Why nudge sometimes fails: fatalism and the problem of behaviour change

Nudge presumes that decision-making is guided by intuitive biases and heavily influenced the environment in which choices are made. However, critics argue place of quick thinking envisaged nudge behaviour change reflects deeper broader thought processes. One these patterns – fatalism has been identified across health allied disciplines as key to explaining reason why many people ignore authoritative advice. Insights drawn from a critical review literature explain nudges sometimes fail. While fatalist mindset seems make some us more susceptible nudges, it prompts others respond surprising dysfunctional ways.