A  Presenta*on  from  The  NewMR  Behaviour  Economics  Event  

19  April  2012  

PROVING  BJORK  WRONG:  How  To  Take  Behavioural  Science  from  Anecdote  to  AcCon    Tom  Ewing,  BrainJuicer    

Event  sponsored  by  Greenbook  All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material  

For  more  informa>on  about  Greenbook  visit  www.greenbookblog.org  For  more  informa>on  about  NewMR  events  visit  newmr.org  

2

Proving Bjork Wrong Tom Ewing NewMR Behavioural Economics Event

Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2

3  Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2

4  Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2

5  Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2

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System  1  and  System  2  Thinking  

Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2

7  

System  1  decision-­‐making  is  faster  and  less  efforGul  

System 2

System 1

50 bit/sec

11,000,000 bit/sec Zimmerman, M. (1989) "The Nervous System in the Context of Information Theory".

Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2

8  

Can  you  tell  what  it  is  in  the  picture?  

Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2

9  

“A  bat  and  a  ball  cost  $1.10  in  total.  The  bat  costs  $1  more  than  the  ball.  How  much  does  the  ball  cost?”  

“People  are  not  accustomed  to  thinking  hard,  and  are  oQen  content  to  trust  a  plausible  judgement  that  quickly  comes  to  mind.”    

 Daniel    

Kahneman,    Nobel  Prize    

Winner  

Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2

10  

Human  behaviour  driven  by  two  decision-­‐making  Systems,  1  &  2  …  

Slow  Explicit  

Analy*cal  EfforGul  Cogni*ve  

Proposi*onal  Conscious  

System  2  

Fast  Implicit  

Experien*al  Ins*nc*ve  Emo*onal  Metaphoric    Unconscious  

System  1  

Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2

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2

1 Speaker: Tom Ewing, BrainJuicer, UK

NewMR Behavioural Economics Event, 19 April 2012, Session 2

DECISION

Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2

13  

Environmental/Architectural  Factors  

Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2

14  

5:1 1:2

A. North, D. Hargreaves and J. McKendrick (1997)

Sales Sales

Environmental/Architectural  Factors  

Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2

Jan  11   15  

Environmental/Architectural  Factors:  Surroundings  

3.54

1.09

Holland et al (2005)

Ave. number of times cleared crumbs from table

Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2

16  

Environmental/Architectural  Factors:  Choice  Architecture  

4

2817

12

100 98 100 100 100 100

86

Denmark

Netherlands UK

Germany

Austria

Belgium

France

Hungary

Poland

Portugal

Sweden

% of drivers donating organs

Johnson & Goldstein (2003)

Tick the box if you want to participate in the organ donor programme

Tick the box if you don’t want to participate in the organ donor programme

Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2

Jan  11   17  

Social  factors  

Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2

18  

Social  Factors  

Bateson et al, 2006

People  pay  2.76  *mes  more  on  average  

when  eyes  are  present  

Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2

Jan  11   19  

Social  Factors:  Copying/Mimicry    

Seated accomplices eating pretzels

Walking accomplices eating pretzels

No accomplice eating pretzels

1/12 1/7 1/6 Proportion of passengers buying pretzels:

Herrmann et al, 2011

Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2

Jan  11   20  

Social  Factors:  Commitment  

Burn & Oskamp (1986)

10

5

18

16

12

1613

19

212118

1816

2222

4

1 2 3 4 5 6

% of homes (which claimed not to recycle) recycling after each treatment

Week

Signed  declara*on  of  intent  

Communica*on  

No  treatment  (control)  

Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2

21  

Personal  Factors  

Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2

Jan  11   22  

Personal  Factors:  Diversifica*on  

Day 1 Day 2 Day 3

Among those selecting on the actual day of viewing 42% 47% 44%

Among those selecting in advance on Day 1 44% 63% 71%

Read et al (1999)

% of ‘Highbrow films’ selected

Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2

Jan  11   23  

Personal  Factors:  Iner*a  &  Consump*on  Momentum  

Cheema & Soman (2008)

34

6666

45

5255 55 56

60

60606060

49

1 2 3 4 5 6 7

Cumulative number of chocolates eaten

Days from receipt Speaker: Tom Ewing, BrainJuicer, UK

NewMR Behavioural Economics Event, 19 April 2012, Session 2

24  

Personal  Factors:  Cogni*ve  Load  

Case  number  across  the  day  

Prop

or*o

n  of  fa

vourab

le  decisions  

Danziger et al, 2011

“The  performance  of  more  efforGul  tasks  will  collapse  under  

cogni*ve  load.”      

Daniel    Kahneman,    Nobel  Prize    

Winner  

Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2

DECISION

Poli*cal,  Economic  Influences  

       Surroundings    Priming  

     Framing    Accessibility  Defaults  

Cultural  Influences  

Copying      Social  Proof              Consistency                  Reciprocity                              Social  

 Norms  

0 01234567891 01234567892 01234567893 01234567894 01234567895 01234567896 01234567897 01234567898 01234567899 01234567890 0

Knowledge  /Educa*onal  Influences  

EmoJon  Visceral  States  

Habits  CogniJve  States  

 

Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2

DECISION

Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2

27

Thank You

Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2

Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2

Q & A

Sue York NewMR

Tom Ewing BrainJuicer

Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2

Tom Ewing

Email  Tom  at  tom.ewing@brainjuicer.com  Read  Tom’s  blog  @  hFp://brianandthejuice.wordpress.com  Read  Tom’s  other  blog  @  hFp://blackbeardblog.tumblr.com  Follow  Tom’s  tweets  at  @  hFp://twiFer.com/tomewing    

A  Presenta*on  from  The  NewMR  Behaviour  Economics  Event  

19  April  2012  

PROVING  BJORK  WRONG:  How  To  Take  Behavioural  Science  from  Anecdote  to  AcCon    Tom  Ewing,  BrainJuicer    

Event  sponsored  by  Greenbook  All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material  

For  more  informa>on  about  Greenbook  visit  www.greenbookblog.org  For  more  informa>on  about  NewMR  events  visit  newmr.org