But how does this actually work in practice? If no one’s forcing you, and you’re not living under a regime that prevents you from doing what you want; then surely you’re free? And the choices you make, you make on your own, and the more choices, the better?

Smiling on Impulse and Slow Math

Well, the truth is that we’re constantly being nudged toward decisions, which most of us make on autopilot, without even realizing it. That is, we do think, but we think fast. Thinking fast and thinking slow are two well-known concepts for anyone who’s read Daniel Kahneman`s book Thinking, Fast and Slow.

The theory is a key component and working framework for many nudging techniques, especially when it comes to something as simple as deciding what to have for dinner.

According to the theory, we process decisions using two systems: System 1 and System 2. System 1 is automatic and fast, operating with little or no sense of conscious control. System 2, on the other hand, deals with interpretation, logic, and reason, taking time to reflect and solve problems accurately without falling for traps.

It’s been proven that System 1 is tied to the oldest part of our brain; the one we share with reptiles. It’s what makes you duck when someone throws a ball at your head, feel nervous during turbulence, or smile at a cute puppy. This is also where fluent language processing lives.

System 2 kicks in when you’re calculating 411 times 37 or trying to speak the handful of Italian phrases you learned on vacation in Florence last summer. A slightly alarming fact: most people vote in political elections using System 1(!).

We Love Choices, but Not Choosing

Ideally, you want dinner decisions to fall under System 1, so you don’t end up starving in front of the bread box. The goal is for you to reach for salmon, sausages, or pasta without a single analytical thought. You do it on impulse. But how does a decision move from being processed in System 2 to the more comfortable, intuitive System 1? Or even better; how can a shopping habit bypass System 2 entirely and go straight to your impulse center and stay there?

One thing System 1 doesn't like is too many choices. Having too many things to consider forces the decision into System 2, where it takes time to process, and the intuitive effect is lost. And too many choices also come with a cost: we reflect on everything else we could have picked. The result? We might avoid making a choice altogether, or feel less satisfied with the one we did make.

The Fewer, the Better

A great example of this is a buying experiment conducted for a major jam producer, as described in the book“I am afraid Debbie from Marketing has left for the day”. The goal was to sell more jam, and the obvious strategy was to expand the range.

That way, there’d be a jam for every taste, the more options, the better, right? The strategy involved offering free samples to see how many people would go on to buy a jar. In Test 1, they set up a display with 24 different flavors.

Customers were thrilled; many stopped to sample. But few bought. In fact, fewer than 3% made a purchase. So what happened when they reduced the number of flavors? In Test 2, only six flavors were offered. Fewer people stopped, but over 30% of them bought a jar.

By reducing the number of options, the likelihood of customers making the desired decision increased. Just think about it: when you walk into a grocery store, would you rather taste licorice-strawberry, raspberry-lemon, or one of the other 22 flavors, and then decide which to buy? The easiest decision quickly becomes no decision at all.

Keep It Short, Simple, and Behavior-Focused

But it’s not just about limiting options to nudge behavior. It’s also about making sure System 1 gets to operate on its own terms, where fast thinking leads to fast decisions.

Once again, the goal is to avoid triggering System 2 as much as possible, ideally not at all. One person who understood this deeply and used it strategically to drive behavior was former Barcelona coach Pep Guardiola.

The team he led to become the most successful in Barcelona’s history became known for its aggressive counter-pressing, and Guardiola’s behavioral implementation strategy was as clear as it was brilliant:

• A simple system

• Behavior-focused

• Measurable and memorable

Every time they lost the ball, the three players closest to it had to chase it for three seconds—no matter where the opponent was on the pitch. Not only was it simple, it worked. The opponent was often overwhelmed and made mistakes. While Guardiola had masterfully translated strategy into specific desired behavior, the opposing coach stood on the sideline yelling, “Come on guys, press them, be more aggressive!”; a vague message that didn’t offer System 1 any clear instruction, and thus led to few results.

Eat your dinner in System 1

So what should you do if you want to change customer shopping habits?

A good place to start is to keep things simple, clear, and memorable. Reduce the number of options. Minimize complex information that forces the customer to process the purchase using System 2.

At the same time, do what Pep Guardiola did: start with the customer’s context, both when they’re shopping and when they’ll actually use the product. In the heat of the moment, they need to know exactly what to do, when, and how. Just think about when you go shopping for dinner, you want to quickly understand what a product is, how it can be used, and how to cook it once you’re home.

Most of us aren’t ready for a dinner decision in System 2, especially not on an empty stomach, on a Monday, at four thirty.