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Getting to grips with Behavioural Economics as part of Money Advice Service’s service delivery Cait Hurley
18/06/2014
MAS’s commitment to behaviour change
Money Lives report, 2014
Business plan 2013-14
Mindspace:
Messenger:
Incentives:
Norms:
Defaults:
Salience:
Priming:
Affect:
Commitment:
Ego:
We are more likely to act on information if the messenger has authority
We dislike losses more than we like gainsWe overweight small possibilitiesWe live for today at the expense of tomorrow
Influenced by those around us
We rarely opt out of the status quo
We respond better when we easily understand
We are influenced by un/conscious prior exposure
We are influenced by emotional response
We try to keep our promises
We try to measure up to our image of ourselves
Mindspace:
Messenger:
Incentives:
Norms:
Defaults:
Salience:
Priming:
Affect:
Commitment:
Ego:
We are more likely to act on information if the messenger has authority
We dislike losses more than we like gainsWe overweight small possibilitiesWe live for today at the expense of tomorrow
Influenced by those around us
We rarely opt out of the status quo
We respond better when we easily understand
We are influenced by un/conscious prior exposure
We are influenced by emotional response
We try to keep our promises
We try to measure up to our image of ourselves
East:
Easy
Attractive
Social
Timely
DefaultsSalienceReduce the ‘hassle’
Attract attentionRewards and sanctionsSocial Norms
The power of networksCommitment to others
Right timeImmediate costs/benefitsHelp to plan response
gameful designMindspace:
Messenger:
Incentives:
Norms:
Defaults:
Salience:
Priming:
Affect:
Commitment:
Ego:
We are more likely to act on information if the messenger has authority
We dislike losses more than we like gainsWe overweight small possibilitiesWe live for today at the expense of tomorrow
Influenced by those around us
We rarely opt out of the status quo
We respond better when we easily understand
We are influenced by un/conscious prior exposure
We are influenced by emotional response
We try to keep our promises
We try to measure up to our image of ourselves
East:
Easy
Attractive
Social
Timely
DefaultsSalienceReduce the ‘hassle’
Attract attentionRewards and sanctionsSocial Norms
The power of networksCommitment to others
Right timeImmediate costs/benefitsHelp to plan response
Gameful:
The goal
The task
Show rewards
Show progress
Progressively satisfy
Tell them they’re winning
Tetris task completion gets harder
Project 1: Money Lives
Mortgage calculator
New mortgage calculator
New mortgage calculator
Healthcheck
Healthcheck diagnosis
Healthcheck
Healthcheck dataNew user registrations on website 11146 4968 5656 4243 4012
New user registrations with Advice Plans 2185 870 862 706 588
New user registrations due to Health Check 1512 550 577 461 364
Percentage of user registrations due to Health Check 14% 11% 10% 11% 9%
Advice Plans 383551
Tasks
Active 2100
Completed 8082
Dismissed 7777
Overdue 2076
Inactive 1744715
References:
Daniel Kahneman“Thinking Fast and Slow”ISBN 978-0141033570
Jane McGonigal“Reality is Broken”ISBN 987-0099540281http://www. janemcgonigal.com/
Endhil Mullainathan, Eldar Shafir“Scarcity”ISBN 978-1846143458
The Behavioural Insights Team“East: Four simple ways to apply behavioural insights”http://www.behaviouralinsights.co.uk/
Fair Banking Foundationhttp://www.fairbanking.org.uk/