Nudge theory is a concept of non-directive stimulation of change, which proposes to influence the process of group and individual decision-making through positive reinforcement and indirect instructions.
People’s choices cannot be called rational, but they are interested in doing the right thing. That is why it is better not to force them but push them to change, so they do not feel anguish about their choices. The two main dimensions of power for nudge theory are the power to exercise dominating control over individuals and decision-making power.
The first concept refers to those who push, namely the marketing machine that targets customers. It has the power to exert dominating control, primarily by pushing customers to make choices. In essence, dominant control is expressed in the exercise of choice for customers.
The second power concerns the clientele, namely decision-making power. This concept means the power to choose because customers can make their own informed choices even with nudging.
These concepts correlate with Luke’s power dimensions, including decision-making power, non-decision-making power, and ideological power. As can be seen, decision-making power is present in both cases. Otherwise, the concepts differ in that Luke’s power measures refer to the overall distribution of influence in society, while nudge theory refers to marketing influence.
For example, nudging can refer to the action of offering additional products to the customer when they buy. A person is more likely to turn his attention to an offered product when it is pointed out to him than when it is just lying on the shelf.
Another example of a nudge might be a default nudge – informing the customer of what will happen if they do not make a choice. Nevertheless, the nudge theory is still related to Luke’s division of power since both concepts involve explanations of the influence produced.
However, the nudge theory is not a change management model like Luke’s concept but a model of managing people’s willingness to change through constructed alternatives.