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Nudge, Nudge, Wink, Wink: Using Mobile Technology to Influence
Behaviour Jon Bird
HCI Research Centre City University London
25 February 2015
What we’re going to do -‐ 1
• Overview of nudging – an approach to behaviour change
• Describe 3 projects where I’ve used nudging techniques to try to influence people’s behaviour – Supermarket shopping
• Lambent shopping trolley handle • Healthy shopper app
– Electricity consumpXon • Tidy Street project
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What we’re going to do -‐ 2
What we’re going to do -‐ 3
• Work in groups to design two websites or apps that use and abuse nudge techniques – Charity website that aims to maximise donaXons – E-‐commerce website that aims to maximise sales and the amount of customer informaXon collected
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Nudging can be unethical if we try to change people’s behaviour without their knowledge. Our approach is to fully inform parXcipants about what we are doing
Which side of the Force are you on?
The take home message
The way that informaXon is presented to people influences how they behave
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Yes Minister video
h^ps://www.youtube.com/watch?v=G0ZZJXw4MTA
What is a nudge?
• A method of influencing people’s behaviour by changing the context in which they act
• Typically nudges affect people’s ‘automaXc’, rather than ‘reflecXve’, brain systems
Richard Thaler and Cass Sunstein ‘Nudge: Improving Decisions About Health, Wealth, and Happiness ‘, 2008. h^p://nudges.org/
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Two brain systems
Reflec*ve Automa*c Efforgul Effortless DeducXve EmoXonal
Slow Fast Self-‐aware Unconscious
• Learning a foreign language versus speaking a mother tongue
• Planning an unfamiliar journey versus taking the daily commute
Messenger IncenXves Norms Defaults Salience Priming Affect Commitment Ego
MINDSPACE: Nine of the most robust influences on human behaviour
ReflecXve AutomaXc
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What is the MINDSPACE Report? • A 96 page report produced by the Cabinet Office and
the InsXtute for Government March 2010: – ‘MINDSPACE: Influencing behaviour through public policy’ – Also a shorter version of the report (‘PracXcal Guide’) – h^p://www.insXtuteforgovernment.org.uk/our-‐work/c2/3/MINDSPACE%3A+Behavioural+economics
• The Cabinet Office is a UK government department that supports the PM and cabinet and co-‐ordinates the delivery of policy in other departments
• The InsXtute for Government is a think tank: ‘an independent charity with cross-‐party and Whitehall governance working to increase government effecXveness’
Norms We are influenced by what those around us are doing
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Individual carbon footprint
Yvonne
Individual carbon footprint
Tom
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Compare carbon footprint with the average
Yvonne Average
Compare carbon footprint with the average
Average Tom
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Effect of this feedback
Yvonne Tom Average
The boomerang effect
• Social norms can have a powerful effect on behavioural change
• People do not always change their behaviour towards the desired goal!
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EliminaXng the boomerang effect in household energy consumpXon
Shultz et al (2007) study (i) Each week two groups of householders were told how much electricity they were consuming + neighbourhood average (ii) One group also given addiXonal smiley faces
The power of a nudge
When given an addiXonal smiley face:
(ii) Households above the average showed even larger decrease in consumpXon
(ii) Households below the average did not change their behaviour – they did not display a boomerang effect and increase their consumpXon
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Defaults
We go with the flow of pre-‐set opXons Osen the default opXon is ‘no-‐acXon’ Opt-‐in defaults increase organ donaXon significantly e.g. UK, Germany and Denmark < 20% versus France, Austria and Sweden > 80% When is it ethical to use opt-‐in defaults to get people to behave in ways that they would not acXvely choose?
Defaults
h^p://www.theverge.com/2013/8/29/4640308/dark-‐pa^erns-‐inside-‐the-‐interfaces-‐designed-‐to-‐trick-‐you
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Salience Our a^enXon is drawn to what is novel and relevant to us
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Salience – two design challenges
• We are more likely to register simple sXmuli, e.g. slogans, than complex ones. How do we determine the right level of s*mulus complexity?
• How long before we habituate to a novel sXmulus e.g. how osen do Air New Zealand have to change their pre-‐flight safety video?
Air New Zealand
• Lord of the Rings: The most epic safety video ever
h^ps://www.youtube.com/watch?v=qOw44VFNk8Y • CollaboraXon with Sports Illustrated Swimsuit ediXon
h^ps://www.youtube.com/watch?v=SQDip9V49U0
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Priming
such as words, images or other sensory sXmuli e.g. asking parXcipants to make sentences out of words
such as ‘fit’, ‘lean’ and ‘acXve’ meant they were more likely to take the stairs than the lis
e.g. larger popcorn containers lead movie goers to eat more, even when the popcorn is stale
Which of the thousands of cues we experience each day influence our behaviour?
What are the ethics of priming or, more generally, influencing people’s behaviour covertly?
Our acts are osen influenced by sub-‐conscious cues,
Affect EmoXonal associaXons affect our acXons Ghanaian hand-‐washing with soap -‐ increased significantly when a TV campaign focused on provoking disgust at dirty hands rather than promoXng hand-‐washing (4 seconds in a 55 seconds commercial)
If there is no clear connecXon between negaXve emoXon and behaviour change then approach could simply result in anxiety.
Do we quickly habituate to emoXonally charged adverXsing? E.g. UK smoking cessaXon campaigns
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Lambent shopping trolley handle
How to Nudge In Situ: Designing Lambent Devices to Deliver Salient InformaXon in Supermarkets Proceedings of Ubicomp 2011
Vaiva Kalnikaité, Yvonne Rogers, Jon Bird, Nicolas Villar, Khaled Bachour, Stephen Payne, Peter M.Todd, Johannes Schöning, Antonio Krüger, Stefan Kreitmeyer
MoXvaXon People want to know about the global consequences of their consumer decisions
The overload of complex informaXon makes it difficult to make informed decisions in supermarkets
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Can we nudge people into making more sustainable consumer decisions?
• salience – show two pieces of product informaXon using LEDs
• social norm – show how the contents of a shopper’s trolley compares to other shoppers’ trolleys
Lambent shopping trolley handle
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Salience – two pieces of product informaXon
Social norm – how does my weekly shop compare to other shoppers?
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In situ supermarket study
• 18 parXcipants • 2 condiXons – with and without the handle • For each condiXon given a shopping list of 12 items and a scenario (green guests coming to stay for the weekend)
Did it work?
• when people were using the handle, 72% of the Xme they chose products with lower food miles compared to when they were not using the handle
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Not all consumer decisions were nudged
There was no nudge effect for: • favourite brands e.g. chocolate
• products they disliked e.g. blue cheese
• organic products – they are already prominently labelled
Salience – food miles and organic products
• Even a difference one LED can have a nudge effect: “Products that light up too much make me think twice” “Lights for organic peanut bu>er weren’t very helpful”
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Social norm – average food miles of the trolley contents
• When they were not below the norm parXcipants tended to scan in and check the food miles of more products
• The emoXcons had an effect on parXcipants’ mood: “The smiley face made me happy and the sad face bothered me.”
Main findings from the lambent shopping trolley handle
• Salient informaXon helps people make more informed decisions and can nudge sustainable behaviour e.g. selecXng items with lower food miles
• Seeing how they compare to a social norm moXvates people to try and make more sustainable choices e.g they scan more products
• Would this sustainable behaviour be sustained over *me?
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Lambent Shopping Trolley LimitaXons
• Short DuraXon
• Limited items could be scanned
• Who is it for?
Healthy shopping app
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MoXvaXon
• A balanced diet is necessary for good health • An imbalanced diet is the primary cause behind the majority of non-‐communicable diseases
• Link between imbalanced diet and obesity
• 30% of the US adult populaXon are obese
SoluXon: Food Labeling?
