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Have you noticed how the “most popular” plan is often pre-selected on websites? Or wondered why healthy snacks are often at eye level while the sweets are tucked away? That’s Nudge Theory in action.
Nudge Theory is about making small changes to how choices are presented, guiding people to better options without taking away their freedom. By making certain paths more visible or convenient, you help customers make positive decisions.
Here’s a quick example: when businesses highlight their best offer or set a helpful default, such as carbon-neutral shipping, they’re using nudges to encourage action that benefits the customer and sometimes the wider world.
Why does it work? Our brains like shortcuts. We tend to follow what most people choose, stick with the default, or pick what’s easy to spot, all ways nudges simplify choices and avoid decision fatigue.
As marketers, using Nudge Theory isn’t about hard selling. It’s about guiding people naturally, respecting how they think, and making it easier for them to act in their own best interest.
Want to see how to use nudges ethically? Stay tuned for next week’s episode.
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