There is an increasing debate about the various types of behaviour change that one can now use. Should one Nudge, Think or Steer, or look at a wider mix of interventions? Charlie Mansell at TCC has recently blogged about some of these.
To take the debate even further, here is a matrix that compares the level of active conscious decision with the nature of the choice architecture. It is very important to take account of both when designing an intervention.
Creating any new form of choice architecture needs to take account of how much the response to it will be conditioned by conscious and unconscious reactions.
As can be seen there are not just Nudges, but a far richer range of approaches that can be adopted in response to the deep insight one gathers in any change programme.
Professor Jeff French is a non-executive Director of The Campaign Company, a professor at Brunel University and a Fellow at Kings College University of London. He founded and established the National Social Marketing Centre in England and currently is chief executive of Strategic Social Marketing Ltd. He will be a keynote speaker at the 2nd World Social Marketing Conference in 2011 in Dublin
September 17, 2010 at 1:09 pm |
[...] this blog, Professor Jeff French and Charlie Mansell have also further explained that Nudging needs to be seen in the context of a [...]
September 23, 2010 at 9:06 pm |
Have you actually considered adding more videos for your blog posts to keep the readers a lot more entertained? I mean I just study via the entire write-up of yours and it was quite good but because I’m significantly more of a visual learner,I discovered that to be much more useful nicely let me know how it turns out! I adore what you guys are always up as well. Such clever perform and reporting! Retain up the wonderful functions guys I’ve added you men to my blogroll. This can be a terrific write-up thanks for sharing this informative details.. I will visit your blog often for some latest article.
November 18, 2010 at 9:40 pm |
[...] The Campaign Company defines a nudge as an intervention that offers a positive reward in conjunction with a passive decision making [...]
February 15, 2011 at 2:00 pm |
[...] Non Executive Director Jeff French and myself have also written here and here as to whether Nudges should more appropriately be seen in the context of a wider mix of [...]