The opposite of a nudge—aka sludge—is a strategy designed to slow down behavioral change. Like making someone jump through hoops to cancel a subscription, explains hansika_kapoor
environment that works with those making a decision to facilitate choices that are in their best interest. The term itself has since become a stand-in for any intervention supported by behavioral science, particularly in the domain of public policy.
More recently, there has been an expansion of the behavioral science taxonomy surrounding so-called"choice architecture" first proposed by Thaler and Sunstein. Dilip Soman, Professor at the University of Toronto’s Rotman School of Business, that there could also be far more sinister forms of nudges—changes that impede decision-making in the best interests of the decision-maker. Called sludge, this type of change is adjacent to, which are essentially nudging for bad and involve customers or beneficiaries of policies being nudged towards making choices that could actively harm them.Dark nudges, or sludges, are more than cunning designs that curtail behavior change by adding friction.
Sludges like these aren’t uncommon; we often see them come up in many government-facing or bureaucratic processes, such as applying for formal documentation that requires one to submit a range of various documents or read complex, jargon-filled terms that are not easy to understand to even those who designed them. The now-famous example is canceling a subscription to a newspaper being a far more arduous task than subscribing to it in the first place.
Where does dark creativity fit in? It’s all in the design. Companies, governments, and service providers may be unintentionally designing sludge-filled environments without considering the user’s viewpoint; but in some cases, it may be entirely intentional. Take the case of travel booking websites in the UK, which peddled discounts to customers looking for a hotel room booking while specifying prices for a completely different type of hotel room.
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