While the program is still in its early stages, the document shows the White House is already working on such projects with almost a dozen federal departments and agencies including the Department of Health and Human Services and the Department of Agriculture.
“Behavioral sciences can be used to help design public policies that work better, cost less, and help people to achieve their goals,” reads the government document describing the program, which goes on to call for applicants to apply for positions on the team.
The document was emailed by Maya Shankar, a White House senior adviser on social and behavioral sciences, to a university professor with the request that it be distributed to people interested in joining the team. The idea is that the team would “experiment” with various techniques, with the goal of tweaking behavior so people do everything from saving more for retirement to saving more in energy costs.
The document praises subtle policies to change behavior that have already been implemented in England, which already has a “Behavioral Insights Team.” One British policy concerns how to get late tax filers to pay up.
“Sending letters to late taxpayers that indicated a social norm — i.e., that ‘9 out of 10 people in Britain paid their taxes on time’ — resulted in a 15 percent increase in response rates over a three-month period, rolling out to £30 million of extra annual revenue,” the document reads.
Another policy aimed to convince people to install attic insulation to conserve energy.
“Offering an attic-clearance service (at full cost) to people led to a five-fold increase in their subsequent adoption of attic-insulation.”
Such policies — which encourage behavior subtly rather than outright require it — have come to be known as “nudges,” after an influential 2008 book titled “Nudge” by former Obama regulatory czar Cass Sunstein and Chicago Booth School of Business professor Richard Thaler popularized the term.
The term “nudge” has already been associated with the new program, as one professor who received Shankar’s email forwarded it to others with the note: “Anyone interested in working for the White House in a ‘nudge’ squad? The UK has one and it’s been extraordinarily successful.”