Nudge: Influencing Behavior


Course Objective

Academic & Research Skills: You will critically reflect on theoretical
practical value (/usability) of the concepts, theories and models
offered in this course. Furthermore, the focus is on analyzing problems
in organizations (/society) and applying knowledge (/searching for
solutions) based on the theoretical models we discussed.
You develop the capacity to critically read and
understand academic literature and to translate academic research to
practically relevant outcomes.
Bridging Theory & Practice: You obtain knowledge on core subjects about
influencing and
nudging and gain deeper understanding of topics already discussed in
“judgment and decision making”.
Bridging theory and practice: You are challenged to apply theoretical
knowledge in real-life situations.

Course Content

How can you improve the efficiency of towel and linen reuse programs in
hotels? Which incentives help consumers to eat healthier? How can people
be motivated
to take public transport instead of the car?

These are some of the questions we deal with in the course Nudge:
Influencing behaviour. Nudging is the art of subtly influencing people
to change behaviour to serve societal and/or commercial goals such as
e.g. reducing the number of phone calls to helpdesks, cutting down on
energy use, reducing pollution, stimulating healthy behavior, etc.

In this course we build further on the basic principles of consumer
choice which you learned in the Judgment and Decision Making course.
In the first part, you will be offered tools to implement strategies
that will guide consumers toward preferable, sustainable, and healthy
choices. You will develop a behaviour change intervention that can
benefit society, business, and/or the consumer.
In the second part we focus on social influence strategies. You will get
insights into the persuasion tactics used by sellers, advertisers, and
online service providers, which will make you become better at
recognising opportunities for influence and better at employing
effective strategies to convince others.

Teaching Methods

Lectures and small-group tutorials

Method of Assessment

Individual exam – individual assessment
(interim) assignment – group assessment

Entry Requirements

Judgment & Decision Making (course from same minor)



Additional Information

Part of this course builds on the course Judgment & Decision Making.

Recommended background knowledge

Well-trained in academic method and thinking (i.e., with an academic

General Information

Course Code E_BK3_NIB
Credits 6 EC
Period P2
Course Level 300
Language of Tuition English
Faculty School of Business and Economics
Course Coordinator dr. F. van Horen
Examiner dr. F. van Horen
Teaching Staff dr. F. van Horen

Practical Information

You need to register for this course yourself

Last-minute registration is available for this course.

Teaching Methods Seminar, Instruction course, Lecture
Target audiences

This course is also available as: