Text of USING INSIGHTS FROM BEHAVIORAL SCIENCE TO NUDGE FOR
Presentation TitleSamia Amin A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G 2 Meet the Presenters Virginia Hamilton Samia Amin A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G START WITH PEOPLE: HUMAN CENTERED DESIGN IDEO A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G 4 START WITH BEHAVIORAL INSIGHTS DOL TRIAL TO INCREASE TAKE UP OF REA PROGRAM IN MICHIGAN 5 Low-take up of REA despite proven success at increasing job placement and reducing UI claims duration Source: Darling, Matthew, Christopher O’Leary, Irma Perez-Johnson, Jaclyn Lefkowitz, Ken Kline, Ben Damerow, Randall Eberts, Samia Amin, and Greg Chojnacki. “Simple Encouragement Emails Increased Take-Up of Reemployment Program.” Research Brief. Washington, DC: Mathematica Policy Research, May 2017. 6 wrong…why was I being called-in by the UI agency? I was worried because the letter said that my benefits would stop. happen at this meeting. campus, I was overwhelmed. Staring at the course catalogue, I ran through the seemingly infinite number of class combinations I could arrange around my two part-time jobs. I struggled to determine the sequence of classes that would satisfy my major, graduation, and transfer requirements in the most timely and cost-effective manner. dispassionately, unerringly, and with economic precision—it would have been easy” - Leslie What I know now, nearly a decade after graduating from community college, is that behavioral science could have helped What I know now, nearly a decade after graduating from community college, is that behavioral science could have helped. http://behavioralscientist.org/building-better-community-colleges-through-behavioral-science/ A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G 8 USING SCIENCE PEOPLE: BEHAVIORAL INSIGHTS http://behavioralscientist.org/cartoons/behavioral-science-fiction/ A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G 9 Making choices is hard… decisions A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G 10 Lack self-control: Frequently don’t follow through Hassle factorsProcrastination Inertia / acting automatically A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G 11 We take shortcuts (rules of thumb) to decide Social norms Influenced by our peers, importantly only those WE see as our peers. A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G 12 How we see ourselves and our emotional states affect our behavior A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G 13 Context of our choices matter Decoy choices on menu: $ 52 steak makes $45 lamb chops more attractive A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G 14 We don’t appreciate that our minds trick us A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G 15 We don’t appreciate that our minds trick us A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G 16 Knowledge doesn’t make a difference CONTEXT / ENVIRONMENT STILL MATTERS A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G So are we doomed by our irrationality? A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G 18 Behavioral design can help A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G 19 Works even when you recognize the nudges A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G 20 Leveraging inertia for good A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G 21 Providing the right amount of choice Create enough choice to put the user in control** Too much choice overwhelms* * Iyengar and Lepper (2000), When Choice is Demotivating: Can One Desire Too Much of A Good Thing? Journal of Personality and Social Psychology, 79 (6) **Just, D.R. & Wansink, B. (2009). Smarter Lunchrooms: Using Behavioral Economics to Improve Meal Selection Choices: The magazine of Food, Farm, and Resource Issues, 24 (3) A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G 22 Making it personal: Using social norms A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G 23 Reminders help A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G 24 Many more examples A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G 25 Behavioral Insights Team - bi.team Easy Principles to Guide Behavioral Design A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G Practice: Using Behavior Change Strategy Cards (15 minutes) Dan Ariely’s Irrational Game A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G Practice Activity 1. LEARN: One person reads aloud the cards on your table • Left side of card: Behavioral insight on the left • Right side of card: Brainstorming questions and illustrative examples 2. DISCUSS: Discuss how the insights might apply to your work supporting states develop policies 3. SHARE: One person share what was discussed with the room A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G Reflections A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G 29 BEHAVIORAL NUDGES: LESSONS FROM EXPERIMENTS 30 wrong…why was I being called-in by the UI agency? I was worried because the letter said that my benefits would stop. happen at this meeting. DOL TRIAL TO INCREASE TAKE UP OF REA PROGRAM IN MICHIGAN 31 Low-take up of REA despite proven success at increasing job placement and reducing UI claims duration Source: Darling, Matthew, Christopher O’Leary, Irma Perez-Johnson, Jaclyn Lefkowitz, Ken Kline, Ben Damerow, Randall Eberts, Samia Amin, and Greg Chojnacki. “Simple Encouragement Emails Increased Take-Up of Reemployment Program.” Research Brief. Washington, DC: Mathematica Policy Research, May 2017. A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G 32 Initial encouragement email A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G 33 Initial encouragement email (cont’d) A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G 34 Initial encouragement email (cont’d) A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G 15 A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G “This trial helped us take a giant step back from our typical customer process. The new lens has encouraged us to rethink how we approach all of our work. Finding simple changes like this is becoming kind of a standard of what we are applying widely across the organization. These principles have infused every aspect of what it is we do. This little intervention created a large change and was really a catalyst for our involvement in additional pilot initiatives.” – Eric Stewart, Manager Staff Perspectives A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G 37 Priming positive identities had exams... They didn’t know it until the text messages started. I think [our relationship] became a text message they’re like, “Come sit here”, and just go through everything.’* 38 Sending text messages to student’s supporters (friend or family) about key events * Behavioral Insights Team Update Report 2016-2017, available at: http://38r8om2xjhhl25mw24492dir.wpengine.netdna-cdn.com/wp-content/uploads/2017/10/BIT_Update-16-17_E_.pdf A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G 39 Journaling experiments to improve employment outcomes 40 Reinsurance Industry Faces Uncertain Future as Time Moves On By Charles E. Boyle | July 2, 2015 The environment in which choices are made matter. Resources: Labor Programs, Program Design & Communication Cheat Sheets: Behavior: http://www.worldbank.org/en/publication/wdr2015 A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G 42 A M E R I C A N I N S T I T U T E S F O R R E S E A R C H | A I R . O R G Want to learn more?
