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There’s a problem with the world’s most famous nudge
Nudge
How to Make Choices Easier
Ocado wanted to nudge the customers towards picking delivery times that matched when the delivery van would be in their area. The team decided not to use scarcity, loss aversion or other evidence backed nudges. They went with the easiest option - changing the default from opt in to opt out. This dramatically reduced carbon emissions and fuel costs of course for Ocado vans.
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