EAST: Four simple ways to apply behavioural insights

Owain Service, Michael Hallsworth, David Halpern,Felicity Algate, Rory Gallagher, Sam Nguyen, Simon Ruda, Michael Sanders with Marcos Pelenur, Alex Gyani, Hugo Harper, Joanne Reinhard & Elspeth Kirkman If you want to encourage a behaviour, make it Easy, Attractive, Social and Timely (EAST). These four simple principles for applying behavioural insights are based on the Behavioural Insights Team’s own work and the wider academic literature. There is a large body of evidence on what influences behaviour, and we donot attempt to reflect all its complexity and nuances here. But we have found that policy makers and practitioners and it useful to have a simple, memorable framework to think about effective behavioural approaches.

Media literacy uptake among ‘hard to reach’ citizens

Report prepared by the Behavioural Insights Team, Frances Yeoman and Professor Simeon Yates for the Department for Science, Innovation and Technology Ref: DSIT Research Paper Series Number: 2023/03

Neuroliberalism:Cognition, context, and the geographical bounding of rationality

Focusing on the rise of the behavioural sciences within the design and implementation of public policy, this paper introduces the concept of neuroliberalism and suggests that it could offer a creative context within which to interpret related governmental developments. Understanding neuroliberaism as a system of government that targets the more-than rational aspects of human behaviour, this paper considers the particular contribution that geographical theories of context and spatial representation can make to a critical analysis of this evolving governmental project.authorsversionPeer reviewe

From regulation to behaviour change: giving nudge the third degree

Behaviour change strategies such as ‘nudge’ have become hugely popular with administrations on both sides of the Atlantic. The practice of nudging, however, raises conceptual and controversial issues which must be addressed in examining the conditions under which nudging can be used effectively and acceptably. A key to a clear conceptual understanding of nudge-related issues is to distinguish between three degrees of nudge. These three degrees raise different, and identifiable, concerns and it is possible to assess the extent to which these can be responded to in positive terms. The compatibility of nudging with other control devices cannot be assumed and, when contemplating nudging, it is essential to be transparent about its philosophical basis, as well as to be aware that different modes of intervention may operate with clashes of logic that threaten not only effectiveness but also the serving of representative and ethical ends

Effect of human activity on habitat selection in the endangered Barbary macaque

The exponential growth of human population and infrastructure is significantly reducing the amount of ecological resources available for wild animals. We analyzed the effect of human activity on Barbary macaques (Macaca sylvanus), an endangered species restricted to the fragmented forests of Morocco and Algeria, using location data from five social groups inhabiting Ifrane National Park, Morocco. We used a resource selection function to explore the effects of anthropogenic disturbance on macaque habitat selection, using nine natural, social, and anthropogenic disturbance variables as predictors. Forest cover, home range overlap, herding route proximity, and road proximity were all significant predictors of habitat use. Macaques avoided areas used by local shepherds, to reduce the risk of attack by shepherds’ dogs, but approached roads to increase the chances of provisioning by tourists. However, herding route and road use varied seasonally in line with levels of human use, suggesting that macaques may be navigating their environment strategically (in space and time) to balance food acquisition and risk avoidance. The results of this study highlight the importance of assessing human impact on habitat selection in both space and time. Our data on seasonal variations in macaques’ use of roads can help prevent road injuries, a major source of mortality for provisioned macaques, by focusing management efforts by national park workers in time and space. Furthermore, understanding when and where macaques seek provisioning from tourists can help combat provisioning, which negatively impacts macaque health, behavior, and susceptibility to poaching

Altering micro-environments to change population health behaviour: towards an evidence base for choice architecture interventions.

BACKGROUND: The idea that behaviour can be influenced at population level by altering the environments within which people make choices (choice architecture) has gained traction in policy circles. However, empirical evidence to support this idea is limited, especially its application to changing health behaviour. We propose an evidence-based definition and typology of choice architecture interventions that have been implemented within small-scale micro-environments and evaluated for their effects on four key sets of health behaviours: diet, physical activity, alcohol and tobacco use. DISCUSSION: We argue that the limitations of the evidence base are due not simply to an absence of evidence, but also to a prior lack of definitional and conceptual clarity concerning applications of choice architecture to public health intervention. This has hampered the potential for systematic assessment of existing evidence. By seeking to address this issue, we demonstrate how our definition and typology have enabled systematic identification and preliminary mapping of a large body of available evidence for the effects of choice architecture interventions. We discuss key implications for further primary research, evidence synthesis and conceptual development to support the design and evaluation of such interventions. SUMMARY: This conceptual groundwork provides a foundation for future research to investigate the effectiveness of choice architecture interventions within micro-environments for changing health behaviour. The approach we used may also serve as a template for mapping other under-explored fields of enquiry

Nudging art lovers to donate.

Many nonprofit organizations face revenue uncertainty due to funding cuts. It is crucial for them to supplement existing revenue streams by private donations, and apply thoughtful market segmentation in their pursuit of donors. We introduce the behavioral concept of ‘nudge’ based on the possibility of loss aversion affecting willingness-to-donate, and investigate its implications for fundraising strategies. Potential donors are nudged to donate by the hypothetical scenario of ‘losing’ an existing exhibition, and also by that of ‘gaining’ an additional exhibition. We observe significant loss aversion effects as frequent gallery-goers donate more in order to avoid losing an exhibition. While both prospective gain and loss scenarios are effective in nudging non-frequent gallery-goers, the prospect of enjoying ‘one more’ event is observed to be stronger. We argue that there may be scope to increase support for nonprofit organizations, particularly in the cultural sector, by exploiting the psychological characteristics of prospective donors

Inattentive Consumers in Markets for Services

In an experiment on markets for services, we find that consumers are likely to stick to default tariffs and achieve suboptimal outcomes. We find that inattention to the task of choosing a better tariff is likely to be a substantial problem in addition to any task and tariff complexity effect. The institutional setup on which we primarily model our experiment is the UK electricity and gas markets, and our conclusion is that the new measures by the UK regulator Ofgem to improve consumer outcomes are likely to be of limited impact

An exploratory cluster randomised trial of a university halls of residence based social norms marketing campaign to reduce alcohol consumption among 1st year students

<p>Aims: This exploratory trial examines the feasibility of implementing a social norms marketing campaign to reduce student drinking in universities in Wales, and evaluating it using cluster randomised trial methodology.</p> <p>Methods: Fifty residence halls in 4 universities in Wales were randomly assigned to intervention or control arms. Web and paper surveys were distributed to students within these halls (n = 3800), assessing exposure/contamination, recall of and evaluative responses to intervention messages, perceived drinking norms and personal drinking behaviour. Measures included the Drinking Norms Rating Form, the Daily Drinking Questionnaire and AUDIT-C.</p> <p>Results: A response rate of 15% (n = 554) was achieved, varying substantially between sites. Intervention posters were seen by 80% and 43% of students in intervention and control halls respectively, with most remaining materials seen by a minority in both groups. Intervention messages were rated as credible and relevant by little more than half of students, though fewer felt they would influence their behaviour, with lighter drinkers more likely to perceive messages as credible. No differences in perceived norms were observed between intervention and control groups. Students reporting having seen intervention materials reported lower descriptive and injunctive norms than those who did not.</p> <p>Conclusions: Attention is needed to enhancing exposure, credibility and perceived relevance of intervention messages, particularly among heavier drinkers, before definitive evaluation can be recommended. A definitive evaluation would need to consider how it would achieve sufficient response rates, whilst hall-level cluster randomisation appears subject to a significant degree of contamination.</p&gt