From One, Many: How to Personalise Nudges?

Personalised nudging promises greater policy effectiveness and accuracy. However, developments in personalised nudging are hindered by clashing terms and diverse methodological outlooks. This article presents a framework for personalised nudging, the PeN framework. The framework distinguishes impersonal nudging from five ‘levels’ of personalisation. Levels are determined by (1) how a nudge can be personalised, (2) the data required for personalisation, and (3) the malleability required of the choice environment. This framework contributes a foundation for future personalised nudging research, and this article discusses the merits of it for researchers, policymakers and public welfare.