behaviour design - predicting irrational decisions
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Predicting irrational decisions
@BehaviourDesign
@BehaviourDesign
“Zappos is a customer service company that just happens to sell shoes.”
- Tony Hsieh
@BehaviourDesign
@BehaviourDesign
@BehaviourDesign
@BehaviourDesign
The Offer
We’ll give you $4000
NOT to take this job.
@BehaviourDesign
@BehaviourDesign
Cognitive dissonance
We tell ourselves stories to justify our actions.
@BehaviourDesign
@BehaviourDesign
Behaviour design
Using known perceptual and cognitive biases to design environments that will intentionally affect specific behaviours and attitudes.
@BehaviourDesign
Dual process theory of thought
System 1 System 2
Fast / Automatic
Emotional- Impulses / Drives
- Habits
- Beliefs
Slow / Effortful
Logical- Reflection
- Planning
- Problem solving
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System 2 burns through resources
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Choice architecture
“Decision makers do not make choices in a vacuum. They make them in an environment where many features, noticed and unnoticed, can influence their decisions.”
- Thaler, Sunstein and Balz
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If you can’t change the Person
You can change their Behaviourby changing the Environment
B = f( )EP
Kurt Lewin, Founder of Social Psychology
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Choice architecture
Motivation
Triggers
Shaping behaviour
Creating habits
Developing skillsUsability
Shifting attitudes
Behaviour Design
@BehaviourDesign
Organ donation consent
Opt-in
Opt-out
@BehaviourDesign
“This is not about how to make Zappos a great
business, but how to change the world and make it a
better place.”
- Tony Hsieh, CEO Zappos