1. BSCI 101: USING BEHAVIOURAL SCIENCE TO DO GOOD! Think Think,
Nudge Nudge: A Communicators Guide to Behavioural Insights May 22,
2015
2. TODAYS AGENDA I. Behavioural Science 101 II. Case Studies:
Applying Behavioural Science to Government Communications III.
Behavioural Audit: Key Principles in Communications 22015
ideas42
3. TODAYS AGENDA I. Behavioural Science 101 II. Case Studies:
Applying Behavioural Science to Government Communications III.
Behavioural Audit: Key Principles in Communications 32015
ideas42
4. FIRST, A FEW QUESTIONS 42015 ideas42
5. A cup and a saucer cost $1.10 in total. The cup costs a
dollar more than the saucer. How much does the saucer cost? _______
cents 52015 ideas42
6. If it takes 5 machines 5 minutes to make 5 widgets, how long
will it take 100 machines to make 100 widgets? _______ minutes
62015 ideas42
7. In a pond, there is a patch of lily pads. Every day, the
patch doubles in size. If it takes 48 days for the patch to cover
the entire pond, how long would it take for the patch to cover half
the pond? _______ days 72015 ideas42
8. NEXT, A LITTLE PUZZLE 82015 ideas42
9. 2015 ideas425/25/2015 9 REPRESENTATIONS LEAD TO SOLUTIONS
9
10. HOW WE REPRESENT PEOPLE MATTERS 102015 ideas42 odd
choice.
11. ARE YOU SMARTER THAN A FIFTH GRADER? 112015 ideas42 A cup
and a saucer cost $1.10 in total. The cup costs a dollar more than
the saucer. How much does the saucer cost? If it takes 5 machines 5
minutes to make 5 widgets, how long will it take 100 machines to
make 100 widgets? In Lake Michigan, there is a patch of lily pads.
Every day, the patch doubles in size. If it takes 48 days for the
patch to cover the entire lake, how long would it take for the
patch to cover half the lake? 5 5 min. 47 days 10 100 min. 24
days
12. THE STANDARD MODEL 122015 ideas42 Decision Action Outcome
Benefits > Cost? A B YES! NO!
13. THE BEHAVIOURAL MODEL 132015 ideas42 Decision Action
Outcome A B YES! NO! YES! NO! ??? YES! NO! ??? Failed to choose,
didnt consider at all Process changes decision
14. CONTEXT MATTERS 142015 ideas42 10% Off - Sale Limit 12 Per
Customer No Limit 7 cans per customer 3.5 cans per customer
15. BEHAVIOURAL SCIENCE REVEALS MANY OF THE INFLUENCES ON OUR
DECISION-MAKING 152015 ideas42 Limited cognitive resources Complex
context Time inconsistency Subjective construal Limited attention
Automatic habits (Flawed) rules of thumb Tendency to focus on whats
in front of us Self-control over temptations Forgetting Discounting
the future Over-optimistic planning Identity Mood and attitude
Self-enhancement Tendency to give self but not others benefit of
the doubt Social norms Reference points Framing as losses or gains
Presentation of alternatives
16. We use the theories of behavioural science to design
solutions to some of the worlds most persistent social problems.
162015 ideas42
17. WE COMBINE THE KNOWLEDGE AND INSIGHTS OF LEADING ACADEMICS
Manuel Adelino, Duke Fuqua Kate Baicker, Harvard School of Public
Health Richard Thaler, Univ. of Chicago Booth Michael Barr, Univ.
of Michigan Law School Todd Rogers, Harvard Kennedy School Betsy
Levy Paluck, Princeton University Anuj Shah, Univ. of Chicago Booth
Eldar Shafir, Princeton University (co-founder) Sendhil
Mullainathan, Harvard University (co- founder) Antoinette Schoar,
MIT Sloan (co-founder) 17
18. WITH LEADERS, EXPERIENCED IN GETTING THINGS DONE 182015
ideas42 Piyush Tantia is an ideas42 Executive Director. Before
joining ideas42, Piyush was a Partner in Oliver Wymans financial
services practice. Saugato Datta is a Managing Director at ideas42.
