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The Behavioural Science in and in particular BE has given us both the frameworks and
concepts to think about behaviour,,to understand
behavioural blueprint
And HOW to change it!
Behaviour-led research
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Inspire behavioural intervention / change
Behavioural understanding
Behavioural blueprint
Behavioural insights
Unlock
Critically these behavioural concepts are underpinned by science
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The “oops area” of
the brain becomes more active when we
go against the herd
[social norms]
The “reward area” of
the brain becomes more active when we go with
the herd
[social norms]
The “pain area” of the
brain becomes more active when we are paying money or lose something
we care about
[loss aversion]
Behavioural concepts underpinned by science
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Power of priming We know we can subconsciously prime people to engage or not to engage their pre-frontal cortex or
executive function
Cognitive misers or efficiency Go with the flow, our gut, our intuition
[heavily linked to optimism / over confidence bias]
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Powerful behaviour architecture underpinned by science, we have power in our hand – let’s bring alive this power.
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Anchoring
System 1 / salience
Status quo bias / default
Power of Now
Priming
Chunking
Discounting the future
Commitment bias
Social norms
Mental accounting
Unlocking the power – BE concepts
Using BE to get elected (both times!)
Obama nudged voters to the polling stations by suggesting that everyone else was voting
“A Record Turnout is Expected”
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BEHAVIOURAL IMPACT
The increase in voters in 2008 included about 2,000,000 more black voters, 2,000,000 more Hispanic voters and about 600,000 more Asian voters.
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HMRC using social norms to increase tax payment
Source: Behavioural Insight Team Debt, “Applying Behavioural Insights to Reduce Fraud, Error and Debt”, February 2012
The UK’s HMRC was losing millions of pounds sterling worth of potential tax revenue from people not paying their taxes on time.
A 15 percentage point rise in response from 67.5% to 83%
Estimate to save £30m annually
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Shake my hand
Write it down
Sign a contract
Read it back
Pledge an oath
Unlock the power of the commitment bias
Fewer Drugs!Using BE to reduce the unnecessary prescribing of antibiotics
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In the US, adults receive over 41 million prescriptions for antibiotics each year, yet 50% of these are unnecessary and inappropriate
BE INSPIRED SOLUTIONLeveraging commitment bias by asking doctors to sign a letter stating their commitment to avoid un-judicious use of antibiotics and then enforcing the commitment by making it public
50% inappropriate prescriptionReduced to 33%
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Eyes & image of loved one – a simple prime to encourage ‘good’ behaviour,
dialing up visual saliency via a System 1 shortcut
Use of daily stickers for adherence & specific healthy lifestyle behavioursto mentally chunk, prime & reward (give feedback for) greater disease
engagement
“Promise Contract” – leveraging commitment bias and setting
realistic personal goals to anchor behaviour against
RewardTrigger
Routine
A BE-inspired intervention poster to live in patient’s home
Taking More Drugs!Using BE to increase diabetes medicine adherence
Taking more drugs!Using BE to increase diabetes medicine adherence
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Promise Contract designed by TBAA BE-inspired intervention poster
living in patient’s home
+51%Healthier
Diet
7 out of 10 showed increase in drug compliance
HealthierLifestyle+45%
Designing US tax rebates using BE mental accounting
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2008 US needed to boost economy.So how to give $235 billion tax rebate back
and make people spend it? Without people even knowing?
Behavioural scientists showed that people are not sensitive to small proportional gains [or losses] –
they don’t mental account
How anchors can potentially reduce the time it might take to pay off a credit card bill!
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Anchoring effects can make a significant difference to the amount we repay each month – consumer research has found that we anchor to the minimum repayment sum
on our credit card bill.
£435.76
Using BE to create engagement and cognitive ease in complex and potentially boring areas
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Behavioural problemAfter enrolling in a retirement plan people often stick to their default investment plan
BE INSPIRED SOLUTION• Framing the letter - ’You need to make
an important decision about your pension’.
• Increases saliency of what is the no action default
• Increase cognitive ease• Yet also create simple steps (chunking).
BEHAVIOURAL IMPACTIncrease responses from 20,000 to 50,000 -that’s 30,000 more people making an active decision about their pension investment or 67% increase.
Getting people to eat more healthily
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BEHAVIOURAL CHALLENGEBehavioural research shows that what we consume is heavily affected by what default options are given to us – essentially we go with the flow
BE INSPIRED SOLUTIONRecognising the power of default, Disney carefully altered the default in kid’s complete meal at theme parks so that healthy items were the default.
BEHAVIOURAL IMPACT65-98% adoption rates in the US, Hong Kong and Paris
Maybe questionable use of anchor and default ?
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Visual saliency, position of defaults and playing to power of now all suggest you would only go up the scale!
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Personalised defaults can remove the pleasure of discovery and choice with over-active algorithms – be careful not to lose serendipity!
“
”-- Professor Cass Sunstein
Playing to system 1 and injunctive social norms
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• The presence of the posters cut bike theft by 62%.
Playing to system 1 and injunctive social norms
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• The presence of the posters cut bike theft by 62%. • In the control areas, bike theft actually rose instead
by 64% - Kicking the can down the road issue
A BE executional masterclass by booking.com
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Loss aversion
Power of now
Authoritybias
Socialproof
“You cannot understand the success of sites like Amazon, Groupon or Booking.com without understanding BE principles like social proof, loss aversion and scarcity to name but a few”.
Laurence Boschetto, President of Draft FCB
Scarcitybias
Socialnorms