pelle-guldborg-hansen-approved

Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

PPelle ell Guldborg Hansen Nu e G dg ul d e bo Behavioral Ph.d.

De researcher, sig rg H ncScience, an Society & Policy Director of The Initiative for a se University University of Southern Denmarkm& Roskilde p2 n 0 Chairman of the Danish Nudging1Network 2

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Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

pelle@sdu.dk

Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

pelle@sdu.dk

Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

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Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

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pelle@sdu.dk

Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

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Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

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Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

The standard model of human behavior pelle@sdu.dk

Interventionsstigen

Pe Nu lle G Positive sanctioning d ge uld De bor g s Negative sanctioning ign Ha ca ns mp en Campaigns 20 12 Direct regulation

Information

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Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

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Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

Does the model work?

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Interventionsstigen

Pe Nu lle G Positive sanctioning d ge uld De bor g s Negative sanctioning ign Ha ca ns mp en Campaigns 20 12 Direct regulation

Information

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Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

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Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

A psychological perspective pelle@sdu.dk

Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

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Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

34 x 52 = ___

Pe lle N ud system, Gu der er ubevidst, intuitivt Det automatiske g e D ldb og nĂŚsten omkostningsfrit. es org ign Ha ca ns mp analytisk en Det refleksive system der er bevidst, og 2 krĂŚver en masse koncentration. 01 2

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Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

Heuristics, biases, etc.

1. Tversky, A.; Kahneman, D. (1973). "Availability: A heuristic for judging frequency and probability". Cognitive Psychology 5 (2): 207– 232.

2. Tversky, A.; Kahneman, D. (1974). "Judgment under uncertainty: Heuristics and biases". Science 185 (4157): 1124–1131.

3. Kahneman, D.; Tversky, A. (1979). "Prospect theory: An analysis of decisions under risk". Econometrica 47 (2): 263–291.

4. Tversky, A.; Kahneman, D. (1981). "The framing of decisions and the psychology of choice". Science 211 (4481): 453–458.

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Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

pelle@sdu.dk

Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

pelle@sdu.dk

Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

A bat and a ball cost $1.10 in total. The bat costs $1 Pe ball. more than the l

Nu le G dg ul db cost?

How much doese the ball De or sig g H - ”10 cents... but somehow I'mn probably :crash:” ca anwrong. se m n More than half of a group of studentsp at Princeton and at the 2 01answer University of Michigan gave precisely that 2 - ”… of course the answer to your question is 5 cents”

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Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

34 x 52 = ___ Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

Decision-making and behavioral biases Anchoring – the common human tendency to rely too heavily, or "anchor," on one trait or piece of information when making decisions.

Attentional Bias – implicit cognitive bias defined as the tendency of emotionally dominant stimuli in one's environment to preferentially draw and hold attention.

Backfire effect - Evidence disconfirming our beliefs only strengthens them.

Bandwagon effect – the tendency to do (or believe) things because many other people do (or believe) the same. Related to groupthink and herd behavior.

Bias blind spot – the tendency to see oneself as less biased than other people.[2] Choice-supportive bias – the tendency to remember one's choices as better than they actually were.

Pe Nu lle G dg ul e D db Confirmation bias – the tendency to search foro orrinterpret information in a way that confirms one's e sig g H preconceptions.

Congruence bias – the tendency to test hypotheses exclusively through direct testing, in contrast to n a ca ns tests of possible alternative hypotheses. weight or other measurement when compared Contrast effect – the enhancement or diminishing of am e n with a recently observed contrasting object. p 20it is denominated in small Denomination effect – the tendency to spend more money when amounts (e.g. coins) rather than large amounts (e.g. bills).

12when evaluating them Distinction bias – the tendency to view two options as more dissimilar [3]

[4]

[5]

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simultaneously than when evaluating them separately.[7] Empathy gap - the tendency to underestimate the influence or strength of feelings, in either oneself or others.

Endowment effect – "the fact that people often demand much more to give up an object than they would be willing to pay to acquire it".[8] Experimenter's or Expectation bias – the tendency for experimenters to believe, certify, and publish data that agree with their expectations for the outcome of an experiment, and to disbelieve, discard, or downgrade the corresponding weightings for data that appear to conflict with those expectations.[9]

Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

Nudge-approach to behavior design pelle@sdu.dk

Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

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Fly in the urinal Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

80 % pelle@sdu.dk

Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

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Nudge

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Pe Nu lle G The Nudgedgapproach to behavior design u e D ldb es org ign Ha ca ns mp en 20 12

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Pe lle N Builds uon from behavioral Gu dg insights l d e bo economics and psychology.

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Pe lle N Is attractive it influences ud Gbecause ge uld bo use of instructions, behavior without De the rg s ignor sanctions Ha regulation ca ns mp en 20 12

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Pe Works! l l Nu e G dg ul dbto behaviour change for ‘choicee add-on • As a valuable D org architects’ that iseis non-invasive, effective and cheap. sig nc Han am strategies se so often fail.

• Insights why behaviour change p2 n 01 2

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Pe Nu lle G dg ul e D db What’s new nudge? rg es oabout ign Ha ca ns mp en 20 12

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Pe Nu lle G dg ul dbconcept e The De or sig g H nc an am se p2 n 01 2

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Pe Nu lle G Systematicdginsights based on scientific u e D ldb org evidence methods es and ign Ha ca ns mp en 20 12

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Pe lle N ud Gu of insights to uphill The application ge ld bo Dchallenges es rg ign Ha ca ns mp en 20 12

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Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

Proof of concept

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Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

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Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

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Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

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8 ud af 10

Pe Nu lle G dg ul db e De or DANSKE MÆND DANSKE KVINDER sig gDRIKKER DRIKKER MINDRE END MINDRE END H nc an am se p2 n 01 2

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GENSTANDE OM UGEN.

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GENSTANDE OM UGEN. pelle@sdu.dk

Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12

pelle@sdu.dk

Pe Nu lle G dg ul e D db es org ign Ha ca ns mp en 20 12 www.iNudgeyou.com

Thanks!

Pelle@sdu.dk www.science-society-policy.org