designing behaviour change toolkit – a guide to using … · 2017-11-07 · people confuse actual...
TRANSCRIPT
![Page 1: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/1.jpg)
Designing for Behaviour Change
toolkit.bridgeable.comPassword: BEXSD
![Page 2: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/2.jpg)
Behaviour Change Framework - Cheat Cards
This card deck contains:
BE Principles Cards
![Page 3: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/3.jpg)
Behaviour Change Framework - Cheat Cards
1. Current State2. Ideal Future State3. BE Principles4. Design Implications5. Ideation
The Behaviour Change Framework has 5 stages. Review the cheat cards for instructions on working through each stage. Assemble the cards as illustrated below to create a mini cheat sheet:
13 4 5
2
![Page 4: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/4.jpg)
FRAMEWORK CHEAT CARDS
13 4 5
2
![Page 5: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/5.jpg)
Define whose behaviour you want to change:
What key decisions do you want to influence:
What are the current outcomes of the user’s decisions:
1. CURRENT STATEFRAMEWORK CHEAT CARDS
![Page 6: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/6.jpg)
FRAMEWORK CHEAT CARDS
Current State
1
![Page 7: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/7.jpg)
Anchor your project’s strategic intention with a ‘How might we’ statement that sums up the primary goal:
Define what an Ideal Future State would look like if users adopted the behaviour changes you hope to see. What new outcomes would result from these behaviour changes. A good format is from the end-user’s perspective: “Now I (new behaviour), so that (new outcome)”.
2. IDEAL FUTURE STATEFRAMEWORK CHEAT CARDS
![Page 8: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/8.jpg)
FRAMEWORK CHEAT CARDS
Ideal Future State
2
![Page 9: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/9.jpg)
UNDERSTANDING & OPTIMIZING
Identify BE Principles that might be causing the Current State behaviour:
Identify BE Principles that you think could help nudge users towards the Future State:
DEVELOPING NEW FEATURES
3. BE PRINCIPLESFRAMEWORK CHEAT CARDS
![Page 10: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/10.jpg)
FRAMEWORK CHEAT CARDS
BE Principles
3
![Page 11: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/11.jpg)
UNDERSTANDING & OPTIMIZING
DEVELOPING NEW FEATURES
Develop Design Implications or rules to combat or leverage each BE principle you selected:
Develop Design Implications or rules to leverage each BE principle you selected. The goal is to take each BE principle, extract the insight, and create guidelines for what this might mean in a design context:
4. DESIGN IMPLICATIONSFRAMEWORK CHEAT CARDS
![Page 12: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/12.jpg)
FRAMEWORK CHEAT CARDS
Design Implications
4
![Page 13: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/13.jpg)
DEVELOPING NEW FEATURES
Ideate ways to optimize your product or service’s features based on your Design Implications. The goal is to use your Design Implications to help you come up with new ideas that nudge users towards the Future State:
Ideate new features for your product or service based on the Design Implications. The goal is to use your Design Implications to help you come up with new ideas that nudge users towards the Future State:
UNDERSTANDING & OPTIMIZING
5. IDEATIONFRAMEWORK CHEAT CARDS
![Page 14: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/14.jpg)
FRAMEWORK CHEAT CARDS
Ideation
5
![Page 15: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/15.jpg)
BE Principles
The following set of BE Principle cards was created and kindly distributed by the Center for Advanced Hindsight.
![Page 16: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/16.jpg)
>>> Tarot Deck
![Page 17: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/17.jpg)
The first fact, number, or figure a person hears will
bias their judgements and decisions down the line.
ANCHORING
![Page 18: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/18.jpg)
ANCHORING
![Page 19: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/19.jpg)
People give undue weight to what easily
comes to mind: often vivid memories or recent
events.
AVAILABILITY BIAS
![Page 20: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/20.jpg)
AVAILABILITY BIAS
![Page 21: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/21.jpg)
People analyze and search for information in ways that support their
current ideas.
CONFIRMATION BIAS
![Page 22: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/22.jpg)
CONFIRMATION BIAS
![Page 23: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/23.jpg)
When given many options, people make the
easiest choice, which is often no choice at all.
