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Nudges can be both autonomy-preserving and effective: evidence from a survey and quasi-field experiment

Published online by Cambridge University Press:  25 May 2023

Henrico van Roekel*
Affiliation:
Utrecht University, Utrecht, Netherlands
Laura M. Giurge
Affiliation:
London School of Economics, London, UK
Carina Schott
Affiliation:
Utrecht University, Utrecht, Netherlands
Lars Tummers
Affiliation:
Utrecht University, Utrecht, Netherlands
*
Corresponding author: Henrico van Roekel; Email: h.vanroekel@uu.nl
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Abstract

Nudges are widely employed tools within organizations, but they are often criticized for harming autonomy and for being ineffective. We assess these two criticisms simultaneously: can nudges be both autonomy-preserving and effective in changing behavior? We developed three nudges – an opinion leader nudge, a rule-of-thumb and self-nudges – to reduce a particularly sticky behavior: email use. In a survey experiment of 4,112 healthcare employees, we tested their effect on perceived autonomy and subjective effectiveness. We also tested traditional policy instruments for comparison. Next, to assess objective effectiveness, we conducted a quasi-field experiment in a large healthcare organization with an estimate of 1,189 active email users. We found that each nudge in isolation, but especially when combined, was perceived to be both autonomy-preserving and effective, and more so than traditional policy instruments like an access limit or a monetary reward. We also found some evidence that the combination of all nudges decreased actual email use. This paper advances the literature by showing how innovations in nudge design improve nudges’ ability to be autonomy-preserving and effective.

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Type
Article
Creative Commons
Creative Common License - CCCreative Common License - BY
This is an Open Access article, distributed under the terms of the Creative Commons Attribution licence (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted re-use, distribution and reproduction, provided the original article is properly cited.
Copyright
© The Author(s), 2023. Published by Cambridge University Press
Figure 0

Figure 1. Four scenarios for autonomy and effectiveness of nudges.

Figure 1

Table 1. Overview of studies

Figure 2

Table 2. Correlations (N = 4,112)

Figure 3

Figure 2. Nudges are seen as more autonomy-preserving than the midpoint (>4), and more autonomy-preserving than traditional interventions. Note: Perceived autonomy scores show 95% confidence intervals.

Figure 4

Figure 3. Nudges are perceived as more effective than the traditional interventions, but less than 50% of employees would comply with any intervention. Note: Self-admission rates show 95% confidence intervals.

Figure 5

Figure 4. Email use decreases after the self-nudges and the combination of all nudges.

Figure 6

Table 3. Linear mixed models and false discovery rate control

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