He works to test and scale programs and products that use
behavioral economics to benefit poor people around the world. Josh
Wright is an Executive Director at ideas42, with a focus on
financial services, economic mobility, healthcare, and strategy for
the firm. Marina Dimova is a Vice President at ideas42, where she
works on behavioral innovations in consumer finance and
international development. Will Tucker is a Vice President at
ideas42, where he works on household finance, consumer protection,
and anti-poverty projects. Alissa Fishbane is a Managing Director
at ideas42, where she works in the areas of global health,
education, financial inclusion and criminal justice.
20. IDEAS42 DESIGNS LOW-COST HIGH IMPACT INTERVENTIONS Recent
Examples: A behaviourally informed HIV risk game doubled young
girls correct identification of potentially risky partners in South
Africa A goal and commitment based savings intervention in the
Philippines increased savings rates by 21% A social norm
intervention in Costa Rica reduced water consumption amongst
treatment households by 5.5% A technology planning tool reduced the
incidence of violence experienced by almost 50% amongst youth in
South Africa A behaviourally informed raffle brought attention to
rent due dates, doubling the rate of on time payment in a US
housing development 202015 ideas42
21. LIMITED ATTENTION and HASSLE FACTORS 212015 ideas42
22. 222015 ideas42 Simons, D. J [Daniel Simons]. (2010, April
28). The Monkey Business Illusion. Retrieved from
https://www.youtube.com/watch?v=IGQmdoK_ZfY
23. LIMITED ATTENTION The cognitive process of concentrating on
one aspect of the environment while ignoring or unintentionally
missing other aspects 232015 ideas42
24. WE DONT ATTEND TO THINGS THAT MATTER 242015 ideas42
25. WE PAY ATTENTION TO WHATS MOST SALIENT (BUT MAYBE NOT
IMPORTANT) 252015 ideas42 Drew, Trafton. Vo, Melissa L.-H. Wolfe,
Jeremy M. (2013) The Invisible Gorilla Strikes Again: Sustained
Inattentional Blindness in Expert Observers. Association for
Psychological Science , dol:10.
26. WE MAY NOT ATTEND TO THINGS IN TIME 262015 ideas42
27. WE MAY NOT BE ATTENTIVE IN THE ABSENCE OF FEEDBACK 272015
ideas42 Wansink, B., Painter, J. E., & North, J. (2005).
Bottomless Bowls: Why visual cues of portion size may influence
intake. Obesity Research, 13, 93-100
28. WERE ALL SUSCEPTIBLE, AND POLICYMAKERS HAVE CAUGHT ON New
FDA nutrition labels Schumer Boxes for Credit Card Offers
Bill-Shock Legislation Overdraft Fee Legislation 282015
ideas42
29. LIMITED ATTENTION: TAKEAWAYS Attention is a scarce
resource. Were all susceptible to it. We could fail to notice even
when it matters a lot. 292015 ideas42
30. HASSLE FACTORS Small barriers that inhibit following
through on an intended action. 302015 ideas42
31. SMALL HASSLES CAN MEAN BIG COSTS TO CONSUMERS 312015
ideas42
32. COMPLEXITY IS A PROBLEM 322015 ideas42
33. MAKE IT EASY 332015 ideas42 40% 27% 56% 35% 0% 10% 20% 30%
40% 50% 60% Submit FAFSA Enrolled into College Control Pre-fill
form Bettinger, Eric. et. al (2009) The Role of Simplification and
Information in College Decisions: Results from the H&R Block
FAFSA Experiment. (NBER Working Paper). FAFSA Forms and College
Enrollment
34. DECIDING BETWEEN OPTIONS IS COMPLICATED 342015 ideas42
Enrolling in a 401(k): What funds should I select? What
contribution rate should I set? Should I enroll?
35. HASSLES INHIBIT PARTICIPATION 352015 ideas42 Within five
months: 45% versus 71%
36. HASSLE FACTORS: TAKEAWAYS Small hassles can have a big
impact. Processes with too many or different kinds of steps.
Perceived hassles are just as powerful. 362015 ideas42
37. EXCELLENT AIRMEN COMMIT NO ERRORS 372015 ideas42
38. Alissa Fishbane, Managing Director [email protected]
392015 ideas42
