bentsnudgecphbehaveconnet · the aau cabi sbb study ekdahl, l; 2016 2 intervention ... in this week...

28‐11‐2017

1

Hacking the traditional mechanisms leading to food choice?

Behavioural psychology applied to food choice

Bent Egberg Mikkelsen, Professor, AAU & Shova Acharya Dengal, Copenhagen Behavioral Economics Netværk, Nørrebro Bryghus, November 28, 2017

Abstract: Promoting healthier eating habits is of prime societal concern. Traditionally the mechanisms leading to food choice has been thought of as rational and determined by cognitive processes. But insight from behavioural psychology have recently been offering other types of explanation to the mechanisms involved in food choice. Traditionally the approach to behavioral change rest on the assumption that information and education are the primary facilitators of such change. Studies however, have shown that such approaches tends to benefit primarily those that are already complying with official nutritional advice whereas the ones most in need tends to benefit less. As a result, there is an increasing interest in interventions targeting behaviour through the environment. Recent insights from dual process theory and behavioural psychology (Petty & Cacioppo, 1986; Thaler & Sunstein, 2009; Kahneman, 2012; Mikkelsen, 2016) argues that changes in the environmental design – often referred to as choice architectures ‐ holds the potential to influence the consumer to make healthier decisions. With the recent awarding of the Noble prize to Richard Thaler nudging is again in the news stream. In Denmark the government now want to capitalize on the potentials of using these insights from behavioural phycology when citizens are to change behaviour. Food and eating is one of the important areas where we can do better in terms of behaviour. Unlike traditional restriction, the new nudging approaches are cheap and “soft” in terms of policy implying that they have attracted much attention. The presentation outlines the conceptual foundation, gives examples of nudge studies in the food area and summarizes findings to recommendations to what you can do yourself. In the supermarket, in your home and at the buffet.

Program

• 5.00 PM: Intermezzo

• 515 Deep academic insights and expertknowledge applied to public food choices

• 5.45 PM: Break, more beverages and networking.

• 6.15 PM: Session continues

• 7.00 PM: Thank you and see you next time!

Dual‐process theories of behavior: Implications for intervention

“Accumulated evidence indicates that dietary behaviors and physical activity may

be influenced by both reflective and automatic factors”

Paschal Sheeran, Department of Psychology, University of Sheffield, Sheffield, United Kingdom. ISBNPA 2010

Foodscapelab: a greenhouse for smart consumer research

Politicising Obesity

Popkin, B. IUNS 2017

Prevention and health promotionDownstream or upstream?

28‐11‐2017

2

Politicisation

“When something becomes a matter of concern

for the public”

Bruno Latour Politiques de la nature. Harvard University Press. Avaliable in English: Politics of Nature: How to Bring the Sciences Into Democracy 2004

Governmentalitywhy care about behaviour?

• The idea that governments/the public/society aims at “producing” citizens that are well suited to fulfill those governments' policies.

• The organized practices (mentalities, rationalities, techniques, strategies, policies & technologies ) through which subjects are governed.

Foucault, M The Birth of Biopolitics Lectures At The College de France 1978‐1979 Foucault, M.: The Government of Self and Others: Lectures at the Collège de France 1982‐1983 Foucault, M: The Courage of Truth : Lectures at the Collège de France 1983‐1984

What people can agree on

“The PorGrow study shows that asking a broad range of stakeholders leave with few “all can

agree on” options. School feeding and campaigns being some of them

Holdsworth, M., Y. Kameli, and F. Delpeuch. “Stakeholder Views on Policy Options for Responding to the Growing Challenge. From Obesity in France: Findings From the PorgrowProject.” Obesity Reviews 8 Suppl 2 (2007): 53‐61.

Why don’t we tax us to health?

