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On nudges that fail

Published online by Cambridge University Press:  12 April 2022

Nara Rela Open the ORCID record for Nara Rela [Opens in a new window]
Nara Rela*
Affiliation:
Department of Psychology, Pontifical Catholic University of Minas Gerais, Brazil
*
E-mail: nararela@gmail.com
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Abstract

The aim of this study is to respond to Cass Sunstein's question: ‘Why are some nudges ineffective, or at least less effective than choice architects hope and expect?’—particularly in view not only of the rational basis in decision-making but also of the direct influence of emotions on the behavior of those who must choose. In this study, I used findings from psychology surveys, specifically considering the influence of emotions on the fallibility of nudges in social interactions when wealth is compared. Special attention is dedicated to vanity, a combined emotion that leads to emotional choices, which arises in self-presentation and self-comparison when external signs of wealth are displayed. Imagination plays an important role in simulation to the extent that it causes failure in further nudges. In conclusion, I argue that vanity impels people to act differently, as expected of choice architects.

Keywords

fallibility of nudgesbehavioral economicsemotionpsychological networkvanity
Type
Review Article
Information
Behavioural Public Policy , Volume 7 , Issue 3 , July 2023 , pp. 758 - 772
Copyright
Copyright © The Author(s), 2022. Published by Cambridge University Press

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