A Little Nudge Never Hurt

American's pride themselves on their freedom to choose. In society, there is a false assumption that people will choose what is best for them. In reality people are fickle and need nudging in order to make the best choice. In Nudge by economists Richard Thaler and Cass Sunstein, a nudge is defined as an aspect of choice that alter's a person's behavior in a particular way without changing the choice at all. This approach to influencing decisions is considered Libertarian Paternalism, which means nudging the user to make the best choice for his/her well being without restricting freedom of choice. This can occur through choice architecture, where the designer incorporates nudges into the decision making process.

The following picture is an example of a nudge built into choice architecture. The choice architecture is the order of the food available and the nudge is making the fresh fruit available to the consumer before the donuts. This helps the consumer make a choice that will be better for his well-being without limiting his freedom to choose.

Nudges are everywhere; some are intentional and some are unintentional. After recently reading Nudge, I have started to notice the nudges designed into Montana State University's (MSU) campus and student involvement. The two that particularly come to mind are sidewalks and Champ Change.

1. Sidewalks

Montana State University has a complex spider web of sidewalks that lead students and faculty across campus. The sidewalks are a nudge to encourage students to walk on the concrete instead of the grass. Sidewalks can be thought as a social norm type of nudge. People tend to use sidewalks whenever they are walking to a destination in a town or city.

Though this may seem like a great nudge it isn't always effective. Students in particular don't always care about walking on sidewalks. We tend to look for the quickest path and take it, even if it means walking across the grass. As you can see in the photo most students are following the nudge of the sidewalks, but some in the far right of the photo are cutting across the grass.

Montana State University may have needed more thoughtfulness when designing its sidewalks. Students wouldn't need to cut across the grass if sidewalks that followed the most direct path to common buildings were established from the start. What Montana State University did do well, was line certain sidewalks with tall shrubbery to discourage students from cutting across the grass in certain areas. I know one day I was planning on taking my usual route to Jabs Hall that cuts across the grass only to have found a large bush (another nudge) planted in my way. Now, I have to use the sidewalk just like everyone else.


1. Champ Change

Champ Change is a nudge used by Montana State University to encourage student involvement. A student can receive Champ Change (points) by going to the library, going to the gym, attending MSU sponsored events, etc. Then the students my use their Champ Change in an online auction to win prizes. Champ Change is an incentive type nudge for it motivates students to discover many different aspects of Montana State University for the chance to redeem points for prizes.

Champ Change is a moderately effective nudge. Not very many students participate in the program because they forget to swipe their Cat Card to get the points or they simply can't find the card scanner. The incentive of prizes is particularly attractive to Freshman, who want to explore the MSU campus and now receive a reward for doing so. Champ Change is great for new students because it gives them a reason to get in the habit of attending social events, studying, and exercising while at MSU. Champ Change is a nudge that enhances the well-being of students and the college experience.


Nudges are everywhere and many often go unnoticed. Without limiting options, nudges encourage better health, wealth, and well-being of consumers. I believe nudges are an excellent way to motivate change without strict rules or mandates. A little nudge here and there wouldn't hurt.