Download - 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