Friday June 23


08.00 – 09.00 hrsWelcome & Registration
09.00 – 09.45 hrsOpening Ceremony
Professor dr. Denise de Ridder, Chair of the Conference
Professor dr. 
Bert van der Zwaan, Rector Magnificus Utrecht University

Victor Everhardt, Alderman City of Utrecht
09.45 – 10.30 hrsKeynote lecture – Behavioural science and policy  Presentation Halpern
David Halpern, UK Behavioural Insights Team
10.30 – 11.00 hrsCoffee break
11.00 – 12.30 hrsParallel Session 1 & Demonstrations
12.30 – 13.30 hrsLunch
13.30 – 15.00 hrsParallel Session 2 & Demonstrations
15.00 – 15.30 hrsCoffee break
15.30 – 17.00 hrsParallel Session 3 & Demonstrations
17.00 – 18.30 hrsPoster Presentations & Drinks
18.30 – 22.30 hrsConference walking dinner @ Academiegebouw

Keynote Lecture

David Halpern, UK Behavioural Insights Team
Behavioural science and policy


Since 2010, the UK government has conducted hundreds of behaviourally-inspired trials to help the unemployed back to work fasters; help small firms to grow faster; reduce energy consumption; encourage giving; encourage prompt payment of taxes; and improve educational attendance and performance. Many other governments are also now starting to use behavioural insight approaches to address policy challenges, such as obesity, economic growth, and group conflict.

This keynote session will give a sense of life Inside the Nudge Unit, present a range of recent results, and show how and why governments across the world are turning to behavioural and experimental approaches to policy.

 09.45 – 10.30 hrs  |    Room: Aula

Parallel Session 1  |  11.00 – 12.30 hrs

1A. Workshop: Why Nudge?

Chair: Holger Strassheim, Humboldt Universität zu Berlin

Nudging, and more broadly: behaviourally informed policy making, has become widely popular across the globe. This 1,5-hr workshop seeks to understand why this is the case. How can we understand the behavioural turn in public policy making? Why has the time come now for this idea? And how does this new practice align, integrate and collide with traditional modes and routines of public policy making? In this workshop, these questions will be addressed by discussing research papers from participants

Presentation Strassheim

 11.00 – 12.30 hrs  |    Room: 1636 

1B. Workshop: What counts as behavioral evidence for EU policy-making?

Chair: René van Bavel,  Joint Research Centre of the European Commission, in collaboration with Robert Madelin, Strategy Consultant, and Stefan Hunt – Financial Conduct Authority (UK)

This workshop will address the application of behavioral insights to EU policy-making, with particular emphasis on the epistemology of such insights. What is considered robust behavioral evidence in the policy-making process? This approach will make us question the validity of one-off experiments, the preference for quantitative over qualitative methodology, and the need to have studies that represent all of EU-28. The workshop will include presentations by academics and policy makers and will seek to bridge the gap between these two milieus.

Presentation Hunt  Presentation Madelin  Presentation Van Bavel

 11.00 – 12.30 hrs  |    Room: Belle

1C. Nudges don’t design themselves: How to design for effective behavior change?

Chairs: Reint Jan Renes, Utrecht University of Applied Sciences and Sander Hermsen,, Wageningen University

Behavior change design has much to gain with the integration of insights from social psychology in the design process. Similarly, behavioral scientists can greatly benefit from adopting designer methods to make sure their nudges ‘work’ in a broad range of user contexts. This integration needs to be done carefully without hampering the creative process nor the scientific validity of the nudge. In this workshop we present a model (Persuasive by Design) and tool (The Behavioural Lenses) that contributes to the design of evidence-based health interventions. The model and tool offer possibilities to enhance user research and concept development by informing designs with principles central to the behavioral sciences.

 11.00 – 12.30 hrs  |    Room: Kannuniken

1D. Roundtable: Nudging, Autonomy and Transparency

Chair: Bart Engelen, Tilburg University

What are the kinds of duties nudging governments have towards their citizens with respect to disclosing their practices and their underlying intentions? And what is required from citizens for nudge policies to be legitimate at all, so that nudges do not grossly violate their autonomy?


