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Insights from a behavioural scientist – the evolution of irrationality | Psychology of communications conference | 28 June 2018

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Mats Postema, behavioural scientist, Pennock & Postema

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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Insights from a behavioural scientist – the evolution of irrationality | Psychology of communications conference | 28 June 2018

  1. 1. Insights from a behavioral scientist –the evolution of irrationality
  2. 2. Pleasefillinthesheet!
  3. 3. Youcanonlychange behaviour,ifyouunderstand whatmotivatespeople
  4. 4. Agenda 1. Past: Understanding behaviour 2. Present: Undesirable behaviour 3. Future: Changing behaviour @CharityComms @PennockPostema Pennock&Postema/5
  5. 5. UNDERSTANDINGBEHAVIOUR
  6. 6. Evolution
  7. 7. Sssurvivalmotives
  8. 8. Socialmotives
  9. 9. Cute=socialmotive
  10. 10. Themotivesthathelpedus survive50,000yearsagostill determineourbehaviour today
  11. 11. Treatmentchoice
  12. 12. • Program A "200 villagers will be saved” • Program B "there is a one-third probability that 600 villagers will be saved, and a two-thirds probability that no villagers will be saved" Condition1 Pennock&Postema/13 • Program A "400 villagers will die” • Program B "there is a one-third probability that nobody will die, and a two-third probability that 600 villagers will die" Condition2
  13. 13. • Program A "200 villagers will be saved” • Program B "there is a one-third probability that 600 villagers will be saved, and a two-thirds probability that no villagers will be saved" Gainframe Pennock&Postema/14 • Program A "400 villagers will die” • Program B "there is a one-third probability that nobody will die, and a two-thirds probability that 600 villagers will die" Lossframe
  14. 14. Gainframe Pennock&Postema/15 Lossframe 70% 70%
  15. 15. Donationamount
  16. 16. Condition1 Condition2 ??? ???
  17. 17. Themotivesthathelpedus survive50,000yearsagostill determineourbehaviour today
  18. 18. UNDESIREABLEBEHAVIOUR
  19. 19. • War • Obesity • Smoking • Waste food • Animal welfare Undesirablebehaviours Pennock&Postema/20
  20. 20. • War (ingroup/outgroup) • Obesity (scarcity of food) • Smoking (short term focus) • Waste (social dilemma) • Animal welfare (reactance) Undesirablebehaviours Pennock&Postema/21
  21. 21. CHANGINGBEHAVIOUR
  22. 22. Youcanonlychange behaviour,ifyouunderstand whatmotivatespeople
  23. 23. Tochangebehaviour, youmustuncover themotivesinplay
  24. 24. • Popular literature • Scientific literature • The science of social influence (Pratkanis) • Influence (Cialdini) Read! Pennock&Postema/25
  25. 25. • Based on literature • Use a scheme • To everybody who has something to say about the target audience Ask!
  26. 26. • Based on literature • Use a scheme • Undesired and disered behaviour • Combine with talks Observe!
  27. 27. Read+ask+observe= behaviouralmap
  28. 28. Klant, project en datum Royal HaskoningDHV Een tevreden medewerker 7 juni 2017 Legenda +/- = Klein verband ++/-- = Redelijk verband +++/--- = Groot verband Toelichting Een ‘+’ betekent dat er een positief verband is tussen twee factoren. Als factor X toeneemt, neemt factor Y ook toe. Een ‘-’ betekent dat er een negatief verband is tussen twee factoren. Als factor X toeneemt, neemt factor Y af, en andersom. Tevredenheidvande medewerker Openheidtovde leidinggevende Reactieophulpvraag Uitputtingdoorwerk Controleoverde werkzaamheden Stress Bureaucratie Werkdruk Overwerk Reistijd RHDHVendetevredenheidvandemedewerker: Algemenegedragskaart Behavioralmap
  29. 29. Targetthemotivesinplay
  30. 30. • Interventions (social nudges) • Based on the behavioural map • Use the right techniques • It’s not rocket science, it’s social science • Test! Targetthemotivesinplay Pennock&Postema/31
  31. 31. Howcanwepromotea healthychoiceinasports canteen?
  32. 32. • Read: Smell • Ask: Habit • Observe: Ego-depletion • Techniques: Time of choice • Social nudge:Athelete’s card of choice • Test: 1/3 guaranteed healthy choice Promoteahealthychoicein asportscanteen Pennock&Postema/33
  33. 33. v Howcanwereducefood waste?
  34. 34. • Read: Default size • Ask: ? • Observe: Portion vs. amount • Technique: Visual feedback • Social nudge:Smaller plates • Test: 20% less waste Reducingfoodwaste Pennock&Postema/35
  35. 35. SUMMARY • Evolutionary motives determine our behaviour • This sometimes causes undesirable behaviour today • To change behaviour: • Uncover the motives in play • Read + ask + see = behavioural map • Target the motives in play • Social nudges (intervention) • Use the right techniques • Test! • Contact: mwp@pennockpostema.com Pennock&Postema/36
  36. 36. Psychology of communications - tools from the Behavioural Sciences 28 June 2018 London #CCPsychComms
  37. 37. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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