title: On the cost of shame : Comment on "Nudging by shaming, shaming by nudging".
abstract: In his editorial, Nir Eyal argues that a nudge can exploit our propensity to feel shame in order to steer us toward certain choices. We object that shame is a cost and therefore cannot figure in the apparatus of a nudge.
authors.affiliation: Swiss Center for Affective Sciences, University of Geneva, Geneva, Switzerland.
authors.forename: Emma
authors.initials: E
authors.lastname: Tieffenbach
keywords: Cost; Health; Nudge; Shame; Shaming