• Health related food taxes could improve health. Existing evidence suggests that taxes are likely to shift consumption in the desired direction, although policy makers need to be wary of changes in other important nutrients. However, the tax would need to be at least 20% to have a significant effect on population health

Mytton, O. Clarke, D & Rayner, M. Taxing unhealthy food and drinks to improve health. An increasing number of countries are introducing taxes on unhealthy food and drinks, but will they improve health? BMJ 2012;344, pp 1‐7

Pre‐tax simulations predict tax on saturated fat will reduce consumption of saturated fat of 8%

This paper summarises the recently introduced fat tax in Denmark, which came into force on 1 October 2012, and discusses some of the consequences of introducing the tax. Furthermore, this paper discusses the theoretical background and reasoning for imposing a fat tax as well as some of the problems and concerns stated, especially by the food industry. The fat tax is a tax paid per kilogram of saturated fat in the following foods if the content of saturated fat exceeds 2.3 g/100 g. These include meat, dairy products and animal fats that are rendered or are extracted in other ways, edible oils and fats, margarine and spreadable blended spreads. The declared aim of the tax is to reduce the consumption of saturated fat among the Danish population in order to decrease the prevalence of diet‐related illnesses. The tax is part of a larger reform of the Danish tax system with the general aim of decreasing the income taxation pressure and financing it by, among other things, increased environmental and energy taxes, as well as increased ‘health’ taxes. Pre‐tax simulations predict that the health tax on saturated fat will give rise to a reduction in the consumption of saturated fat of approximately 8%.

Smed, S. Financial penalties on foods: the fat tax in Denmark. Nutrition Bulletin, Volume 37, Issue 2, pages 142–147, June 2012

Preventive strategiesthree levels

Type Content Examples Theoreticalfoundations

Characteristics

Individual Counselling Behaviroualmodifaction

ModellingVicariouslearningRewarding etc

High costs

Mass strategies

Campaigns Marketing,ELM, KAB

Only affectingthose alreadyin low risk

Structuralprevention

Menu boardLabelling.Chociearchitectures,Space management

Taxation

Explicit, regulationImplicit , nudning

SEM, SCT, Dual processtheories

Affecting a broadaudience. Politicallysensitive

Revenu AND benefits

http

://www.nuffield

bioeth

ics.org/p

ublic‐h

ealth/public‐h

ealth‐policy‐p

rocess‐an

d‐practice

Nuffield Intervention ladder

28‐11‐2017

3

A new paradigmin preventive strategies

Blame the victim Down stream

Societal responsibilityUp stream

National regulationLocal action

Obesogenicity

Swinburn, B: What is Obesogenicity

Healthy eating by design?5 examples

Obscurity as a nudgeexample experiment from AAU

1

Visibility vs. obscurity The AAU CABI SBB study

Ekdahl, L; 2016

2

InterventionWeek 1:

Normal week. During this week healthy and unhealthy snacks are equally available. They are

placed as usual.

Week 2:

The first week of intervention. In this week healthy “Grab ‘N’ Go” snack bags are placed at

one fixed location in the canteen, right by the cashier. The unhealthy snacks are positioned as

usual.

Week 3:

The third week of intervention. In this week the healthy ”Grab ’N’ Go” snack bags are placed

at several positions in the canteen. The students are exposed to the healthy choice several

times during their visit to the cafeteria. The unhealthy snacks are positioned as usual.

3

Intervention – relocating & reexposing

3

Data collectionself reported from canteen managers

3

Results – healthy snack packsCanteen Week 1

”Normal”

Week 2

”Nudge 1”

Week 3 ”Nudge

2”

