The document summarizes a presentation on applying behavioural science to improve government communications. It discusses how behavioural science can reveal influences on decision making like limited attention and hassle factors. Examples are given of how small changes based on these insights, like simplifying forms or removing small barriers, can have large impacts by increasing participation and improving outcomes. The presentation covers topics like attention, heuristics, and how context shapes decisions in ways that may not align with standard economic models. Case studies are provided where behavioural insights increased savings rates, water conservation, and on-time rent payments.

1. BSCI 101: USING BEHAVIOURAL
SCIENCE TO DO GOOD!
Think Think, Nudge Nudge:
A Communicator’s Guide to Behavioural Insights
May 22, 2015

2. TODAY’S AGENDA
I. Behavioural Science 101
II. Case Studies: Applying Behavioural
Science to Government Communications
III. Behavioural Audit: Key Principles in
Communications
2©2015 ideas42

3. TODAY’S AGENDA
I. Behavioural Science 101
II. Case Studies: Applying Behavioural
Science to Government Communications
III. Behavioural Audit: Key Principles in
Communications
3©2015 ideas42

4. FIRST, A FEW QUESTIONS…
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5. A cup and a saucer cost $1.10 in total. The
cup costs a dollar more than the saucer. How
much does the saucer cost?
_______ cents
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6. If it takes 5 machines 5 minutes to make 5
widgets, how long will it take 100 machines to
make 100 widgets?
_______ minutes
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7. In a pond, there is a patch of lily pads. Every
day, the patch doubles in size.
If it takes 48 days for the patch to cover the
entire pond, how long would it take for the
patch to cover half the pond?
_______ days
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8. NEXT, A LITTLE PUZZLE…
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9. ©2015 ideas425/25/2015 9
REPRESENTATIONS LEAD TO SOLUTIONS 9

10. HOW WE REPRESENT PEOPLE MATTERS
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odd choice.

11. ARE YOU SMARTER THAN A FIFTH
GRADER?
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A cup and a saucer cost $1.10 in
total. The cup costs a dollar more
than the saucer. How much does
the saucer cost?
If it takes 5 machines 5 minutes to
make 5 widgets, how long will it
take 100 machines to make 100
widgets?
In Lake Michigan, there is a patch
of lily pads. Every day, the patch
doubles in size. If it takes 48 days
for the patch to cover the entire
lake, how long would it take for
the patch to cover half the lake?
5 ¢
5 min.
47 days
10 ¢
100 min.
24 days

12. THE STANDARD MODEL
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Decision Action Outcome
Benefits > Cost?
A
B
YES!
NO!

13. THE BEHAVIOURAL MODEL
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Decision Action Outcome
A
B
YES!
NO!
YES!
NO!
???
YES!
NO!
???
Failed to choose,
didn’t consider at all
Process
changes
decision

14. CONTEXT MATTERS
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10% Off - Sale
Limit 12 Per
Customer
No Limit
7 cans per customer
3.5 cans per customer

15. BEHAVIOURAL SCIENCE REVEALS MANY OF THE
INFLUENCES ON OUR DECISION-MAKING
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Limited cognitive
resources
Complex context
Time inconsistency Subjective construal
• Limited attention
• Automatic habits
• (Flawed) rules of thumb
• Tendency to focus on what’s
in front of us
• Self-control over temptations
• Forgetting
• Discounting the future
• Over-optimistic planning
• Identity
• Mood and attitude
• Self-enhancement
• Tendency to give self but not
others benefit of the doubt
• Social norms
• Reference points
• Framing as losses or gains
• Presentation of alternatives

16. We use the theories of behavioural
science to
design solutions to some of the world’s
most persistent social problems.
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17. WE COMBINE THE KNOWLEDGE AND INSIGHTS
OF LEADING ACADEMICS…
Manuel Adelino,
Duke Fuqua
Kate Baicker, Harvard
School of Public Health
Richard Thaler,
Univ. of Chicago Booth
Michael Barr, Univ. of
Michigan Law School
Todd Rogers, Harvard
Kennedy School
Betsy Levy Paluck,
Princeton University
Anuj Shah,
Univ. of Chicago Booth
Eldar Shafir, Princeton
University (co-founder)
Sendhil Mullainathan,
Harvard University (co-
founder)
Antoinette Schoar,
MIT Sloan (co-founder)
17

