Many of you may have heard of nudge – the idea that governments can help people make better decisions by carefully designing the way a policy is structured and presented. Have you heard of sludge?
The most widely cited example of a nudge is changing a default option. The default option is what happens if you do nothing. For example, when you start a new job, are you automatically enrolled into the pension scheme or do you have to do something (i.e. fill-in an on-line form) to opt-in to the scheme. Changing the default option to one of being automatically enrolled in a scheme seems to have a big impact on the choices people make.
Recently, policy makers have started referring to ‘sludge’. Sludge is the opposite of nudge: i.e. characteristics about design and presentation that make it more difficult for people to make good decisions. Some businesses may use sludge to encourage consumers to spend more on their goods than they ever intended.
One interesting application of sludge is in the design of websites – referred to as Dark Patterns. The following are a number of different categories of dark pattern:
The last example, Forced Continuity, refers to the use of free trial periods and automatic renewal of contracts. Many people sign up for a free trial or special offer with the full intention of cancelling before the account automatically switches to the standard price.
How often do people simply forget or never quite get around to cancelling these deals when the time comes? Some recent evidence comes from a YouGov Survey. Forty-seven percent of respondents to this survey reported having accidently signed up for an annual subscription because they either forgot or were unable to cancel their account. The estimated total cost of unwanted subscriptions per year was £837 million. The same YouGov survey found that one in eight people kept paying for over four months before finally getting around to cancelling.
One business has recently seen an opportunity to help people deal with this problem. Free Trial Surfing is a new App developed by the company, Do Not Pay. It became available via Apple’s App store in September but is not yet compatible with Android devices. It works in the following way.
When customers download the app, they receive a new credit card number and a false name. Although Do Not Pay register the card details to their own business, the customer can use the information to sign up for a free trial of a good or service. In effect, Do Not Pay acts as an intermediary between the firm offering the promotion and the user. Once the free trial period ends, the app automatically cancels the subscription. Importantly, the new credit card details only work when someone signs up for a free trial. Consumers cannot use it to purchase any other products. Obviously one major drawback to the app is that a consumer would have to sign up again with their own personal credit card if they wanted to continue to use the service after the free trial ends. Businesses may also try to block the use of Do Not Pay credit card numbers for their services.
It will be interesting to see if other businesses come up with interesting ways of helping us to deal with sludge.
- Give three different examples of nudges.
- What policies do government typically use to change peoples’ behaviour? How do these traditional approaches differ from nudge?
- Identify some biases from behavioural economics that might help to explain why so many people fail to cancel subscriptions once a free trial period ends.
- Choose two other types of dark pattern and explain how they might prevent people from making decisions that maximise their own welfare.
Firms are increasingly having to take into account the interests of a wide range of stakeholders, such as consumers, workers, the local community and society in general (see the blog, Evolving Economics). However, with many firms, the key stakeholders that influence decisions are shareholders. And because many shareholders are footloose and not committed to any one company, their main interests are short-term profit and share value. This leads to under-investment and too little innovation. It has also led to excessive pay for senior executives, which for many years has grown substantially faster than the pay of their employees. Indeed, executive pay in the UK is now, per pound of turnover, the highest in the world.
So is there an alternative model of capitalism, which better serves the interests of a wider range of stakeholders? One model is that of employee ownership. Perhaps the most famous example of this is the John Lewis Partnership, which owns both the department stores and the Waitrose chain of supermarkets. As the partnership’s site claims, ‘when you’re part of it, you put your heart into it’. Although the John Lewis Partnership is the largest in the UK, there are over 330 employee-owned businesses across the UK, with over 200 000 employee owners contributing some £30bn per year to UK GDP. Again, to quote the John Lewis site:
Businesses range from manufacturers, to community health services, to insurance brokers. Together they deliver 4% of UK GDP annually, with this contribution growing. They are united by an ethos that puts people first, involving the workforce in key decision-making and realising the potential and commitment of their employees.
A recent example of a company moving, at least partly, in this direction is BT, which has announced that that every one of its 100 000 employees will get shares worth £500 every year. Employees will need to hold their shares for at least three years before they can sell them. The aim is to motivate staff and help the company achieve a turnaround from its recent lacklustre performance, which had resulted in its laying off 13 000 of its 100 000-strong workforce.
Another recent example of a company adopting employee ownership is Richer Sounds, the retail TV and hi-fi chain. Its owner and founder, Julian Richer, announced that he had transferred 60% of his shares into a John Lewis-style trust for the chain’s 531 employees. In addition to owning 60% of the company, employees will receive £1000 for every year they have worked for the retailer. A new advisory council, made up of current staff, will advise the management board, which is taking over the running of the firm from Richer.
