Nudge theory is a concept in behavioral economics, political theory, and behavioral sciences which proposes positive reinforcement and indirect suggestions as ways to influence the behavior and decision making of groups or individuals.

Quotes

• The COVID-19 pandemic is an unprecedented global health, social and economic crisis. Historical comparisons are few, particularly in recent decades. This tragedy constitutes nothing less than a trial for all humanity. [...] What has since become abundantly apparent is the destructive influence of behavioral economics and the so-called "nudge theory" of political decision-making, which relies on incentives and stimuli to steer individual behavior, rather than coercion or restraint. We now know that the "nudge unit," or the "Behavioural Insights Team," that advises the British Government successfully convinced the state of their theory that individuals who are too quickly constrained by severe measures will tire and relax their discipline when the epidemic reaches its peak, which is precisely when discipline is needed most. Since 2010, Richard Thaler's economic theory — which he outlines in the book Nudge (2009) — is widely thought to be the best means for producing "efficient state governance." This approach tells us to encourage people, without coercing them, to make the best decisions through the use of "nudges": by using gentle, indirect, comfortable and optional influences upon individuals who are still ultimately free to make their own choices. The application of this "libertarian paternalism" in the fight against the epidemic has been two-fold: (a) the rejection of any coercive measures to regulate individual behavior and (b) a preference for "barrier gestures": keep your distance, wash your hands, cough into your elbow, self-isolate if you have a fever and all for your own benefit. This wager to rely on soft, voluntary measures was risky: there is no scientific or empirical evidence demonstrating the effectiveness of this approach in the context of an epidemic. And it is now all too clear that this approach entirely failed.
  • Christian Laval and Pierre Dardot, The pandemic as political trial: the case for a global commons (March 28, 2020), ROAR Magazine

• It is also worth recalling that French officials adopted this very same approach until March 14. Macron initially refused to adopt strict containment measures because, as he stated on March 6, "restrictive measures are not sustainable over time." As he exited the theater he had attended that very same day with his wife, he declared "Life goes on. There is no reason, save for vulnerable populations, to change our social behaviors." Lurking beneath these words, which seem utterly irresponsible today, one cannot help but detect a tactic in which this libertarian paternalism allowed governments to defer the draconian measures they knew would necessarily disrupt their economies. Nonetheless, the eventual failure of libertarian paternalism to contain the virus compelled the political authorities to radically change course. In France, our first glimpse of this shift was Macron's Presidential Speech on March 12, in which he appealed to national unity, to our sacred union, and to the French people's "strength of character." Macron’s next speech on March 16 was even more explicit in its martial posture and rhetoric: it is time for general mobilization, for "patriotic self-restraint," because "we are now at war." The figure of the sovereign state now manifests itself in its most extreme but also its most classic form: that of the sword that strikes the enemy, "who is there, invisible, elusive and advancing."
  • Christian Laval and Pierre Dardot, The pandemic as political trial: the case for a global commons (March 28, 2020), ROAR Magazine

External links

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