Document Type : Research Paper
Authors
1
Department of Management, Faculty of Economics and Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran.
2
Department of Management, Faculty of Economics and Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran
Abstract
This study aims to conceptualize nudge-based coaching, articulate its foundational principles, and distinguish it from conventional coaching approaches. The significance of this topic stems from the fact that although many coaching interventions enhance individual awareness and insight, they often face serious limitations in translating awareness into sustained behavioral change. To address this gap, the present study integrates the theoretical foundations of nudge theory and behavioral sciences with the principles of professional coaching, offering a novel perspective on organizational behavior change. A qualitative research design grounded in grounded theory methodology was employed. Data were collected through semi-structured interviews with 22 coaches and experts in the fields of coaching and nudging. The interview data were analyzed through three stages of open, axial, and selective coding. The findings indicate that nudge-based coaching facilitates behavior change through the design of the decision environment, choice architecture, and the use of subtle, non-coercive, and evidence-based nudges. Three core principles underpin this model: preservation of freedom of choice, contextual fit, and transparency of intent. Moreover, nudge-based coaching differs fundamentally from conventional coaching approaches across key dimensions, including tools and processes, theoretical foundations, sphere of influence, measurability, nature of change, and the role of the coach. By conceptualizing nudge-based coaching, this study provides a theoretical framework for examining coaching as a behavior-focused intervention grounded in decision-environment design and demonstrates its applicability in leadership development, behavior change program design, and the institutionalization of a coaching culture within organizations.
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