Tainted nudge

Nudges are increasingly used by governments and organizations to promote behaviors like healthy eating or effective financial planning. Due their cost-effectiveness, such nudges may earn a profit for the nudger. We investigate whether this taints nudges, as suggested recent research showing that altruistic acts can be regarded less favourably if they result in private benefits actor. Across seven preregistered experiments, we demonstrate prosocial indeed rated positively is earned. But tainting limited: but profitable evaluated much more than merely ones, unless profit-motivated nudgers deceptively claim motive prosocial. Our findings apply both for-profit non-profit provide behaviorally informed guidelines introduction of nudge interventions. suggest avoid potential risk backlash openly disclosing win–win nature nudges.