Nudge effectiveness under differing cognitive load
Summary
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.