Experiencing Default Nudges: Autonomy, Manipulation, and Choice-Satisfaction As Judged by People Themselves
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Experiencing Default Nudges: Autonomy, Manipulation, and Choice-Satisfaction as Judged by People Themselves Patrik Michaelsen*, Lars-Olof Johansson & Martin Hedesström. Department of Psychology, University of Gothenburg. Critiques of nudging suggest that nudges infringe on decision makers’ autonomy. Yet, little empirical research has explored whether people who are subjected to nudges agree. In three online between-group experiments (N = 2083), we subject participants to different choice architectures and measure their experiences of autonomy, choice-satisfaction, perceived threat to freedom of choice, and objection to the choice architecture. Participants who received an opt-out nudge made more prosocial choices but did not report more negative choice experiences compared to participants in opt-in default or active choice conditions. This was predominantly the case even when the presence of the nudge was made transparent to participants, and when choice stakes were increased. Our results suggest that defaults are less manipulative and autonomy-infringing than sometimes feared. Policy-makers should include measures of choice experiences when testing out new nudges. Keywords: choice architecture; nudge; default; autonomy; manipulation; transparency *Corresponding author. [email protected]. Twitter: @ p_michaelsen Unethical behavior change interventions should not be used for policy. However, the class of policy interventions known as nudges, interventions influencing behavior by changing cues in choice environments, have been accused of just this: unethicality (for book-length discussions, see Conly, 2012; Rebonato, 2012; Sunstein, 2014, 2015, 2016; White, 2013). The stakes of the accusation are high, as nudges or similar behaviorally informed interventions are reported to already be in use by over 200 government units all over the world (OECD, 2019). In the ethical debate surrounding nudging, most critiques cluster around two main lines. One deems nudging manipulative, infringing on rational decision-making capabilities and threatening freedom of choice. A second deems nudging paternalistic, overriding people’s means or ends for those preferred by the choice architect behind the intervention. Central to both charges is that nudging is claimed to pay insufficient respect to individuals’ autonomy.1 But who should principally be the judge of whether autonomy is respected? On a subjectivist view, the individual is their own best judge, and assessment should be left up to them (cf. “…better off as judged by themselves”, Thaler & Sunstein, 2008, p.6, italics added). An important implication of this position is that respect for autonomy is an empirical issue, calling not 1 Common retorts from proponents of nudging include advocating intervention transparency and simple exit clauses, or arguing that some environmental influence is inescapable and that (benevolent) intervening is preferable to random design. All of these arguments are raised by Thaler & Sunstein in Nudge, 2008, but, see also e.g. Bovens, 2009; Hansen & Jespersen, 2013; Hausman & Welch, 2010; Nys & Engelen, 2017; Wilkinson, 2013. 1 only for the perspectives of theorists but also for that of people who are subjected to the nudge.2 In this regard, it is surprising that empirical research has not to a larger extent been used as the basis of argument by ethicists (Sunstein, 2016; 2017, constitute exceptions), or been conducted at all. To date, empirical work on people’s perceptions of nudging mainly consists of survey studies, wherein participants rate descriptions of nudges without actually encountering them. We argue that this approach only captures part of the picture, and that choice experiences, such as subjective autonomy, are better understood by subjecting participants to the nudge at hand. In essence, it is the experience of autonomy that is ethically relevant, not a projection thereof, and research suggests the two can very well differ (Francis, Howard, Howard, Gummerum, Ganis, Anderson, & Terbeck, 2016; Patil, Cogoni, Zangrando, Chittaro, & Silani, 2014; Tassy, Oullier, Mancini, & Wicker, 2013). In the following we review the empirical literature on nudge perceptions, with a focus on autonomy and freedom of choice. We conclude that discrepancies are already hinted at between findings for rated descriptions and actual experiences of nudges, but that the latter category is under-researched. We then present three studies where we use opt-out defaults to nudge people and afterwards measure their experiences of autonomy, choice-satisfaction, perceptions of threat to freedom of choice, and objections to the choice format. Our results suggest that accusations of nudging