Nudge: how to lead people

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  • 1. , 2013 inSight HUB consultancy
  • 2.
  • 3. , , 1979 . 10 , 1994 : "Biological markets: supply and demand determine the eect of partner choice in cooperation, mutualism and mating"
  • 4. MINDSPACE Messenger IncenAves Norms Defaults Salience Priming Aect Commitments Ego , , ( , ) , , , , , , h"p://en.wikipedia.org/wiki/List_of_cogni7ve_biases h"p://en.wikipedia.org/wiki/List_of_memory_biases h"p://en.wikipedia.org/wiki/List_of_fallacies
  • 5. LOSS AVERSION
  • 6. HYPERBOLIC DISCOUNTING Kalenscher, T., & Van Wingerden, M. (2011). Why we should use animals to study economic decision makinga perspec7ve. Fron7ers in neuroscience, 5.
  • 7. HYPERBOLIC DISCOUNTING?
  • 8.
  • 9. SYMPLIFICATION AND CHOICE OVERLOAD : - - , - Schwartz, B. (2009). The paradox of choice. HarperCollins.
  • 10. ENDOWMENT EFFECT WTP (willigness to pay) WTA (willigness to accept) - WTP WTA - WTP WTA (endowment eect), , etc
  • 11. MINDSPACE
  • 12. NUDGE . Heyman, J., & Ariely, D. (2004). Eort for payment a tale of two markets. Psychological Science, 15(11), 787-793.
  • 13. NUDGE Gneezy, U., & Rus7chini, A. (2000). Fine Is a Price, A. J. Legal Stud., 29, 1.
  • 14. NUDGE , , , , . 1,5 .
  • 15. EASTERLIN PARADOX to be or not to be?
  • 16. , , , . : , , Aknin, L. B., Dunn, E. W. Spending money on others leads to higher happiness than spending on yourself. In J. Froh & A. Parks (Eds.), Teaching Posi7ve Psychology Handbook Dunn, Aknin and Norton (2008): Spending money on others promote happiness Science Vol319(3) pp1687-1688. Dunn, E. W., Gilbert, D. T., & Wilson, T. D. (2011). If money doesnt make you happy, then you probably arent spending it right. Journal of Consumer Psychology, 21(2), 115-125.
  • 17. , , 20%. Tonin & Vlassopoulos (2012), Social Incen7ves Ma"er. Evidence from an online real eort experiment.
  • 18. . , ""
  • 19. NUDGE? NUDGE Illustra7on by Bill Butcher , , , . ( ) , , . , , .
  • 20. NUDGE? etc.
  • 21. : 2009 2009 2010, Behavioral Insights Team, Nudge Unit, 2011-12 22 , 5 , BIT Test, Learn, Adapt 1
  • 22. : 2009 Nudge, , ,
  • 23. : 2013 NUDGE SQUAD, , : Department of Labor Department of Health and Human Services Department of Education Veterans Administration Department of Treasury Social Security Administration Department of Housing and Urban Development the United States Department of Agriculture. : Paul Blow
  • 24. NUDGE 80%
  • 25. NUDGE 2012 Pelle Guldborg Hansen & iNudgeYouResearch Clean love to Copenhagen Rostra Communication 46%
  • 26. NUDGE Kallbekken, S., & Slen, H. (2013). Nudging hotel guests to reduce food waste as a win-win environmental measure. Economics Le"ers.
  • 27. NUDGE , Holland, R. W., Hendriks, M., & Aarts, H. (2005). Smells Like Clean Spirit Nonconscious Eects of Scent on Cogni7on and Behavior. Psychological Science, 16(9), 689-693.
  • 28. NUDGE de Lange, M. A., Debets, L. W., Ruitenburg, K., & Holland, R. W. (2012). Making less of a mess: Scent exposure as a tool for behavioral change. Social Inuence, 7(2), 90-97.
  • 29. NUDGE Ernest-Jones, M., Ne"le, D., & Bateson, M. (2011). Eects of eye images on everyday coopera7ve behavior: a eld experiment. Evolu7on and Human Behavior, 32(3), 172-178.
  • 30. NUDGE 5 1,5 Homono, T. A. (2012). Can Small Incen7ves Have Large Eects? The Impact of Taxes versus Bonuses on Disposable Bag Use.
  • 31. NUDGE 2008 , 38% . , 60%
  • 32. NUDGE Johnson, E., & Goldstein, D. (2003). Do defaults save lives?. science, 302, 1338-1339.
  • 33. NUDGE , , 2,2% 5- , , . , .