Name: 輕推：說服的秘密（Nudges: The secrets of persuasion ⏲️ 6 Minute English）
Uploaded: 2024-05-08T06:50:02.000Z
Duration: 6 min 20 s
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Have you ever been sent a text reminding you about a doctor's appointment?

Or impulsively bought something on the internet

If any of these have happened to you, then

you've been nudged. A nudge is a subtle way

It's a powerful way for governments, advertisers

and social media companies to encourage, or nudge, people

into making choices that benefit themselves

It might encourage supermarkets to put healthy snacks

near the check out and hide the chocolate bars out of sight

on the top shelf. Shoppers are being nudged to eat better.

but often nudging is used less to benefit society and more to make money

for big business, and it happens more often than people realise.

whether the idea behind nudging, to influence human behaviour

And, as usual, we'll be learning some useful new vocabulary as well.

Another example of nudging happened in Woolwich, an area of London,

which in 2011 had a problem with anti-social behaviour,

and particularly with shop windows being smashed.

The local authority decided to use nudging to fix the problem

by painting pictures on the shop windows.

But what did they paint? Was it: a) cute kittens,

I guess barking dogs would keep the window breakers away.

OK, Beth. I'll reveal the correct answer later in the programme.

Nudging started in 2008 with the publication of a book

by Nobel Prize winning economist Professor Richard Thaler.

Professor Thaler's ideas about how to gently persuade people

into making good decisions became known as nudge

theory. Advertising executive Rory Sutherland introduced nudge theory

Radio 4 programme, Analysis. Let's say you make

the profitable option button green and highly attractive,

you make it kind of grey, and kind of manky looking, OK...

That would be an example of something which is, you know, a nudge

not necessarily used in the best interests

use colours to nudge customers towards the profitable option,

the one which is the most likely to make money.

These appear brightly coloured and attractive on the screen,

whereas less profitable options are made to look

manky, a slang word meaning dirty and unattractive.

Here, nudging isn't being used for the public good.

These 'dark nudges' are also called 'sludge',

but are not always in the best interests of the consumer.

it's the most advantageous and beneficial thing for you to do.

Professor of Ethics at Oxford University, speaking here to BBC

People worry that nudges infantilize us, it's undermining our autonomy.

Critics of nudging call it paternalistic, meaning

for people, rather than letting them take responsibility for themselves.

They also claim nudging infantilizes people.

It treats them like children and, as a result, people lose autonomy,

the ability to make your own decisions about what to do, rather

I guess nudging itself is neither good nor bad,

by revealing the answer to your question, Neil.

Right. I asked you how authorities in Woolwich in South East London nudged

anti-social window breakers to behave nicely.

I guessed it was by painting pictures of scary

barking dogs on the windows... Which was the wrong answer

I'm afraid, Beth. In fact, Woolwich council hired graffiti artists

to paint pictures of local babies' faces onto the window shutters.

Not even the most hard-hearted criminal smashed those windows

and anti-social behaviour fell by 18% in one year.

we have learned in this programme about nudging – ways

of gently persuading or encouraging someone to take decisions.

Something which is profitable makes a profit or is likely to make money.

Manky is slang for dirty and unattractive.

it's the most advantageous, beneficial thing for you to do.

A paternalistic person prefers making decisions for other people, rather

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輕推：說服的秘密（Nudges: The secrets of persuasion ⏲️ 6 Minute English）

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