Samenvatting

Nudging is generally considered to be an innovative and promising way to steer human behavior in the desired direction without imposing any choice. The concept of nudging is derived from insights into how humans typically make decisions and is thus potentially more effective than traditional policy measures. In recognition of this promise, many experiments with nudging in several public domains such as, for example, public health are underway. We argue that next steps need to be taken to capitalize on the promise of nudging. First, more attention needs to be paid to how theoretical insights in human decision making can be translated into effective policy measures. Second, the boundary conditions of nudge effectiveness and acceptability in terms of personal goals, motivation, and awareness need to be identified. Third, it is urgent to consider the long-term effect of nudging in terms of their potential to install new routines.