04/02/15'
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 Assoc.
Chairman of The Danish Nudge Network
Head of INUDGEYOU team
twitter: @peguha / January, 2015
Smokeless Terminals
Hansen PG; Schmidt K; Andersen, L; Skov KL (2013)
1'
04/02/15'
fysisk'understø4else'
Types og fordeling af
transgressioner
37%
12%
3%
82%
'
44%
48%
orientering'
Where do smokers come from?
Sol
Vind
15%
Vægge'
Andre
rygere'
Hjørner'
Bænke'
Skodder'
85%
Terror
sten'
Askesteder'
½
Skraldespande'
2'
04/02/15'
10#m#
Fysisk understøttelse
Katrine'Skov,'
Health'&'Nutr.'
Karsten'Schmidt,'RU'
Business'AuthoriDes'
Andreas'Jespersen,'RU'
Consum.'&'Comp.'
Johannes'Schuldt,'
Experimental'Design''
Andreas'Rathman,''
Experimental'Design''
Jon'Wegener,'CBS'
Neuroscience'
Simon'Snoghøj'
Intern'
Henrik'Boensvang'
InfoStorms'
Simon'Jespersen'
Web'
www.inudgeyou.com
3'
04/02/15'
Behavioural'
Economics'
CogniDve'
Psychology'
APPLIED'
BEHAVIOURAL'
SCIENCE'
nudge'
Social'
Psychology'
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
nudge
Et nudge er en funktion af ethvert forsøg på at påvirke
menneskers vurdering, valg eller adfærd i en forudsigelig retning
(1) under antagelsen af kognitive bias, rutiner og vaner påvirker
vores individuelle og sociale adfærd, og (2) som virker ved at
gøre brug af disse som en integreret del af sådanne forsøg.
Det betyder bl.a. at et nudge fungerer uafhængigt af
1) 
begrænsninger af valgmuligheder, eller
2) 
ændringer ved handlingsalternativernes omkostninger (herunder økonomi, tid,
besvær, social sanktioner, o. lign.)
3) 
ny informationsgivning
Nudge
Source: Hansen, PG (2014) Nudge and Libertarian Paternalism: Does the hand fit the glove? Forthcoming 2015
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
nudge
”Alt det der ikke
burde betyde noget i
princippet…, men gør
det i praksis”
Nudge
Source: Hansen, PG (2014) Nudge and Libertarian Paternalism: Does the hand fit the glove? Forthcoming 2015
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
IntervenDonsX'
sDgen'
A!
B!
Elimina+on#af#valg#
Nega+ve#sank+oner#
Posi+ve#sank+oner#
Kampagner#
intention!
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Informa+on#
Nudge
Adapted from Public Health: Ethical Issues Nuffield Council on Bioethics, (2007) Cambridge Publishers Ltd., p. 42
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
4'
04/02/15'
IntervenDonsX'
sDgen'
IntervenDonsX'
sDgen'
Elimina+on#af#valg#
Elimina+on#af#valg#
Nega+ve#sank+oner#
Nega+ve#sank+oner#
Posi+ve#sank+oner#
Posi+ve#sank+oner#
Kampagner#
Kampagner#
Informa+on#
Informa+on#
Nudge
Nudge
Adapted from Public Health: Ethical Issues Nuffield Council on Bioethics, (2007) Cambridge Publishers Ltd., p. 42
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Adapted from Public Health: Ethical Issues Nuffield Council on Bioethics, (2007) Cambridge Publishers Ltd., p. 42
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
context!
A!
B!
Fysisk!
!
Socialt!
!
Mentalt!
intention!
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Dual Process Theory
1.  Sloman'S.A.'(1996)'The'empirical'case'for'two'systems'of'
reasoning.'Psychological+Bulle/n,'119,'3X22.'
2.  Kahneman' D.' (2003)' A' perspecDve' on' judgement' and'
choice.'American+Psychologist.'58,'697X720.'
3.  Evans,' J.' (2003).' "In' two' minds:' dualXprocess' accounts' of'
reasoning".'TRENDS+in+Cogni/ve+Sciences'7'(10).'
4.  Stanovich,'K'E.;'West,'R'F.'(2000).'"Individual'diﬀerence'in'
reasoning:' implicaDons' for' the' raDonality' debate?".'