According to the Employee Ownership Association (EOA), a further 50 businesses are preparing to follow suit and adopt forms of employee ownership. As The Conversation article linked below states:
As a form of stakeholder capitalism, the evidence shows that employee ownership boosts employee commitment and motivation, which leads to greater innovation and productivity.
Indeed, a study of employee ownership models in the US published in April found it narrowed gender and racial wealth gaps. Surveying 200 employees from 21 companies with employee ownership plans, Joseph Blasi and his colleagues at Rutgers University found employees had significantly more wealth than the average US worker.
The researchers also found that the participatory management practices that accompanied the employee ownership schemes led to employees improving their communication skills and learning management skills, which had helped them make better financial decisions at home.
But, although employee ownership brings benefits, not only to the employees themselves, but also more widely to society, there is no simple mechanism for achieving it when shareholders are unlikely to want to relinquish their shares. Employee buyout schemes require funding; and banks are often cautious about providing such funding. What is more, there needs to be an employee trust overseeing the running of the company which takes a long-term perspective and not just that of current employees, who might otherwise be tempted to sell the company to another seeking to take it over.
- What are the main benefits of employee ownership?
- Are there any disadvantages of employee ownership and, if so, what are they?
- What are the main barriers to the adoption of employee ownership?
- What are the main recommendations from The Ownership Effect Inquiry? (See linked report above.)
- What are the findings of the responses to the employee share ownership questions in the US General Social Survey (GSS)? (See linked Global Banking & Finance Review article above.)
The linked article below, by Evan Davis, assesses the state of economics. He argues that economics has had some major successes over the years in providing a framework for understanding how economies function and how to increase incomes and well-being more generally.
Over the last few decades, economists have …had an influence over every aspect of our lives. …And during this era in which economists have reigned, the world has notched up some marked successes. The reduction in the proportion of human beings living in abject poverty over the last thirty years has been extraordinary.
With the development of concepts such as opportunity cost, the prisoners’ dilemma, comparative advantage and the paradox of thrift, economics has helped to shape the way policymakers perceive economic issues and policies.
These concepts are ‘threshold concepts’. Understanding and being able to relate and apply these core economic concepts helps you to ‘think like an economist’ and to relate the different parts of the subject to each other. Both Economics (10th edition) and Essentials of Economics (8th edition) examine 15 of these threshold concepts. Each time a threshold concept is used in the text, a ‘TC’ icon appears in the margin with the appropriate number. By locating them in this way, you can see their use in a variety of contexts.
But despite the insights provided by traditional economics into the various problems that society faces, the discipline of economics has faced criticism, especially since the financial crisis, which most economists did not foresee.
Even Davis identifies two major shortcomings of the discipline – both beginning with ‘C’. ‘One is complexity, the other is community.’
In terms of complexity, the criticism is that economic models are often based on simplistic assumptions, such as ‘rational maximising behaviour’. This might make it easier to express the models mathematically, but mathematical elegance does not necessarily translate into predictive accuracy. Such models do not capture the ‘messiness’ of the real world.
These models have a certain theoretical elegance but there is now an increasing sense that economies do not evolve along a well-defined mathematical path, but in a far more messy way. The individual players within the economy face radical uncertainty; they adapt and learn as they go; they watch what everybody else does. The economy stumbles along in a process of slow discovery, full of feedback loops.
As far as ‘community’ is concerned, people do not just act as self-interested individuals. Their actions are often governed by how other people behave and also by how their own actions will affect other people, such as family, friends, colleagues or society more generally.
And the same applies to firms. They will be influenced by various other firms, such as competitors, trend setters and suppliers and also by a range of stakeholders – not just shareholders, but also workers, customers, local communities, etc. A firm’s aim is thus unlikely to be simple short-term profit maximisation.
And this broader set of interests translates into policy. The neoliberal free-market, laissez-faire approach to policy is challenged by the desire to take account of broader questions of equity, community and social justice. However privately efficient a free market is, it does not take account of the full social and environmental costs and benefits of firms’ and consumers’ actions or a fair distribution of income and wealth.
It would be wrong, however, to say that economics has not responded to these complexities and concerns. The analysis of externalities, income distribution, incentives, herd behaviour, uncertainty, speculation, cumulative causation and institutional values and biases are increasingly embedded in the economics curriculum and in economic research. What is more, behavioural economics is becoming increasingly mainstream in examining the behaviour of consumers, workers, firms and government. We have tried to reflect these developments in successive editions of our four textbooks.
