Steve Martin "Influence At Work"

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Commitments, norms & the 1 billion pound tax letter

Steve J. Martin's presentation from Leading Social Change 2012, part of Adweek.

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Steve Martin "Influence At Work"

  1. 1. Commitments, norms & the £1billion tax letter STEVE J MARTIN
  2. 2. “It turns out that the environmental andcontext effects on behaviour anddecision making are a lot stronger thanmost people expect.”Danny Kahneman, 2008
  3. 3. Principles of Social Influence • Reciprocity • Scarcity • Authority • Consistency • Social Proof • Liking“Yes! 50 Secrets from the Science of Persuasion”, N.J. Goldstein, S.J. Martin, R. B. Cialdini Published by Profile Books (2007)
  4. 4. Principles of Social Influence • Reciprocity • Scarcity • Authority • Consistency • Social Proof • Liking“Yes! 50 Secrets from the Science of Persuasion”, N.J. Goldstein, S.J. Martin, R. B. Cialdini Published by Profile Books (2007)
  5. 5. People underestimate the influence of social proof Different Motives to Conserve Energy Reported Beliefs Regarding the Correlation of Each Motive with Influence of Each Motive Conservation Behavior 3.5 .50 3.4 .40 3.3 .30 3.2 .20 3.1 .10 3.0 2.9 .00 Environmental Benefit to Saving Descriptive Environmental Benefit to Saving Descriptive Protection Society Money Norm Protection Society Money Norm Schultz, W.B. , Cialdini, R.B.,et al (2007) “The constructive, destructive and reconstructive power of social norms” Psychological Science, 18:429-34.
  6. 6. Hotel TowelReuse Study
  7. 7. Hotel Towel StudyEnvironmental Many Others Appeal
  8. 8. % Towel Reuse Rates50454035 46.0%30 35.1%2520 Environmental Many Appeal Others
  9. 9. Hotel Towel StudyEnvironmental Many Others Many Similar Appeal Others
  10. 10. % Towel Reuse Rates50454035 53.1% 46.0%30 35.1%2520 Environmental Many Many Similar Appeal Others Others
  11. 11. OK, so it works for towels! But what about Taxes?
  12. 12. % Tax Return Rates80757065 82.9% 79.0%60 72.5% 67.5%5550 Control Group Social Norm Social Norm Social Norm National in your postcode in your town
  13. 13. Principles of Social Influence • Reciprocity • Scarcity • Authority • Consistency • Social Proof • Liking“Yes! 50 Secrets from the Science of Persuasion”, N.J. Goldstein, S.J. Martin, R. B. Cialdini Published by Profile Books (2007)
  14. 14. 10 Healthcare Did Not Attend Studies 5 0 -3.4% -5 -18.0% -10 Verbal Commitment -20 Active Commitment -30Martin, S.J., Bassi, S., Dunbar-Rees, R., (2011) Commitments, Norms & Custard Creams - A social influence approach to reducing Did Not Attends (DNAs) Journal Royal Society of Medicine (in
  15. 15. Principles of Social Influence • Reciprocity • Scarcity • Authority • Consistency • Social Proof • Liking“Yes! 50 Secrets from the Science of Persuasion”, N.J. Goldstein, S.J. Martin, R. B. Cialdini Published by Profile Books (2007)
  16. 16. The Big Mistake To encourage corrective action against a problem that is large or growing, leaders and policy makers often decry that problem as regrettably frequent. Expenses Fraud Binge Drinking Tax Avoidance STD Infections Littering Teenage Pregnancy“Yes! 50 Secrets from the Science of Persuasion”, N.J. Goldstein, S.J. Martin, R. B. Cialdini Published by Profile
  17. 17. 10 Healthcare Did Not Attend Studies 5 0 -3.4% -5 -18.0% -10 Verbal Commitment --31.4% -20 Active Commitment -30 Commitment + Normative AppealMartin, S.J., Bassi, S., Dunbar-Rees, R., (2011) Commitments, Norms & Custard Creams - A social influence approach to reducing Did Not Attends (DNAs) Journal Royal Society of Medicine (in
  18. 18. • Leaders and policy-makers may focus too often on economic, legal orpolicy factors when seeking to motivate people towards desirable goals• They would be well advised to also consider what is known aboutsocial psychological motivators such as social norms, social obligations,source credibility and loss aversion as well as multiple other motivators (MINDSPACE)• There is an increasing need to incorporate what is known from social sciences into behaviour change programmes – methodologies and programmes exist to assist in making that happen

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