Our new Senior Behavioral Scientist – welcome Andrijana!

Natalie Kamra-KregertNudgd

Andrijana Musura Gabor
Senior Behavioral Scientist, Nudgd

Hello Andrijana welcome to our team!

Thank you Nudgd! I am honored to become a member of your team!

Why do you find it interesting to work with sustainability?

I guess the most simplest answer would be – a purpose. To live a meaningful and fulfilling life, I am driven by the opportunity to do meaningful work that contributes to individual and societal well-being. This is where I see my capabilities and passion fully utilized.

What made you interested in nudging and behavioral science in the first place?

I have studied psychology and earned a Ph.D. degree in economic psychology. During these educational years, I was always attracted to interdisciplinary areas where psychology meets other disciplines. So, after the groundbreaking and paradigm-shifting work of Kahneman and Tversky, and other heterodox psychologists and economists, it was impossible for me to resist the call to delve into behavioral economics, behavioral public policy, and all the possibilities that applied behavioral science can offer to individuals, organizations, and society in general.

What added value can you bring to the organization?

I believe to bring Nudgd the academic pair of eyes and accompanying scientific rigor, which are fundamental aspects of the quality of applying behavioral insights and designing effective nudges. Also, I bring in behavioral science knowledge and expertise. Moreover, I have worked as Vice President for the Academic Affairs at Nudge Lebanon and was involved in large projects funded by UN agencies and large NGOs focused on improving public health and supporting the most vulnerable Lebanese households in becoming financially and economically self-reliant.

Currently, I work part-time as a Senior Lecturer and Research Associate at the Zagreb School of Economics and Management (ZSEM). At ZSEM I have set up a center of excellence – Behavioral & Experimental Economics (BEE) Lab which serves as a think tank, conducts research, and organizes education in the area of behavioral economics. Thus, I have a lot of experience regarding this subject and have a strong passion for what I do and value.

Which is your favorite nudge and why?

For a long time, it was the social proof nudge. Lately, I’m more attracted to more complex nudges that are based on commitment, empathy, and ego. For example, asking people to think as if they were in the shoes of the other side and try to respond in a reciprocal manner and more empathetic manner. There was this nudge in a hotel room I recently stayed in, and it had this sticker in the toilet with a plea “Be kind to Earth” which I personally found very effective. It made me feel emotional and empathetic, which in turn made me think more about my behavior at that moment.

What do you do when you are not working?

My leisure time is mostly filled with activities with my daughters. I like doing sports a lot, especially intensive training, such as weightlifting and martial arts. And if I have that extra extra time, I just like to curl up on the couch, turn on Netflix and escape into my favorite series.

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