Made you look!
The familiar becomes invisible. And that’s a problem.
from VANCOUVER MAGAZINE, July 2009
“Choice architecture” is suddenly a sexy idea, thanks largely to a recent book called Nudge. A nudge, as authors Richard Thaler (an economist) and Cass Sunstein (a legal scholar) explain, is a little intervention in our daily lives from the unseen hand of an engineer or a designer that subtly encourages a behaviour, presenting options in such a way that we’re inclined to do the socially beneficial thing. It tricks us into eating our spinach. Some of the most ingenious examples come from traffic-engineering departments. On a dangerously winding stretch of Lake Shore Drive in Chicago, the city dealt with speed-caused fatalities by painting lines on the road. The lines become more tightly spaced on the curves, giving drivers the illusion that they’re speeding up-and so those drivers slow down. (In 1996 here in B.C., on a soporific stretch of Highway 5 between Little Fort and Blackpool, engineers first installed those now-familiar “rumble strips” on the shoulder hem of the lane, which function as alarm clocks if you drift onto them, producing “Holy crap, I’ll never do that again!” moments that may change driving habits permanently.) Other intriguing examples abound. It turns out people can be nudged to save more money (by manipulating the psychology of pension plans) or to use energy more efficiently (if a hydro meter is installed in a place where they can actually see their energy consumption as it happens). Should we be worried about the coercion implicit in such tactics? Well, there is coercion in any tactic, as Thaler points out: “There’s no such thing as a neutral environment.” The salad bar is either in the front or the back; the hydro meter is either in view or not. It’s better to choose the better thing, and the experts make no apologies for stacking the deck that way.
Nudges matter because if you take action early in a behaviour chain you’re attacking problems at the level of prevention, not repair-and preventing problems is a lot cheaper and less trouble. That’s one of the reasons Barack Obama is such a huge fan of the concept. He thinks this sort of “libertarian paternalism” might help show America the way out of its economic woes, by getting a lot of people doing small responsible things from the get-go. (He appointed Sunstein, his former law-school pal at the University of Chicago, to his administration, as his “regulatory czar.”) Choice architecture has made designers the new “unacknowledged legislators of the world,” and from Mumbai to Vancouver, their modest acts reverberate and produce big, if sometimes hard to quantify, changes in the behaviour of the masses.
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