  • Luc Bovens – London School of Economics, London, United Kingdom
  • Viktor Ivankovic – Central European University, Budapest, Hungary
  • Fay Niker – University of Warwick, Warwick, United Kingdom
  • Andreas Schmidt – University of Groningen, Groningen, The Netherlands

 11.00 – 12.30 hrs  |    Room: Westerdijk

1E. Workshop: Nudging in public health policy making

Workshop hosted by National Institute for Public Health and the Environment
Chair: Else Zantinge & M.S. Lambooij; National Institute for Public Health and the Environment

Increasingly, nudging and health behavioral insights are considered as possible tools in national and regional health policy. The participants in this workshop will apply academic concepts to problems that health policy makers face. We start with a framework containing several mechanisms that explain how nudging works. Participants will confront this framework with predefined or their own cases, addressing applicability, efficacy and conditions of nudging in policy practices. Policy makers in the workshop will present their perspectives during discussion. We hope to inspire the participants with new ideas about nudging in a policy context.

Presentation Zantinge

 11.00 – 12.30 hrs  |    Room: Eykman

1F. Thematic session: Conceptual and personal autonomy

Dr. Johann Justus Vasel, New York University/Universität St. Gallen
On Dignity and Nudging

Joel Anderson, Ethics Institute, Utrecht University
Nudges and Kludges: Personal Autonomy, Recognitional Respect, and Advanced Directives in (Self-Steering Behaviour)

Cancelled: Magdalena Małecka, University of Helsinki
I know therefore I nudge? On the epistemic dimension of behaviourally informed regulations.

 11.00 – 12.30 hrs  |    Room: Opzoomer


Parallel Session 2  |  13.30 – 15.00 hrs

2A. Workshop: Welfare Improvement through Nudging Knowledge (WINK)

Chairs: Emely de Vet, Floor Kroese & Thomas Schillemans – Utrecht University

The WINK project funded by the Netherlands Scientific Organization NWO, highlights a systematic empirical investigation of nudges for the promotion of health and wellbeing by a multidisciplinary research team, featuring psychologists, communication, ethics and public administration scholars. In this workshop we will present and discuss major findings from the project, with a specific emphasis on the effectiveness of various nudges, their normative acceptability and practical feasibility for public policies.

Presentation de Vet

 13.30 – 15.00 hrs  |    Room: 1636

2B. Workshop: Nudge and the law

Chair: Anne-Lise Sibony, University of Louvain-la-Neuve

This workshop will be devoted to introducing a distinctly legal perspective on nudging. We will explore two main links between nudge and the law. The first is when law is used to nudge citizen and becomes a tool of public nudging. Such use of law raises a legitimacy question: is it ever legitimate for the state to nudge us ? The second is when law regulates private nudging. Firms nudge consumers all the time. Is it always acceptable? How can legal architecture streamline the activity of decision architects?

Presentation Sibony

 13.30 – 15.00 hrs  |    Room: Opzoomer

2C. Workshop: Financial debt and behavioural insights

Workshop hosted by Netherlands Scientific Council for Government Policy (WRR) |  Chairs: Mark Bovens/ Anne-Greet Keizer, Netherlands Scientific Council for Government Policy

Since the financial crisis the number of people with serious financial debt is on the rise. This is a major problem, not only because being in debt is profoundly disruptive and stressful, but also because, once people are in debt, it is extremely hard for them to get out. One striking aspect of the problem is that most debtors realize perfectly well that they should better manage their finances, that they should save more, spend less, et cetera. Yet, for some reason, they fail in translating that knowledge into appropriate action. In 2016 the WRR has published a study that explains how behavioural insights can help understand why debtors act the way they do, and how this is relevant for interventions. In this workshop, Bovens and Keizer will discuss how they translated these bahavioral insights into policy advice.

Presentation Keizer

 13.30 – 15.00 hrs  |    Room: Kannuniken

2D. Symposium: Nudges & Government: Improving day-to-day interactions between government and citizens via nudges

Chair: Dr. Lars Tummers, Utrecht University, School of Governance

The day-to-day relationship between government and citizens are full of tension. Citizens want governmental services, such as unemployment benefits, but will not always get them. Government officials may sanction citizens, ranging from fines to sending a citizen to jail. In this symposium, we will analyze how to improve the quality of the day-to-day interactions between government and citizens via nudges.


