Page 168 - Cyber Defense eMagazine August 2024

• How to begin using nudges?
• What are the targets for implementing nudges?

Nudge Theory and Choice Architecture

Nudge theory gained widespread recognition with the release of "Nudge" by Richard H. Thaler and Cass
R. Sunstein, focusing on behavioral economics. They introduced the concept of "soft, paternalistic
nudges," which aim to help people make beneficial decisions without restricting their choices.

Traditional methods of influencing behavior often involve 'forcing people,' which can be direct and require
significant effort from individuals to change their actions. This approach is common in cybersecurity,
where fear is often used as a motivator. However, poorly executed attempts can lead to resistance or
disengagement.

In contrast, nudging employs a gentler strategy, allowing individuals to naturally make the right choices.
Consider these examples:

When asking children to tidy their room, a directive approach would be instructing them, whereas a nudge
might involve turning it into a game.

Signs that say "no littering" take a forceful approach, but simply providing and highlighting bins is a more
nudge-based strategy.

In the context of healthy eating, counting calories and deliberately reducing portions can be a forcing
approach that demands considerable effort, while using smaller plates serves as a nudge to encourage
the behavior.

The Role of Choice Architecture

In a later edition of “Nudge,” Thaler and Sunstein emphasized the concept of Choice Architecture. They
explained that all choices occur within a context, and that context greatly influences the decisions made.
Choice Architecture involves designing this context in a way that steers choices in the desired direction.
The authors point out that such an architecture always exists and will influence decisions, whether it is
intentionally designed or not.

Moreover, our cognitive biases, shortcuts, and heuristics shape our decisions. By understanding the
interaction between the environment and these biases, we can better guide people toward optimal
choices.

Decision-making and Cognitive Biases

To grasp this concept, we need to consider how we make decisions. While we like to believe that our
decisions are deliberate and well-considered, only about 5% of them actually are. Around 95% of our

Cyber Defense eMagazine – August 2024 Edition 168
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