Читать книгу Sustainable Management for Managers and Engineers - Группа авторов - Страница 34

Reminders, gentle reminders and deadlines create urgency for action. Digital nudging often uses these strategies and helps people accomplish their tasks and obligations on time.

Government institutions and corporations actively use reminders and deadlines to nudge people. Taxpayers receive recurrent reminders about tax payment deadlines and information on simple steps to complete their taxes, such as pre-completed tax declarations, bank transfer codes and automatic debit (or credit) payments from their bank account. Likewise, Gmail users are nudged in several ways. By default, Gmail accounts have a nudge option activated to remind users to reply to important emails (as classified by the Gmail account) and follow up on emails sent for which no response was received (again, Gmail classifies emails to which a response would be desirable). It uses artificial intelligence to scan and identify which emails should come to the top of the inbox. Being nudged can be helpful but also annoying if it occurs too frequently. If users prefer, they can manage their nudges by turning off the nudge feature and using the snooze feature to create a custom reminder; alternatively, both options can be used. Additional productivity tools offered by Gmail include “Smart Reply” and “Smart Compose”. When reading an email, Gmail suggests an answer that is just one click away (this is not offered with every email as Gmail needs some context to generate a reply). Such features drive people’s actions and sometimes cause users to feel guilty if they do not act in accordance. And, guilt avoidance is a strong incentive for action.