Nudging can backfire
In Sweden they have an alcohol monopoly, where only the store called Systembolaget is allowed to sell alcohol. Stated at Systembolagets webpage, it exists for one reason: “To minimize alcohol-related problems by selling alcohol in a responsible way, without profit motive.” Linda from The Swedish Nudging Network will in this article give an example on how Systembolageret may have used nudging in a different way than may was desired.
During Christmas last year, Systembolageret had a campaign with a kind of confusing message on their plastic bag:
“ The fact that we are the only one that sells beer, wine and liquor is a bit uncomfortable for you. But this is what you contribute to this year:
About 2000 saved lives
About 20 000 less violence crime
About 11 million less sick days”
Now… From a behavioural perspective, how does this make you feel? Perhaps I’m the only one, but this text actually puts me in a mood that make me feel – Yay, I just bought something for a good cause! Great, this justifies my alcohol shopping… Well, let’s be frank, I don’t think that’s