Nudge: Influencing Behavior

Vrije Universiteit Amsterdam

Course Description

  • Course Name

    Nudge: Influencing Behavior

  • Host University

    Vrije Universiteit Amsterdam

  • Location

    Amsterdam, The Netherlands

  • Area of Study

    Business Administration

  • Language Level

    Taught In English

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • ECTS Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    Academic Skills: You will critically reflect on theoretical and 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.

    Research Skills: You develop the capacity to critically read and understand academic literature and to translate academic research to practically relevant outcomes.

    Knowledge: 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.

    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.

    Lectures and small-group tutorials

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

    Judgment & Decision Making (course from same minor)

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

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

Course Disclaimer

Courses and course hours of instruction are subject to change.

Some courses may require additional fees.


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