Do Koreans like being nudged? Survey evidence for the contextuality of behavioral public policy

Abstract

This study explores the nuances of South Koreans’ approval for nudge policies by replicating a survey conducted in global nudge research, and then extending the analysis and discussion with greater detail about the context. The traditions, culture, and development of Korea have contributed to a distinct behavioral bias profile that must be integrated into approaches for nudge policy design and implementation. This article proposes the qualities of such a profile from the survey results, as well as the prospect that Koreans are more receptive to information nudges that engage analytic reflection. The findings show significantly lower nudge policy approval rates for Koreans in contrast to Americans and other Western countries. This serves to support previous calls for further research about the generalizability of nudge approaches by contributing evidence to the importance of context for identifying and leveraging behavioral biases in the application of policy. The research offers insights into the Korean context that may be used for nudge policies in Korea and other Eastern contexts.