This website uses cookies to optimize your user experience, statistics, and display customized ads. By using our website, you agree that we use these cookies.Read more in our cookie policy »


5 Nudging basics

In this article series called "5 times 5", we will explore some basics around gamification, nudging & behavioural design.

Everyone is talking about nudging, but what is it and how can we use it?


1. The last 40 years of research in behavior science has shown that people are not as rational as they think they are. Our decision making is highly affected by irrational factors such as emotions and cognitive biases.

2. As a result of that, we sometimes experience behavior problems, when our actions doesn’t correlate with our good intentions. This often occurs in complex situations where we lack previous experience.

3. The Nudge Theory was founded by Richard Thaler. To use nudging is a way to help us make more rational decisions and act that way, without taking away the freedom of choice.

4. To count as a mere nudge, the intervention must be easy and cheap to avoid. Nudges are not mandates. Putting fruit at eye level counts as a nudge. Banning junk food does not.” (Thaler & Sunstein 2008, p. 6)

5. So, nudging is that by design help people make choices that are actually good for ourselves and the planet.



GamifyUs is organized by Stockholmsmässan that complies with the General Data Protection Regulation and is responsible for their personal data processing in accordance with Stockholmsmässan's data protection policy »