OPINION:Nudges Do Not Work For Changing Deep- Seated Human Behaviour

By Kumud Ghoshal, Executive Director, Ipsos UU- Ipsos in India


While Nudge is a well-known behavioural science concept picked up and used, there is a strong case for the need for mindset changes to ensure sustained behavior change for the greater good of the society. For one thing, Nudges are a piecemeal approach. These can be useful to address specific behavior, but we often desire broader mindset and behavioral shifts. The article provides strong case to support this using the example of the Swachh Bharat Mission-Grameen


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