Nudging & Framing
Nudging is based on the scientific fact that people make most decisions in an intuitive, automatic manner. The groundbreaking work of Nobel prize winner Daniel Kahneman* shows that people do not act as rationally as we would like to believe. To enable us to make decisions in a complex environment, our brain makes use of mental shortcuts and uses cues from the environment. We automatically favour the default or easy option.
Nudging* is a technique from behavioural economics where people receive a gentle nudge to behave in a desired way. A well-known example is the fly pained in men's urinals to avoid them peeing next to the urinal.
Framing entails that you use words, metaphors and perspectives in a way that makes your message more attractive and that actives certain emotional reactions.
*Kahneman (2011) "Thinking, Fast and Slow"
* Thaler & Sunstein (2008), "Nudge"