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Which Europeans Like Nudges? Approval and Controversy in Four European Countries

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  • Cäzilia Loibl
  • Cass R. Sunstein
  • Julius Rauber
  • Lucia A. Reisch

Abstract

Policy makers show an increasing interest in “nudges”—behaviorally motivated interventions that steer people in certain directions but maintain freedom of consumer choice. Despite this interest, little evidence has surfaced about which population groups support nudges and nudging. We report the results of nationally representative surveys in Denmark, Hungary, Italy, and the United Kingdom. Individual, household, and geographic characteristics served as predictors of nudge approval, and the count of significant predictors as measures of controversy. Less high approval rates of nudges in Denmark and Hungary were reflected in higher controversy about “System 1” nudges, whereas the United Kingdom and Italy were marked by higher controversy about “System 2” nudges, despite high approval rates. High‐controversy nudges tended to be associated with current public policy concerns, for example, meat consumption. The results point to means for effective targeting and increase knowledge about the types of nudges likely to obtain public support.

Suggested Citation

  • Cäzilia Loibl & Cass R. Sunstein & Julius Rauber & Lucia A. Reisch, 2018. "Which Europeans Like Nudges? Approval and Controversy in Four European Countries," Journal of Consumer Affairs, Wiley Blackwell, vol. 52(3), pages 655-688, November.
    • Handle: RePEc:bla:jconsa:v:52:y:2018:i:3:p:655-688
    DOI: 10.1111/joca.12181
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    Cited by:

    1. Marco Alifano & Giuseppe Attanasi & Fabio Iannelli & Faredj Cherikh & Antonio Iannelli, 2020. "COVID-19 pandemic: a European perspective on health economic policies," Journal of Behavioral Economics for Policy, Society for the Advancement of Behavioral Economics (SABE), vol. 4(S), pages 35-43, June.
    2. Rafi M. M. I. Chowdhury, 2022. "The ethics of nudging: Using moral foundations theory to understand consumers' approval of nudges," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(2), pages 703-742, June.
    3. Luca Congiu & Ivan Moscati, 2022. "A review of nudges: Definitions, justifications, effectiveness," Journal of Economic Surveys, Wiley Blackwell, vol. 36(1), pages 188-213, February.
    4. Tikotsky, Ariel & Pe'er, Eyal & Feldman, Yuval, 2020. "Which nudges do businesses like? Managers’ attitudes towards nudges directed at their business or at their customers," Journal of Economic Behavior & Organization, Elsevier, vol. 170(C), pages 43-51.
    5. Banerjee, Sanchayan & Galizzi, Matteo M. & John, Peter & Mourato, Susana, 2022. "What works best in promoting climate citizenship? A randomised, systematic evaluation of nudge, think, boost and nudge+," LSE Research Online Documents on Economics 115032, London School of Economics and Political Science, LSE Library.

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