Towards applying Nudge Thinking to EU Policies - Hearing · Towards applying Nudge Thinking to EU Policies - Hearing Brussels, BelgiumJune 23, 2016 Pelle Guldborg Hansen, ,, , Behavioural

Towards applying Nudge Thinking to EU Policies - HearingBrussels, Belgium June 23, 2016

Pelle Guldborg HansenPelle Guldborg HansenPelle Guldborg HansenPelle Guldborg Hansen, , , , Behavioural Scientist, Ph.D. / CBIT, Roskilde University

Director of ISSP – The Initiative for Science, Society & Policy

Chairman of The Danish Nudge Network

Head of INUDGEYOU team

twitter: @peguha

E-mail: [email protected]

ISSP

Living technology

ISSP

Social aspects in

new technologi

es

ISSP

Social Software

www.inudgeyou.com

ISSP

Behavioural Public Policy

Theoretical Work(1) A solid definition of nudge1

1 Hansen, P.G. 2016. The Definition of Nudge and Libertarian Paternalism: Does the Hand Fit the Glove? The European Journal of Risk Regulation. Vol. 7, no. 1, pp. 155-174.2 Hansen, P.G.; Laurits Rodhen; Skov Katrine Lund Skov. 2016. Making Healthy Choices Easier: Nudging vs. Regulation. The Annual Review of Public Health, Vol. 37, s. 237-251.3 www.iNudgeyou.com. 4 Hansen, P.G. 2016f. Nudging – Adfærdsarkitektens Håndbog. Psykologisk Forlag, forthcoming.5 Hansen, P.G. & Jespersen, A.M. (2013). Nudge and the Manipulation of Choice: A Framework for the Responsible Use of Nudge Approach to Behaviour Change in Public Policy. The European Journal of Risk Regulation, Vol. 4, Issue 1, pp. 3-28, 2013.

Source: Hansen, PG (2016) The Definition of Nudge and Libertarian Paternalism: Does the hand fit the glove?The European Journal of Risk Regulation

A nudge is a function of any attempt at influencing people’s judgment, choice or behaviour in a

predictable way, that is (1) made possible by cognitive limitations, biases, routines, and habits in

individual and social decision-making posing barriers for people to perform rationally in their

own self-declared interests, and which (2) works by making use of those limitations, biases,

routines, and habits as integral parts of such attempts.

Thus a nudge amongst other things works independently of:(i) forbidding or adding any rationally relevant choice options,

(ii) changing incentives, whether regarded in terms of time, trouble, social sanctions, economic and so forth,

or

(iii) the provision of factual information and rational argumentation.

nudge


(2) A distinction between “nudges” and “nudging”2

Behavioural economics

Behavioural economics

Cognitive psychologyCognitive

psychology

’Nudging’’Nudging’

Social psychology

Social psychology

1. The systematic use of evidence-

based behavioural insights

2. Dual process cognitive theory

3. The use of scientific methods for

effect-evaluation




(3) A conceptual separation of “nudging” and “libertarian paternalism”1





(4) A framework for systematically developing nudge-interventions (BASIC©)3

(5) A framework for working diagnostically with nudging (OPIuM)4





(4) A framework for systematically developing nudge-interventions (BASIC©)3

(5) A framework for working diagnostically with nudging (OPIuM)4

(6) A framework for Evaluating Ethics of nudges5

1 Hansen, P.G. 2016. The Definition of Nudge and Libertarian Paternalism: Does the Hand Fit the Glove? The European Journal of Risk Regulation. Vol. 7, no. 1, pp. 155-174.2 Hansen, P.G.; Laurits Rodhen; Skov Katrine Lund Skov. 2016. Making Healthy Choices Easier: Nudging vs. Regulation. The Annual Review of Public Health, Vol. 37, pp. 237-251.3 www.iNudgeyou.com. 4 Hansen, P.G. 2016f. Nudging – Adfærdsarkitektens Håndbog. Psykologisk Forlag, forthcoming.5 Hansen, P.G. & Jespersen, A.M. (2013). Nudge and the Manipulation of Choice: A Framework for the Responsible Use of Nudge Approach to Behaviour Change in Public Policy. The European Journal of Risk Regulation, Vol. 4, Issue 1, pp. 3-28, 2013.

Applied WorkSome of the real stuff:

(1) Street littering(2) Night-time street littering(3) Food waste in catering(4) Food waste in restaurants(5) Ergonomics in hospitals, airports+ (6) Tape colours and flow of crowds(7) Seating patterns in Airports(8) Smoking zones(9) Plane boarding(10) Electronic control of PAX in airports(11) Hand hygiene in hospitals(12) CEO’s and prize evaluation(13) Safety programs in Shipping(14) Food choices at coffee breaks(15) Food choices in cafeterias at work(16) Calorie consumption in cafes(17) Helping behaviour in public space(18) ….

