Making Action Easier: Behavioral Economics and Nudges for Extension Professionals
Mae Allen instructs an EFNEP nutrition class to adults.
view on EDIS


behavioral economics
behavior change
extension strategies

How to Cite

Warner, Laura A. Sanagorski, Kathryn Stofer, and Hayk Khachatryan. 2019. “Making Action Easier: Behavioral Economics and Nudges for Extension Professionals: AEC680/WC343, 10/2019”. EDIS 2019 (5). Gainesville, FL:3.


As Extension turns more to effecting behavior change beyond simply raising awareness or understanding concerns, how do we not only help clientele make a change, but make it easier? Behavioral economics principles can improve the way we present options to clients, increasing the likelihood of them choosing desirable behaviors. This new 3-page publication of the UF/IFAS Department of Agricultural Education and Communication offers an introduction to these concepts as well as practical strategies for setting up the environment for change. Written by Laura Warner, Kathryn Stofer, and Hayk Khachatryan.
view on EDIS


Bernedo, M., Ferraro, P. J., & Price, M. J. (2014). The persistent impacts of norm-based messaging and their implications for water conservation. Journal of Consumer Policy, 37(3), 437-452. doi:10.1007/s10603-014-9266-0

Executive Office of the President. (2016). Social and Behavioral Sciences Team 2016 Annual Report. Washington, D.C.: National Science and Technology Council. Retrieved from

Ferraro, P., Messer, K. D., & Wu, S. (2017). Applying behavioral insights to improve water security. Choices, 32(4), 1-6. Retrieved from

Lee, N. R., & Kotler, P. A. (2011) Social marketing: Influencing behavior for good (4th ed.). Thousand Oaks, CA: Sage Publications.

Ly, K., Mazar, N., Zhao, M., & Soman, D. (2013) A Practitioner's Guide to Nudging. Rotman School of Management Working Paper No. 2609347. Toronto: University of Toronto. doi:10.2139/ssrn.2609347

McKenzie-Mohr, D., Lee, N. R., Schultz, P. W., & Kotler, P. (2012). Social marketing to protect the environment. Thousand Oaks, CA: Sage Publications.

Merritt, R. (2010). Forget the stick; it's all about the carrot now. Social Marketing Quarterly, 16(4), 155-157.

Rothschild, M. L. (2001). A few behavioral economics insights for social marketers. Social Marketing Quarterly, 7(3), 8-13.

Smith, B. (2011). Behavioral economics and social marketing: New allies in the war on absent behavior. Social Marketing Quarterly, 16(2), 137-141.

Williamson, K. (2018). On nudging: Behavior change is a journey, not just a destination. Retrieved from

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 4.0 International (CC BY-NC-ND 4.0) license.