  • Sabine Rys, Dept. of Public Administration and Management, Antwerp University
  • Rosanna Nagtegaal, School of Governance, Utrecht University
  • Lisa Ansems, Montaigne Centre for Judicial Administration and Conflict Resolution, Utrecht University
  • Maurits van Leeuwen, Utrecht School of Governance
  • Dr. Lars Tummers, Utrecht University, School of Governance
    Presentation Tummers

 13.30 – 15.00 hrs  |    Room: Westerdijk

2E. Thematic session: Legitimacy of nudging

Dr. M van den Hoven
It’s not me, it’s (because of) you: other regarding considerations supportive of nudging.

Malik Bozzo-Rey – Assistant Professor in Economic Ethics, Lille Catholic University
Building Ethical Legitimacy for Nudges.

Catherine A. Womack – Professor, Bridgewater State University, Bridgewater, USA
You can trust me: when social ties can promote health behaviors.

 13.30 – 15.00 hrs  |    Room: Eykman

2F. Thematic session: Food 1

Elke Huyghe, Ghent University
To Squeeze or Not to Squeeze: How Squeeze Tubes Affect Consumers’ Serving Sizes

Lydian Veldhuis – Netherlands Nutrition Centre, The Hague, The Netherlands
How to Nudge in Canteens; Making the Healthier Choice the Norm

Victor Immink – Wageningen Economic Research
Healthy snacking at the office: field studies show how workplace meetings contribute to vegetable intake.

Sanne Raghoebar & Sofie van Rongen – Wageningen University and Research
Identifying normative cues in food environments: a mixed method photo study

 13.30 – 15.00 hrs  |    Room: Belle

2G. Roundtable: All you need is a little push (language: Dutch!)

Chair: Cees van Eijk – Program ‘Vakkundig aan het werk’ (ZonMw)

A roundtable to get a clear idea of what makes it difficult to get nudging implemented in practice as a prevention instrument and what is needed to overcome these barriers.


  • Reint Jan Renes, professor Applied Sciences (University of Applied Sciences Utrecht)
  • Elly van Kooten – Director Public Health, Municipality of Rotterdam
  • Antoinette Landzaat – Behavioural Insights – / Communication Advisor, Amsterdam Healthy Weight Programme
  • Jack Hutten – Policy Coordinator, Ministry of Health, Welfare and Sports
  • Henk Smid – Director ZonMw
  • Ingrid Steenhuis – Professor Health Promotion, Vrije Universiteit Amsterdam
  • Jacqueline Vink – Strategic Consultant, Schuttelaar & Partners

Presentation van Eijk

 13.30 – 15.00 hrs  |    Room: Sterre

Parallel Session 3  |  15.30 – 17.00 hrs

3A. Workshop: Nudging and the Energy Transition

Chair: Lucia Reisch, Copenhagen Business School & Joanna Sousa Lourenco, Joint Research Centre of the European Commission

The Energy Transition i.e., the transition to an energy system based largely on renewable resources, presents one of the most fundamental challenges today. In this workshop, we focus on the demand side of the energy market and the role that consumers play in driving this transition – consumers as market actors, co-producers and consumer citizens. Consumer energy policy has discovered the potential of behaviorally informed policies in general and the instrument of nudges in particular. We will investigate how such policies can help steer consumers toward more sustainable energy use, i.e. use energy more efficiently and convert to renewable energy sources.


  • Elisabetta Cornago , OECD Paris
  • Lucia A. Reisch, Copenhagen Business School
  • Joana Sousa Lourenço, Foresight, Behavioural Insights and Design for Policy Unit
    Joint Research Center (JRC), European Commission, Brussels


 15.30 – 17.00 hrs  |    Room: 1636

3B. Thematic Session: Field Experiments

Erik J. Koornneef – Institute for Health Policy and Management, Erasmus University Rotterdam, The Netherlands
Cues if being watched do not enhance altruism: a field experiment in a medical school

Sibel Telli & Hanneke Goosen – Amsterdam Univeristy of Applied Sciences
Nudging for stable housing: a framed and simplified letter for tenants

Stephanie Rosenkranz – Utrecht University, The Netherlands
Using behavioral insights to make firms more energy efficient: A field experiment

Ben Vollaard, Tilburg University, The Netherlands
Preventing disorderly behaviour with motion sensor lights: a field experiment at the Royal Palace

 15.30 – 17.00 hrs  |    Room: Belle

3C. Workshop: Organizing behavioral insights for public policy making

A workshop hosted by Dutch School of Public Administration and Utrecht School of Governance
Chairs: Jorren Scherpenisse; Netherlands School of Public Administration (NSOB), the Netherlands premier provider of public sector executive education and independent center of applied research, and Joram Feitsma, Utrecht School of Governance.

