Nudge e suas abordagens: quando a manipulação é uma escolha

Abstract

With the deepening of psychological studies, and the insertion of sociology and psychology into the psychological sciences, aspects of individuals' choices were discussed with greater attention, noting the rational and consistent axes. According to Kahneman and Tversky (1979), human beings fall into several deviations. In this sense, Behavioral Economics analyzes human behavior, prevents individuals' patterns that are not completely rational, and creates nudges capable of helping the decision-making process. Observing this, the present study analyzes which are the predominant characteristics of nudges and, based on this, evaluates how such measures can interfere in the freedom of each individual. It should be noted that transparency works as an ethical filter for nudges, and their presence is decisive in dictating the presence or not of behavior manipulation by the architects of choice. As a case study, the positive parenting program, “Pais e Cuidadores são construtores de cérebros”, which involves the early childhood area, was analyzed and characterized as a nudge, exemplifying its use as a measure to encourage freedom of choice and positive change in behavior. behavior, in line with the self-proclaimed goals of the intervention participants. With this, it can be concluded that the nudges start from a categorization, where the architects of choices are free and conscious to elaborate measures that aim at the manipulation or not of individuals.