In today’s world, we are constantly influenced by our surroundings, probably more often than we notice or would even like to admit. But how much of that is by chance, and how much of that is intentional?
Think about the checkout lane at the grocery store—suddenly, you need that pack of gum or a chocolate bar you didn’t even know you wanted. Or look at your streaming site, an episode auto-plays before you’ve even made the choice to keep watching, and the next thing you know, you’ve binged the whole season.
These examples are human behavior and social sciences at their finest. This concept is known as nudge theory—a subtle tactic that shapes your daily decisions, often without you even realizing it.
What is nudge theory?
The definition of nudge is a light touch or push, which is exactly what the nudge theory does. Nudge theory comes from the idea that small, seemingly insignificant changes in how choices are presented can markedly impact your decisions. It’s a technique for influencing daily behavior without overtly dictating your choices.
A famous example of nudge theory is the urinal fly experiment at Amsterdam’s Schiphol Airport.
The airport placed an image of a fly on the inner right side of the urinals to encourage men to aim more accurately. The result? A cleaner public toilet by influencing a behavioral change. It’s the very definition of a nudge in action.
This approach taps into the unconscious part of your brain—the area that avoids overthinking and relies on simple cues to make fast decisions. A tiny nudge can make a big difference, often without you noticing.
The tiny nudge: How small things can spark big changes
A tiny nudge is exactly what it sounds like—small changes that don’t demand much effort, but lead to significant shifts in behavior. Think of it as a gentle push toward taking a certain path.
For example, a message in hotel bathrooms saying, “75% of our guests choose to use their towels more than once,” prompts people to reuse their towels. This slight nudge consequently sparks a positive environmental change by reducing water and energy consumption.
A gym in Denmark offered membership free of charge as a tiny nudge with mutual benefits. The catch? If you fail to turn up once a week, you have to pay. It nudges you to stay motivated, but will also benefit the gym if life gets in the way of your workouts.
Nudge theory examples across industries
From tech to retail to public policy, nudge theory is used daily across industries to shape consumer behavior. Here are some examples:
- Tech: Social media platforms like Facebook or Instagram use nudges to keep you engaged. For instance, they send notifications when you haven’t checked your account in a while, subtly encouraging you to log back in.
- Retail: Stores place impulse-buy items, like candy or small gadgets, at checkout counters to nudge you into purchasing something extra you hadn’t planned on even looking at.
- Finance: Many banks use nudges to encourage saving. Programs like “round-up” automatically round up your purchases and deposit the change into your savings account. This small action can lead to big savings over time.
- Public Policy: Governments use nudging to promote positive behaviors. For example, changing the default option on organ donation forms to “opt-in” will likely increase donation rates simply because people stick with the default choice.
Nudge theory in practice at IE University
If you’re passionate about human behavior and want to explore how these principles apply in real-world scenarios, the Bachelor in Behavior & Social Sciences at IE University is for you. This program teaches students to apply behavioral science insights to nudge people toward better decisions and drive positive change worldwide.
A few of the behavioral topics the Bachelor in Behavior & Social Sciences covers include:
- Retail: Learn how to optimize store layouts, pricing strategies and marketing campaigns to influence consumer behavior.
- Finance: Explore how to design financial products that encourage savings and responsible spending.
- Tech: Discover how to create user interfaces and apps that subtly guide users toward desired actions, improving engagement.
- Public policy: Design policies that influence positive social change, like boosting participation in health programs or environmental initiatives.
If you’re ready to explore how tiny nudges can make a big difference, consider pursuing your passion at IE University. The Bachelor in Behavior & Social Sciences program provides the knowledge and experience required to change the world using behavioral science.
Still need a nudge? Learn more about the Bachelor in Behavior & Social Sciences at IE University.