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Influence of and Resistance to Nudge Decision-Making in Professionals

Author

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  • Michela Balconi

    (International research center for Cognitive Applied Neuroscience (IrcCAN), Università Cattolica del Sacro Cuore, Largo Gemelli 1, 20123 Milan, Italy
    Research Unit in Affective and Social Neuroscience, Department of Psychology, Università Cattolica del Sacro Cuore, Largo Gemelli 1, 20123 Milan, Italy)

  • Carlotta Acconito

    (International research center for Cognitive Applied Neuroscience (IrcCAN), Università Cattolica del Sacro Cuore, Largo Gemelli 1, 20123 Milan, Italy
    Research Unit in Affective and Social Neuroscience, Department of Psychology, Università Cattolica del Sacro Cuore, Largo Gemelli 1, 20123 Milan, Italy)

  • Katia Rovelli

    (International research center for Cognitive Applied Neuroscience (IrcCAN), Università Cattolica del Sacro Cuore, Largo Gemelli 1, 20123 Milan, Italy
    Research Unit in Affective and Social Neuroscience, Department of Psychology, Università Cattolica del Sacro Cuore, Largo Gemelli 1, 20123 Milan, Italy)

  • Laura Angioletti

    (International research center for Cognitive Applied Neuroscience (IrcCAN), Università Cattolica del Sacro Cuore, Largo Gemelli 1, 20123 Milan, Italy
    Research Unit in Affective and Social Neuroscience, Department of Psychology, Università Cattolica del Sacro Cuore, Largo Gemelli 1, 20123 Milan, Italy)

Abstract

This study investigated how professionals’ decision-making is influenced by nudging and their resistance to such a form of conditioning. A total of 61 professionals performed a nudge task in which three different scenarios related to wellbeing and sustainable behaviours were presented to the participants under boosted and soft nudge conditions. After the presentation of each scenario, participants were required to decide between two options of choice: one choice was more nudge-induced, the other was not. Electrophysiological (EEG), autonomic, behavioural, and self-report data were collected to determine the correlates of resistance with nudge conditions. The findings showed that professionals’ resistance to nudging is high and not influenced by boosted or soft nudges. Also, while the generalized increase in EEG delta, theta, and beta power localized and lateralized in the right temporoparietal regions can lay the foundation of “the neural architecture” of resistance to nudging, the significant increase in SCR for the boosted compared to soft condition highlighted the pivotal role of this marker as the only indicator that differentiates the two nudge conditions. Overall, evaluating the correlates of the resistance to nudge can be useful to render professionals aware of the explicit and implicit factors to be strengthened to resist to such form of conditioning.

Suggested Citation

  • Michela Balconi & Carlotta Acconito & Katia Rovelli & Laura Angioletti, 2023. "Influence of and Resistance to Nudge Decision-Making in Professionals," Sustainability, MDPI, vol. 15(19), pages 1-17, October.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:19:p:14509-:d:1254129
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    References listed on IDEAS

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    1. Carolin V. Zorell, 2020. "Nudges, Norms, or Just Contagion? A Theory on Influences on the Practice of (Non-)Sustainable Behavior," Sustainability, MDPI, vol. 12(24), pages 1-21, December.
    2. Irene Roozen & Mariet Raedts & Laura Meijburg, 2021. "Do verbal and visual nudges influence consumers’ choice for sustainable fashion?," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 12(4), pages 327-342, October.
    3. Alexander Soutschek & Marius Moisa & Christian C Ruff & Philippe N Tobler, 2020. "The right temporoparietal junction enables delay of gratification by allowing decision makers to focus on future events," PLOS Biology, Public Library of Science, vol. 18(8), pages 1-20, August.
    4. Hannah Barker & Peter J. Shaw & Beth Richards & Zoe Clegg & Dianna Smith, 2021. "What Nudge Techniques Work for Food Waste Behaviour Change at the Consumer Level? A Systematic Review," Sustainability, MDPI, vol. 13(19), pages 1-18, October.
    5. Cristiana Cerqueira Leal & Ines Branco-Illodo & Benilde Maria do Nascimento Oliveira & Luisa Esteban-Salvador, 2022. "Nudging and Choice Architecture: Perspectives and Challenges," RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração, vol. 26(5), pages 220098-2200.
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