SlideShare a Scribd company logo
Breaking Barriers in Higher Education
with Behavioral Science
© 2015 ideas42
We’re a non-profit using theories from the
behavioral sciences to design and test
solutions to some of the world’s most
persistent social problems.
What is ?
© 2015 ideas42 3
We engage in three types of work…
EDUCATE ASSIST INVENT
Show others how to utilize
a behavioral science lens
Improve existing products
and programs
Create new products and
policies
...and we’re supported by over 60 of the world’s best and brightest
academics, including…
Sendhil Mullainathan,
Harvard University (co-
founder)
Antoinette Schoar,
MIT Sloan (co-founder)
Eldar Shafir,
Princeton University (co-
founder)
Daniel Kahneman,
Woodrow Wilson School
Richard Thaler,
University of Chicago
Angela Duckworth,
University of Pennsylvania
We’ve been working with a wide range of partners to
solve problems in higher education
© 2015 ideas42 4
Foundations
© 2015 ideas42 5
We’re sure you’ve
noticed… People often
behave oddly and act in
conflict with their intentions
and goals.
The basis of our work is understanding the many, many
human biases in our world
© 2015 ideas42 6
These biases are everywhere, and need to be
considered in effective design
Behaviorally-informed
designs can guide people
to choices aligning with
their good intentions.
Like these musical stairs!
If everyone else jumped off a bridge, would you do it
too?
© 2015 ideas42 7
Cialdini, Robert, B; Reno, R. Kallgren, C (1990) “A focus theory of normative conduct: Recycling the concept of norms to reduce littering in
public spaces.” Journal of Personality and Social Psychology, Vol 58(6): 1015-1026
14%
32%
Clean Litter Already
Present
Percentage Who
Littered
Parents of teenagers have exhausted themselves with this phrase. But high school kids aren’t the
only ones who care about what everyone else is doing. In behavioral science, it’s called social
norms.
In one study, the amount of
people who littered was
measured in a parking garage
either with litter already on the
ground or not.
And…
Knowing what others do
provides a reference point
against which people often
compare options when they
are unsure about what to do.
8© 2015 ideas42
So why does this matter for education?
Keeping social norms in
mind, how might this
awareness campaign
influence a struggling high
school student?
Social norms: good intentions can can end up having
a negative effect
9
People look to others in
conditions of uncertainty,
and this campaign’s
information normalizes a
“bad” behavior
© 2015 ideas42
How to use social norms to positively influence student
behaviors
10© 2015 ideas42
Emphasize that the
desired behavior is
the actual norm
There are many more behavioral principles influencing
higher education such as…
11
Hassle Factors
Procrastination
Salience
Jargon of financial aid forms
Waiting to select classes until they’re
full
Choosing an optimal student loan
plan
© 2015 ideas42
Scheduling an advising appointment
Dropping a course at the last minute
Selecting or switching majors
12© 2015 ideas42
And lots of behavioral solutions to be designed and
tested…
We’ve only begun to
scratch the surface—
check out our
workshop for more
insights and
takeaways!
ideas42.org @ideas42
© 2015 ideas42

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Ideas42 SXSWedu Workshop Proposal

  • 1. Breaking Barriers in Higher Education with Behavioral Science © 2015 ideas42
  • 2. We’re a non-profit using theories from the behavioral sciences to design and test solutions to some of the world’s most persistent social problems. What is ?
  • 3. © 2015 ideas42 3 We engage in three types of work… EDUCATE ASSIST INVENT Show others how to utilize a behavioral science lens Improve existing products and programs Create new products and policies ...and we’re supported by over 60 of the world’s best and brightest academics, including… Sendhil Mullainathan, Harvard University (co- founder) Antoinette Schoar, MIT Sloan (co-founder) Eldar Shafir, Princeton University (co- founder) Daniel Kahneman, Woodrow Wilson School Richard Thaler, University of Chicago Angela Duckworth, University of Pennsylvania
  • 4. We’ve been working with a wide range of partners to solve problems in higher education © 2015 ideas42 4 Foundations
  • 5. © 2015 ideas42 5 We’re sure you’ve noticed… People often behave oddly and act in conflict with their intentions and goals. The basis of our work is understanding the many, many human biases in our world
  • 6. © 2015 ideas42 6 These biases are everywhere, and need to be considered in effective design Behaviorally-informed designs can guide people to choices aligning with their good intentions. Like these musical stairs!
  • 7. If everyone else jumped off a bridge, would you do it too? © 2015 ideas42 7 Cialdini, Robert, B; Reno, R. Kallgren, C (1990) “A focus theory of normative conduct: Recycling the concept of norms to reduce littering in public spaces.” Journal of Personality and Social Psychology, Vol 58(6): 1015-1026 14% 32% Clean Litter Already Present Percentage Who Littered Parents of teenagers have exhausted themselves with this phrase. But high school kids aren’t the only ones who care about what everyone else is doing. In behavioral science, it’s called social norms. In one study, the amount of people who littered was measured in a parking garage either with litter already on the ground or not. And… Knowing what others do provides a reference point against which people often compare options when they are unsure about what to do.
  • 8. 8© 2015 ideas42 So why does this matter for education? Keeping social norms in mind, how might this awareness campaign influence a struggling high school student?
  • 9. Social norms: good intentions can can end up having a negative effect 9 People look to others in conditions of uncertainty, and this campaign’s information normalizes a “bad” behavior © 2015 ideas42
  • 10. How to use social norms to positively influence student behaviors 10© 2015 ideas42 Emphasize that the desired behavior is the actual norm
  • 11. There are many more behavioral principles influencing higher education such as… 11 Hassle Factors Procrastination Salience Jargon of financial aid forms Waiting to select classes until they’re full Choosing an optimal student loan plan © 2015 ideas42 Scheduling an advising appointment Dropping a course at the last minute Selecting or switching majors
  • 12. 12© 2015 ideas42 And lots of behavioral solutions to be designed and tested… We’ve only begun to scratch the surface— check out our workshop for more insights and takeaways!

Editor's Notes

  1. Lumina foundation Dell?