Tom ewing behavioural economics - 2012
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PROVING BJORK WRONG: How To Take Behavioural Science from Anecdote to Action
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Tom ewing behavioural economics - 2012
- 1. A Presenta*on from The NewMR Behaviour Economics Event 19 April 2012 PROVING BJORK WRONG: How To Take Behavioural Science from Anecdote to AcCon Tom Ewing, BrainJuicer Event sponsored by Greenbook All copyright owned by The Future Place and the presenters of the material For more informa>on about Greenbook visit www.greenbookblog.org For more informa>on about NewMR events visit newmr.org
- 2. 2 Proving Bjork Wrong Tom Ewing NewMR Behavioural Economics Event Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
- 3. 3 Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
- 4. 4 Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
- 5. 5 Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
- 6. 6 System 1 and System 2 Thinking Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
- 7. 7 System 1 decision-‐making is faster and less efforGul System 2 System 1 50 bit/sec 11,000,000 bit/sec Zimmerman, M. (1989) "The Nervous System in the Context of Information Theory". Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
- 8. 8 Can you tell what it is in the picture? Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
- 9. 9 “A bat and a ball cost $1.10 in total. The bat costs $1 more than the ball. How much does the ball cost?” “People are not accustomed to thinking hard, and are oQen content to trust a plausible judgement that quickly comes to mind.” Daniel Kahneman, Nobel Prize Winner Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
- 10. 10 Human behaviour driven by two decision-‐making Systems, 1 & 2 … Slow Explicit Analy*cal EfforGul Cogni*ve Proposi*onal Conscious System 2 Fast Implicit Experien*al Ins*nc*ve Emo*onal Metaphoric Unconscious System 1 Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
- 11. 11 2 1 Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
- 12. DECISION Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
- 13. 13 Environmental/Architectural Factors Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
- 14. 14 5:1 1:2 A. North, D. Hargreaves and J. McKendrick (1997) Sales Sales Environmental/Architectural Factors Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
- 15. Jan 11 15 Environmental/Architectural Factors: Surroundings 3.54 1.09 Holland et al (2005) Ave. number of times cleared crumbs from table Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
- 16. 16 Environmental/Architectural Factors: Choice Architecture 4 28 17 12 100 98 100 100 100 100 86 D enm arkN etherlands U K G erm any A ustria B elgium France H ungary Poland Portugal Sw eden % of drivers donating organs Johnson & Goldstein (2003) Tick the box if you want to participate in the organ donor programme Tick the box if you don’t want to participate in the organ donor programme Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
- 17. Jan 11 17 Social factors Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
- 18. 18 Social Factors Bateson et al, 2006 People pay 2.76 *mes more on average when eyes are present Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
- 19. Jan 11 19 Social Factors: Copying/Mimicry Seated accomplices eating pretzels Walking accomplices eating pretzels No accomplice eating pretzels 1/12 1/7 1/6 Proportion of passengers buying pretzels: Herrmann et al, 2011 Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
- 20. Jan 11 20 Social Factors: Commitment Burn & Oskamp (1986) 10 5 18 16 12 16 13 19 212118 1816 2 22 2 4 1 2 3 4 5 6 % of homes (which claimed not to recycle) recycling after each treatment Week Signed declara*on of intent Communica*on No treatment (control) Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
- 21. 21 Personal Factors Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
- 22. Jan 11 22 Personal Factors: Diversifica*on Day 1 Day 2 Day 3 Among those selecting on the actual day of viewing 42% 47% 44% Among those selecting in advance on Day 1 44% 63% 71% Read et al (1999) % of ‘Highbrow films’ selected Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
- 23. Jan 11 23 Personal Factors: Iner*a & Consump*on Momentum Cheema & Soman (2008) 34 6666 45 52 55 55 56 60 60606060 49 1 2 3 4 5 6 7 Cumulative number of chocolates eaten Days from receipt Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
- 24. 24 Personal Factors: Cogni*ve Load Case number across the day Propor*on of favourable decisions Danziger et al, 2011 “The performance of more efforGul tasks will collapse under cogni*ve load.” Daniel Kahneman, Nobel Prize Winner Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
- 25. DECISION Poli*cal, Economic Influences Surroundings Priming Framing Accessibility Defaults Cultural Influences Copying Social Proof Consistency Reciprocity Social Norms 0 01234567891 01234567892 01234567893 01234567894 01234567895 01234567896 01234567897 01234567898 01234567899 01234567890 0 Knowledge /Educa*onal Influences EmoJon Visceral States Habits CogniJve States Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
- 26. DECISION Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
- 27. 27 Thank You Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
- 28. Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2 Q & A Sue York NewMR Tom Ewing BrainJuicer
- 29. Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2 Tom Ewing Email Tom at tom.ewing@brainjuicer.com Read Tom’s blog @ hFp://brianandthejuice.wordpress.com Read Tom’s other blog @ hFp://blackbeardblog.tumblr.com Follow Tom’s tweets at @ hFp://twiFer.com/tomewing
- 30. A Presenta*on from The NewMR Behaviour Economics Event 19 April 2012 PROVING BJORK WRONG: How To Take Behavioural Science from Anecdote to AcCon Tom Ewing, BrainJuicer Event sponsored by Greenbook All copyright owned by The Future Place and the presenters of the material For more informa>on about Greenbook visit www.greenbookblog.org For more informa>on about NewMR events visit newmr.org