Change of sales in

week 2 and week 1

Change of sales

in week 3 and

week 1

Selandia CEU ‐ Bredalhsgade 1 2 7,8 6,2 + 5,8 + 4,2

Selandia CEU – Dalsvinget 0,8 0,4 0,2 ‐ 0,4 ‐ 0,6

Selandia CEU ‐ Willemoesvej 4 6 6,6 2,8 + 0,6 ‐ 3,2

Selandia CEU ‐ Bredalhsgade 4 4,4 4,8 3,4 + 0,4 ‐ 1

EUC Syd Stegholt 12,6 12,2 13,6 ‐ 0,4 + 1

Canteen H&R, Silkeborg 23,4 25,2 31,25* + 1,8 + 7,85*

SDE Munkebjergvej, Odense 2 1,4 1,2 ‐ 0,6 ‐ 0,8

SDE OTG, Odense 7 2.2* 3* ‐ 4,8** ‐ 4*

SOSU‐Aabenraa 12,2 27,4** 42,4** + 15,2** + 30,2**

EUC (Nord) MPK 18,2 33,2 33 + 15 + 14,8

Kold College 6,6 9,8 12,6** + 3,2 + 6**

EUC (Nord) Hestekær 19,8 37 23,8 + 17,2 + 4

CELF, Nyk. F. 8,2 9,8 11,8 + 1,6 + 3,6

Number of canteens with

increased sales

9 8

Results for healthy snacks in each of the 13 intervention sites. The table shows the average number of sales of healthy snacks per day at weeks 1, 2 and 3, for each canteen. The level of significance is calculated using a t‐test and are indicated by stars and reflects whether the sales in week 2 and 3 are significantly different from the "normal" week. ** = 0001> * = 0.05>

3

28‐11‐2017

4

Results – unhealthy itemsCanteen Week 1

”Normal”

Week 2 ”Nudge

1”

Week 3

”Nudge 2”

Change of sales

in week 2 and

week 1

Change of sales

in week 3 and

week 1

Selandia CEU ‐ Bredalhsgade 1 5,2 6,4 4 + 1,2 ‐ 1,2

Selandia CEU – Dalsvinget 0,2 0 0 ‐ 0,2 ‐ 0,2

Selandia CEU ‐ Willemoesvej 4 0 12,4* 10,8** + 12,4* + 10,8**

Selandia CEU ‐ Bredalhsgade 4 18 11,2 14,8 ‐ 6,8 ‐ 3,2

EUC Syd Stegholt 21 15,6 15,6 ‐ 5,4 ‐ 5,4

Canteen H&R, Silkeborg 3.8 7,4 5,25 + 3,6 + 1,45

SDE Munkebjergvej, Odense 48.6 14** 33.2* ‐ 34,6** ‐ 15,4*

SDE OTG, Odense 6.6 5,2 6,4 ‐ 1,4 ‐ 0,2

SOSU‐Aabenraa 53.8 36,8 38,2 ‐ 17 ‐ 15,6

EUC (Nord) MPK 57.8 110,4* 71,2 + 52,6* + 13,4

Kold College 7 5,6 5,6 ‐ 1,4 ‐ 1,4

EUC (Nord) Hestekær 28,6 27 24,2 ‐ 1,6 ‐ 4,4

CELF, Nyk. F. 38,4 44,6 42,4 + 6,2 + 4

The table shows the average number of sales of unhealthy snacks per day in week 1, 2 and three, for each canteen. The significance level is calculated usinga t‐test and is indicated by the stars and reflects whether the sales in weeks 2 and 3 are significantly different from the "normal" week. **=0,001> *=0,05>

Summary of results

Average sales of

snacks per day

Week 1

”Normal”

Week 2

”Nudge 1”

Week 3

”Nudge 2”

Healthy snacks 9,5 13,7* 14*

Unhealthy

snacks

22,2 22,8# 21.2#

The table shows the total average number of sold healthy and unhealthysnacks, per day in week 1, 2 and 3. *=0,05>, #=non‐significant

3

Ændre portionsstørrelseSælge kage i mindre stykker/slik i mindre pakker

• Der bliver solgt flere stykker – MEN i alt indtaget færre kalorier

vs.

THE SMALLER THE PIECE THE HEALTHIER CONSUMPTION – A CHOICE ARCHITECTURAL EXPERIMENT IN BEHAVIOURAL NUTRITION, L. Rohden Skov1, K. Schmidt2, P. Guldborg Hansen3, K.Lund Skov2, B. Egberg Mikkelsen1, F J A. Pérez‐Cueto1, Ann Nutr Metab 2013;63(suppl 1): 1‐1960

4

Subjects: 500 Danish business executives and managers Setting: L day the 27th of January in Copenhagen opera.

Nudging i supermarkedet

Nudging, spacemanagement

Healthy foods visibility

Price regulation

Co location of healthychoices

5

Persuasion by design

Interactive environments

Interactive environmentshttps://www.youtube.com/watch?v=_Uj‐MMAys4M

Wanne be# 26

To make the healthychoicetoday ?

