When Design Nudges Behaviour: From Small Stimuli to Bigger Questions

Biju Dominic’s Microstimuli explores how small, precisely designed cues can influence human behaviour and decision-making. Alka Hingorani reviews. This is an interesting book. The first part brings together experiments, performed mostly in the last quarter of the 20th century, on the neuroscience of volition – a quest for mechanisms that provoke or precede human action, an inquiry into human will. Biju Dominic uses these experiments by neuroscientists and psychologists to make a case for the indomitable sway of the subconscious over the conscious in decision-making.This provides the scientific basis for his larger proposition: that if non-conscious processes and context shape […]