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Old habits die hard New pathways of behaviour change
Pieter Raymaekers
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New pathways of behaviour change Pieter Raymaekers ErgoHair Workshop - - PowerPoint PPT Presentation
New pathways of behaviour change Pieter Raymaekers ErgoHair Workshop - - PowerPoint PPT Presentation
Old habits die hard New pathways of behaviour change Pieter Raymaekers ErgoHair Workshop 3 4/4/2019 Brussels Structure Behaviour Nudges Taxonomy Criticism Newest pathways 2 1. Behaviour 3 Context and aim of the research 4 Two
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1. Behaviour
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Context and aim of the research
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Two cognitive systems
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Predictable irrationality
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2. Nudges
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Definition of nudging
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- Nudge = a light touch or push (in
the ‘right’ direction)
- 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.”
- Libertarian paternalism
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Copenhagen Schiphol Rotterdam – The Hague LSD Chicago Belgium Stockholm Kent - UK
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Policy instruments
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Positive Negative
LEGAL Regulatory
Prescriptions Licenses, permits Prohibitions
ECONOMIC Financial
Subsidies, grants Taxes, user chargers
COMMUNICATION Persuasion
Information education campaigns Propaganda naming and shaming
Source: Van den Doelen 1987: 53-57; Fobé 2014. Beleidsinstrumenten
Education Engineering Enforcement
Nudging & BI
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Policy instruments
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Map OECD (2018) https://twitter.com/faisal_naru/status/1027162896340578304
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3. Taxonomy
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Methodology of nudges
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Simplification and framing of information Changes to the physical environment Changes to the default policy The use of social norms Taxonomy
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- 1. Simplification and framing of information
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- 2. Changes to the physical environment
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- 3. Changes to the default option
OPT OUT OPT IN
Johnson & Goldstein (2003)
ORGAANDONATIE
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- 4. The use of social norms
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- 4. The use of social norms
The Opower Home Energy Reports
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4. Criticism
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Criticism on nudging
- Lack of transparency
- Patronizing and manipulative
- From democracy to technocracy
- Effectiveness and cost efficiency
- Short versus long term
- Context-dependent
- Old wine in new bottles
- Who’s nudging the nudgers?
RMO (2014)
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Manipulation?
Hansen & Jespersen, Nudge and the Manipulation of Choice, 2013
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5. Newest pathways
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Theory of planned behaviour
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Icek Ajzen
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- Social identity construction (Mols et al, 2015)
- Boosts (Hertwig & Grüne-Yanoffs, 2016)
- Educated nudges (Sunstein, 2016)
- Nudge plus (John, 2009, 2011, 2018)
Newest pathways
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Addressing the rational dimension of behaviour
- Eg. better informed, cost/ benefit ratio
Traditional instruments Harnessing the unconscious dimension of behaviour
- Eg. biases and heuristics
Behavioural Insights & Nudging
A dual strategy to conclude
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