Shikakeology is the Japanese art of designing triggers for behavior change, introduced by Dr. Naohiro Matsumura, focusing on enhancing behaviors and addressing societal issues through creative design. It emphasizes inducing spontaneous and enjoyable behavior modifications rather than enforcing changes through direct demands. Examples of shikakes illustrate simple yet effective interventions that promote desired actions, such as engaging designs in public spaces.

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Designing Triggers for
Behavior Change
MEC

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Contents
• Shikakeology.
• Shikakes.
• Shikake Examples.
• Goals of Shikakeology.
• Merits of Shikakeology.
• Research in Shikakeology.
• Comments.

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Shikakeology
• The Japanese Art of Shaping Behavior
through Design.
• An entirely fresh way of thinking, living and
connecting with others.
• ‘Shikakeology’ pronounced as shē-kä-kā-
ology.
• Introduced by Dr. Naohiro Matsumura,
Professor of Economics, Osaka
University.
• Study of ‘shikakes’.

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Shikakeology
• Dr. Matsumura has divided 120 examples
he has collected into which senses they
tickle, which stimulae they employ, and
other such columns on a spreadsheet to
make it look like a hard science.
• Involves creativity and inspiration, based
on demonstrated need to change the way
people act.
• Shikakeology is observation, not
equations.

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Shikakeology
• Has the potential to:
- sustain desirable behaviors.
- induce behavioral change.
- control impulses.
- shape our personal habits.
- boost professional success.
- tackle social issues.
- issues include public health and civic
engagement.

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Shikake
• A Japanese word meaning a "device,
mechanism, system, or trick“.
• Not necessarily associated with
psychological or behavioral modification.
• Represents physical and/or psychological
trigger for implicit or explicit behavior
change to solve problems.

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Shikakes
• Things that influence our behaviour, not
through direct requests or demands but
rather through mindful, pleasant designs
that invite action.
• Are often simple.
• Help to change our consciousness and
behavior.
• Development easier and less expensive
than developing complicated engineering
mechanisms.

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Purpose and Principles of Shikakes
• Induce spontaneous behavior.
• Aims to change behavior through a
continuous engagement and
transformation process.
• When people feel controlled or forced by
someone or something to do something,
they never do that again.

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Purpose and Principles of Shikakes
• If people desire and enjoy changing their
behavior, they would do it repeatedly.
• Modifying a child’s behavior can lead to
success with adults.

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Shikake Examples
Cylinder
Pathway at Tennouji Zoo, Japan.

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Shikake Examples

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A Flame Urinal Target
Bulls Eye

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Diagonal Line across a Shelf of
Binders

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Hallway Collision Preventer

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Garbage Bin with a Basketball
Hoop

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More Examples
• Drawing of two eyes over the box where
people are supposed to pay for their
coffees increases payment, clean and
easy.
• Putting a mirror over a rack full of flyers
caused people to stop and check
themselves out — and take away flyers
2.5 times as often as when there is no
mirror.

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More Examples
• A trash barrel that produces the sound of
the trash falling for eight long seconds until
it supposedly crashes onto the heap of
other trash at the bottom has made people
go and collect trash to throw in so they can
hear the soundtrack again.
• Put mint flavor on tickets at the parking
garage, people tend to put them in their
mouths and continue on in, sales of mints
increased in neighbouring stores.

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More Examples
• Painting stairs like piano keys and have
sensors produce sounds as you stepped
on the concrete keys.
• Rumble strips warn drivers they’re over
the line.
• Roll bars placed at a hallway intersection
prevent people cutting corners and
bumping into each other.

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Goals of Shikakeology
• To codify the cause and effect of Shikake
cases from physical and/or psychological
points of view.
• To establish a Shikake design
methodology.
• To share the knowledge, methods,
experiments and findings that demonstrate
triggers that motivate people and lead to
behavior changes.

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Merits of Shikakeological Approach
• Low expertise.
• Address immediate problems without
requiring specific expertise.
• Low cost.
• Wide range of target users.
• Long term continuous behavior change.
• An intelligence amplifier for new Artificial
Intelligence platforms.

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Research in Shikakeology
• Research in Shikaleology deeply related
to Artificial Intelligence.
1) interaction design of embodied-, situated-
, and behavior-based intelligence.
2) definition of Shikake ontology and
knowledge representation.
3) codifying Shikake cause and effect.
4) formalizing intelligent and adaptive
Shikake algorithms for reasoning,
planning, and learning.

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Comments
• Crowd control is the essence of society.
• Design out obstacles to safety and
efficiency.
• The perpetrator gets the desired behavior,
and the victims get a bit of entertainment.
• It’s a fun read, and everyone can do it —
because everyone does.
• No hierarchy of successful attempts,
combinations or theories.

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Comments
• Invent your own shikakes.
• Forge creative solutions to almost any
problems we face.

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“It is wonderful that we can be so
creative that we entertain while
solving some annoyance in our lives.
Simplicity can be extremely powerful,
engaging our curiosity in ways that
directly stated guidelines, or brute-
force application of willpower, never
will”.

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Reference
Available
Online

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