28‐11‐2017

5

What YOU can doCreate active strategies: Your heuristics

• Syntax: [if X happens I will do Y]

• ” Zones of alert” = moment and intermezzos where we oftenfail

• Fast thinking or slow thinking – ”ready” or ”too late”.

• If they ask me dessert i will say cheese

• If they serve me beer i will ask for juice

• If chips are coming i will ask for nuts

What YOU can doPositioning & proximity

•Når glasset står på bordet vil vi typisk hælde mindre i det, end hvis vi holder det i hånden. Tænk på det næste gang du går til reception.•Vi har en tendens til at tager mere, hvis det er nemt at nå fødevarerne. Hvis du gerne vil ende med at spise mere grønt, så anret det så det er tæt på dig.•Afstand er vigtig. Servering fra komfuret eller køkkenbordet har en tendens til at nedsætte indtag i forhold til hvis maden står på bordet. Tænk på det næste gang du holder lang søndag morgen og lader maden være nemt tilgængelig i længere tid.•Gør det igen og igen. Gentagen eksponering med en fødevare på ”forbrugerrejsen” har en tendens til at øge indtaget.

Mikkelsen, BE: Er nudging og intelligent adfærdsdesign den smarte vej til sundere spisning? Kapitel i den danske antologi on nudging og adfærdsdesing. Editors: Niels Holm Jensen. 2016

Plate size and abundancy

Service størrelse •Store tallerkener givers store portioner. Vi spiser betydeligt mindre af en 25‐cm tallerken end af en 30 cm‐tallerken. Og vi spiser betydeligt mere, når tallerkenens farve matcher maden.•Større skeer giver større portioner. Serveringsskeens størrelse har betydning.Vi tager typsik mindre med en lille serveringsske.Overflod•Appetit er ikke en absolut størrelse. Studier har vist, at man kan spise betydeligt mindre uden at bemærke det. Grænsen antages at ligge omkring 20 %. Spiser man således 30 % mindre, vil det bemærkes, mens de 20 % ikke bemærkes. Det kan man udnytte ved at anrette 20 procent mindre på sin tallerken, end det man tror man har lyst til at spise. De 20 sparede procent kan man så med fordel erstatte med frugt og grønt. •Mangfoldighed og variation øger generelt indtaget. Det kan du udnytte ved at servere flere forskellige frugter eller grøntsager. Men det betyder også at overflod af usunde ting vil øge indtaget.

Hvad kan DU gørePortionsstørrelse, Synlighed

Portionsstørrelse•Udskårne stykker. Gør du det nemmere at tage frugt i mindre hapsevenligestykker øger du sandsynligvis indtaget af frugt.•Mindre stykker. Skærer du kager i mindre stykker gør det samtidig muligt at tage mindre på en nem måde. Uden at skulle levneSynlighed•Øjenhøjde. Marketing industrien har længe vidst at placering i øjenhøjde øger salget. Det samme gør ø‐placering af varer i et supermarked. Du kan selv skabe samme synlighed ved at placere dig frem med de fødevarer du vil have fokus på.•Benhøjde. Det omvendte af øjenhøjde – benhøjde kan du udnytte ved at placere varer der skal tages mindre af i den højde.•Du kan relavtivt nemt gøre fødevarer mindre synlige ikke bare ved at flytte dem ud af øjenhøjde men også ved at sløre dem. Ikke fjerne dem, men kun gøre dem mindre synlige. Sløringsfolie på drikkevandskøleren er et godt eksempel


Hvad kan DU gøreTilgængelighed & Sociale strategier

Tilgængelighed•Når du spiser mad der skaber naturlige rester som f.eks. ben fra kød, så vil du have en tendens til at spise mere, hvis du ikke kan se benene. Det er det farlige ved buffet systemer hvor tjenerne løbende fjerne dine brugte tallerkener. •Undersøgelser har vist at man har en tendens til at føle sig sulten, hvis man tror, at han har spist mindre end man plejer. Det skyldes at spisningen styres af volumen og i mindre grad af kalorier. •Gør overdreven spisning til en anstrengelse, ikke en vane. Lad serveringsfade stå i køkkenet eller på separat serveringsbord. Anbring fristende madvarer ubekvemme steder. Hvem siger at dit køleskab skal være åbent 24/7? Eller at det skal stå på det mest tilgængelige sted i køkkenet.•Undgå buffet, ad libitum og all inclusive. Masser af studier har vist at overflod i kombination med tilgængelighed øger indtaget. Vælg a al carte og undgå all inclusivepå charterrejsen

