When Nudges Don’t Work – What The Research Podcast

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Here's the second episode of What The Research podcast. In this episode, I explore a research paper where the researchers applied multiple behaviorally inspired nudges in a large scale field experiment (more than 68,000 participants) to change participants' commuting behavior.

But none of the nudges had a significant impact on the commuting behavior. This is an interesting case study to understand how nudges that work perfectly well in one context, do not work when the context is changed.

I also look at the BBC framework (Beliefs - Barriers - Context) that has been proposed by another group of researchers as a preamble before getting into a nudging intervention. Using the BBC lens, I review the nudging interventions to find answers to why some of the nudges did not work.

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