Context Matters for Nudgers, Too: A Lesson from One of the Most Diverse Countries on Earth

As behavioral scientists, we know that context matters. But in India, it matters in new and sometimes surprising ways. As a country of nearly 1.3 billion people across 28 states, speaking more than 20 officially recognized languages, India is not just associated with diversity, it is diversity. This reality means translating the model of a behavioral science team or nudge unit in, say, the United Kingdom or Australia to India is not so straightforward. ….[READ]