Sociale strategier•Gør hvad de andre gør. Du har en tendens til at gøre hvad andre gør – det sociale nudge. Det kan du bruge i dagligdagen ved at skabe forbilleder for andre.•Sig til andre hvad dine mål er. Har du først meldt ud at du tager frugt til desert at det svært at tage chokolade mousse.


Wansinks 5 Nudges To Get Kids To Eat Better At School

• As soon as you say 'you have to do something,' you will experience [resistance]," says Kathryn Hoy, B.E.N.'s manager. "The schools are offering good food. It's not that it's not available. It's that students are not choosing to select it and consume it."

• Below are a few ideas B.E.N. suggests, based on its research.

• Highlight fruit

• Research shows that putting fruit in a nice bowl can double the likelihood that students will choose it. "The easiest [nudge] for most schools is to highlight whole fruit by putting it in an attractive bowl in a highly attractive area, next to a register for example, or an area where every student has to pass through, maybe at the very beginning of the line," Hoy says.

• Better lighting can also help. When Cornell researcher Brian Wansink bought a cheap T.J. Maxx desk lamp and shone it on a wire bowl, the fruit sales went up 54%.

• Rename vegetables

• Another easy strategy is to rename fruit and vegetables to make them sound more exciting. So, instead of "carrots" you call them "X‐rayVision Carrots." Or instead of plain old "spinach" you call it "Super Strength Spinach." Again, B.E.N.'s research shows that this can almost double consumption of fresh fruit and vegetables, Hoy says.

• Reposition the chocolate milk

• Rather outlawing chocolate, which would be cruel, B.E.N. instead recommends pushing it to the back of the cold cabinet. In one school it worked with, the nudge increased the number of kids purchasing white milk by 46%. "The kids who want the chocolate milk are still going to get the chocolate milk, but the kids who really don't care are more likely to fall into what's convenient," Hoy says.

• Bundle healthy options

• Schools can think about up‐selling healthy options. So, when a student decides on pizza, it can say "you know you can get a salad to go with that?" or "you know the full meal comes with a salad?" Similarly, schools can encourage healthy eating by offering full meals at all places where food is sold, so kids don't just snack on junk outside the cafeteria.

• Offer trays

• Research from a college cafeteria shows that offering trays makes students more likely to choose healthy options. Hoy: "Going tray‐less reduces the amount of of fresh fruit and vegetable that people take because of the juggling factor. When we removed the tray, we found people were more likely to grab those convenient foods that are prepackaged."

• This year, the U.S.D.A. made a grant of $5 million to help school train in behavioral techniques. B.E.N. itself provides training and this handy checklist so schools can assess their level of adoption.

• While the survey showed that more schools are taking on the ideas, it also showed that many places remain suspicious. Generally,schools in more liberal coastal states were more likely to be onboard than some in the middle of the country, Hoy says.

Layout

Debriefing

Courtesy of Gitte Laub Hansen, KB

Number of options matters 1

• Data collection 1• On arrival of the 28 participants at AAU/IFA meeting on

24th April, they were given a blue or yellow ticket corresponding to the color of table cloth of two veggie buffet. They were requested to follow the color and pick the veggies from only their assigned table. Table with blue cloth had two variety of vegetables while yellow one had 7 variety of vegetables. Weight of the vegetables were measured before and after consumption, results came like this:

• Blue table average consumption 50.8gm• Table yellow average consumption 89.9 gm

Number of options matters – the Pick and mix yourself veggie event increases intake of fruit and vegetables, Mikkelsen BE, Dengal, SA, Helström, L; Hansen GL & Sudzina, F

28‐11‐2017

6




• Low variety

• Large variety

Whats new in the nudge domain?

