Choice architecture, nudging, and the historic environment: the subtle influences of heritage through the lens of behavioural science

ABSTRACT The article considers the use of nudge theory and behavioural science as a lens to better understand the influences and effects of heritage on society. Nudge theory applies insights from psychology to contextual factors that influence decisions and behaviours. These same insights can be used inversely, to interpret existing effects such as heritage. The paper describes parallels between nudging and heritage, focusing on ethical aspects including the dilemmas created by acknowledging these insights, transparency, and intentionality. It follows with discussion of choice architecture, the apparatus of nudging – and some of the mechanics behind the influences it can have. This draws upon experimental findings in behavioural science and applies them to various examples, with the intention of presenting new perspectives on known heritage sites, such as contentious statues. Finally, it considers the implications of using behavioural insights to further unpack the effects of heritage on society and the potential to help authorities, decision-makers, and community leaders be more aware of the impacts of heritage, which can be easily overlooked in policy and practice. It is intended that the paper is accessible to both those interested in behavioural science and in heritage studies.