Abstract

This chapter examines what role new behaviour-modification policies – commonly known as “nudges” – might play in cultivating virtues. At first sight, they would appear to be ruled out as a candidate means; but, by offering a more nuanced analysis, the chapter argues that some nudges have virtue-cultivating properties. It distinguishes between two kinds of nudges – 'automatic-behavioural' and 'discernment-developing' – and shows that what divides them is the ability of the latter, which the former lacks, to play an ecological-educative role in developing the virtue of practical reason, which is required for the other virtues too. It thus provides an answer to the question of whether virtue-cultivating nudges are possible, while remaining neutral on whether virtue cultivation is, or under what conditions it could be, a legitimate aim of liberal-democratic states.