Behavioural+and+Brain+Sciences'23:'645–726.'
5.  Stupple,' E.;' Waterhouse' (2009).' "NegaDons' In' SyllogisDc'
Reasoning:' Evidence' for' a' HeurisDc' X' analyDc' Conﬂict".'
The+Quarterly+Journal+of+Experimental+Psychology'62'(8).'
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
5'
04/02/15'
Kahneman, D (2002) Maps of Bounded Rationality: A Perspective on Intuitive Judgment and Choice, Prize Lecture, December 8.
34 x 52 = ___
Nudge
Nudge
Nudge
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Shiv, B. & A. Fedorikhin (1999) Heart and Mind in Conflict: the Interplay of Affect and Cognition in Consumer Decision
Making, Journal of Consumer Research, Vol. 26, No. 3 (December 1999) (pp. 278-292)
System'1'og'2'arbejder'sammen'
'
'
'
'
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
36'
6'
04/02/15'
Bias og heurstikker
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
(1) Kemoterapi med 80% chance for at
overleve?
(2) Strålebehandling med 20% risiko for at
dø?
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
68#%#
32#%#
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
7'
04/02/15'
68#%#
16#%#
32#%#
84#%#
Nudge
Hansen PG; Schmidt K; Rathman, A; Schuldt J
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Hvad tror du denne flaske
whisky har kostet?
450#
379#
Gruppe 1:
450 kr.
Gruppe 2:
294 kr.
Kroner#
294#
1'
2'
3'
S'='P'–'E.'In'this'formulaDon,'‘S’'stands'for'saDsfacDon,'‘P’'for'percepDon'and'‘E’'for'expectaDon.'If'you'expect'a'certain'level'of'service,'and'perceive'the'service'reviewed'to'
be'higher,'you'are'a'saDsﬁed'client.''
'
If'you'perceive'the'same'level'as'before,'but'expected'higher,'you'are'disappointed'and,'consequently,'a'dissaDsﬁed'client.'(by'David'Maister'1985)'
S'
0'
F'
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
8'
04/02/15'
Hyperbolic discounting
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Decision-making and behavioral biases
Anchoring – the common human tendency to rely too heavily, or "anchor," on one trait or piece of
information when making decisions.
Attentional Bias – implicit cognitive bias defined as the tendency of emotionally dominant stimuli in
one's environment to preferentially draw and hold attention.
Backfire effect - Evidence disconfirming our beliefs only strengthens them.
Bandwagon effect – the tendency to do (or believe) things because many other people do (or believe)
the same. Related to groupthink and herd behavior.
Bias blind spot – the tendency to see oneself as less biased than other people.[2]
Choice-supportive bias – the tendency to remember one's choices as better than they actually were.
[3]
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Confirmation bias – the tendency to search for or interpret information in a way that confirms one's
preconceptions.[4]
Congruence bias – the tendency to test hypotheses exclusively through direct testing, in contrast to
tests of possible alternative hypotheses.
Contrast effect – the enhancement or diminishing of a weight or other measurement when compared
with a recently observed contrasting object.[5]
Denomination effect – the tendency to spend more money when it is denominated in small
amounts (e.g. coins) rather than large amounts (e.g. bills).[6]
Distinction bias – the tendency to view two options as more dissimilar when evaluating them
simultaneously than when evaluating them separately.[7]
Empathy gap - the tendency to underestimate the influence or strength of feelings, in either oneself
or others.
Endowment effect – "the fact that people often demand much more to give up an object than they
would be willing to pay to acquire it".[8]
Experimenter's or Expectation bias – the tendency for experimenters to believe, certify, and
publish data that agree with their expectations for the outcome of an experiment, and to disbelieve,
discard, or downgrade the corresponding weightings for data that appear to conflict with those
expectations.[9]
Focusing effect – the tendency to place too much importance on one aspect of an event; causes error
in accurately predicting the utility of a future outcome.[10]
Framing effect – drawing different conclusions from the same information, depending on how that
information is presented.
Hostile media effect - the tendency to see a media report as being biased due to one's own strong
partisan views.