being manipulative and unethical may be overstated, as judged by people themselves. Public opinions on nudging What could be labelled policy acceptance studies targeting nudge interventions have seen a proliferation in the last few years. This research consists of survey studies where participants read descriptions of nudge interventions and rate them on acceptability and other dimensions. The general conclusion is that most researched nudges receive majority support in most countries researched. Exceptions concern nudges that deprive people of their money in non-transparent ways (e.g., a defaulted carbon emission offset), default enrollment in cadaveric organ donation, and nudges perceived to be working against one’s social group, or that are proposed by a political opponent (Hagman, Andersson, Västfjäll, & Tinghög, 2015; Jung & Mellers, 2016; Pe’er, Feldman, Gamliel, Sahar, Tikotsky, Hod, & Schupak, 2019; Reisch & Sunstein, 2016; Sunstein, Reisch, & Rauber, 2017; Tannenbaum, Fox, & Rogers, 2017). Some studies have investigated people’s views on how nudges may influence autonomy and freedom of choice. For instance, Jung and Mellers (2016) found descriptions of nudges targeting automatic cognitive processes to be rated as both more autonomy-threatening and paternalistic than nudges targeting reflective cognitive processes. Hagman et al. (2015) showed majority support for eight different types of nudges, but that a majority of participants simultaneously considered six of them intrusive to freedom of choice. In three studies on default nudges, Yan and Yates (2019) found opt-out defaults to be viewed more negatively than opt-in defaults in several regards. In applications of organ donation, carbon emission offsets and retirement savings, a consistent pattern showed opt-out defaults to be rated as less ethical, more 2 Of course, not everyone is a subjectivist in this matter. However, an objectivist, considering autonomy present or absent regardless of what the agent thinks, may nevertheless value subjective the experience for possible downstream consequences, e.g. carryover effects to other values such as well-being, or for policy implementation success. 2 deceptive and manipulative, more coercive, and rendering less expected autonomy, when compared to opt-in defaults. This occurred even though the nudge was complemented by efforts to increase transparency, and highlighting that opting out was possible. In sum, survey research suggests people find nudges an acceptable means of behavior change, but that there are concerns with how freedom of choice and autonomy may be affected. This provides a somewhat ambiguous empirically based justification for nudging, with people on the one hand adhering to criticisms, but on the other simultaneously stating agreement. However, as outlined above, we believe this research perspective needs to be complemented with judgments from people actually experiencing nudges, and especially when assessing choice experiences such as autonomy. People’s experiences of being nudged Subjective experiences of being nudged have not been a primary topic in nudging research up to this point. Instead, to the extent researched at all, these issues have been presented as outcomes secondary to nudge effectiveness on the target behavior, or as mediators to this end. A few findings relating to autonomy and freedom of choice exist however. One early experiment examining choice experiences is the study by Abhyankar, Summers, Velikova and Bekker (2014). In this study, experiences of autonomy (“perceived behavioral control”) were measured for participants subjected to an opt-out default nudge in a hypothetical cancer treatment choice. Results showed participants receiving the opt-out default to report high levels of behavioral control, and not significantly lower control than participants subjected to an opt-in default or an active choice format. Additionally, opt-out participants’ choice satisfaction mirrored these findings, with high absolute ratings and no significant differences compared to the other choice formats. Unfortunately however, while breaking new ground, this study may not have had the methods necessary to detect potential negative effects of the nudge. There are at least three methodological limitations that bear on this issue. First, the sample size was limited to 124 participants (41-42 per condition). Second, the choice stakes could be considered low from a lack of palpable consequences. Finally, it is unclear to what extent participants were aware of the nudge, leaving it open that generalizability may be limited to cases where the nudge intervention is not noticed. As far as we are aware, there is no other study having measured experienced autonomy of participants subjected to a nudge. Two studies, however, have measured a related construct: perceived threat to