ISSN 0439-755X
CN 11-1911/B

心理学报 ›› 2018, Vol. 50 ›› Issue (8): 814-826.doi: 10.3724/SP.J.1041.2018.00814

• “以小拨大:行为决策助推社会发展”专栏 • 上一篇    下一篇


Nicolao Bonini1(), Constantinos Hadjichristidis1,2, Michele Graffeo1   

  1. 1 意大利特兰托大学经济管理系
    2 英国利兹大学商学院决策研究中心
  • 收稿日期:2017-04-17 出版日期:2018-08-07 发布日期:2018-07-02

Green nudging

Nicolao Bonini1(), Constantinos Hadjichristidis1,2, Michele Graffeo1   

  1. 1 Department of Economics and Management, University of Trento, Italy
    2 Centre for Decision Research, Leeds University Business School, University of Leeds, UK
  • Received:2017-04-17 Online:2018-08-07 Published:2018-07-02


我们人类当前的生活方式不是可持续的。提升可持续性的途径之一是发展更绿色的科学技术, 另一种补充性途径是改变人们的态度、习惯和行为。在本文中, 我们讨论了6种心理技术, 其宗旨是推动或助推(nudge)人们做出更环保的选择和行为。这些心理技术涵盖范围非常广泛, 有些可以远程使用, 如在通知公告中建构沟通信息, 有些则涉及对人们的决策情境做出的改变。因此, 本综述关乎到各行业从业人员, 如市场营销人员、政策制定者、消费者代表等。对于每项心理技术, 我们讨论了其认知和(或)情绪的理论性基础。此外, 我们探讨了目前文献中存在的空白, 并提出了可填补这些空白的未来研究方向。

关键词: 决策, 助推, 亲环境决策, 情境效应


Our current lifestyle is not sustainable. One way to increase sustainability is by developing greener technologies. Another, complementary way, is by altering people’s attitudes, habits, and behaviors. Here we discuss six techniques that aim to gently push or nudge people towards more pro-environmental choices and behaviors. These techniques range from ones that can be applied from a distance, e.g., techniques which could inform the construction of communication messages, to ones that involve changes in the context where the choice takes place. Therefore, the present review can be of interest to practitioners such as marketers, policymakers, and consumer representatives. For each technique, we discuss its theorized cognitive and/or emotional underpinnings. Furthermore, we identify gaps in the literature and ways in which future research could fill these gaps.

Key words: decision-making, nudging, pro-environmental decisions, context effects