Nudge Theory

May 25, 2018 9:02 AM

Tokyo is home to the world’s busiest train stations, handling a combined 13 billion passenger trips annually. Beneath the bustle, unobtrusive features are designed to unconsciously manipulate passenger behavior, via light, sound, and other means.

The article introduced me to nudge theory - more here: https://www.theglobeandmail.com/news/politics/canada-studies-britains-nudge-unit-for-lessons-in-public-persuasion/article13541716/

posted by carter (14 comments total)

California banned plastic bags, something good for California and the world. People adjusted. Incremental progress is better than no progress at all.
posted by SPrintF at 9:18 AM on May 25, 2018 [12 favorites]

To address the Japanese fear of loitering and vandalism by young riders, some train stations deploy ultrasonic deterrents—small, unobtrusive devices that emit a high-frequency tone. The particular frequency used—17 kilohertz*—can generally only be heard by those under the age of 25. (Older people can’t detect such frequencies, thanks to the age-related hearing loss known as presbycusis.) These devices—the brainchild of a Welsh inventor and also used to fend off loitering teens in the U.S. and Europe—have been enthusiastically adopted in Japan.

Is this training an entire generation to not enjoy riding the train?

I like the happy lamps best, and I also really liked learning about the "point and call" method.
posted by aniola at 10:26 AM on May 25, 2018 [3 favorites]

I think nudge is interesting and would be way cooler if the libertarian leanings of the idea were ejected from the core.
posted by nikaspark at 10:32 AM on May 25, 2018 [7 favorites]

These devices—the brainchild of a Welsh inventor and also used to fend off loitering teens in the U.S. and Europe—have been enthusiastically adopted in Japan.

Would love to see a citation for this, because I've never heard of these things in Japan.

In terms of 'nudge theory', this seems to be one of those articles that love to paint Japan as some sort of a platonic ideal when it comes to culture. Japan is certainly a very nice place to live, but the reality is more complicated.

The main reason why people "behave" in public spaces is because, like anywhere else, there are implicit social norms that are enforced by the people around you, such as where to walk on a train platform, how to sit, where to place your bag.

The 'nudge' is the disapproving stare of your fellow travelers. And culture.

For example, every newcomer to Japan, if they're lucky, gets a series of lessons from other non-Japanese (i.e., "foreigners") about how to behave. During my first year in Japan 25 years ago, I got multiple lessons about what to do and say, and what not to do and say.

Later on, I did the same thing with other newcomers. Now I do it with my kids.

It's not social engineering, it's all culture, all the time.
posted by JamesBay at 10:42 AM on May 25, 2018 [24 favorites]

And the confetti furnished seating? Hiding feces. Nobel incoming.
posted by Brocktoon at 11:43 AM on May 25, 2018

I noticed the ultrasonic sounds several times during my most recent trip to Japan (and I'm a bit older than 25), but it seemed to be most used in transitional spaces near large open entryways to malls, train stations, etc. My theory was that this was being used to deter birds or rodents from entering the 'indoor' space. I wonder if anyone actually told the author the sounds were used to deter teenagers or if he was just looking for other examples to fit his thesis.
posted by Gortuk at 12:13 PM on May 25, 2018 [3 favorites]

I do know that there are ultrasonic gadgets sold in Japan that are designed to deter pests, notably cockroaches and mice. And maybe mosquitoes.
posted by JamesBay at 12:46 PM on May 25, 2018 [1 favorite]

It's difficult to generalize, of course, but... generally speaking... in a country where there are department stores that cater to teenagers, and where junior high school students are expressly prohibited by their schools from hangout out in the mall anyway, there isn't really a big problem with "teens" congregating and being a nuisance.
posted by JamesBay at 12:57 PM on May 25, 2018 [2 favorites]

CLOAKED FIGURE: OCEAN RIPPLE!

BORGORROTH OF COOLSWORDORROTH: FIND EDGES!

CLOAKED FIGURE: SHARPEN MORE!

BORGORROTH OF COOLSWORDORROTH: Er...nudge
posted by genpfault at 2:19 PM on May 25, 2018

It's not social engineering, it's all culture, all the time.

Isn't that the same thing, just less conscious?
posted by the agents of KAOS at 2:40 PM on May 25, 2018

I don't think so. According to the link, 'nudge' theory is a conscious strategy intended to change, modify or otherwise control behavior.

Culture is more organic.
posted by JamesBay at 2:43 PM on May 25, 2018 [3 favorites]

I noticed the ultrasonic sounds several times during my most recent trip to Japan (and I'm a bit older than 25), but it seemed to be most used in transitional spaces near large open entryways to malls, train stations, etc.

I don't know if it's actually meant for pests and insects, but I can confirm I noticed it at the stop near the Taimeiken restaurant in Tokyo. (we were there to try their Tanpopo omurice)
posted by cendawanita at 4:36 PM on May 25, 2018 [1 favorite]

the staggering punctuality of the Japanese rail system occasionally becomes the focus of international headlines

I am just so tired of this framing. The article says that the author lives in Tokyo, but I really wonder how many times he's actually taken the train. At night, in particular. Because "staggering punctuality" really isn't a word that you'd use for local Tokyo train service at night, especially when you've missed your last connection of the night due to connection delays and you have to take an expensive cab ride home. (It happens surprisingly often.)

And a lot of the "behavioral hacks" that he gets so excited about are simply common sense, and Japan catching up with the rest of the world. Like replacing extremely loud buzzer sounds with little melodies. Well now it's little melodies, plus station attendants yelling into megaphones much of the time. (Even though you don't really shouldn't be yelling if you already have a megaphone.)

And if decreasing the auditory stress of commuters is such a positive goal, why is he so enthusiastic about increasing the stress levels of kids commuting to school every day?
posted by Umami Dearest at 10:57 PM on May 25, 2018 [3 favorites]

From what I understand, there are about an order of magnitude more unwritten rules about how to conduct oneself in Japanese society than there are about most European or American societies. (Japan's largely insular history, and thus the relative lack of the necessity to simplify or relax these rules for the constant amount of visitors, may have something to do with it.) Rules about social cues, politeness, expected responses and such. Which partly explains some of the xenophobia in Japanese society, coming from the disdain when a gaijin gormlessly blunders in without taking their shoes off and then proceeds to make mistake after mistake, and some establishments being open to Japanese patrons only.
posted by acb at 5:13 PM on May 26, 2018