Moving from nudge to holistic behaviour change

Abstract

This paper explores practitioners' perspectives on nudging. Nudges are interventions to change behaviour. The problem of using the term generically to describe behaviour change is that it emphasises the intervention at the expense of possibly ignoring – or not paying enough attention to – the behaviour you're trying to change or the characteristics of the target population. This is important because prior to any attempt at development of interventions, a rigorous understanding of the mechanisms underlying behaviour is needed. This paper provides some preliminary insights to build such an understanding of what works in making interventions for behaviour change sticky, scaleable and transferable.

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