Hyperbolic discounting – the tendency for people to have a stronger preference for more
immediate payoffs relative to later payoffs, where the tendency increases the closer to the present both
payoffs are.[11]
Illusion of control – the tendency to overestimate one's degree of influence over other external
events.[12]
Impact bias – the tendency to overestimate the length or the intensity of the impact of future feeling
states.[13]
Information bias – the tendency to seek information even when it cannot affect action.[14]
Irrational escalation – the phenomenon where people justify increased investment in a decision,
based on the cumulative prior investment, despite new evidence suggesting that the decision was
Etwrong.
nudge er en funktion af ethvert forsøg på at påvirke
probably
Loss aversion –
"the disutility
of giving
up aneller
objectadfærd
is greater than
utility associated
with
menneskers
vurdering,
valg
i enthe
forudsigelig
retning
acquiring it".[15] (see also Sunk cost effects and Endowment effect).
(1) undereffect –
antagelsen
af kognitive
bias,
rutiner
ogmerely
vaner
påvirker
Mere exposure
the tendency
to express undue
liking
for things
because
of familiarity
[16]
with them.
vores
individuelle og sociale adfærd, og (2) som virker ved at
Money illusion – the tendency to concentrate on the nominal (face value) of money rather than its
gøre brug af disse som en integreret del af sådanne forsøg.
value in terms of purchasing power.[17]
Moral credential effect – the tendency of a track record of non-prejudice to increase subsequent
prejudice.
Det betyder
at ettonudge
fungerer
Negativity
bias – thebl.a.
tendency
pay more
attentionuafhængigt
and give moreafweight to negative than positive
experiences or other kinds of information.
1)  of probability –
begrænsninger
valgmuligheder,
ellerdisregard probability when making a decision
Neglect
theaftendency
to completely
[18]
under uncertainty.
2)  bias –
ændringer
ved handlingsalternativernes
omkostninger
(herunder
økonomi,
tid,
Normalcy
the refusal
to plan for, or react to, a disaster
which has
never happened
before.
Omission bias –
thesocial
tendency
to judge o.
harmful
besvær,
sanktioner,
lign.) actions as worse, or less moral, than equally harmful
omissions (inactions).[19]
Outcome
the tendency to judge a decision by its eventual outcome instead of based on the
3)  bias –
ny informationsgivning
quality of the decision at the time it was made.
Planning fallacy – the tendency to underestimate task-completion times.[13]
Post-purchase
rationalization –
the tendency
to persuade
oneself
through
argument
that2015
Source: Hansen,
PG (2014) Nudge
and Libertarian
Paternalism:
Does the rational
hand fit the glove?
Forthcoming
Nudge
a purchase
was aHansen
good value.
Pelle Guldborg
twitter: @peguha / www.inudgeyou.com
Pseudocertainty
effect – the tendency to make risk-averse choices if the expected outcome is
positive, but make risk-seeking choices to avoid negative outcomes.[20]
Reactance – the urge to do the opposite of what someone wants you to do out of a need to resist a
perceived attempt to constrain your freedom of choice.
Restraint bias – the tendency to overestimate one's ability to show restraint in the face of
temptation.
Selective perception – the tendency for expectations to affect perception.
Semmelweis reflex – the tendency to reject new evidence that contradicts a paradigm.[21]
Social comparison bias – the tendency, when making hiring decisions, to favour potential
candidates who don't compete with one's own particular strengths.[22]
Status quo bias – the tendency to like things to stay relatively the same (see also loss aversion, endowment effect, and system justification).[23][24]
Unit bias — the tendency to want to finish a given unit of a task or an item. Strong effects on the
consumption of food in particular.[25]
Wishful thinking – the formation of beliefs and the making of decisions according to what is
pleasing to imagine instead of by appeal to evidence or rationality.[26]
Zero-risk bias – preference for reducing a small risk to zero over a greater reduction in a larger risk.
nudge
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Social biases
Most of these biases are labeled as attributional biases.
Actor–observer bias – the tendency for explanations of other individuals' behaviors to
overemphasize the influence of their personality and underemphasize the influence of their situation
(see alsoFundamental attribution error), and for explanations of one's own behaviors to do the
opposite (that is, to overemphasize the influence of our situation and underemphasize the influence of
our own personality).
