Weight-Loss Nudges: Market Test or Government Guess?

Abstract

This chapter examines the effectiveness of nudges designed to steer us toward better food and beverage consumption behaviors as a means of lowering population weight. It first discusses our state of knowledge on obesity causes and prevention. Next, it presents the basics of nudge theory followed by criticisms of that theory. It then discusses various imperfections that all choice architects—whether in governments or markets—must face, which suggest that nudges are a blunt instrument for reducing population weight. Finally, the paper discusses how nudging by governments differs from nudging by markets, and concludes that market nudging is the more promising avenue for helping citizens lose weight.

When self-control problems and mindless choosing are combined, the result is a series of bad outcomes for real people.… Nearly two-thirds of Americans are overweight or obese.… Together, these facts suggest that significant numbers of people could benefit from a nudge.— Richard H. Thaler and Cass R. Sunstein, Nudge: Improving Decisions about Health, Wealth, and Happiness.