Le Nudging, théorie introduite par Richard Thaler, prix Nobel d’économie 2017, est définie comme tous les aspects de l’architecture de choix qui modifie le comportement des gens de manière prévisible sans interdire d’options ou changer radicalement les incitations économiques.
Plus simplement, un Nudge est une option de choix qui est plus facile, plus rapide, plus intuitive, plus amusante que les autres dans l’environnement d’un individu, afin de le pousser, sans l’en obliger, à choisir cette option.
Facilitez le choix désiré et rendez le choix indésirable plus difficile à obtenir.
Cette théorie part du principe que « l’homo economicus » qui prendrait toujours des décisions dans son propre intérêt est un mythe et que l’humain souffre en fait de nombreux biais cognitifs qui le poussent parfois à prendre des décisions qui ne sont pas dans son meilleur intérêt. En changeant l’architecture de choix, un individu sera alors incité à prendre la bonne décision, car oui, le Nudge est toujours mis en place dans l’intérêt général ou dans l’intérêt indique.
Les Nudges peuvent être classifies parmi les quatre dimensions suivantes :
- Renforcer la maîtrise de soi vs. Activer un comportement désiré
La première dimension vise à déterminer si le Nudge est conçu pour renforcer la maîtrise de soi et aider les individus à aller jusqu’au bout d’une décision. En effet, certaines décisions sont difficiles à tenir dans le temps, par exemple, se rendre à la salle de sport fréquemment après avoir pris un abonnement, ou économiser leur argent. Les Nudges qui aident à renforcer la maîtrise de soi permettent de corriger l’écart entre ce que les gens voudraient faire et ce qu’ils font en réalité. Dans d’autres situations, le Nudge peut servir à activer un comportement désiré, auquel les individus n’auraient pas pensé eux-mêmes. Pour ces choix, auxquels les individus sont indifférents ou inattentifs, le Nudge avance un comportement idéal à adopter, ce qui rend le choix plus accessible et donc plus largement préféré.
- Imposé de l’extérieur vs. Auto-imposé
La deuxième dimension renvoi au fait qu’un Nudge peut être imposé par l’individu lui-même, en s’obligeant volontairement à demander une carte de crédit limitée afin de ne pas dépasser un certain montant par exemple. Ou bien peut être imposé de l’extérieur, où l’individu choisira d’adopter le comportement attendu basé sur la façon dont le choix est présenté et non sous la contrainte.
- Conscient vs. Inconscient
Comme son nom l’indique, cette dimension considère qu’un Nudge guidera vers une prise de décision cognitive et délibérée, aidant les individus à atteindre un comportement qu’ils aimeraient adopter, comme manger mieux, arrêter de fumer etc. Ou bien à l’inverse, le Nudge peut guider vers un choix qui sera automatique et implicite, en se basant sur les émotions par exemple pour influencer la prise de décision.
- Encourager vs. Décourager
Enfin la dernière dimension évoque le fait qu’un Nudge peut être utilisé à des fins d’encouragement ou de découragement. D’un côté, il peut faciliter la mise en place ou la continuité d’un comportement voulu, tandis que de l’autre, il peut être utilisé afin d’éviter des comportements qui seraient indésirables.
Ces 4 dimensions forment un résultat de douze différents types de Nudges, plus clairement mis en situation grâce a des exemples dans le tableau suivant :
Pour conclure, un Nudge ne pouvant, par définition, ni obliger, ni interdire, ni nuire à quiconque, n’est pas une menace mais un outil très utile et très utilisé pour atteindre ses objectifs, éviter des comportements indésirables et manipuler gentiment les individus pour qu’ils adoptent un comportement désiré.
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