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FURTHER EXPLORATION OFBEHAVIOURAL SCIENCE
OR
UNTIL RECENTLY, THE WORLD HAS BEEN VIEWED THROUGH BROKEN
BINOCULARS.
UNTIL RECENTLY, THE WORLD HAS BEEN VIEWED THROUGH BROKEN
BINOCULARS.
NEOCLASSICAL ECONOMICS:“Humans are always rational! “
UNTIL RECENTLY, THE WORLD HAS BEEN VIEWED THROUGH BROKEN
BINOCULARS.
NEOCLASSICAL ECONOMICS:“Humans are always rational! “
TRADITIONAL MARKET RESEARCH:
“Humans can make hypothetical decisions”
• (Re)Introduce a simple framework to help put Behavioural Science at the heart of our thinking
• A process to develop Human-centred Behavioural Interventions
• Some examples of Behavioural Science in action for both social and commercial goals
What we’ll cover today:
M I N D S P A C EMESSENGER NORMS DEFAULT SALIENCE PRIMING AFFECT COMMITMENT EGOINCENTIVES
M I N D S P A C EMESSENGER NORMS DEFAULT SALIENCE PRIMING AFFECT COMMITMENT EGOINCENTIVES
P A C EMESSENGER NORMS DEFAULT SALIENCE PRIMING AFFECT COMMITMENT EGOINCENTIVES
PART 2PART 1
MESSENGER
We are heavily influenced by who communicates information.
BONDS Birthday ProjectINCENTIVE
Our responses to incentives are shaped by predictable mental shortcuts such as
strongly avoiding losses.
S C A R C I T Y L O S S AV E R S I O NW E P L A C E A H I G H E R V A L U E
O N T H I N G S W E P E R C E I V E T O B E I N L I M I T E D S U P P L Y
L O S S E S A R E T W I C E A S P O W E R F U L A S G A I N S
BONDS Birthday ProjectNORMS
We are strongly influenced by what others do.
BONDS Birthday ProjectDEFAULT
We go with the flow of a pre-set of options.
DEFAULTSWE ‘GO WITH THE FLOW’ OF PRE-SET OPTIONS
99.98%
12%
BONDS Birthday ProjectSALIENCE
Our attention is drawn to what is novel and seems relevant to us.
NUMBERS COLOURS
BONDS Birthday ProjectPRIMING
Our actions are often influenced by subconscious cues.
Holland, Hendriks & Aarts, 2005
Holland, Hendriks & Aarts, 2005 Bargh, J. A., Chen, M., & Burrows, L. (1996)
BONDS Birthday ProjectAFFECT
Our emotions can powerfully shape our
actions.
(Cornell University)
Consider the decision-making patterns of judges
Judges: Danziger, S., Levav, J., & Avnaim-Pesso, L. (2011). Extraneous factors in judicial decisions. Proceedings of the National Academy of Sciences, 108(17), 6889-6892.
Make it feel at risk to be safer?
Make us feel uncomfortable to act?
BONDS Birthday ProjectCOMMITMENT
We seek to be consistent with our public promises and reciprocate acts.
BONDS Birthday Project EGO
We act in ways that make us feel better about ourselves.
EGOWE ACT IN WAYS THAT MAKE US FEEL BETTER ABOUT OURSELVES
EGOWE ACT IN WAYS THAT MAKE US FEEL BETTER ABOUT OURSELVES
M I N D S P A C EMESSENGER NORMS DEFAULT SALIENCE PRIMING AFFECT COMMITMENT EGOINCENTIVES
HOW WE’RE TURNING THESE TOOLS INTO POWERFUL INTERVENTIONS…
W H E R E W E A R E
ONE OF OUR OGILVY CHANGE OFFICES
WHERE WE HAVE WORKED
OUR PROCESS OF INNERVATION
54
B E I N G M O R E C R E AT I V E W I T H T H E P S Y C H O L O G I C A L P O W E R O F A L L T H AT E X I S T S .
AND FINALLY, SOME EXAMPLES OF OUR
WORK…
CHALLENGE How can we
reduce anti-social behaviour on the streets of
Woolwich following the London riots of 2011?
We reduced antisocial behavior by 24% through use
of ‘baby schema’.
UNSEEN OPPORTUNITY
How can we help tackle the problem of child obesity in Mexico?
CHALLENGE
CHALLENGE How can we overcome the default of choosing beer
and wine in a bar to increase sales of spirits?
Spot the Difference
Menu A£
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Menu B
UNSEEN OPPORTUNITY
Adding behavioural nudges to drink menus increases the
selection of spirits based drinks, long mixed drinks and specific
brands/serves.
Messenger = +74% Social Norms = +85%
Nudge combinations = +146%
£30 £50 £100 £...
£30 £50 £100 £...
WHICH PRINCIPLE IS THIS NUDGE IN THE WILD?
QUESTION 1
QUESTION 2
QUESTION 3
Want to keep in touch?
EVENTS PODCASTo-behave.tumblr.com
Sam Tatam Behavioural Strategy Director
Ogilvy Change
Daniel Bennett Senior Behavioural Strategist
Ogilvy Change
