Nudging

Nudging can be defined as the positive reinforcement and not always obvious signs pointing an individual towards one particular choice they can make. This can be campaign images or company slogans or even packaging that all attempt to convince someone to buy a product or to vote for a specific person in an election. Anything attempting to alter one's motives and decision making can be classified as nudging.

The most obvious way to observe nudging is on the products of a country. While franchises can spread and become global, the places in each country must adapt to become unique and appeal to the people of that country. To do so, they must appeal to the ideals of the people and understand how these people view and work towards improving their well-being.

Today, Group 1 looked at the Starbucks franchise and its adaptations to thrive in Denmark and how this differs from the Starbucks in America. The Starbucks had three main difference to it's American counterpart. The first was it had a larger offering of pastries. This may because culturally, the Danes enjoy more pastries for a breakfast. As well as more pastries, there were more tables and more people in the cafe to eat their pastries. In America the tradition is to get food and drink on the go to not waste time. In Denmark, people eat there and sit to talk and enjoy their food and coffee. This is because to the Danish people, they get well-being by not being in a rush. This brings them high positive affect and low negative affect. The second difference was the lunch options. There were many food options and more fresh options available. This is because the people here value fresh food and organic options. To them, eating healthy is part of their lifestyle and gives them meaning. By offering these healthier options, the franchise appeals more to the people who are looking for these types of options to contribute to their well-being. The third large difference is the large window ledges within the cafe. These are made to allow small babies to lay out upon them and incorporate them. In Denmark family provides meaning and is a big part of happiness. Parents like to involve their children in activities. just today there were two women that had met up for coffee and for their children to lay next to each other and interact. This appeals to many mothers and increases their well-being as they can relax there and bring along their babies.

By making these changes, the Starbucks has altered itself slightly to appeal with its products and atmosphere to the Danish people. This is important for it to succeed and flourish in Copenhagen.