9'
04/02/15'
MOTIVATION
Behaviour change
INTUITIVE
Nudge
Nudge
Nudge
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
10'
04/02/15'
Nudge
Nudge
Nudge
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
- 7.000.000
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
11'
04/02/15'
80#%'
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Attentional filter and control
Central
executive
mode
Default
mode
(mind-wandering or
task negative network)
(task-positive network)
switch
Attentional filter
(Where’s Waldo? network)
filter, saliency detector, vigilance mode
frontal lobes and sensory cortices
Controlled by nicotin receptors in substantia
innominata
Good+introduc/on:+Daniel+J.+Levi/n+(2014)+
Nudge
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Source: Nudge for bedre håndhygiejne. Frederik Moesgaard & Simon Aarestrup, 2014, Bachelorprojekt HA(psyk.), Copenhagen Business School 2014
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Vigilance salience
Source: Nudge for bedre håndhygiejne. Frederik Moesgaard & Simon Aarestrup, 2014, Bachelorprojekt HA(psyk.), Copenhagen Business School 2014
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Vigilance salience
12'
04/02/15'
Source: Nudge for bedre håndhygiejne. Frederik Moesgaard & Simon Aarestrup, 2014, Bachelorprojekt HA(psyk.), Copenhagen Business School 2014
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Vigilance salience
Source: Nudge for bedre håndhygiejne. Frederik Moesgaard & Simon Aarestrup, 2014, Bachelorprojekt HA(psyk.), Copenhagen Business School 2014
Nudge
Vigilance salience
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Source: Nudge for bedre håndhygiejne. Frederik Moesgaard & Simon Aarestrup, 2014, Bachelorprojekt HA(psyk.), Copenhagen Business School 2014
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Vigilance salience
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
ROUTINE'
FEEDBACK'
TRIGGER'
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
SUCCESS'
FEEDBACK'
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
13'
04/02/15'
Size does matter
a choice architectural experiment in reducing food Waste
Hansen PG; Skov LR; Schmidt K; Skov KL; Mikkelsen BE; Pérez-Cueto FJA (2013)
Wansink, B., Painter, JE, North, J. (2005) Bottomless Bowls: Why Visual Cues of Portion Size May Influence Intake. Obesity Research,
Vol. 13, #1, 93-100.
Nudge
59. Plates. Plates is one of the most widespread and ancient technologies still in use. Still, only few
knows about the impact is exert everyday on our health, wealth and happiness.
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
27'cm'
24'cm'
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
14'
04/02/15'
Hansen, PG; Jespersen AM & Skov, LR (2013) ‘Size Matter! A Choice Architectural Field-Experiment in Reducing Food
Waste’ (submitted to PLOSone)
Standard sized
plates (27 cm)
Predicted effects
Standard amount of
food waste
Control
n = 75
220 CEO’s attending
standing lunch
Smaller plates
(24 cm)
Reduction in food
waste
Intervention
n = 145
25'
Average#food#waste#per#person#in#grams#
Experimental conditions
Sample
20'
15'
Plate'size'27CM'
(standard)'
Plate'size'24'CM'
(intrevenDon)'
10'
5'
0'
Food'waste'
n'='75'
Participants in a national conference for
550 Danish CEO’s held in the Danish Opera
Self-selection by choosing one of two stairs
leading to floor featuring two identical lunch
buffets
Measurement of food waste in bulk
Nudge
n'='145'
Source: Hansen PG; Skov LR; Schmidt K; Skov KL; Mikkelsen BE; Pérez-Cueto FJA (2013) Smaller plates, less food waste : A choice architectural
experiment in a self-service eating setting. Abstract from 20th International Congress of Nutrition, Granada, Spanien.
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
23. e-cigarettes. Students at Roskilde University’s HumTEK education presenting e-cigarette modified according to cognitive design and
habit theory in 2013.
