Nudging, the art of influencing people toward better choices
calendar_month 29 Iul 2015, 00:00
'Nudging' is currently the talk of the marketing world. It is the art of influencing people to make decisions and change habits that are more beneficial for them and for society. Examples include cutting down on energy use, reducing speeding, discouraging obesity and conserving nature. At the same time people must remain 'free' in their choices. The idea was kick-started by Richard H. Thaler's and Carr R. Sunstein's 2009 book %E2%80%98Nudge: Improving decisions about health, wealth and happiness%E2%80%99. Since then public organisations and governments have embraced the concept and have started implementing it in a variety of fields. An explosion of research followed: The UK government has even opened a special %E2%80%98Nudge Unit%E2%80%99. It is debatable whether the 'nudging' principle is new - commercial companies have been nudging since the beginning of marketing. But these days the techniques are transparent and affordable.This module looks at the current state of nudging, the ethical, moral and psychological implications and how we can apply it to its full potential in the public and in private contexts. We'll look at nudging in product design and technological developments as well as a marketing technique. We'll look at the main theories in lectures. You'll also be encourage to do your own research from the wealth of recent research publications and look at the application and moral implications of nudging in real-life workshops. At the end of this module you'll have hands on experience with 'nudging theory', documentation of your personal insight and a toolset for nudging in future practices. Students will also participate in the general module: Change & Innovation in the Public and Private Sectors which will serve as a base module for the course.

Course leader
Mr. J. BatsMs. C. van der Ven

Target group
The program is open to anyone who has completed their high school diploma (or equivalent) and has completed at least their first year bachelor degree level education. Applicants whose native tongue is not English, should have a good knowledge of the English language (Level B2 or higher). The Hague Summer School reserves the right to determine if applicants English language level is appropriate.

Course aim
The objectives of this course are:Recognise trends and the consequences they can have for marketing and influencing strategies.Evaluate and implement marketing decisions based on analysis of human choice characteristics.Understand the latest ethical, moral and psychological implications of nudging.Naming, recognising and thinking critically about product development, marketing and nudging .Develop and build upon relations with students from various educational backgrounds and nationalities.Develop documentation and a toolset for nudging in future practices.

Fee info
EUR 1499: Two week programme of The Hague Summer School The 2 week course costs 1.499,- for the full package, including tuition fee, housing, and in-programme activities & lunch. EUR 2999: Four week program of The Hague Summer The 4 week course costs 2.999,- for the full package, including tuition fee , housing , and in-programme activities & lunch.


The Hague University of Applied Sciences
Address: Johanna Westerdijkplein 75
Postal code: 2521 EN
City: The Hague
Country: Netherlands
Phone: +31 70 445 8888