Public policy interventions traditionally need to conform with various academic insights, from law to economics and management to social sciences. As a consequence, legal, economic and policy specialists have been embedded in public organizations. Now that behaviorally informed policy making is on the rise, a new institutional space needs to be carved out for behavioral expertise. How can we organize behavioral knowledge in public policy. This workshop will present the latest insights in how behavioral expertise can be fruitfully organized in public policy and then discuss challenges and routes ahead with academics and practitioners.
Presentation Feitsma Presentation Scherpenisse

 15.30 – 17.00 hrs  |    Room: Kannuniken

3D. Symposium: Nudging and conflict of interests

Chair: Genevieve Helleringer, Oxford University (UK) & ESSEC Business School (France)

Conflicts of interest arise in situations where an agent’s self-interest is actually or potentially incompatible with his/her duty to another. Typically, a conflict may occur either in the public service or in the private sector, between an employee or board member and a firm, a health of financial advisor and a patient or a client. Behavioral ethics suggests that conflicts of interests are far more prevalent that previously assumed.


  • Yuval Feldman, Bar Ilan University, Israel
  • Celia Moore, Bocconi University, Italy
  • Genevieve Helleringer, Oxford University, United Kingdom

 15.30 – 17.00 hrs  |    Room: Westerdijk

3E. Workshop: How to connect the ‘living’ with the ‘lab’?

Workshop hosted by the Public Health Department of the city of Utrecht on local nudging opportunities
Chair: Niek Verlaan, Public Health Department City of Utrecht

The public health department of Utrecht uses behavioral insights to encourage healthy choices. Do you want to know more about finding opportunities, finding support, implementing nudges in practice and do you want to experience this process? The municipality organizes an interactive workshop while leaving the choice up to you; will you also choose healthy?

Public policy interventions traditionally need to conform with various academic insights, from law to economics and management to social sciences. As a consequence, legal, economic and policy specialists have been embedded in public organizations. Now that behaviorally informed policy making is on the rise, a new institutional space needs to be carved out for behavioral expertise. How can we organize behavioral knowledge in public policy. This workshop will present the latest insights in how behavioral expertise can be fruitfully organized in public policy and then discuss challenges and routes ahead with academics and practitioners.

 15.30 – 17.00 hrs  |    Room: Eykman

3F. Thematic session: Law

Dr Inbar Levy, Melbourne Law School
Nudging off Fictional News: a Legal Perspective

A. Brunon-Ernst Cersa – Panthéon-Assas University
Framing Consent: Public Nudging Strategies to Fight Online Advertising in EU Privacy Law

Maria de Campos – University of Hamburg
Is Nudge relevant for law and regulation? Nudge as an instrument of (soft) regulation and its operational regulatory challenges

 15.30 – 17.00 hrs  |    Room: Sterre


Demo 1 – Nudge is in the stairs: A field experiment to promote stairs use in public space

Epidemiologic studies show that a sedentary lifestyle is associated with a higher risk of disease and mortality. Yet, only a small minority of the population engages in regular exercise or lifestyle changes to reduce their lifestyle, An environment that encourages “lifestyle activity” may influence a large portion of the inactive population like promoting stair use over escalators and elevators. The present intervention evaluated the efficacy of an intervention designed to re-balance the architecture of the choice between stairs and an adjacent escalator in a subway station in Lyon, France

Presenter: Nicolas Fieulaine – University of Lyon (FR)


 Continuous as from 11.30 hrs  |    Room: Aula

Demo 2 – Facilitating and stimulating prevention behavior regarding fire-safety in public health

