What is Nudge plus?
Nudge plus (or nudge+) combines a standard nudge with a reflective element that engages the person’s deliberate thinking. It addresses the criticism that nudges bypass rational agency by adding a moment of conscious engagement to the automatic influence.
How it works
Developed by Cass Sunstein and Lucia Reisch, nudge plus pairs a choice architecture intervention (the nudge) with a prompt for reflection (the plus). The ‘plus’ can be a disclosure (‘This option is pre-selected because most people find it beneficial’), a reflection prompt (‘Take a moment to consider whether this default matches your preferences’), or an active choice requirement at key decision points. The combination aims to improve decisions while building decision-making competence.
Applied example
An energy company that defaults customers to a green tariff (the nudge) and includes a short note explaining the default and offering a ‘review my choice’ button (the plus) achieves high adoption of green energy while respecting customer autonomy and building energy literacy.
Why it matters
Nudge plus resolves the tension between effectiveness (nudges work) and autonomy (people should make informed choices) by combining the strengths of both approaches.