• Too Abstract • People don’t realise how it fits within their overall diet
“Consumers seemed to find it parFcularly difficult to use nutriFon label informaFon to place an individual product in the context of their overall diet” Cowburn & Stockley 2005
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Balanced Diet VisualisaXons
“So hopelessly abstracted from people’s actual experience with food – which consists of things like buying groceries and ordering hamburgers in restaurants, not tabulaFng grain porFons – that the message confuses and demoralizes” Heath & Heath
Healthy Shopping Study
Web app showing nutriXonal balance of the shopping trolley: • 7 ParXcipants (living alone weekly shoppers, aged 24-‐31) • 1 month baseline • 1 month app usage • Works for all products in a small supermarket
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VisualisaXon
Results
0
2000
4000
6000
8000
10000
12000
Fruit and vegetables
Milk and alternaXves
Grains Meat and alternaXves
Treats
Cons
ump*
on in
gra
mm
es
A comparison of average food type consump*on: baseline v recommended v Healthy Shopping app
Baseline average
Recommended
Average with app
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LimitaXons
• Small number of parXcipants • ParXcipants ate out twice a week -‐ food not captured by the app
• Scanner expensive (£350!) and unnecessary • Planet Organic – the supermarket we collaborated with – is small and niche, not mainstream
The Tidy Street Project
DomesXc electricity usage project in Brighton, UK
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Nudge techniques used
• Social norms – Website graphs – Street display
• Salience – Website graphs – Street display – Daily recording of electricity usage – Appliance meters
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What was the role of the public display?
Public display
• Daily reminder of the project • Generated a sense of community pride • Led to interacXons with passersby – parXcipants became champions of the project
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Tidy Street aser 3 weeks
• all parXcipants reported an increased awareness of their electricity usage
• parXcipants reduced their electricity usage by 15% on average
• was the decreased electricity usage sustained….?
Tidy Street aser 6 months
• Only 20% of parXcipants (3 households) conXnued to record their electricity usage on a daily basis
• 2 of these households showed a significant reducXon in electricity usage over 6 months – more than would be expected from seasonal changes
• How do we design technologies to facilitate sustained sustainable behaviour?
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Summary 1 – key design challenges
4 key challenges when designing for long term behaviour change: • increasing awareness (salience) • moXvaXng change (norms) • facilitaXng change (salience) • sustaining change – how can we stop the novelty wearing off? – how can we keep people mo*vated?
Design acXviXes
Work in groups to design two websites or apps that use and abuse nudge techniques
Charity website that aims to maximise donaXons E-‐commerce website that aims to maximise sales and the amount of customer informaXon collected
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‘MINDSPACE: Influencing behaviour through public policy’ Also a shorter version of the report (‘PracXcal Guide’) h^p://www.insXtuteforgovernment.org.uk/our-‐work/c2/3/MINDSPACE%3A+Behavioural+economics .NET Gadgeteer (used to build the Lambent Shopping Trolley handle) h^p://research.microsos.com/en-‐us/projects/gadgeteer/
Links
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Charity nudging
• When solicitors or will writers simply menXoned to people that leaving a gis to charity was an opXon, the percentage of people who did so rose from just 5% to 10%
• Increased to 15%, when people were also asked if there were any chariXes that they were passionate about. An addiXonal £1 million of giss was les to chariXes in Wills as a result of the trial alone.
• h^p://www.rememberacharity.org.uk/news/giss-‐in-‐wills-‐to-‐chariXes-‐treble-‐in-‐nudge-‐study/
Paul Boag Headscape
• h^ps://boagworld.com/design/charity-‐web-‐design/
• Defaults • Make it tangible • Delay consequences • Small steps to a bigger goal • Social pressure
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Dark Pa^erns
• Harry Brignull • h^p://darkpa^erns.org/