- Write a brief defence of traditional economic analysis (i.e. that based on the assumption of ‘rational economic behaviour’).
- What are the shortcomings of traditional economic analysis?
- What is meant by ‘behavioural economics’ and how does it address the concerns raised in Evan Davis’ article?
- How is herd behaviour relevant to explaining macroeconomic fluctuations?
- Identify various stakeholder groups of an energy company. What influence are they likely to have on the company’s behaviour?
- In an era of social media, web-based information and e-commerce, why might it be necessary to rethink the concept of GDP and its measurement?
- What is meant by an efficient stock market? Why may the stock market not be efficient?
Spring has already made its appearance here in Norfolk. Our garden is in full bloom and I am in a particularly spring-philosophical mood today – especially so as I should soon be hearing news from the editorial office of a coveted economics journal. This concerns a paper that I submitted for publication what feels like months ago.
And just as I was reflecting on this thought, a paper by Firmuc and Paphawasit (2018) landed on my desk, evaluating the impact of physical attractiveness on academic research productivity in the field of economics. More specifically, the authors pull together information about the research productivity of about 2000 published economics researchers. They then find photos of them and rate their attractiveness (yes, seriously!) using an online survey. In particular:
Besides collecting some basic information on the authors, we also rated their attractiveness. To this effect, we circulated a number of online survey links to potential participants at Brunel University and elsewhere, using direct communication, email and social networks. Each online survey collected basic background information on the assessor (gender, age, ethnicity, highest education, and whether they are currently enrolled as a student) followed by 30 randomly-chosen and randomly-ordered photos, with each picture placed on a separate page.
…Each rater was asked to rate the attractiveness of the person in the photo on an 11-point scale, from 0 (unattractive) to 10 (very attractive). No information on the photographed individuals was provided and the raters were told that the survey studies the formation of perceptions of beauty. The raters were also asked whether they recognised the person in the picture, or whether the picture did not load properly: in such instances, their scores were excluded from the analysis.
The average beauty score was 3.9, with the most attractive academic scoring 7.6
They even attach photographs of the three most attractive male authors in their sample in an appendix (thankfully the other end of the distribution was left out – I had to check to make sure, as I was worried for a few minutes I would find my photo posted there!).
Their results show that there is a link between authors’ attractiveness and quality of journals where their papers are published, as well as number of citations that they receive. According to their findings, this association matters most for more productive authors (‘of intermediate and high productivity’), whereas there seems to be very small or no effect for less productive authors. Some of these effects disappear once controlling for journal quality:
…attractive authors tend to publish their research in better journals, but once their work is published, it does not attract more citations than other papers published in the same journal by less good-looking authors.
Although there are many methodological parts of this paper that I do not quite understand (probably because it is not my area of specialisation), it does remind us that looks do matter in labour markets. There is a well-established literature in labour economics discussing the association between appearance/beauty and wages and the so-called ‘halo effect’ (referring to the physical attractiveness premium that more attractive workers are likely to command in labour markets – see also Langlois et al., 2000; Zebrowitz et al., 2002; Kanazawa and Kovar, 2004; for a detailed discussion on this).
I was also surprised to read that this beauty bias can be also gender specific. For instance, Cash et al (1977) and Johnson et al. (2010) find that the effect goes the other way (negative impact) when considering female candidates applying for jobs traditionally perceived as ‘masculine’ ones. By contrast, male candidates are more likely to experience a positive return on good looks, irrespective of the type of job that they do (see also Johnson et al., 2010).
No surprise then that ‘guyliners’, ‘make up for men’ and other male beauty products are becoming increasingly popular amongst younger workers – in Europe it is not as common yet as it is in parts of Asia (Japan comes to mind), but I imagine it is a matter of time, as more workers realise that there are positive returns to be made!
