부산대학교 도서관

In this paper, we report how new nudges, which were used in the COOL CHOICE dissemination and awareness project, work in some verification cases and study the significance and points of attention when using nudges. As a result, we obtained the following findings. In order to implement the aforesaid project effectively, we verified the possibility to improve the designs by the effect of nudges in 10 cases and resulted that 8 of them showed such possibility. The purpose of utilizing a nudge is to improve the design of the public awareness program to enhance the project effect (promotion of behavior change) by trying various measures at a lower cost through assuming the reaction of target persons. To realize that purpose, it is important to incorporate the process to verify improvement effects into the project. The nudge to be used must be “good nudge”, not ”sludge”（bad nudge）. Therefore the CHOICE influenced by nudges must be (1) contributing to public welfare (in this case, decarbonizing action), (2) based on the evidence, and (3) a rational choice.