Recommend a Choice?

Prepared by J. Scott Armstrong (details on him at jscottarmstrong.com). Please inform Scott about errors and also make suggestions (armstrong@wharton.upenn.edu) Scott has taken these slides from adprin.com, a site that he founded. That site contains interactive versions of these slides, along with linked references, videos, and webcasts, all in PPT and PPTX format that you can download.

Adapted from AdPrin.com

Organ donation problem

In Germany, 12% of people participate in organ donations, while in Austria, nearly 100% do so. Germany has asked you to propose advertising to increase organ donations. What would you do? Your target market surveys show that 85% of people favor organ donations in Germany. When you finish writing your approach, see the next slide

Adapted from AdPrin.com

Findings from “Natural Experiments”In six European countries where people must take action to opt out of a donor program, 99% are organ donors. In four countries where one must take action to be an organ donor, only 15% are organ donors.

– “To do nothing is in everyone’s power.” - Samuel Johnson, mid-1700s

– Make the recommended choice the default choice (1.3.4 )

–For more information, see AdPrin.com

In the Netherlands, nearly all adults received a letter asking them to sign up. Was this approach successful?

The Netherlands ad campaign had negligible effects.

Adapted from AdPrin.com

Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application.