Post on 24-May-2020
transcript
Bringing Nudge Theory to
Career Development
Marie Alty
Overview of workshop
Exploring how nudge theory
can be applied to career
development
Expected outcomes In the session today we will:-
1. Explore the key features of nudge
theory
2. Explain how nudge theory influences
behaviour
3. Discuss and evaluate how nudge
theory can be applied to career
development
What is Nudge Theory?• Nudge theory - concept in behavioural
science, political theory and economics
• Positive reinforcement and indirect suggestions can influence the motives, incentives and decision making of groups and individuals
• Influence is at least as effective, if not more so, than use of direct instruction, legislation, or enforcement
Wikipedia 2015
Use of Nudge Theory
– famous flies! • Urinals in the toilets on the Schiphol Airport in
Amsterdam have the outline of a fly, etched
into the porcelain
• Research found that urinals with the fake flies
reduced spillage by 80%!
Use of Nudge Theory – text messages
sent by Jobcentre
“Eight new Customer Assistant jobs are now available at Tesco. Come to Bedford
Jobcentre on Monday 10 June between 10am and 4pm and ask for Sarah to find out more”
How many attended?
- Approx 11%
Number attending rose to 27%
Then added the client’s nameIncreased the
number attending to 15%
Signed off with the jobcentre adviser name and wished them luck…
BIT Projects using Nudge Theory
• Reduce UK college drop outs July 2015
• Increase numbers of SMEs taking part in a
tax vouchers scheme – August 2015
• Improving outcomes for young people in
Somerset – July 2015
For more details and more examples please see
Behavioural Insights Team website -
www.behaviouralinsights.co.uk
The power of inertia, the status
quo bias and mindless choosing!
• Gains and losses
• Status quo bias
• Mindless choosing
The Two Systems of How we Think
Automatic System
• Uncontrolled
• Effortless
• Associative
• Fast
• Unconscious
• Skilled
Reflective System
• Controlled
• Effortful
• Deductive
• Slow
• Self-aware
• Rule-following
Applying Nudges to Career
Development Activity – discuss examples of nudges for one of the following:-1. Getting the most from attending a careers
education event
2. Encouraging clients to use their action plan
3. Motivating NEET clients
4. Attending appointments
5. Making applications for college/6th form
6. Reaching a career decision
Timing – 10 mins, then feedback
When do we need a nudge?
- some ethical considerations
• Freedom of choice?
• Misconceptions
• Default options
• Libertarian paternalism
Summary
• Links to other theories – psychology,
behaviour, economics
• Scope for application to careers
guidance and development work
• Ethical considerations
References • Thaler, R. and Sunstein, C.(2009) Nudge,
Improving Decisions about Health, Wealth
and Happiness, London, Penguin
• Tversky, Amos & Kahneman, Daniel
‘Judgement under Certainty: Heuristics and
Biases’ Science 185 (1974): 1124-31
• Samuelson, William and Zeckhauser, Richard
‘Status Quo Bias in Decision-making’ Journal
of Risk and Uncertainty 1’ (1988): 7-59
Further Information
Contact details
• Marie Alty – mariealty@adviza.org.uk
• Adviza website www.adviza.org.uk and click
on Learning and Development
Thank you