DECISION PARALYSIS
![Page 24: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/24.jpg)
DECISION PARALYSIS
![Page 25: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/25.jpg)
People pick the easiest option to avoid complex decisions. Defaults provide a cognitive
shortcut and signal what people are supposed to do.
DEFAULT BIAS
![Page 26: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/26.jpg)
DEFAULT BIAS
![Page 27: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/27.jpg)
People have a habit of holding on to poor investments
too long and selling good investments too soon.
DISPOSITION EFFECT
![Page 28: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/28.jpg)
DISPOSITION EFFECT
![Page 29: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/29.jpg)
The ability to make good decisions is a limited resource that can be drained by both
decision overload and external fatigue.
EGO DEPLETION
![Page 30: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/30.jpg)
EGO DEPLETION
![Page 31: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/31.jpg)
People overvalue what they own.
ENDOWMENT EFFECT
![Page 32: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/32.jpg)
ENDOWMENT EFFECT
![Page 33: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/33.jpg)
People like to play games! They will go to great lengths playing a game even if all
they get are points.
GAMIFICATION
![Page 34: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/34.jpg)
GAMIFICATION
![Page 35: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/35.jpg)
People will work harder to achieve a goal as the
goal gets closer.
GOAL GRADIENT
![Page 36: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/36.jpg)
GOAL GRADIENT
![Page 37: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/37.jpg)
People tend to do what others are doing.
HERDING
![Page 38: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/38.jpg)
HERDING
![Page 39: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/39.jpg)
People put an unrealistically high value on the here and now and an unrealistically
low value on the future.
HYPERBOLIC DISCOUNTING
![Page 40: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/40.jpg)
HYPERBOLIC DISCOUNTING
![Page 41: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/41.jpg)
People are more likely to do something when they
specify how, when, and where they will do it.
IMPLEMENTATION INTENTIONS
![Page 42: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/42.jpg)
IMPLEMENTATION INTENTIONS
![Page 43: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/43.jpg)
People have a hard time delaying gratification.
LACK OF SELF-CONTROL
![Page 44: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/44.jpg)
LACK OF SELF-CONTROL
![Page 45: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/45.jpg)
People react to losses more strongly than gains and they try to prevent
losses more than they try to make gains.
LOSS AVERSION
![Page 46: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/46.jpg)
LOSS AVERSION
![Page 47: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/47.jpg)
People categorize and spend money differently depending on where it came from and
where it is going.
MENTAL ACCOUNTING
![Page 48: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/48.jpg)
MENTAL ACCOUNTING
![Page 49: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/49.jpg)
People confuse actual dollar amounts with the buying
power of dollars.
MONEY ILLUSION
![Page 50: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/50.jpg)
MONEY ILLUSION
![Page 51: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/51.jpg)
People consider harmful actions as worse than equally
harmful inactions.
OMISSION BIAS
![Page 52: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/52.jpg)
OMISSION BIAS
![Page 53: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/53.jpg)
People tend to ignore what they give up when they
make decisions.
OPPORTUNITY COST NEGLECT
![Page 54: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/54.jpg)
OPPORTUNITY COST NEGLECT
![Page 55: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/55.jpg)
People who are worried they have fallen off track don’t want to know how
they’re doing.
OSTRICH EFFECT
![Page 56: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/56.jpg)
OSTRICH EFFECT
![Page 57: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/57.jpg)
Everyone believes they are right and everyone believes
they are above average.
OVERCONFIDENCE
![Page 58: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/58.jpg)
OVERCONFIDENCE
![Page 59: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/59.jpg)
Some purchases – such as incremental payments or
paying with cash – are more painful than others, so people
will avoid them.
PAIN OF PAYING
![Page 60: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/60.jpg)
PAIN OF PAYING
![Page 61: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/61.jpg)
People place a greater value on services
and products if they can see the amount of effort put
into them.
PAYMENT FOR EFFORT
![Page 62: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/62.jpg)
PAYMENT FOR EFFORT
![Page 63: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/63.jpg)
When planning, people underestimate the resources needed to meet their goals
(such as time or level of commitment).
PLANNING FALLACY
![Page 64: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/64.jpg)
PLANNING FALLACY
![Page 65: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/65.jpg)
A price of zero is psychologically much more
attractive than any other price, no matter how low.
