‘Nudge Awareness’: Testing the long-term viability of libertarian paternalism

We are investigating how the libertarian paternalistic approach to public policy, or ‘nudging’, is moderated by what we call ‘nudge awareness’ – i.e. being aware of how and possibly why nudges are used. The findings will enable us to predict human behaviour (e.g. the extent to which people’s behaviours would change if they knew they were ‘nudged’) and to influence behaviour (e.g. develop more effective policies to help people make better decisions).


Andrea Isoni
Associate Professor of Behavioural Science
Chengwei Liu
Associate Professor of Strategy and Behavioural Science
Daniel Read
Professor of Behavioural Science