ON THE WATER
NEELS BLOM: Using a nudge instead of a big stick to get what you want is still coercion
It was difficult not to notice how $1.1m trickled down from the Nobel Foundation to professors Cass Sunstein and Richard Thaler for their contribution to economics with their nudge theory, as promoted in their eponymous book. While it is not the kind of billions of lolly syphoned off the South African economy by those in political power, it is the sort of moola that can make a considerable difference to, say, the state of a flyfisher’s kit, even if you must split it with the other guy who, frankly, is a bit slow on the uptake and bone idle when it comes to organising his footnotes. Let’s not get sidetracked. Nudge theory is an offence to the free and the righteous, however deluded they may be. Being deluded is a sacred, inalienable human right. The idea of freedom of choice is more precious than its manifestation.But in the interests of reason, the Financial Times, that repository of sober journalism, had to be consulted, and Della Bradshaw’s anecdote changed everything. She writes:...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.