Subs+tu+ng#injunc+on#for#prohibi+on#decreases#inconsiderate#
smoking#by#more#than#50%#in#a#ﬁeld#experiment#
60.00%'
ROUTINE'
FEEDBACK'
56.28%'
50.00%'
40.00%'
TRIGGER'
SUCCESS'
FEEDBACK'
30.00%'
26.46%'
20.00%'
10.00%'
0.00%'
PreX'
N=#1695
• 
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
PostX'
#
####
################N#=#1489##
Subs/tu/on+was+achieved+by+three+layered+nudgeRinterven/on+based+on+intui/ve+coding,+reRarrangement+of+
environmental+aﬀordances+and+publicly+salient+(spotlight+eﬀect)+injunc/on+zones.'+++'
Source:'Hansen,'Schmidt,'Andersen'and'Skov'(forthcoming)''
15'
04/02/15'
EXPERIMENTAL DESIGN FOR MOTIVATION AND INTENTION IMPLEMENTATIONS IN BEHAVIOR CHANGE
Sample & Basic design
Experimental conditions
Unrelated literature
Predicted effects
Baseline
Control
248 Undergraduates over
a 2 week period
Motivation
pamphlet
Equal to baseline
Motivation
Motivation +
Implementation
pamphlet
Higher tendency to
exercise
Implementation
Some participants were not included, as
they did not complete the questionnaires.
No difference in previous exercise tendency
Participants were randomly assigned to groups
Self reported behavior and intentions
iNudgeYou'©'Nudge'101'
S.'Milne,'S.'Orbell,'P.'Sheeran'(2012);'Combining'moDvaDonal'and'voliDonal'intervenDons'to'promote'exercise'parDcipaDon:'ProtecDon'
moDvaDon'theory'andimplementaDon'intenDons;'BriDsh'Journal'of'Health'Psychology'2002,'7,'pp'163X184'
N = 248
Percentage of group that exercised
100%
91%
90%
80%
70%
60%
50%
38%
40%
35%
30%
20%
Control'
iNudgeYou'©'Nudge'101'
MoDvaDon'
MoDvaDon'+'
ImplementaDon'
intenDons'
S.'Milne,'S.'Orbell,'P.'Sheeran'(2012);'Combining'moDvaDonal'and'voliDonal'intervenDons'to'promote'exercise'parDcipaDon:'ProtecDon'
moDvaDon'theory'andimplementaDon'intenDons;'BriDsh'Journal'of'Health'Psychology'2002,'7,'pp'163X184'
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
16'
04/02/15'
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
N.'J.'GOLDSTEIN,'R.'B.'CIALDINI,'V.'GRISKEVICIUS'(2008);'”A'Room'with'a'Viewpoint:'Using'Social'Norms'to'MoDvate'Environmental'
ConservaDon'in'Hotels”'Journal+of+Consumer+Research,+October+2008.'
Experimental conditions
Sample
Environmental
message on towelrack
Predicted effects
Standard reuse rate
Control
1,058 hotel guests over a
80 day period
Descriptive norm
messages on towelrack
Increase in towel
reuse
Intervention
Part of sample was removed for various
reasonsCollected from a mid-priced chainhotel in the southwest U.S.
Nudge
Rooms were randomly assigned to either
condition. Environmental messages are an
industry standard
Measurement of towel reuse participation
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
N.'J.'GOLDSTEIN,'R.'B.'CIALDINI,'V.'GRISKEVICIUS'(2008);'”A'Room'with'a'Viewpoint:'Using'Social'Norms'to'MoDvate'Environmental'
ConservaDon'in'Hotels”'Journal+of+Consumer+Research,+October+2008.'
50%
Participation in towel reuse program by percentage
N = 428
48%
46%
44%
42%
44%
40%
38%
36%
34%
35%
32%
30%
Environmental'
Message'
DescripDve'norms'
'message'
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
17'
04/02/15'
Nudge
Pelle Guldborg Hansen
twitter: @peguha / www.inudgeyou.com
Percentage reduction in DNA’s compared to pre-intervention
'
15.0%
10.1%
10.0%
5.0%
0.0%
-5.0%
-10.0%
-3.5%
Twitter:!
@peguha!
-15.0%
-20.0%
!
!
mail:!
-18%
-25.0%
-30.0%
-35.0%
-31.7%
Verbal
iNudgeYou © Nudge 101
Active
-29.6%
Active + Positive Intervention Intervention
norm
stop
restart
S. Martin, S. Bassi & R. Dunbar-Rees (2012): Commitments, norms and custard creams – a social influence approach to
reducing did not attends (DNAs). Journal of the Royal Society of Medicine 2012: 105: 101 –104
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