peter harrison

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Valentines Day 2014

BrainJuicer Nudge UnitHow to move an elephant

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Why do people do (or not do) stuff?

How to get them to do something different?

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A metaphor for behaviour change

The rational Rider thinks he is making the decisions

But in reality the intuitive elephant is feeling its own way along

The BrainJuicer Nudge Unit designs paths for elephants, so desired behaviours feel natural

Jonathan Haidt

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Learn

DesignTest

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Switch buyers to lower strength beers and wines

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Drinkaware’s Creative

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Sales data

Exit Interviews

Accompanied shops

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Green circles denote statistical significance at 99% level on previous waveBased on ASDA exit interviews across 4 stores in Glasgow region

Lower strength wine is of lower quality

I would feel awkward drinking lower strength wine in front of others

Lower strength wine is better for you

Pre-wave Test-wave Post-wave

Beer Base sizes 169 169 152

40%

22% 24%

24%

4% 7%

40%54%

73%

Some positive attitudinal shift over the campaign period

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What was the impact on

behaviour?

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Average ABV of beer remained at 4.4%

Average ABV of wine remained at 12.3%

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Social

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“Well, it’s a bit like the smoking thing isn’t it? The government keep telling

us that it is bad for us but let’s face it, millions of us do it and not millions of

us die and who trusts the government? I just think it is another

way of them controlling us.”

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Normalise through recommendation and social proof

Create demand through awards and suggested popularity

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Environmental

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4.something lagers are the norm

0 10 20 30 40 50 60

5.1+

5.0

4.9

4.8

4.7

4.6

4.5

4.4

4.3

4.2

4.1

4.0

3.9

<3.9

ABV.

LAGER

Number of beer SKUs

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Same story with wines

0 20 40 60 80 100 120 140 160 180

15.0

14.0

13.0

12.0

11.0

10.0

9.0

8.0

7.0

6.0

5.0

4.0

ABV.

Number of SKUs

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National Obesity Forum’s “Let’s Shop Healthier” Campaign

Fresh fruit

Frozen fruit

Source: http://www.healthierchoicespilot.com/

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Low Tax Beer Reframe

Low-strength beer is taxed at a lower rate. Take advantage of this by reframing low-strength beer as ‘low tax’

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Personal

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ABV is part of the value equation

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Give Blood Responsibility Priming

Signs that promote a sense of responsibility and civic duty – such as Give Blood or recycling – can prime more responsible behaviours

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Increase water consumption in bars

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Water Priming

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142

456

Off Weeks On Weeks

Average number of water servings per weekend across participating bars

‘Off’ weeks

‘On’ weeks

+320%

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Why do people do (or not do) stuff?

How to get them to do something different?

Hand-washing in hospitals

Choose incontinence products

Avoid buying epilators

Respond to price frames

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If you want to move the elephant