A Behavior-Analytic View on Nudges: Individual, Technique, and Ethics
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A Behavior-Analytic View on Nudges: Individual, Technique, and Ethics César Antonio Alves da Rocha 1
& Maria
Helena Leite Hunziker 1
Accepted: 7 October 2020/ # Association for Behavior Analysis International 2020
Abstract Behavior analysis and behavioral economics represent different traditions, but with relevant points of intersection and complementarity. Recent studies point to convergences and divergences, often in a nonspecific way, and thus lack a careful analysis of some ontological, technical, and ethical aspects—particularly those involved in proposals of such sciences for the regulation of life in society. This article aims to elucidate points of contact and distancing between these sciences, focusing on the concept of nudge. A behavioranalytic view on the concept of nudge is provided with a focus on (a) its underlying view of the individual, (b) a sample of nudging techniques, and (c) some of the ethical arguments of its proponents. It is suggested that although interchanges between behavior analysis and behavioral economics are feasible and promising, there are significant differences between their theoretical foundations. Finally, how the dialogue between both could lead to a reconsideration of the centrality of some of B. F. Skinner’s propositions is discussed. Keywords Behavioral economics . Behavior analysis . B. F. Skinner . Ethics . Nudges
Relations between behavior analysis and behavioral economics are a matter of growing interest, with studies indicating different points of intersection. From proposals for synthesis between theoretical and methodological approaches in cognitive and behavioral studies on choice and decision making (e.g., Rachlin, 1989), to works more related to applications in various areas, such as substance abuse (Fantino, 1996), consumer behavior (Foxall, 2017), and food waste (Tagliabue & Sandaker, 2019), what is unanimous among all these studies is the consideration that, apart from differences regarding their foundations, affinities between behavior analysis and behavioral economics are prominent, and the possibilities for mutual collaboration are very promising. But despite the advances already established, there are fundamental conceptual and philosophical issues that have occasionally been overlooked. Specifically, there are * César Antonio Alves da Rocha [email protected]
1
Universidade de São Paulo, São Paulo, Brazil
Behavior and Social Issues
fundamental doubts yet unsolved regarding approximations between proposals derived from these two sciences for interventions in social contexts. Some of them concern the view of the individual espoused by each one—their ontological perspectives. Others relate to the nature of their techniques. And, finally, there are questions regarding the ethical arguments involved in their intervention proposals. Taking a step back from those studies that have sought intersections between behavioral economics and behavior analysis, this work aims to refine the supposed affinities between some of their assumptions. For this, we i
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