Abstract
Behavioural science is a powerful tool that can influence behaviour and for this reason there should be guidelines to ensure that it is used ethically. In this chapter, Rubinstein outlines the debate about the ethics of nudging in the public sector where, despite being used to promote good behaviour, it has been accused of ‘soft paternalism’ and the removal of free choice. She argues that although people are suspicious of its use in the private sector, there is a precedent for self-regulation and good use. Behavioural science in the private sector does not have to be deceitful, covert or manipulative. Furthermore, consumers have a different relationship with private companies than they have with policy makers. To avoid potential misuse, she suggests five guidelines to help practitioners make better decisions.
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Notes
- 1.
Default options are options selected automatically unless an alternative is specified, and setting defaults is an effective tool in choice architecture when there is inertia or uncertainty in decision making.
- 2.
Paternalism refers to acting for the good of another person against their will or without their consent. Hard paternalism occurs when you prevent someone from taking a harmful action, such as if you banned people from swimming in a dangerous place. Soft paternalism occurs when you coax someone to prevent them from taking a harmful action, such as if you put up signs on the beach telling people not to swim at specific times.
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Rubinstein, H. (2018). The Ethical Risks of Behavioural Science. In: Applying Behavioural Science to the Private Sector. Palgrave Pivot, Cham. https://doi.org/10.1007/978-3-030-01698-2_8
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