1. Breakfast Buddies:SocialCalmResults Conrad Chan Stanford University Computer Science ’13 http://on.fb.me/breakfastbuddies

2. Concept Breakfast has positive benefits for the mind and body throughout the entire day Targeting those who want to eat breakfast but have a hard time getting up in the morning Challenge: eat a meal before 11AM everyday this week, and prove it daily by posting on a Facebook event wall

3. Study Recruitment Facebook status: “TO EVERYONE I KNOW ON FACEBOOK- do you WANT to eat breakfast but you cant seem to get up in the mornings? LET ME KNOW! for class study” Gauge interest 17 direct responses to question, consensus that many feel this way Invited all of them to study through Facebook message Matched my expectation that there would be a large demand among college students for this product Public Facebook Event Made this my status On night before event start, messaged all “Maybe Attendings” to reconsider Email Lists

4. Iteration Details 1.0- Every night during the challenge week, I would send out an update message that reminded participants about the next morning and included 1) a list of people who ate breakfast that morning and 2) a list of people who didn’t 1.1- Starting on the second night, the messages also include a leaderboard of breakfast attendance To track cumulative progress Friendly competition  Fun Potential Problems with this iteration—will cover later in presentation

5. Results So Far Day 1 (Sunday morning): 13/21 ate breakfast (61.9%) Day 2: 22/24 ate breakfast (91.7%) Potential reasons for increased percentage Day 2 follows first nightly message: no one wants to be on the fail list Harder to wake up on weekends Day 3: 21/27 ate breakfast (77%) Day 4: 22/29 ate breakfast (76%) Day 5: 22/29 ate breakfast (76%) Day 6: 19/29 ate breakfast (66%) 14 people ate breakfast on their own Saturday morning when the study was already over, even on a weekend with no reminder sent out Friday night!

6. Quotes from Wall “eating eggs bacon and bread soon. Can't believe this challenge has gotten me to wake up at 942 to eat breakfast..on a saturday” “Getting breakfast now! ♥” “proud to have eaten breakfast today Breakfast Buddies Challenge” “eggs, toast, blueberry muffin, and yogurt. ‘eat breakfast like a king, lunch like a prince, and dinner like a hobo’” “bagel! at 9am. miracle.” “hop up outta bed.... turn my swag on... time to do the Breakfast Buddies Challenge” “Conrad Chan wake me up in the morning. We can be breakfast buddies like last quarter.” “It's around dinner time for most of y'all so let's get pumped for tomorrow. woooooOOOOOOO ... BREAKFAST!”

7. Behavior Design Techniques Social Accountability Escalation of commitment Participants need to say a Breakfast Oath before starting the project Hot Triggers in front of Highly Motivated People I send out nightly reminder for alarms tomorrow morning Motivation huge here: made clear in recruitment process what task entails, only dedicated will sign up Social accountability here- no one wants to look bad Smallest possible behavior: I don’t specify what size of breakfast is A participant considered a Starburst as breakfast on day 1, same participant ate cereal on day 2

8. Social, Simple, Fun Social Wall posts with pictures are inviting many to comment on the board and discuss Friends reminding each other on each other’s walls outside of event Simple All participants have to do is post on the wall before 11AM to confirm their task I only contact them once everyday (at night) Fun Food is fun, pictures make it more fun Leaderboard for fun competition Reading the posts on the event wall show that everyone’s having a good time Non-participants are reading the wall posts People are continually trickling into the study

9. Participants trickling in 19 Participants by Saturday evening(before Sunday morning/event start) However, 21 people in the challenge Sunday morning 24 in the challenge Monday morning, 27 in the challenge Tuesday morning, 29 by end Additional Participants do not harm the study Just naturally behind on leaderboard due to late start

10. Pitfalls A few members joined the group and were inactive Weekends are difficult because on weekdays, classes offer an additional incentive to wake up before 11AM already Problems with leaderboard- may discourage those on the bottom from continuing the challenge However, after already introduced, could not take away because people on the top would feel cheated Future iteration may have competition with small groups that would cooperate and keep each other accountable Some of the breakfast foods were unhealthy A future challenge could require healthy foods

11. Behavior Retention 19/29 expressed interest in continuing this behavior on weekdays

12. View the challenge! http://on.fb.me/breakfastbuddies

13. Questions/Comments? Conrad Chan cchan91@stanford.edu Twitter: @cchanman