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Breakfast Buddies:SocialCalm ResultsConrad ChanStanford UniversityComputer Science ’13
http://on.fb.me/breakfastbuddies
ConceptBreakfast has positive benefits for the mind
and body throughout the entire day
Targeting those who want to eat breakfast but have a hard time getting up in the morning
Challenge: eat a meal before 11AM everyday this week, and prove it daily by posting on a Facebook event wall
Study Recruitment Facebook status: “TO EVERYONE I KNOW ON FACEBOOK- do
you WANT to eat breakfast but you cant seem to get up in the mornings? LET ME KNOW! for class study” Gauge interest 17 direct responses to question, consensus that many feel this way Invited all of them to study through Facebook message Matched my expectation that there would be a large demand
among college students for this product
Public Facebook Event Made this my status On night before event start, messaged all “Maybe Attendings” to
reconsider
Email Lists
Iteration Details1.0- Every night during the challenge week, I would send
out an update message that reminded participants about the next morning and included 1) a list of people who ate breakfast that morning and 2) a list of people who didn’t
1.1- Starting on the second night, the messages also include a leaderboard of breakfast attendance To track cumulative progress Friendly competition Fun Potential Problems with this iteration—will cover later in
presentation
Results So Far Day 1 (Sunday morning): 13/21 ate breakfast (61.9%)
Day 2: 22/24 ate breakfast (91.7%) Potential reasons for increased percentage
Day 2 follows first nightly message: no one wants to be on the fail list Harder to wake up on weekends
Day 3: 21/27 ate breakfast (77%)
Day 4: 22/29 ate breakfast (76%)
Day 5: 22/29 ate breakfast (76%)
Day 6: 19/29 ate breakfast (66%)
14 people ate breakfast on their own Saturday morning when the study was already over, even on a weekend with no reminder sent out Friday night!
Quotes from Wall“eating eggs bacon and bread soon. Can't believe this challenge has gotten me to wake up at 942 to eat breakfast..on a saturday”
“proud to have eaten breakfast today Breakfast Buddies Challenge”“eggs, toast, blueberry
muffin, and yogurt.‘eat breakfast like a king, lunch like a prince, and dinner like a hobo’”
“bagel! at 9am. miracle.”
“Getting breakfast now! ♥”
“hop up outta bed.... turn my swag on... time to do the Breakfast Buddies Challenge”
“Conrad Chan wake me up in the morning. We can be breakfast buddies like last quarter.”
“It's around dinner time for most of y'all so let's get pumped for tomorrow. woooooOOOOOOO ... BREAKFAST!”
Behavior Design Techniques Social Accountability
Escalation of commitment Participants need to say a Breakfast Oath before starting
the project
Hot Triggers in front of Highly Motivated People I send out nightly reminder for alarms tomorrow morning Motivation huge here: made clear in recruitment process
what task entails, only dedicated will sign up Social accountability here- no one wants to look bad
Smallest possible behavior: I don’t specify what size of breakfast is A participant considered a Starburst as breakfast on day 1,
same participant ate cereal on day 2
Social, Simple, Fun Social
Wall posts with pictures are inviting many to comment on the board and discuss Friends reminding each other on each other’s walls outside of event
Simple All participants have to do is post on the wall before 11AM to confirm their task I only contact them once everyday (at night)
Fun Food is fun, pictures make it more fun Leaderboard for fun competition Reading the posts on the event wall show that everyone’s having a good time Non-participants are reading the wall posts People are continually trickling into the study
Participants trickling in19 Participants by Saturday evening(before
Sunday morning/event start)
However, 21 people in the challenge Sunday morning
24 in the challenge Monday morning, 27 in the challenge Tuesday morning, 29 by end
Additional Participants do not harm the study Just naturally behind on leaderboard due to late
start
Pitfalls A few members joined the group and were inactive
Weekends are difficult because on weekdays, classes offer an additional incentive to wake up before 11AM already
Problems with leaderboard- may discourage those on the bottom from continuing the challenge However, after already introduced, could not take away
because people on the top would feel cheated Future iteration may have competition with small groups
that would cooperate and keep each other accountable
Some of the breakfast foods were unhealthy A future challenge could require healthy foods
Behavior Retention
19/29 expressed interest in continuing this behavior on
weekdays
View the challenge!
http://on.fb.me/breakfastbuddies