- Beautiful Minds: Physical Attractiveness and Research Productivity in Economics
Institute of Labor Economics conference paper, Jan Fidrmucand Boontarika Paphawasit (July 2018)
- Maxims or myths of beauty? A meta-analytic and theoretical review
Psychological Bulletin, Vol 126(3), pp.390–423, Judith H Langlois, Lisa Kalakanis, Adam J Rubenstein, Andrea Larson, Monica Hallam and Monica Smoot (May 2000)
- Looking Smart and Looking Good: Facial Cues to Intelligence and their Origins
Personality and Social Psychology Bulletin, Leslie A Zebrowitz, Judith A Hall, Nora A Murphy, Gillian Rhodes (February 2002)
- Why beautiful people are more intelligent
Intelligence, Vol 32, pp.227–243, Satoshi Kanazawa and Jody L Kovar (2004)
- Sexism and beautyism in personnel consultant decision making
Journal of Applied Psychology, Vol 62(3), pp.301–10, Thomas Cash, Barry Gillen and D S Burns (January 1977)
- Physical Attractiveness Biases in Ratings of Employment Suitability: Tracking Down the “Beauty is Beastly” Effect
The Journal of Social Psychology, 150(3), pp.301–18, Stefanie K Johnson, Kenneth E Podratz, Robert L Dipboye and Ellie Gibbons (April 2010)
- Read some of the papers posted above and explain the main argument about the link between physical attraction and wages. What does the empirical evidence show on this?
- Using examples and anecdotal evidence, do you agree with these findings?
- If these findings are representative of the real world, what do they suggest about the functioning of modern labour markets?
When making a decision, what happens if you do nothing: i.e. take no action? The answer is the default option. There is evidence that changing the default option for the same decision can sometimes have a big impact on the final choices people make. For example, when a person starts a new job, they often have to decide whether to contribute to the company’s pension scheme. The default option is typically for employees not to contribute. They have to do something actively (e.g. fill in an online form) to opt in to the scheme. An alternative is to change the default option so that employees are contributing to the pension. They now have to do something to opt out of the scheme.
Changing the default should have no impact on people who behave in ways that are consistent with the rational choice model in economics. However, research by Madrian and Shea (2001) found that it had a big effect. When employees had to opt-in, 49 per cent enrolled in a company pension. When they had to opt out, the figure increased to 86 per cent.
Other research suggests that defaults can influence the likelihood of getting a flu jab, making healthier food choices, receiving e-mail marketing and choosing certain types of car insurance.
One policy area where the choice of default has become a topical issue is organ donation. In 2017, over 400 people died in the UK because it was impossible to find an appropriate donor. Could changing the default increase the number of donors?
The scheme that operates in England requires people to sign-up to the organ donor register: i.e. they have to opt in. Although 80 per cent of the public support organ donation less than 50 per cent ever get around to signing this register.
Parliament recently approved the Organ Donation Bill and the new law will come into effect in 2020. The default position will change so that people are automatically signed-up for organ donation. If they do not want to donate their organs, they will have to opt out of the register.
In December 2015, the devolved Welsh government introduced a similar scheme. Although it is quite early to give a full assessment of the policy, its impact has been smaller than many people had hoped.
Why have the initial results been disappointing? One potential downside with an opt-out scheme is that it may create greater uncertainty about someone’s true wishes. With an opt-in scheme, a relative takes a deliberate action to indicate their preference to be an organ donor. In England, approximately 10 per cent of families overrule the wishes of a relative who has actively signed the register.
With an opt-out scheme, family members may worry that their relative did not want to donate their organs but never found the time to take their name off the register. In 2017/18, families in Wales overruled the presumed consent of their relatives in 33 per cent of cases.
Some countries, such as Singapore and Austria, operate a ‘hard opt-out’ policy. In these schemes, families cannot overrule and this leads to high organ donor rates. However, this type of policy is unpopular with large sections of the electorate who feel it is over paternalistic.
Forcing people to make a choice
Is it possible to force people to make a choice and so reveal their preferences to others? This is a policy of active choice. For example, the government could make the issuing of a driving licence conditional on a people making a choice about whether or not to sign the organ donor register.
This type of policy has been trialled in the USA with the take up of home delivered prescriptions. For the majority of people, there are clear advantages of choosing to have home delivered prescriptions rather than visiting a pharmacy – it is both cheaper and involves less time/hassle. However, the default option is to visit a pharmacy and one study found that only 6 per cent of people chose home delivered options. With the introduction of active choice, this figure increased to 42 per cent.
Some have argued that it is socially undesirable to force people to make a choice. An alternative is simplified active choice – people can either make a choice or accept the default option.
- Explain why changing the default option should have no impact on people who behave in ways that are consistent with the rational choice model in economics.
- What is present bias? How does it differ from simple impatience? Explain how present bias might help to explain the impact of changing the default option.
- What is loss aversion? How does it differ from diminishing marginal utility? Explain how loss aversion might help to explain the impact of changing the default option.
- What are some of the limitations of using defaults in policy-making?
- Is active choice less paternalistic than changing the default option?
- Think of some reasons why someone may not want to make a choice.