The Ethics of Motivating Behavior Change

• Is it ethically correct to make use of unconscious reactions to motivate behavior change?

• The goal is to increase educated decision making – but it’s using methods that prevent exactly this

• Should a system that aims to educate be transparent about the ‘tricks’ it’s playing on the users mind?

• If these methods and systems can be used to foster ‘good’ behaviors like energy saving, they could probably also be used to foster ‘bad’ behaviors