Τα συμπεριφορικά οικονομικά και οι τεχνικές Nudge
Behavioural economics and Nudge theory
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Συμπεριφορική επιστήμη ; Θεωρία της Ώθησης ; Λήψη αποφάσεων ; Τεχνικές NudgeAbstract
The subject of this Master thesis is Behavioural Economics, a field that combines
economics science with psychological experiments. Behavioural economics investigates
cognitive, social and emotional influences on people’s behavior towards buying
decisions that is often detected against their preferences.
Nudge Theory is applied for the analysis of the way of thinking of people and especially
costumers to explain their behavior. Depending on what it aims to achieve, application f
Nudge theory ends up determining, influencing, and shaping costumers in order to guide
them according to their impulses and needs. Nudging constitutes a process that
according to its use and purposes, it can sometimes be considered both negative and
positive as any other method, thus creating positive or negative consequences in
costumers’ orientation. The purpose of the thesis is to present extensively Nudge
Theory is applied, its purpose and the results of application to both the individual and
community.
This theory is practically applied a multitude of different techniques depending on their
scope. For this purpose, the techniques used in marketing and digital marketing to
nudge people through the internet in a specific direction and choice will be extensively
presented. The aim is to emphasize on Nudge techniques and how these change and
shape human behavior, leading to influence human decision-making. Furthermore, there
are also many examples of the process of developing effective nudges that suggest the
need for a more generalized approach in the development of nudge and the
configuration of a framework, thus making the process of nudge more feasible.
Finally, nudge will be reflected on as a mean of manipulation of human choices and
behavior. The opposition to the use of nudge is not a crucial obstacle for its operation,
and nudging process ultimately does not retain the right to freedom of choice.
Combining the theory of the psychological dual process and Thaler and Sunstein's
criterion of transparency as to whether nudging is necessary for "manipulation", a
framework of four main nudges types is formed which constitutes the basis of the
guidelines for the responsible use of the nudge approach.