Here is a list of the resources (1) and case studies (2) posted on this website. Please expand the relevant sections to see all the content.

1. RESOURCES

The resources below are organized according to the 3 Lenses of Analysis that forms my ICAR Behavior Analysis Framework: Incentives, Choice Architecture and Repetition, with general Behavioral Interventions best practices listed first.

For each Lens of Analysis, you will find:

• Best Practices: these will help you in planning and completing the analysis.
• Behavioral Tools: these are the practical tools you can make use of to shape behaviors.
• Behavioral Tendencies: these are the human tendencies at play for each Lens. They are the theoretical reasons behind the Behavioral Tools. Read them to dig a bit deeper on a particular Tendency.

Please click on each title (Best practices, Tools or Tendencies) to expand the section and see the related resources. Tools are further organized within each Lens according to the dimensions listed in the ICAR Framework.

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• How to combine Incentives analysis and Behavioral Insights to change behaviors
• Don’t follow lessons in popular Behavioral Economics books
• The synergies between Behavioral Interventions and Conversion Rate Optimization
• Target both objective and subjective customer satisfaction drivers
• Why you should always test Behavioral Interventions on a small scale first
• Distinguish mandates, incentives and nudges
• Decide on final business metrics before project launch
• How to prioritize customer touch points for behavioral intervention?
• Doubt (at least initially) 95% of scientific research results

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Lens 1: Incentives

Incentives analysis is the first phase of the ICAR Framework and the layer that carries the most weight in shaping behaviors. It can be tricky distinguishing finely what is a Tendency and what is a Tool for this layer. For example, people tend to act according to the modulations (positive or negative) they expect to get in terms of self-esteem from a specific behavior. This is a Tendency. This is also a Tool however, in that it can be used directly in a intervention. So note that some Tendencies are also applicable Tools for this layer.

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Incentives Analysis Best Practices

• Insights from the Fogg Behavior Model to analyze Incentives

Incentives Analysis Behavioral Tendencies

Monetary Incentives Behavioral Tendencies

Non-Monetary Incentives Behavioral Tendencies

• Social Acceptance/Rejection
• Self-Esteem modulations as Incentives shape behavior

Incentives Analysis Tools

Monetary Incentives Tools

Non-Monetary Incentives Tools

• Ease and accessibility

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Lens 2: Choice Architecture

The second phase of analysis is Choice Architecture.

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Choice Architecture Best Practices

Choice Architecture Behavioral Tendencies

• Reactance
• Halo Effect (tendency)
• Disjunction effects: immediate decisions prevented by an uncertain, but irrelevant, future event
• The peak-end rule for rating past experiences
• Ranking of choice options influences decisions
• A/A illusion (or A/B illusion)
• Moral licensing (or self-licensing)
• Conflict of interest disclosure leads to more biased advice
• Myopic Loss Aversion

Choice Architecture Tools

The Tools used for the Choice Architecture Lens are numerous and further organized in 5 sections (see the framework for the explanations).

Data & Info presentation

• Units of measure used matters

Contextual persuasion and copy elements

• Increase Concreteness to increase impact of elements
• False friend: beware disfluency as a BE tool
• Halo Effect (tool)
• Salience

Choice ergonomics and usability; user experience

• False friends: priming is a less efficient than you’ve been told
• Default choice(s): types and how to use them
• Reactance Mitigation
• Order of option presentations

Options and possibilities structuring

Choice commitment

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Lens 3: Repeated Behavior

An optional layer of analysis, if relevant, when the goal is to create repeated behaviors over time.

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Repetition Best Practices

Repetition Behavioral Tendencies

Repetition Tools

Repetition Tools: Prompts

Repetition Tools: Cues

Repetition Tools: Habits

Repetition Tools: Positive Reinforcers

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

Repetition Tools: Negative Reinforcers

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2. CASE STUDIES

Below are most of the case studies posted on this website, sorted by Domains of application, and then by type. RCT stands for Randomized Controlled Trials and I am also distinguishing between repeated or isolated academic studies, because many isolated study results have proven wrong or at least exaggerated.

