Читать книгу Sustainable Management for Managers and Engineers - Группа авторов - Страница 39

Nudging connects antagonistic principles such as freedom of choice and the improvement of decision-making by routing preferences and choices. Under the principle of “maintaining the freedom of choice”, nudging utilizes the power of influencing choices like never before.

Freedom has defined ethical limits. The nudging model departs from these limits – so-called “proper” behavior – and uses knowledge from social sciences to encourage ideal behavior. Even in the presence of transparent nudging, where people are aware that they are being nudged, nudging increases uniform behavior. In a nudged world, opposing the nudges requires assuming “irrelevant” costs and exerting constant effort. In an environment designed to influence subconscious decisions, a person must be continuously attentive to escape the framing design. It requires continued attention to escape default decisions, collect complete information while avoiding salience, frame and simplify the options set and develop critical thinking. Simply put, it would require that people stay permanently in the S2 way of thinking, which, by definition, is impossible.

Nudging also depends on whether people trust a system – governments, institutions and corporations – enough to accept their interventions. Intervention designers need to recognize that people care, are committed to, and need to be involved in accepting interventions. Nudging will require greater ethical examination as people become more aware of being nudged, and as digital nudges become increasingly complex, personalized and developed by artificial intelligence systems using personal information. People can oppose the widespread use of nudging if they believe it interferes with true choice and preference, or even harms an individual’s self-interest. Public scrutiny of the nature of nudging policies will be critical for acceptance and should increase as nudging interventions spread.

Analyzing how effective nudging interventions are over time requires a longer period of data collection to determine how permanent the effects of nudging are. Meanwhile, nudging will continue to develop rapidly as different sets of behavioral insights appear alongside new applications.