By Boram Lee
Nudge might sound like “marketing with psychological tricks,” and nothing new; its effectiveness may run out as society gets wise. The science of “nudge” is, however, changing the context of how the options are presented. We wanted to explore whether we could implement the concept of “nudge” in order to increase private donations to art organisations. When potential donors were nudged to donate, we observed significant loss aversion effects as frequent gallery-goers donated more in order to avoid losing an exhibition.