Some of the public policy stuff:

(1) Compliance letters w. National Business Authorities

(2) Correctness of registrations w. National Business Authorities

(3) Compliance letters w. National Tax Authorities

(4) Prompted Choice for organ donation w. National Health Authorities

(5) Check-list tool for effective job search w. National Authorities for Work and Recruitment

(6) Creation of market competition on dentist market w. National Authorities of Competition and Consumers

(7) Concept for new law on “cool down period” on payday loans w. National Authorities of Competition and Consumers

(8) Taking over supermarket w. national minister of food and agriculture

(9) Mapping of STEM education choices w. ISSP

HANSEN, P.G.; Jespersen, AM; Skov, LR (2015) Size matter! : A choice architectural field experiment in reducing food waste. Menu: Journal of Food and Hospitality Research, Vol. 4, 2015, pp. 11-15.



27 cm

24 cm


Standard sized plates (27 cm)

Smaller plates(24 cm)

Interventionn = 145

220 CEO’s attending standing lunch

Standard amount of food waste

Reduction in food waste

Predicted effects

Controln = 75

Self-selection by choosing one of two stairs leading to floor featuring two identical lunch buffets

Measurement of food waste in bulk

Experimental conditionsSample

Participants in a national conference for 550 Danish CEO’s held in the Danish Opera


0

5

10

15

20

25

Food waste

Av

era

ge

fo

od

wa

ste

pe

r p

ers

on

in

gra

ms Plate size 27CM

(standard)

Plate size 24 CM

(intrevention)

HANSEN, P.G.; Jespersen, AM; Skov, LR (2015) Size matter! : A choice architectural field experiment in reducing food waste. Menu: Journal of

Food and Hospitality Research, Vol. 4, 2015, pp. 11-15.

0

2

4

6

8

10

12

14

16

18

20

1 2

By making doggy-bags the default restaurant customers start to

adopt the practice where there were none

• norm adoption was achieved by serving plates with wooden clips attached marking that the costumer would

like to bring back any leftovers as explained by an accompanying sign on the table

Control weekend

N = 493

Intervention

weekend

N = 593

Source: Tallerkenspild på Restauranter, 2013, Amalie Thøger Sørensen, Kathrine Emely Isaksen, Mette Mia Christiansen, Mia Vibeke Timmermann, Rasmus

Stampe Hansen, Roskilde University, Humanistic Technological Bacheloreducation, Sup. Pelle Guldborg Hansen

Fruit at counter

Cauilliflower

Stock items: vegetables / entrance

Grønt v. hakkekød

Splashmarks

Fruit & vegetables on bridges

Fruit / A spots

Packed fruit

Fruit at crisps

Fruit instead of wine

Flowers at entrance

Vegtables / storm flap

Note: Placement-effect was controlled for by moving cauliflower next to potatoes in the pre-test period

The average number of cauliflower sold per day increased

by 45% in Supermarket A compared with pre-test period

10,9

15,9

0

2

4

6

8

10

12

14

16

18

Kontrolperiode: 25.3.2015-14.4.2015 (ekskl. 1.4.2015-7.4.2015 &

10.4.2015)

Interventionsperiode: 15.4.2015-5.5.2015 (ekskl. 22.4.2015-28.4.2015 &

1.5.2015)

Supermarket A: Nørrebro

Fruit Vegetables Organic Local chipsbeer &

alcopopsfizzy drinks Turnover

Series1 22% 24% 43% 112% -15% -8% -7% 4,40%

22% 24%

43%

112%

-15%

-8% -7%

4,40%

-40%

-20%

0%

20%

40%

60%

80%

100%

120%

Tabellen viser den omsætningen på udvalgte økologiske varer mv. i SuperBrugsen Hjallese sammenlignet med benchmark-datoer (dvs. data viser omsætningen i

Hjallese fra den 21. marts til søndag den 12. april. Der sammenlignes med omsætningstal i Hjallese fra lørdag og søndag i uge 12, hele uge 13, 16 og 17 i 2014 (i

2014 lå påsken i uge 16). SuperBrugsen i Hjallese har som den eneste butik af de øvrige 11 sammenligningsbutikker haft åbent i de fire helligdage i påsken 2015,

hvor de havde lukket i 2014, hvorfor omsætningstal for påskedagene i 2015 er taget ud af statistikken.) Der benyttes index-tal. Dvs. at salget, omsætningen osv. for

benchmark-datoerne er 100, og tallene i test-perioden refererer til dette tal. Hvis tallet for 2015 er 110, er der således tale om en stigning i salget på 10 pct. (110-

100 = 10). Et 2015-tal på 250 vil således betyde en stigning ift. 2014 på 150 % (250-100 =150).

Implementing nudges to promote sale of organic

food increased turnover and profit in all targeted

categories

100 100 100 100

297,5338,7

242,8

163,7

246,6

355,2

636,1

158,2

0

100

200

300

400

500

600

700

Organic fruit Organic vegetables Organic meat total Organic eggs

Om. 2014

Om. 2015

Av. 2015

Documents

Towards applying Nudge Thinking to EU Policies - Hearing · Towards applying Nudge Thinking to EU Policies - Hearing Brussels, BelgiumJune 23, 2016 Pelle Guldborg Hansen, ,, , Behavioural