The Fine Line Between Motivation and Manipulation: Rethinking Consumer Engagement Strategies
My Run-In with a Credit Card Spending Goal
Yes, you read that right—a spending goal, not a limit.
Back in September, I got an email from one of my credit card companies. While I don’t usually open their emails, the subject line for this one caught my eye:
“Hi Cynthia, in SEPTEMBER meet your goal and earn a BONUS.”
Did someone say bonus? Who am I to say no to a bonus, right? My interest piqued, I decided to open the email and see what kind of “goal” they were talking about. I was, unfortunately, less than thrilled to find out they were pushing a “spending goal” of $1,100 for the month of September. If I reached this goal (along with other terms in the fine print), I would be rewarded with a $70 gift card at a local sports goods store.
I couldn’t quite understand why, but the email troubled me. After all, credit card rewards are nothing new, right? The next day when discussing the email with a friend, I came to the realization that it was the framing of it as a spending goal that troubled me so. A spending goal? Shouldn't my bank be helping me save money, or at least avoid debt, rather than encouraging me to spend a minimum amount? This framing felt less like an incentive and more like a subtle but incorrectly used nudge toward a potentially harmful spending pattern.
In the past, I have written about the ethical considerations at the core of responsibly applied behavioral science, and this situation made me question my credit card’s intention. Their use of behavioral science seemed misaligned with my best interests—pushing me toward unnecessary spending rather than promoting my financial well-being.
Today, the fine line between motivating and manipulating is becoming increasingly blurred. I like to think (perhaps wishfully) that, for the most part, when it appears that an organization is using behavioral science deceptively, it may actually reflect their limited understanding of the true power of these principles and how to use them effectively. In hopes of helping those who wish to use behavioral science for good, this piece will explore how the same cognitive tools that can help us reach our goals can just as easily steer us off course, depending on how they’re used.
The Good, the Bad, and the Nudge-y
Behavioral science is a powerful tool that helps us understand why people make certain choices, what motivates them to do something, and identifies the barriers to engaging in particular behaviors. When applied correctly, this understanding can have a positive impact on our lives. It can encourage more sustainable food choices, improve patient outcomes, and help us increase our savings.
However, with great power comes great responsibility, and behavioral science can be used for some less-than-virtuous purposes. For example, when a company uses behavioral science principles to nudge us toward consuming more junk food, spending more money, or signing up for a service we don’t really need or want, they're not empowering us—they're exploiting our cognitive blind spots. How does this relate to my credit card company’s email? While a reward for spending might look innocent at first, the framing changes the narrative. Their message suggests that my spending isn’t just normal behavior but, instead, a goal that I needed to strive for, a challenge that needs to be completed.
Thankfully, I’m pretty good at managing my expenses—so even though I signed up for the reward (strictly for research purposes, of course), I knew the chance of earning it wouldn’t actually influence my spending. Sorry, credit card company! That said, I can absolutely see how a challenge like this could nudge others to spend more than they normally would. (Hey, no judgment—we’ve all fallen for those tactics before.)
Benefit of the Doubt: Well-Intended Nudges
Let me play devil's advocate here for a second. My intent isn’t to make my credit card company the next Marvel villain. Is it possible that there is a noble reason as to why my credit card company would be encouraging me to spend more? The answer is: possibly!
In Ecuador, where we lay our scene (i.e., where I grew up and live!), the economy is very informal. A large portion of transactions still happen in cash, which presents certain risks regarding things like traceability, money laundering, and theft, all of which have been on the rise. Encouraging people to use credit cards could help make the economy more transparent and secure for everyone. From that perspective, increasing credit card use not only boosts the credit card company’s profits but actually serves a greater social good. Three cheers for the credit card company!
Another angle to consider is financial inclusion. In Ecuador, many people lack access to traditional banking services. Credit cards can offer a gateway to financial products that help them save, invest, and build their credit. Once again, great! That being said, for those who are new to credit cards or lack financial literacy, a “spending goal” might be more problematic than beneficial.
So, while my credit card’s “spending goal” email felt a bit like a nudge in the wrong direction, I’d like to think the right intentions are there. If the hope is to integrate more people into the financial system, the approach needs to be slightly adjusted to avoid pushing individuals into behaviors that could harm their financial well-being.
As we’ll explore, it’s all in the details. How these nudges are crafted makes all the difference between a helpful incentive and a potentially harmful tactic.
About the Author
Dr. Cynthia Borja
Cynthia is an Associate Project Leader at The Decision Lab. She holds a doctorate in Psychology from Capella University, a Master’s in Psychology from Boston University, and a Bachelor’s in Neuroscience and Behavior from Vassar College. Her mission is to promote the application of the principles of brain, behavioral, and learning sciences to the real world.
About us
We are the leading applied research & innovation consultancy
Our insights are leveraged by the most ambitious organizations
“
I was blown away with their application and translation of behavioral science into practice. They took a very complex ecosystem and created a series of interventions using an innovative mix of the latest research and creative client co-creation. I was so impressed at the final product they created, which was hugely comprehensive despite the large scope of the client being of the world's most far-reaching and best known consumer brands. I'm excited to see what we can create together in the future.
Heather McKee
BEHAVIORAL SCIENTIST
GLOBAL COFFEEHOUSE CHAIN PROJECT
OUR CLIENT SUCCESS
$0M
Annual Revenue Increase
By launching a behavioral science practice at the core of the organization, we helped one of the largest insurers in North America realize $30M increase in annual revenue.
0%
Increase in Monthly Users
By redesigning North America's first national digital platform for mental health, we achieved a 52% lift in monthly users and an 83% improvement on clinical assessment.
0%
Reduction In Design Time
By designing a new process and getting buy-in from the C-Suite team, we helped one of the largest smartphone manufacturers in the world reduce software design time by 75%.
0%
Reduction in Client Drop-Off
By implementing targeted nudges based on proactive interventions, we reduced drop-off rates for 450,000 clients belonging to USA's oldest debt consolidation organizations by 46%
