Units of measure used in displaying information, data, etc matters a lot and impact choices made on a number of different dimensions:

  • anchoring: if you present data in terms of 1 000 milli-something or 1 something, than you use different anchors
  • priming: units matter here as well in the same terms. Ex.: steps walked versus kilometers for health habits, bottles or bins for waste recycling, etc.
  • vividness: if you use an abstract measure, your messaging will be less impactful. Ex.: targeting recycling 1kg of plastic a week versus 10 plastic bottles a week

About the Author:

Julien Le Nestour
Applied behavioral scientist & international consultant — I am using the results and latest advances from the behavioral sciences—specifically behavioral economics—to help companies solve strategic issues. I am working with both start-ups and Fortune 500 groups, and across industries, though I have specific domain knowledge in banking, asset management, B2B and consumer IT, SAAS and e-commerce industries.

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