention some successful (green) nudges; Litter on the street in Copenhagen, energy reduction in office spaces, organ donation and the way people are addressed and invited. The obesities epidemic and eating behaviour can be influenced by the way the food is offered and presented. These are a few of the many subjects Pelle Guldborg Hansen and his team are involved with.
    Through nudging you will be able to prevent and ‘bent’ non intended behaviour. For instance to influence the hundreds of food choices we face every day. Nudging uses and interacts with our ‘slow’ and fast’ thinking ( Kahneman), where emotion and reflection are continuously with each other in dialogue.
    Integrated insights about how human behaviour works in the solutions nudging offers and how getting things to work where people are involved. This discipline is an important contribution to our theories of change. 
    Pelle Guldborg Hansen will lead a workshop for the European Centre for the Experience Economy the 10th of April.
    The INudgeYou-team is a research innovation experiment in Guerrilla Research originally initiated in 2010 by The Initiative for Science, Society & Policy (ISSP) at Roskilde University and University of Southern Denmark. The iNudgeYou team work at the intersection of applied behavioural science, public institutions, NGO’s and private stakeholders with the aim of developing and scientifically validate behaviour change strategies for closing the gap between pro-social intentions and actions. INudgeYou is thus devoted to help improving the health, wealth, sustainability and happiness of citizens and society at large.