May 21, 2014, DI
Nudge – et puf der virker
PELLE GULDBORG HANSEN, BEHAVIOURAL SCIENTIST, PH.D. / CBIT, ROSKILDE UNIVERSITY
DIRECTOR OF ISSP – THE INITIATIVE FOR SCIENCE, SOCIETY & POLICY
MEMBER OF THE PREVENTION COUNCIL, DANISH DIABETIC ASSOCIATION
CHAIRMAN OF THE DANISH NUDGE NETWORK
HEAD OF INUDGEYOU TEAM
www.inudgeyou.com
The smaller the piece the healthier consumption – a choice architectural experiment in behavioral nutrition
Hansen PG; Skov LR; Schmidt K; Skov KL; Mikkelsen BE; Pérez-Cueto FJA (2013)
Skov LR; Schmidt K; Hansen PG; Skov KL; Mikkelsen BE; Pérez-Cueto FJA (2013) The smaller the piece the healthier
consumption – a choice architectural experiment in behavioral nutrition
Skov LR; Schmidt K; Hansen PG; Skov KL; Mikkelsen BE; Pérez-Cueto FJA (2013) The smaller the piece the healthier
consumption – a choice architectural experiment in behavioral nutrition
Skov LR; Schmidt K; Hansen PG; Skov KL; Mikkelsen BE; Pérez-Cueto FJA (2013) The smaller the piece the healthier
consumption – a choice architectural experiment in behavioral nutrition
Average consumption per person measured in
whole of cake and apples respectively
Cake vs. Brownies in the Opera 2013
0,9
0,8
0,7
0,6
0,5
Control
0,4
Reduced size
0,3
0,2
0,1
0
Cake consumption
Apple consumption
Skov LR; Schmidt K; Hansen PG; Skov KL; Mikkelsen BE; Pérez-Cueto FJA (2013) The smaller the piece the healthier
consumption – a choice architectural experiment in behavioral nutrition
45
Cake vs. Brownies in the Opera 2013
40
Grams per person
35
30
25
20
15
Standard
Intervention
10
5
0
Skov LR; Schmidt K; Hansen PG; Skov KL; Mikkelsen BE; Pérez-Cueto FJA (2013) The smaller the piece the healthier
consumption – a choice architectural experiment in behavioral nutrition
Cake vs. Brownies in the Opera 2013
1800
1600
1400
Kilo Jules
1200
1000
800
600
400
200
0
Total energy intake per person (KJ)
Skov LR; Schmidt K; Hansen PG; Skov KL; Mikkelsen BE; Pérez-Cueto FJA (2013) The smaller the piece the healthier
consumption – a choice architectural experiment in behavioral nutrition
Table over energy use for different activities
Activity
KJ/10 minutes
Watching TV
33
Kissing
34
Doing the dishes by hand
71
Vacuuming
80
Brushing teeth
80
Playing music
85
Playing volleyball
95
Playing Frisbee
100
Source: ‘Become your own food detective’ – Danish Board of Product Facts
nudge
Et nudge er en samlebetegnelse for forsøg på at påvirke
menneskers valg og adfærd i forudsigelige retninger uden
1) at begrænse deres valgmuligheder, eller
2) ændre afgørende ved handlingsalternativernes
omkostninger (herunder økonomi, tid, besvær, social
sanktioner, o. lign.)
baseret på antagelsen at kognitive bias påvirker individuel
og sociale beslutninger og adfærd, og som gør brug af disse
som integrerede dele af sådanne forsøg.
Hansen, PG & Jespersen, AM (2013) Nudge & The Manipulation of Choice – A Framework for the Responsible Use of the
Nudge Approach to Behaviour Change in Public Policy, The European Journal of Risk Regulation, Volume 1, 2013, 3-28
68 %
32 %
68 %
16 %
32 %
84 %
450
379
Kroner
294
1
2
3
$ 0.55
$ 0.50
$ 0.45
$ 0.40
$ 0.35
$ 0.30
$ 0.25
$ 0.20
$ 0.15
$ 0.10
$ 0.05
$ 0.00
The meaning of labor
25
20
15
Series1
10
10,2
5
7,2
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
Dan Ariely, Emir Kamenica, Drazen Prelec (2008) Journal of Economic Behavior & Organization 67
(2008) 671–677
Duncker's candle problem
 WITH a financial incentive : 11:08 min
 WITH a financial incentive : 3.67 min
 WITHOUT a financial incentive : 7:41 min
 WITHOUT a financial incentive : 4.99 min
Glucksberg, S. (1962). "The influence of strength of drive on functional fixedness and perceptual recognition". Journal of
Experimental Psychology 63: 36–41
N = 248
Percentage of group that exercised
100%
91%
90%
80%
70%
60%
50%
40%
38%
35%
30%
20%
Control
iNudgeYou © Nudge 101
Motivation
Motivation +
Implementation
intentions
S. Milne, S. Orbell, P. Sheeran (2012); Combining motivational and volitional interventions to promote exercise participation: Protection
motivation theory andimplementation intentions; British Journal of Health Psychology 2002, 7, pp 163-184
Behavioural Insights Team Blog (2013) New BIT trial results: helping people back into work.
Twitter:
@peguha
Conference:
June 27, 2014
Blog:
www.iNudgeYou.com