From commercial to social marketing

The four 4 P’s

•Product

•Price

•Promotion

•Placement

McCarthy, Jerome E. (1964). Basic Marketing. A Managerial Approach. Homewood, IL: Irwin.

Science of persusaion

• Reciprocity. Tendency to return favors

• Commitment. Likelyhood of honoring agreements

• Social Proof. Do things that others are doing

• Authority. Tendency to obey authority figures/modelling/vicorius learning

• Liking. Persuasion by people we like.

• Scarcity. The "limited time only" trick

Cialdini, R. B. (2001). Influence: Science and practice (4th ed.). Boston: Allyn & Bacon

Science of persusaionTwo routes

• Elaboration likelihood model (ELM) a model of how attitudes are formed and changed

• The idea of an "elaboration continuum“ is introduced

• Ranges from low elaboration (low thought) to high elaboration(high thought).

• Peripheral route: Emotional appeals—fear, humor, and sex—and compared their impact with. Uses preexisting ideas and superficial qualities to be persuaded

• Central route: Central, rational, logic, information. Rational appeals such as comparison, gain/loss, and one or two sided (Hornikx and O’Keefe 2009).

Richard E. Petty & John Cacioppo in the early nineteen eighties

Inducing consumptionExamples of nudges

• Appearance (how things look)

• Anchoring (to set high price, amount, goal, compare everything subsequent with that)

• What others are doing (collectivity)

• Variety (affluence)

• Novelty (something is new)

• Bogoffs (Buy1Get1ForFree)

• Brand (logos etc)

• Prices Lobstein, EUPHA, 2013; Fat Crisis

28‐11‐2017

7

Inducing consumption

Example from car industryForførende fornuftig?Seductive sensible?

• Girls in car adds is nothing new• But this is different: http://www.youtube.com/watch?v=wshLJzAYcjk&NR=1&feature=endscreen

Schipol: 1st nudge in the world?

The politics of Nudging

28‐11‐2017

8

The Minimal State – downsizingregalutory approaches

Hard & soft power

• Power is the ability to influence the behavior of others to get a desired outcome. There are several ways:

• Coercing with threats• Induce with payments• Atract and co‐opt them to want what you want.

• Soft power is about getting others to want the outcomes you want – co‐opts people rather than coerces them.

• Can be contrasted with 'hard power', which is the use of coercion and payment.

Fast and slow thinking

• System 1 Intuitive & fast

• System 2 Rational & slow

Nudging

Conceptual foundationKnowledge, attitude, behavior or

environments

New attitude New behaviourNew Knowledge

New environment

Thaler & Sunstein, Kahneman

Dual process theories challenge the traditional rationality of models of health

behavioural (MHB)• HBM

• SoC / Transtheoretical

• SDT

• TPB

• LoC

• SEM

• SCT

Dual process theories challenge the traditional rationality of models of health

behavioural (MHB)• HBM

• SoC / Transtheoretical

• SDT

• TPB

• LoC

• SEM

• SCT

Two characteristics of MHB

• primarily focused on the individual rather thanenvironment

• have generally assumed rational, controlled, conscious processes

Imagine you are falling?

28‐11‐2017

9

Nudging as a third way?

• Soft and hard paternalism

Robert Nozick (1938‐2002) var en af de store teoretikere bag libertarianisme, og hans bog Anarchy, State, and Utopia

Christopher B. Gray (ed.), Philosophy of Law: An Encyclopedia, Garland Pub. Co, 1999, II.632‐635. Copyright © 1999, Peter Suber. PaternalismPeter Suber, Philosophy Department, Earlham College "Paternalism" comes from the Latin pater, meaning to act like a father, or to treat another person like a child. ("Parentalism" is a gender‐neutral anagram of "paternalism".) In modern philosophy and jurisprudence, it is to act for the good of another person without that person's consent, as parents do for children

Degree of regulation

The etchup example

The etchup example

The etchup example

Theoretical &conceptualfoundation

Pathways to food choice are complex

Which factors canexplain food choice?

