Nudge effectiveness under differing cognitive load

Abstract

Drawing upon the dual-system framework, this study investigates the influence of cognitive load and environmental self-efficacy on the effectiveness of Type 1 and Type 2 nudges in promoting sustainable travel choices. It was hypothesized that Type 2 nudges, which require more deliberative processing than Type 1 nudges, would be less effective under high cognitive load due to cognitive strain. Participants were subjected to either low or high cognitive load through a dot recollection task and subsequently answered sustainable travel dilemmas, while being nudged towards the sustainable choice option through either a default nudge (Type 1) or a combination of a warning and a consequence nudge (Type 2). Additionally, a control group was included where cognitive load was not manipulated, and participants were not subjected to any nudges. Results revealed that Type 1 nudges consistently promoted sustainable choices regardless of cognitive load, while the effectiveness of Type 2 nudges diminished under high cognitive load, even resulting in significantly less sustainable choices than in the absence of a nudge. Environmental selfefficacy did not significantly impact nudge effectiveness, implying that environmental nudges are broadly applicable across different levels of environmental self-efficacy. The findings suggest cognitive load as a critical boundary condition for Type 2 nudges and highlight the importance of considering cognitive load in designing nudge interventions.