mindspace east by wilco van dijk
TRANSCRIPT
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MINDSPACE
EAST
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DECISION TIME!!!
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How we make decisions
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AutomaticUncontrolledEffortlessFastUnconsciousHeuristic
Reflective ControlledEffortfulSlowSelf-awareSystematic
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The limits of System 2
Simply providing information often has modest and sometimes even unintended impacts
How about ‘talking to’ System 1?
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WHAT IS A NUDGE?
Any aspect of the choice architecture that alters people’s behavior in a predictable way without forbidding any options or significantly changing their economic incentives
(Thaler & Sunstein, 2008)
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WHAT IS A NUDGE?
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LET’S TAKE A LOOK AT YOUR EARLIER DECISIONS!
ARE YOU BEING NUDGED?
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MINDSPACE
NUDGE CHECKLIST
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MINDSPACE
MessengerWe are heavily influenced by who
communicates information
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MINDSPACE
IncentivesOur responses to incentives are shaped
by predictable mental shortcuts
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MINDSPACE
NormsWe tend to do what those around us
already doing
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MINDSPACE
DefaultsWe ‘go with the flow’ of pre-set options
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18
When a nudge goes awry!
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19
When DUO got smart
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20
What a difference it makes!
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MINDSPACE
SalienceOur attention is drawn to what is novel
and seems relevant to us
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MINDSPACE
PrimingOur acts are often influenced by sub-
conscious cues
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MINDSPACE
AffectEmotional associations can powerfully
shape our actions
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MINDSPACE
CommitmentWe seek to be consistent with our public
promises, and reciprocate acts
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MINDSPACE
EgoWe act in ways that make us feel better
about ourselves
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EAST (BIT UK)
NUDGE FRAMEWORK
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EAST
Easy Attractive Social Timely
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EAST
Make it Easy
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Harness the power of defaults
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Reduce the ‘hassle’ factor
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Simplify the message
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EAST
Make it Easy• Harness the power of defaults• Reduce the ‘hassle factor’• Simplify messages
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EAST
Make it Easy Make it Attractive
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Attract attention
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Attract attention
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Design rewards and sanctions
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EAST
Make it Attractive• Attract attention• Design reward and sanctions for
maximum effect
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EAST
Make it Easy Make it AttractiveMake it Social
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Show that most people perform the desired behavior
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EAST
Make it Social• Show that most people perform the
desired behavior• Use the power of social networks• Encourage people to make a
commitment to others
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EAST
Make it Easy Make it AttractiveMake it SocialMake it Timely
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Prompt people when they are most receptive
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EAST
Make it Timely• Prompt people when they are likely to
be most receptive• Consider the immediate costs and
benefits• Help people plan their response to
events
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EAST
Easy Attractive Social Timely
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4 STAGES OF EAST
Define the outcome Understand the context Build your intervention Test, learn, adapt
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MINDSPACE
EAST