This document discusses concepts from behavioral science and economics that can help understand human behavior. It explains that classical economics assumes people act rationally with complete information, while behavioral science incorporates findings from psychology about cognitive biases. It then outlines seven core concepts from behavioral economics: 1) cognitive ease and System 1 vs System 2 thinking, 2) priming and framing, 3) status quo bias, 4) heuristics, 5) loss aversion, 6) defaults and nudges, and 7) commitment devices. Each concept is defined and an example application is provided to illustrate how it can inform messaging or program design to influence behaviors.

1. Behavioural Science
(Economics)
Uttara Bharath Kumar
Sr. SBC and Capacity Strengthening Advisor
Johns Hopkins University, Center for Communication Programs

2. Human Behavior is Complex
• Even when information is available,
people may not hear/ see it, believe
it, agree with it or feel others will
judge them
• Messaging alone does not work
• There is usually a gap between
exposure to information and
behavior
If you tell them they will do?

3. © 2016 ideas42 3
PEOPLE DON’T
ALWAYS BEHAVE

4. ORIGINS
Psychology
People are
predisposed to behave
in certain ways by
selective perception,
experience and
emotion
Anthropology
Sociology
Marketing
User-centered design
Other
Disciplines
Classical
Economics
Economic agents have
complete information
and act rationally
100% of the time to
maximize their
lifetime happiness and
utility
BE

7. Sensory overload
The brain
receives more
incoming
sensory data than
it can process
mindfully

8. Making decisions
is hard
The brain has evolved
to take shortcuts and
simplify decision-making

9. Especially true in
this COVID-19
‘Info-demic’

10. Seven core concepts in BE
1. System 1 vs System 2 processing:
cognitive ease
2. Priming/Framing
3. Status Quo Bias
4. Heuristics
5. Loss aversion
6. Behavioral defaults/nudges
7. Commitment devices/”self-binding”

11. 1. Bias & Cognitive ease
We choose what takes less effort or feels good
(over the option that makes us think)
System 1 System 2

13. Application: Cognitive ease
Keep it short
Limit the number of words in your theme/call to action:
Dua Anak Cukup (Two kids are enough)—Indonesia Blue
Circle
Mabrouk! (Congratulations! Your health is your
wealth)—Egypt CHL project
India Red Triangle – A small family is a happy family

14. (2) Priming/framing
Don’t think of a monkey!

15. Think of an animal that likes
bananas

16. How many of you thought of one of this first?

17. 2. Framing

18. Application: Framing
VS.
Make the right choice obvious (in a way the audience understands)
Make it feel good, popular, attractive, simple

19. Nepal
Reframing family planning from passive to
active
Was: Two children are a blessing from god
Now: “Family planning makes life smart”

20. Positive framing of face masks

21. Status
Quo
Option
A
Option
B
Action
3. Status Quo Bias

22. Source: Johnson, Eric L. and Daniel Goldstein (2003,) “Do Defaults Save Lives?” Science 302: 1338-1339.
85%
of Americans approve of
organ donation
28%
granted permission by signing
a donor card
Status Quo Bias: Organ Donation

23. Rule or guide that
simplifies decision-
making or judgments
Have you ever made
a shopping list?
4. Heuristics
[Scripts, plans, mental maps, models]

24. Provide a formula
Application: Heuristics

25. Use a mnemonic
device
Application:
Heuristics
TALK.
GATHER Promotes Quality Service and Client Satisfaction
PROVIDER'S ACTIONSSTEPS
Greetclientinarespectfulmanner:
-Introduceyourselfandofferaseat
-Beopenandgivethemfullattention
-Talkinaprivateplaceifpossible
-Assuretheclientofconfidentiality
Ask client about themselves – Obtain current health and history from new client
Ask if the client has a particular family planning method in mind (needs,
intentions and concerns)
Pay attention to what clients express with their words and gestures/expressions
Ask if the client’s partner will support the client's decisions
Tell client about the benefits of child spacing, and about the different types of
family planning methods available
Tell client about the benefits of using a modern FP method: FP offers a couple the
ability to choose when to have their next child; FP allows a woman to manage her
fertility, regain her figure, health and energy, be sexually active and available to
her husband
Tell the client about other available services the facility offers that the client may
want
Helpclienttomakeaninformedchoice
Considermedicaleligibilitycriteriaforthefamilyplanningmethodormethodsthat
interesttheclient
Helpclarifymisunderstandingonanyissue
Repeatinformationwherenecessary
Explain fully how to use the chosen method or how the procedure will be
performed
Encourage questions and answer them openly and fully
Explain how to use condoms to prevent Sexually Transmitted Infections (STIs)
including HIV
Give condoms to everyone at risk for STIs and HIV
Refer client if treatment and desired methods are not available at your facility
Discuss Return for follow-up or more supplies if needed
Schedule Return visits
Always invite the client to Return any time for any reason
Show Your Clients You Care
GREET
HELP
ASK
EXPLAIN
G
A
TELL
T
H
E
RRETURN
REFER
www.nurhi.org
Get it together
KNOW. TALK. GO.

26. (5) Loss aversion

27. Application: Loss aversion
Which scenario will result in more exercise?
I just put Rs. 600 in a
bank account for
you. Every day this
month you do not
exercise at least 30
minutes, I will take
Rs. 20 out of that
account.
I have an exercise
encouragement
fund. Every day
you exercise at
least 30 minutes
this month, I will
pay you Rs. 20
OR
Scenario 1 Scenario 2

28. Preference for the status quo
People will work harder to avoid loss than to achieve gain

29. Application: Loss aversion
Reward & loyalty programs
(e.g., ANC clients earn points with every visit;
keep coming back to not lose points)
1. Free educational resources?
• Neonatal tips booklet & picture frame
2. Access to social events?
• Prenatal client party
3. Local perks?
• Discounts at nearby shops & restaurants
What rewards could we offer?

30. (6) Behavioral defaults/Nudges
We are more likely to take the first thing offered

31. Application: Behavioral defaults
We tend to accept a predetermined choice
Which will result in more
blood testing?
Welcome to the
marriage license office.
Stop at Room A to see
the registrar for your
license. You can then
get a blood test in Room
B.
Welcome to the
marriage license
office. Stop at Room A
for your blood test
before proceeding to
the registrar for the
license application in
Room B.
OR
Opt out Opt in
We are less likely to opt in than opt out.

32. Application: Choice architecture
Make the right choice fun

33. (7) Commitment devices
We are motivated to maintain a consistent
and positive self-image

34. Application: “Self-binding”
If we set goals, we don’t like to change them
• Register for SMS reminders
• Wear a wrist band (“Live
Strong”)
• Wear a FitBit
• Make a public declaration
of intent
• Buy a gym membership
(even if cheaper to pay as
you go)
• Park farther from work &
walk the rest of the way

36. Seven core concepts in BE
1. System 1 vs System 2 processing:
cognitive ease
2. Priming/Framing
3. Status Quo Bias
4. Heuristics
5. Loss aversion
6. Behavioral defaults/nudges
7. Commitment devices/”self-binding”

37. For more information