GO EAST! Easy, Attractive, Social and Timely nudges to steer students in the right direction.
50
MINDSPACE EAST
-
Upload
online-media-higher-education -
Category
Marketing
-
view
297 -
download
0
Transcript of GO EAST! Easy, Attractive, Social and Timely nudges to steer students in the right direction.
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
