Theory-Driven or Theory-Informed? A Review of Behavioural Economics in Design

Abstract

The design community has an increasing interest in behaviour change and applying it intentionally in design processes. At the same time, practitioners from diverse fields such as health and policy have embraced behavioural economics theory to inform behaviour change interventions. The success of behavioural economics—or nudge—theory can be explained by its visible results with small investments; however, its application is limited to discrete problems and long-term effects are unclear. Designers look for possibilities and desirable futures rather than discrete interventions based on science. This article is a critical review of behavioural economics theory and its limited application in designing products and systems that are expected to change human behaviours or lifestyles. A behavioural economics-driven design process only works for situations that are narrow and specific. In the majority of design projects, behavioural economics concepts are a reference that informs designers and some design activities like ideation.

Keywords:

• behavioural economics
• nudge
• design process
• systemic design
• design for behaviour change

Acknowledgments

I would like to thank Dr. Juan P. Velásquez for sharing reflections and ideas that helped me to develop my arguments. I also thank the reviewers for their feedback.

Disclosure Statement

No potential conflict of interest was reported by the author.

Additional information

Notes on contributors

G. Mauricio Mejía

G. Mauricio Mejía is an Associate Professor of Design at Arizona State University. He explores design approaches to change behaviors, transform systems, and envision desirable futures. His current research and practice are related to diverse areas of application including health, sustainability, and business innovation. Dr. Mejía studies and works with emergent and strategic design practices such as visual sense-making, interaction design, service design, organizational design, and design futures. He received a PhD in Design from the University of Minnesota, Twin Cities, and a Master of Design degree from the University of Cincinnati.