• Habits 75%

• Impulsive 8%

• Deliberate 17%

ISBNPA 2017 Marchiori, de Ridder in press

Conceptual foundation

• Nudging is smarte application of Simons notion of bounded rationality

• Main part of our decissions are guide by heuristics. Kahneman, Fast & slowthinking

Dual brain processesTraditional ”Nudging”

Reflexive Non reflexive

Explicit Implicit

Cognitive Non cognitive

Slow Fast

Non automatic Automatic

Brain based Bodily embedded

Rational Non rational

Self‐aware Unconcious

Controlled Non‐controlled

Effortfull Effortless

Deductive Associative

Rule‐following Skilled

28‐11‐2017

10

Are people aware of their biases?

Appearantly not. Despite the increasing evidence of the great influence of cues in our surroundings many people are reluctant to realize that other factors than their own

preferences influence behavior. “Whereas people can acknowledge that environmental factors influence others, they wrongly believe they are unaffected” (Wansink, Just and Payne

2009:165)

The dualism of nudge paradigm

Choice editing

A well known concept within sustainable consumption

,

“shifting the field of choice for mainstream

consumers: cutting out unnecessarily damaging

products and getting real sustainable

choices on the shelves.”

U.K. Sustainable Development Council

Examples

• Savings

• Waste handling

• Organ donations

• ….. and

• Healthy eating

Only 20% of our choices are reflexive?

Defaultssomeone always decided how it should be

Framingpositive eller negative?

28‐11‐2017

11

Conceptual Types of nudges

Primingthe Florida effect

behaviour shaped by previous experiences

• The Florida Effect is one of the earliest, and most powerful, examples of “priming.” Priming, in psychological terms, means the use of background factors to put someone in a psychological state that affects their actions without their conscious knowledge. The background factors are usually images or props in the room in which the experiment is conducted. Sometimes the priming takes the form of a story that subjects listen to, or words they hear.. In the study that became the namesake for the Florida Effect, subjects were asked to arrange words into a sentence. One group of subjects had random words. The other group of subjects had words that might be associated with the elderly. “Florida,” was one of them, as was “forgetful,” “bald,” “gray,” and “wrinkle.” After they had finished arranging the words, the subjects were asked to walk down a short hall to another room to fill out a form. Researchers timed the walk, and found that people who had had the “old” words walked more slowly than the ones that had had neutral words. They walked more slowly even though in interviews none of the people said they felt old, and none of them even saw a theme in the words they were arranging. And the Florida Effect was born. Priming is a somewhat controversial subject. Psychologists complain that successful priming studies are rarely repeatable, and that the studies that indicated priming doesn’t work are published far less often than the studies that indicate it does, giving the concept a far more solid impression that it deserves. If you want to help resolve the dispute, time your steps after you get up from reading this and send us the data.

•

Given: Any random words

Given: Forgetfull florida, bald, gray, wrinkle

WalkFaster Slower

http://www.yale.edu/acmelab/articles/bargh_chen_burrows_1996.pdf

Bargh et al 1996

1

2

3

Arrange

Priming i praksisDen ØkoLogiske kantine

Klotz, W. and Wolff, P. (1995). The effect of a masked stimulus on the response to the masking stimulus. Psychological Research, 58(2), pp.92‐101.

”eksponeringen med een stimulus påvirker responsen fra en anden stimulus”

Portion size distortionsThe The Ebbinghaus‐Titchener & Delbouf illusions

Accessabilitylocation matters

Social influence

Social

Samson – Sammen om Sundhed og NærmiljøLocal community change with a social dimension

Anchoringthe fish tank experiment

The higher the 2 last digits of your mobile: the higher youestimate on tehcapacity of the fish tank. Simon Bentholm ESO festival

28‐11‐2017

12

Conclusion

• Nudge is NOT a magic bullet

• A lot we dont know

• For instance effect, decay, halftime etc

• Other policy instruments are needed

• BUT giving priority and attention to the Nudge Mindset and important messageis conveyed

bentsnudgecphbehaveconnet · the aau cabi sbb study ekdahl, l; 2016 2 intervention ... in this week...

Documents