POWER OF FREE
![Page 66: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/66.jpg)
POWER OF FREE
![Page 67: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/67.jpg)
People have an inherent desire to help those who
have helped them in some way.
RECIPROCITY
![Page 68: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/68.jpg)
RECIPROCITY
![Page 69: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/69.jpg)
Satisfaction depends both on actual outcomes and ideas about what could
have happened.
REGRET & COUNTERFACTUALS
![Page 70: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/70.jpg)
REGRET & COUNTERFACTUALS
![Page 71: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/71.jpg)
People evaluate options by comparing them to what
else is around.
RELATIVITY
![Page 72: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/72.jpg)
RELATIVITY
![Page 73: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/73.jpg)
Immediate rewards, which appeal to people’s impulsive
nature, can be used to motivate behaviors that are
beneficial in the long run.
REWARD SUBSTITUTION
![Page 74: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/74.jpg)
REWARD SUBSTITUTION
![Page 75: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/75.jpg)
People who lack a resource, such as money, time or
calories, tend to tunnel in on the scarce resource and
carry a larger cognitive load.
SCARCITY MINDSET
![Page 76: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/76.jpg)
SCARCITY MINDSET
![Page 77: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/77.jpg)
People are very committed to keeping things the way
that they are.
STATUS QUO BIAS
![Page 78: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/78.jpg)
STATUS QUO BIAS
![Page 79: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/79.jpg)
When faced with an emergency, people can
only focus on the emergency.
TUNNELING
![Page 80: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/80.jpg)
TUNNELING
![Page 81: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/81.jpg)
When people actively commit to a goal, they are
more likely to achieve it.
PRE-COMMITMENT
![Page 82: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/82.jpg)
PRE-COMMITMENT
![Page 83: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/83.jpg)
People give up on their goal once they’ve
fallen off track.
WHAT-THE-HELL EFFECT
![Page 84: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/84.jpg)
WHAT-THE-HELL EFFECT
![Page 85: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/85.jpg)
People repeat behaviors that are rewarded,
regardless of whether those behaviors lead to success.
YOU ARE WHAT YOU MEASURE
![Page 86: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/86.jpg)
YOU ARE WHAT YOU MEASURE
![Page 87: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/87.jpg)
We overestimate the probability of “things going
right for us” and underestimate the probability of “things going
wrong for us.”
OPTIMISM BIAS
![Page 88: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/88.jpg)
OPTIMISM BIAS
![Page 89: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/89.jpg)
It is easier for people to substitute a similar behavior
than to eliminate an entrenched one.
SUBSTITUTION
![Page 90: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/90.jpg)
SUBSTITUTION
![Page 91: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/91.jpg)
People want to be like everyone else and are
heavily influenced by what they perceive everyone else
is doing.
SOCIAL PROOF
![Page 92: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/92.jpg)
SOCIAL PROOF
![Page 93: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/93.jpg)
One identifiable individual, who is described in great
detail, evokes deeper emotions and sympathy
than does a large group of anonymous individuals.
IDENTIFIABLE VICTIM EFFECT
![Page 94: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/94.jpg)
IDENTIFIABLE VICTIM EFFECT
![Page 95: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/95.jpg)
People can be deterred from taking action by
seemingly small barriers.
FRICTION COSTS
![Page 96: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/96.jpg)
FRICTION COSTS
![Page 97: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/97.jpg)
People behave in ways that reinforce the type of person they believe themselves to be, even if no one else is
around to witness it.
SELF-SIGNALING
![Page 98: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/98.jpg)
SELF-SIGNALING
![Page 99: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/99.jpg)
People make decisions by asking themselves what they did last time and assume that what they already did must
have been a good idea.
SELF-HERDING
![Page 100: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/100.jpg)
SELF-HERDING
![Page 101: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/101.jpg)
Password: BEXSD
Download the Designing for Behaviour Change Toolkit at
toolkit.bridgeable.com
![Page 102: Designing Behaviour Change Toolkit – A Guide to Using … · 2017-11-07 · People confuse actual dollar amounts with the buying power of dollars. MONEY ILLUSION. MONEY ILLUSION](https://reader030.vdocuments.net/reader030/viewer/2022041113/5f1eaf6064d9f416e66528a1/html5/thumbnails/102.jpg)