This year’s NudgeNight 2021 was themed Nudging for Future.

We thank you for your participation and look forward seeing you again next year. We would also appreciate your feedback!

The theme of the NudgeNight 2021 was Nudging for Future.

Thank you for your participation!

Recap NudgeNight 2021

We were very pleased to welcome Cass Sunstein as our keynote speaker at the NudgeNight. He is one of the two founders of nudging, professor at Harvard Law School, the most cited American lawyer, and was one of the White House counsels during Obama’s term and Biden’s today. His keynote speech had a significant impact on NudgeNight and initiated many interesting discussions on the topic of “Nudging to Sustainability”. 

Take a look at this years projects.



What is meant by nudging?

Nudge [nʌdʒ] – a gentle touch or push – is the name for a concept in psychology and behavioural economics which makes it possible to influence someone towards better decisions without limiting the freedom of choice or using economic (monetary) incentives.


Why Nudging?

Nudging is effective because humans tend to behave irrationally and unmindful in everyday decisions and often it is just the matter of a slight stimulus to start acting (differently). For example it is senseful to plan meetings for 40 minutes instead of 60 minutes, as the time is being used more efficiently in a stricter time frame, although the meetings are shorter.


The oldest example of a nudge can be found in a story about the prussian king Frederick the Great. At his time potatoes were not particularly popular, in order to change that, he let his soldiers guard the potato fields. Due to the sudden increase of the potatoes value, it is said that the citizens started being interested in the field crops and consumed them often and with pleasure.


What opportunities and challenges does nudging offer?

Many nudges are definitely advantageous – actually many consumers are putting their hopes in such an assistance in order to sustainably change their habits of eating and consuming. However nudges are not unproblematic from the perspective of the persons affected, as their are often driven by economic interest of the producers or employers. This fact is neither new nor should be judged negatively. The influencing of (potential) customers is as old as the markets themselves. Marketing and Advertisements always seeked to make the own products and services as attractive as possible to the consumers. Using findings of the behavioral psychology is not new as well. The knowledge of nudging is already being used for a long time in commercial fields like user experience design, marketing or the distribution of products and services. But since a few years this knowledge is used more systematically and comprehensively in the economic world.


NudgeNow – Student Consulting

If you or your company are looking for support in the creation and implementation of Nudge concepts, the student advisory service ‘Nudge Now! of the University of Applied Sciences Hamm-Lippstadt will gladly assist you.

We develop ideas for individually tailored nudges with you and work out the implementation of these for your company. For further information please contact:


What is the NudgeNight?

At the Nudge Night, interested parties can inform themselves about the topic of decision making and get to know nudges from various economic dimensions presented by students.

Each Nudge Night has its main theme in terms of content, to which the developed nudges are oriented. Sometimes they are more socio-political topics such as “Sustainable Consumption” and “Education” or company-related topics such as “Innovation Management” and “Customer Experience”. 

To get an idea of what nudging exactly means and how it can be used, you will be informed at the beginning through a short introduction about the topic of  “Nudging”. This will be followed by a keynote speech held by practitioners from the industrial sector, public organisations or from the service sector. You will have the opportunity to get in touch with the students to ask questions about their innovative projects.


Who is the NudgeNight for?

We invite all interested parties to participate. Whether you are an entrepreneur and would like to learn more about the topic for professional purposes or join us as a student – you are very welcome! The participation is free of charge.

NudgeNight History

Talking to...

Professor Dr. Christoph Harff

Directed by Professor Harff, the NudgeNight took place for the first time in 2018. We interviewed him about how things started and what the aim of the annual NudgeNight is.

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NudgeNight Topics

NudgeNight 2018

"Public Nudging"

NudgeNight 2019

"Corporate Nudging"

NudgeNight 2020

"Health Sector Nudging"

NudgeNight 2021

"Nudging for Future"


With the help of our projects we apply already known psychological phenomena and nudges to the participants of the capital and financial markets.

We already realized some interesting projects. We are happy to present these projects on the following page.


Who are we?

We are students at the HSHL in the course of studies “Intercultural Business Psychology” with a major in “Behavioral Economics” and are supervised by Prof. Dr. Christoph Harff. We have made it our business to develop useful nudges for companies and to inform our visitors on the topic of decision making.

Every summer semester at HSHL we organize the NudgeNight independently.