Hajnal Zdravics
City University London, UK
Title: The emergence of the Nudge paradigm and its potential in combating obesity in England
Biography
Biography: Hajnal Zdravics
Abstract
The global obesity epidemic has been on the rise for the last four decades. Whilst energy gap models quantified the relationship between energy intake and expenditure, new research suggests that that there is one unstable element in the equation: the human being ( Maha et al., 2013; Swinburn 2001; Gortmaker 2011). It has been postulated that, if humans are left to their own devices, they fail to self-regulate their eating habits (Cooper and Kovacic, 2012). The Nudge concept, advocated by the UK Government and policy-makers seems an elegant almost too easy way to overcome failures in public health policy through behavior change. The aim of the project was to attempt to 1) explore Nudge Theory 2) investigate the political power motives and challenges and finally to 3) ascertain the role of Nudge Theory in UK obesity policy. Desk-based critical enquiry (rooted in critical theory) analysis method was used to explore the theoretical and conceptual connections between the State, power and practical- rhetorical shift currently occurring in obesity policy. It has been concluded that Nudge, embedded in neoliberal paternalism, managed through health system reorganization might not be the final answer to obesity epidemic. It is paramount, that behavioral interventions utilizing Nudge Theory (and including other behavioral economic models) needs to be clearly defined and should complement other public health interventions. Nudge concept should not be uniform – and not treated as one size fits all.