18. …WITH LEADERS, EXPERIENCED IN GETTING
THINGS DONE
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Piyush Tantia is an ideas42
Executive Director. Before
joining ideas42, Piyush was a
Partner in Oliver Wyman’s
financial services practice.
Saugato Datta is a Managing
Director at ideas42. He works to
test and scale programs and
products that use behavioral
economics to benefit poor
people around the world.
Josh Wright is an Executive
Director at ideas42, with a
focus on financial services,
economic mobility,
healthcare, and strategy for
the firm.
Marina Dimova is a Vice
President at ideas42, where
she works on behavioral
innovations in consumer
finance and international
development.
Will Tucker is a Vice
President at ideas42, where
he works on household
finance, consumer
protection, and anti-poverty
projects.
Alissa Fishbane is a
Managing Director at
ideas42, where she works in
the areas of global health,
education, financial inclusion
and criminal justice.

19. IDEAS42 BEHAVIOURAL DESIGN METHODOLOGY
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20. IDEAS42 DESIGNS LOW-COST HIGH IMPACT
INTERVENTIONS
Recent Examples:
• A behaviourally informed HIV risk game doubled young girls
correct identification of potentially risky partners in South Africa
• A goal and commitment based savings intervention in the
Philippines increased savings rates by 21%
• A social norm intervention in Costa Rica reduced water
consumption amongst treatment households by 5.5%
• A technology planning tool reduced the incidence of violence
experienced by almost 50% amongst youth in South Africa
• A behaviourally informed raffle brought attention to rent due
dates, doubling the rate of on time payment in a US housing
development
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21. LIMITED ATTENTION
and
HASSLE FACTORS
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22. 22©2015 ideas42
Simons, D. J [Daniel Simons]. (2010, April 28). The Monkey Business Illusion. Retrieved from
https://www.youtube.com/watch?v=IGQmdoK_ZfY

23. LIMITED ATTENTION
The cognitive process of concentrating on one
aspect of the environment while ignoring or
unintentionally missing other aspects
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24. … WE DON’T ATTEND TO THINGS THAT
MATTER…
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25. …WE PAY ATTENTION TO WHAT’S MOST
SALIENT (BUT MAYBE NOT IMPORTANT)…
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Drew, Trafton. Vo, Melissa L.-H. Wolfe, Jeremy M. (2013) The Invisible Gorilla Strikes Again:
Sustained Inattentional Blindness in Expert Observers. Association for Psychological
Science , dol:10.

26. …WE MAY NOT ATTEND TO THINGS IN TIME…
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27. …WE MAY NOT BE ATTENTIVE IN THE ABSENCE
OF FEEDBACK…
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Wansink, B., Painter, J. E., & North, J. (2005). Bottomless Bowls: Why visual cues of portion
size may influence intake. Obesity Research, 13, 93-100

28. WE’RE ALL SUSCEPTIBLE, AND POLICYMAKERS
HAVE CAUGHT ON
• New FDA nutrition labels
• Schumer Boxes for Credit Card Offers
• “Bill-Shock” Legislation
• Overdraft Fee Legislation
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29. LIMITED ATTENTION: TAKEAWAYS
• Attention is a scarce resource.
• We’re all susceptible to it.
• We could fail to notice even when it
matters a lot.
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30. HASSLE FACTORS
Small barriers that inhibit following through on
an intended action.
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31. SMALL HASSLES CAN MEAN BIG COSTS TO
CONSUMERS
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32. COMPLEXITY IS A PROBLEM
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33. MAKE IT EASY
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40%
27%
56%
35%
0%
10%
20%
30%
40%
50%
60%
Submit FAFSA Enrolled into College
Control
Pre-fill form
Bettinger, Eric. et. al (2009) “The Role of Simplification and Information in College Decisions: Results
from the H&R Block FAFSA Experiment. (NBER Working Paper).
FAFSA Forms and College Enrollment

34. DECIDING BETWEEN OPTIONS IS COMPLICATED
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Enrolling in a 401(k):
What funds should I select?
What contribution rate should I set?
Should I enroll?

35. HASSLES INHIBIT PARTICIPATION
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Within five months: 45% versus 71%

36. HASSLE FACTORS: TAKEAWAYS
• Small hassles can have a big impact.
• Processes with too many or different kinds of
steps.
• Perceived hassles are just as powerful.
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37. EXCELLENT AIRMEN COMMIT NO ERRORS
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39. Alissa Fishbane, Managing Director
alissa@ideas42.org
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