Thinking medium: a design-based critique of nudge theory

Mainstream economic thought rests on a picture of human actors as rational, calculating, and selfish. Since the 1980’s, the sub-discipline of behavioral economics has challenged mainstream economic thought by revealing limitations in the ordinary person’s ability to reason as orthodox theory predicts. People’s choices are influenced by the manner in which options are presented. And since many of the choices people make involve basic dimensions of moral life, including the chooser’s autonomy and general welfare, the structuring of choice situations is an irreducibly ethical enterprise. These topics are explored in “nudge theory,” which represents an attempt to understand the implications of behavioral economics for people involved in the shaping of others’ decisions. Nudge theory proposes that professional designers should structure choice situations on behalf of others in a paternalistic way: leveraging the designers’ expertise and superior knowledge to promote outcomes that serve choosers’ longterm interests. In this paper, the co-authors agree that paternalism can be a valid approach to ethical design practice in a limited range of cases. But in general, the program of “libertarian paternalism” advocated by nudge theorists represents a failure of imagination that arbitrarily forecloses opportunities for collective decision-making and reinforces unhealthy social divisions. Instead, a greater sensitivity to the potential of design thinking, specifically its capacity to incorporate a wide range of heterogeneous factors and perspectives, is a key to the ethical deployment of nudges. Design itself is the best answer to the question: how can economic thought register the results of the behavioral sciences in a thoughtful, creative, and defensible way? Through a series of examples drawn from the literature, the co-authors present a designbased critique of nudge theory, illustrating the interdisciplinary potential of design and aspects of the role design thinking may play in creating more harmonious and unified societies.