The Veiligheidsregio Utrecht (VRU) invited us to co-develop a strategy, aimed at making healthcare workers aware of the everyday behaviors they can display in order to prevent fire-safety issues. This strategy is part of a larger goal, to promote a more risk-approach in favor of the current rule-approach when it comes to communication (background). We participated in workgroups with VRU members and healthcare management to formulate measures, with a pilot fase scheduled for January 2017 (method). Measures build on the existing ‘table-top’, a briefing that includes a map of the care-facility and a set of Lego-figures to show the attending healthcare workers how to act in case of an emergency. Our measures build on the sense of awareness created in the briefing, with assigned behaviors and tasks designed to facilitate each worker to do his or her part when it comes to fire-prevention. The tasks are noted on a poster, displayed in the lobby. Visitors, residents and co-workers are now able to see what is being done about fire-safety (prevention; nudge). The poster is accompanied by nudges spread throughout the location, reminding workers ‘how to act’. This way, fire-prevention becomes part of the daily job, without interfering with it.

Presenter: Etienne Kreutzer – Plan to Behaviour (NL)


 Continuous as from 11.30 hrs  |    Room: Aula

Demo 3 – Light Switch Graphically-Assisted Nudges

Parents told us that an often-encountered irritant was the necessity for them to remind their young children (aged 4-9) to switch off the lights. We took this cue to develop a nudge to encourage children to use the light switch when leaving a room. The aim of this nudge is to reduce electricity consumption to save money, promote the practice of sustainability and to mitigate parental stress.

Presenter: Niyati Mehta – City University of New York (US)


 Continuous as from 11.30 hrs  |    Room: Aula

Demo 4 – classEX – Nudging with mobile devices

ClassEx is a web application for conducting experiments and interactive modules as lab-in-the-field and in the lecture hall. Participants can log in with their mobile devices or notebooks and participate actively. Experimental results can easily be replicated and become comprehensible as they are based on own decision making. Experimenters can design experiments ranging from simple comprehension questions to complex multi-stage interaction. The software is currently used at many universities in Germany and a growing number of international users (Cambridge, University of Nottingham, Universitat Pomepu Fabra, International Anticorruption Academy Vienna). The software also allows tackling research questions in natural environments.

Presenter: Marcus Giamattei – University of Passau (DE)


 Continuous as from 11.30 hrs  |    Room: Aula

Demo 5 – Preventing disorderly behavior

Lights are frequently used as a situational measure to prevent crime and disorder, both in private and public areas. So far, empirical evidence on the behavioral effects is limited, particularly outside the lab. Based on a randomized controlled trial, we estimate the effect of using motion sensor lights to deter public urination at the Royal Palace on the Dam Square in Amsterdam. We experimentally vary times at which the motion sensor lights are in operation. Source of data is intelligent video analysis of 14 on site cameras. We find a substantial and persistent reduction in public urination in response to the lights. In addition, video footage provides unique insight in how the behavior of potential offenders is affected by the lights.

Presenters: Robert Dur – Erasmus University Rotterdam (NL) & Ben Vollaard – Tilburg University (NL)


 Continuous as from 11.30 hrs  |    Room: Aula


Bauer – Does using food as a reward change food preferences?
Broers – What prevents people from approving and adopting nudging- strategies according to the diffusion of innovation model?
Dominioni – The Fundamental Attribution Error in Trial Settings: Expert Adjudicators, Contextual Factors and Individual Tendencies.
Hagman – Perceived acceptance of nudges framed as pro-social or pro-self in different contexts.
Kutsal – Observing Goal Inconsistent Behavior Leads To More Goal Consistent Behavior.
Lalas – ‘Visual Bubbles’: A simple and cheap way to nudge your kids!
Michel – The impact of nudging on labor productivity.
Pedreschi – The Carrot, not the Stick: developing a “nudge” approach for sustainable fisheries management.
Policarpio – Hedonic Tone and Negative Affect Suppression: A Conditional Indirect Pathway to Delay Discounting.
Velema – Using nudging and social marketing techniques creating healthy worksite cafeterias: intervention development and study design.
Verain – Healthy and sustainable diets: Is communication the right strategy to all consumer segments?
Vyrastekova – Policemen enforce cooperation more effectively than neighbors.
De Wild – Nudging students for study success: An experiment at a higher education institution in the Netherlands.
Frenzel – Nudging pro-environmental behavior? An ethical reflection on nudging for environmental care.
Low – Cultivation of Sustainability Behavior
Salamon – What Holds Us Back from Finding the Successful Nudge Formula? – A Domain-General Scoping Review.


 17.00 – 18.30 hrs  |    Room: Aula