Who are the opponents of nudging? Insights from moral foundations theory

To be able to implement nudges in an effective and ethically defensible manner, it is important to understand why some persons find nudges objectionable. Drawing on moral foundations theory, we investigated the moral roots of attitudes to pro-self nudges (which benefit the agent) and pro-social nudges (which benefit society). This registered report is based on a preregistered replication and extension (N = 607) of a first non-preregistered study (N = 629) with diverse samples of Swedish adults. We found that (a) individualizing moral intuitions concerning harm prevention and fairness were associated with the perceived acceptability of the nudges, (b) binding moral intuitions concerning in group loyalties, traditions, and sanctity were associated with the perception that nudges infringe on the agent’s freedom, and (c) individualist concern with freedom from the government’s interference in human lives, and with liberty in general, was associated with the perception that nudges restrict the agent’s freedom and are not acceptable. Opponents of nudging identified through cluster analysis exhibited high concern with liberty and low concern with individualizing and egalitarian values. These results were similar across studies and nudges, and they were consistent with our hypotheses, although individualist concern with freedom from the government specifically was the most robust unique predictor of opposition to nudges. Taken together, our findings suggest that opposition to nudges is rooted in attitudes concerning the conflict between public promotion of social goals, such as well-being, justice, or equality, and respect for the individual’s freedom from interference from the government.