Hello. This is Six Minute
English from BBC Learning English.
I'm Neil. And I'm Beth.
Have you ever been sent a text reminding you about a doctor's appointment?
Or impulsively bought something on the internet
because there was 'only one left'?
If any of these have happened to you, then
you've been nudged. A nudge is a subtle way
of altering human behaviour.
It's a powerful way for governments, advertisers
and social media companies to encourage, or nudge, people
into making choices that benefit themselves
and society as a whole.
Imagine the Government want
people to eat better.
It might encourage supermarkets to put healthy snacks
in easy-to-reach shelves
near the check out and hide the chocolate bars out of sight
on the top shelf. Shoppers are being nudged to eat better.
Well, that's the idea anyway,
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.
So, in this programme, we'll be asking
whether the idea behind nudging, to influence human behaviour
for good, is still true today.
And, as usual, we'll be learning some useful new vocabulary as well.
But first,
I have a question for you, Beth.
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,
b) babies' faces or c) barking dogs?
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
to his agency, Ogilvy.
Here's Rory explaining more to BBC
Radio 4 programme, Analysis. Let's say you make
the profitable option button green and highly attractive,
the less profitable option,
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
of the consumer. Advertisers
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',
make money for a company,
but are not always in the best interests of the consumer.
If something is in your best interests,
it's the most advantageous and beneficial thing for you to do.
Dark nudges have caused many to question
the morality of nudging,
including Neil Levy,
Professor of Ethics at Oxford University, speaking here to BBC
Radio 4 programme, Analysis:
The big one,
the one people have concentrated on,
is that it's paternalistic - that
is that nudge might be in our interests
but we want to make our own decisions.
People worry that nudges infantilize us, it's undermining our autonomy.
Critics of nudging call it paternalistic, meaning
it wants to make decisions
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
than being told by someone else.
I guess nudging itself is neither good nor bad,
it just depends how you use it.
Well, let's look on the positive side
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.
OK, let's recap the vocabulary
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.
If something is in your best interests,
it's the most advantageous, beneficial thing for you to do.
A paternalistic person prefers making decisions for other people, rather
than letting them take responsibility for their own lives.
To infantilize someone means to treat them as if they were a child.
Finally, autonomy is the ability to make your own decisions
about what to do, rather than being told by someone else.
Once again our six minutes are up.
Remember to join us again next time
for more topical discussion and useful vocabulary here at Six Minute
English. Goodbye for now. Goodbye!