Ease Modulation as BE tool

Humans are lazy. More accurately, the human brain evolved, biologically, in an environment of energy scarcity: calories were precious and hard to gather or hunt. So we are wired to conserve energy as much as possible, which makes our brains think twice before expending energy to walk even 10 meters. So we’re not really lazy: […]

How to combine Incentives analysis and Behavioral Insights to change behaviors

While it’s true that Behavioral Insights by themselves can modify individual behaviors, don’t forget that in the real world, Incentives are much more powerful in terms of driving impactful changes. Of course, using both in a combined fashion yields the best results. Incentives trump Choice Architecture in terms of impact If you take a look […]

Using behavioral science to increase recycling and dog feeding at the same time

The goal: improving the efficiency of a great idea Catchy title and behavioral science is used to build on an existing, and very creative idea. From the Huffington Post: The Turkish company Pugedon recently introduced a vending machine in Istanbul that releases food and water for the city’s stray dogs in exchange for recycled plastic […]

Concrete nutrition labels convey much more than abstract ones

Description and Key take-away(s) The German consumer interest group Verbraucherzentrale Hamburg uses the Choice Architecture tool Concreteness to convey nutritional information in a much more efficient way than abstract nutritional labels do. An example for Nutella below, with ingredients in German (but anyone gets the point…) Comments Really great example demonstrating how to use Concreteness […]

The new UBER app: a behavioral scientist overview

Uber recently revamped its mobile app used by riders. Very interestingly, most changes are based on popular behavioral tendencies. Let’s use the ICAR Behavior Analysis Framework to classify the changes and their impact. Note: this is not meant to be an exhaustive analysis of the new UBER app, but rather I’m highlighting some interesting aspects […]

Positive Reinforcer: partially randomized rewards (aka intermittent variable rewards)

Rewarding an agent when they behave a certain way makes them more likely to repeat this behavior. Partially randomizing the rewards get them even more likely to repeat this behavior. The uncertainty of the reward schedule makes it more attractive and is even the base of addiction. This is commonly called “intermittent variable rewards” in […]

Printing flat screen TVs on side of bike packages reduces delivery damage by up to 80%

Interested in more Case Studies? Find them all here. Key take-away(s) A bike manufacturer had consistently high damage rates to their bike deliveries, resulting in costly returns and replacement and unsatisfied customers. They tested printing the image of huge flat-screen TV on the packages to reduce the damage rate. Results From the article, they saw […]

Text messages sent when blood donors’ blood is used

Description and Key take-away(s) A local county in Sweden wanted to increase blood donations. They tested sending a text message to a previous donor whenever the blood donated is used for a patient. This is a very nice and powerful way of both increasing the incentives for a previous donor to donate again and triggering […]

Increase Concreteness to increase impact of elements

Interested in more Behavioral Tools? Find them all here. When designing a message, regardless of the media used, if you want to increase the impact an information or element has on an agent, then try to increase its Concreteness. In practice, that usually means, among other things: using pictures or representations using details to improve […]