They initially work when a change acts as a reminder

The limits of nudging
A look at the Behavioural Insights Team’s latest report
Jul 24th 2015
https://www.economist.com/blogs/freeexchange/2015/07/behavioural-economics

Sending personal text messages helps to nudge people to remain in public programmes, such as literacy or numeracy programmes for young adults.
But as wonderful as the initial results are, the concern is that while such programmes initially work when a change acts as a reminder, once people become used to the new order they will stop paying attention to them and continue as before.

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