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[accordion-item title=”General” id=case_studies_general]

Academic Studies

Isolated Natural Experiment

• Removing bottled water from campus increased consumption of other bottled beverages

Repeated Natural Experiment

• Mandate helmets for bikers, get a drop in motorbikes theft
• Order of appearance of research articles influences clicks, downloads, cites

Isolated RCT

• Background color of nutritional labels influences perception of how healthy the product is
• Consumers rate “eco-friendly” coffee as tasting better
• Labelling the same foods as organic makes consumers evaluate them differently
• Stating Appointment Costs in SMS Reminders Reduces Missed Hospital Appointments
• Adding a healthy side to a hamburger decreases its perceived calories total

Repeated RCT

• Slicing apples increases how many students buy them and eat them
• Advance notification of coming invitation letter for health screening increases participation rate
• Larger packaging and plates make us eat more
• SMS reminders before health appointments are effective

Private organizations case studies

• Concrete nutrition labels convey much more than abstract ones
• Printing flat screen TVs on side of bike packages reduces delivery damage by up to 80%
• Increasing the distance between a beverage station and a snack station reduces the number of people who grab a snack while taking a beverage
• Making people walk more so they wait less increases their satisfaction
• GPS navigation app switches to child voice near a school

Governmental case studies

• Text messages sent when blood donors’ blood is used
• Schools increase attendance with washers/dryers as tools of social acceptance
• Moving signature box to top of form instead of bottom increased fees collected
• Banning single-use plastic bags results in more plastic bag waste

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[accordion-item title=”Environment” id=case_studies_environment]

Academic Studies

Isolated Natural Experiment

Repeated Natural Experiment

Isolated RCT

• Findings from online experiment testing green energy plans enrollments

Repeated RCT

• We recycle more when the products are linked to our self-identity

Private organizations case studies

Governmental case studies

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[accordion-item title=”Finance” id=case_studies_finance]

Academic Studies

Isolated Natural Experiment

• Reducing frequency of investment updates reduces myopic loss aversion

Repeated Natural Experiment

Isolated RCT

Repeated RCT

Private organizations case studies

• Wealthfront allows clients to adjust risk tolerance only once a month
• Citibank’s Lite mobile app: fighting Myopic Loss Aversion

Governmental case studies

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[accordion-item title=”Health” id=case_studies_health]

Academic Studies

Isolated Natural Experiment

Repeated Natural Experiment

Isolated RCT

Repeated RCT

• Slicing apples increases how many students buy them and eat them
• Advance notification of coming invitation letter for health screening increases participation rate
• Larger packaging and plates make us eat more

Private organizations case studies

• Concrete nutrition labels convey much more than abstract ones
• Encouraging hospital visitors to use hand disinfectant
• Increasing the distance between a beverage station and a snack station reduces the number of people who grab a snack while taking a beverage

Governmental case studies

• Text messages sent when blood donors’ blood is used
• Encouraging hospital visitors to use hand disinfectant

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[accordion-item title=”Digital” id=case_studies_digital]

Academic Studies

Isolated Natural Experiment

Repeated Natural Experiment

Isolated RCT

Repeated RCT

Private organizations case studies

• Citibank’s Lite mobile app: fighting Myopic Loss Aversion

Governmental case studies

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[accordion-item title=”Local Government” id=case_studies_local_government]

Academic Studies

Isolated Natural Experiment

• Removing bottled water from campus increased consumption of other bottled beverages

Repeated Natural Experiment

Isolated RCT

• Stating Appointment Costs in SMS Reminders Reduces Missed Hospital Appointments

Repeated RCT

• SMS reminders before health appointments are effective
• Signing before filling forms makes us more honest than signing at the end

Private organizations case studies

• Encouraging hospital visitors to use hand disinfectant

Governmental case studies

• Text messages sent when blood donors’ blood is used
• Schools increase attendance with washers/dryers as tools of social acceptance
• Encouraging hospital visitors to use hand disinfectant
• Moving signature box to top of form instead of bottom increased fees collected
• Banning single-use plastic bags results in more plastic bag waste

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