Abstract
Hypernudges have been proposed as the future of behavioural science. Combining the behavioural insights of nudge theory with the tremendous power of big data and algorithms, hypernudges offer the potential of pervasive and embedded personalised choice architecture. Yet, quite where hypernudges sit within existing nudge theory is not easy to discern. In this paper, I argue hypernudges represent the natural evolution of nudges via ever more accurate personalisation. However, I suggest hypernudges exist as a distinct type of personalised nudge, with personalised nudges conceptually possible without the use of extensive data. With this distinction, I re-evaluate the given definition of a hypernudge to situate the concept more appropriately within nudge theory. I then proceed to examine several hypernudges in the worlds of finance, health and digital platforms. Through this examination, I discuss two technical and five societal challenges that emerge through hypernudging and personalised behavioural science.
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