mindspace east by wilco van dijk

MINDSPACE

EAST

DECISION TIME!!!

How we make decisions

AutomaticUncontrolledEffortlessFastUnconsciousHeuristic

Reflective ControlledEffortfulSlowSelf-awareSystematic

The limits of System 2

Simply providing information often has modest and sometimes even unintended impacts

How about ‘talking to’ System 1?

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)

WHAT IS A NUDGE?

LET’S TAKE A LOOK AT YOUR EARLIER DECISIONS!

ARE YOU BEING NUDGED?

MINDSPACE

NUDGE CHECKLIST

MINDSPACE

MessengerWe are heavily influenced by who

communicates information

MINDSPACE

IncentivesOur responses to incentives are shaped

by predictable mental shortcuts

MINDSPACE

NormsWe tend to do what those around us

already doing

MINDSPACE

DefaultsWe ‘go with the flow’ of pre-set options

18

When a nudge goes awry!

19

When DUO got smart

20

What a difference it makes!

MINDSPACE

SalienceOur attention is drawn to what is novel

and seems relevant to us

MINDSPACE

PrimingOur acts are often influenced by sub-

conscious cues

MINDSPACE

AffectEmotional associations can powerfully

shape our actions

MINDSPACE

CommitmentWe seek to be consistent with our public

promises, and reciprocate acts

MINDSPACE

EgoWe act in ways that make us feel better

about ourselves

EAST (BIT UK)

NUDGE FRAMEWORK

EAST

Easy Attractive Social Timely

EAST

Make it Easy

Harness the power of defaults

Reduce the ‘hassle’ factor

Simplify the message

EAST

Make it Easy• Harness the power of defaults• Reduce the ‘hassle factor’• Simplify messages

EAST

Make it Easy Make it Attractive

Attract attention

Attract attention

Design rewards and sanctions

EAST

Make it Attractive• Attract attention• Design reward and sanctions for

maximum effect

EAST

Make it Easy Make it AttractiveMake it Social

Show that most people perform the desired behavior

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

EAST

Make it Easy Make it AttractiveMake it SocialMake it Timely

Prompt people when they are most receptive

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

EAST

Easy Attractive Social Timely

4 STAGES OF EAST

Define the outcome Understand the context Build your intervention Test, learn, adapt

MINDSPACE

EAST