Nudging people to be free

I read Cass Sunstein’s latest, On Freedom, while on the train today. It’s both slim and small – just over 100 passport sized pages – so the argument is pretty straightforward. Sunstein is addressing the ‘libertarian paternalism’ critique of nudging. His argument is that suitable choice architecture makes people more, rather than less, free. The book points to earlier responses, such as the fact that there has to be a default so why not use a better one than the status quo? There is always a design. If advertisers are constantly nudging people to eat junk food, why would you *not* want the authorities to nudge in the other direction.

The new element here is the argument that freedom of choice is meaningless without navigation aids: “Freedom of choice is important, even critical, but it is undermined or even destroyed if life cannot be navigated.” His analogy is GPS: people can choose where they want to go but should be helped find the most straightforward route. Freedom needs to be actionable. I was surprised the book didn’t pick up on the attention scarcity point so eloquently set out in Mullanaithan and Shafir’s book Scarcity; it would have been another strand to the argument.

I’m one of those made uneasy by the trend towards nudging, not being sure I do want my government treating me like one of the recipients of an advertising exec’s wiles. One chapter in On Freedom considers the prospect that preferences are endogenous and can be determined by nudges. “After being nudged, they will be happy and even grateful.” This is a highly counter-productive argument for me. Yet I see the strength of some pro-nudge arguments too. Anyway, this book is a very clear and by construction concise case for nudges as freedom.

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