Nudge plus

What is nudge plus?

Nudge plus (or nudge+) combines a nudge with an opportunity for reflection, placed alongside or close to the intervention. The aim is to connect a change in the choice environment with a person’s deliberation about the choice.

Original account

Banerjee and John (online 2021; issue 2024) define the approach, describe possible forms of reflection, and set out testable implications. Their article presents a proposal for behavioral public policy, not proof that every combined intervention works.

An illustration

Imagine an energy supplier that preselects a green electricity tariff. Beside the selection, it asks: “Review the price and consider whether this tariff fits your budget and environmental goals.” The customer can then confirm the tariff or choose another option. The default is the nudge; the invitation to assess its personal fit is the reflective “plus.” This hypothetical design goes beyond merely announcing which option was preselected. Whether the prompt creates useful reflection, changes the decision, or improves outcomes must be tested.

Nudge plus does not automatically resolve ethical concerns, create lasting competence, or guarantee adoption of a preferred option. Disclosure and reflection should also not be assumed to have identical effects.