Insights from a behavioural scientist – the evolution of irrationality | Psychology of communications conference | 28 June 2018
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Mats Postema, behavioural scientist, Pennock & Postema Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
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Insights from a behavioural scientist – the evolution of irrationality | Psychology of communications conference | 28 June 2018
- 1. Insights from a behavioral scientist –the evolution of irrationality
- 5. Agenda 1. Past: Understanding behaviour 2. Present: Undesirable behaviour 3. Future: Changing behaviour @CharityComms @PennockPostema Pennock&Postema/5
- 7. Evolution
- 12. Treatmentchoice
- 13. • Program A "200 villagers will be saved” • Program B "there is a one-third probability that 600 villagers will be saved, and a two-thirds probability that no villagers will be saved" Condition1 Pennock&Postema/13 • Program A "400 villagers will die” • Program B "there is a one-third probability that nobody will die, and a two-third probability that 600 villagers will die" Condition2
- 14. • Program A "200 villagers will be saved” • Program B "there is a one-third probability that 600 villagers will be saved, and a two-thirds probability that no villagers will be saved" Gainframe Pennock&Postema/14 • Program A "400 villagers will die” • Program B "there is a one-third probability that nobody will die, and a two-thirds probability that 600 villagers will die" Lossframe
- 16. Donationamount
- 20. • War • Obesity • Smoking • Waste food • Animal welfare Undesirablebehaviours Pennock&Postema/20
- 21. • War (ingroup/outgroup) • Obesity (scarcity of food) • Smoking (short term focus) • Waste (social dilemma) • Animal welfare (reactance) Undesirablebehaviours Pennock&Postema/21
- 25. • Popular literature • Scientific literature • The science of social influence (Pratkanis) • Influence (Cialdini) Read! Pennock&Postema/25
- 26. • Based on literature • Use a scheme • To everybody who has something to say about the target audience Ask!
- 27. • Based on literature • Use a scheme • Undesired and disered behaviour • Combine with talks Observe!
- 29. Klant, project en datum Royal HaskoningDHV Een tevreden medewerker 7 juni 2017 Legenda +/- = Klein verband ++/-- = Redelijk verband +++/--- = Groot verband Toelichting Een ‘+’ betekent dat er een positief verband is tussen twee factoren. Als factor X toeneemt, neemt factor Y ook toe. Een ‘-’ betekent dat er een negatief verband is tussen twee factoren. Als factor X toeneemt, neemt factor Y af, en andersom. Tevredenheidvande medewerker Openheidtovde leidinggevende Reactieophulpvraag Uitputtingdoorwerk Controleoverde werkzaamheden Stress Bureaucratie Werkdruk Overwerk Reistijd RHDHVendetevredenheidvandemedewerker: Algemenegedragskaart Behavioralmap
- 31. • Interventions (social nudges) • Based on the behavioural map • Use the right techniques • It’s not rocket science, it’s social science • Test! Targetthemotivesinplay Pennock&Postema/31
- 33. • Read: Smell • Ask: Habit • Observe: Ego-depletion • Techniques: Time of choice • Social nudge:Athelete’s card of choice • Test: 1/3 guaranteed healthy choice Promoteahealthychoicein asportscanteen Pennock&Postema/33
- 35. • Read: Default size • Ask: ? • Observe: Portion vs. amount • Technique: Visual feedback • Social nudge:Smaller plates • Test: 20% less waste Reducingfoodwaste Pennock&Postema/35
- 36. SUMMARY • Evolutionary motives determine our behaviour • This sometimes causes undesirable behaviour today • To change behaviour: • Uncover the motives in play • Read + ask + see = behavioural map • Target the motives in play • Social nudges (intervention) • Use the right techniques • Test! • Contact: mwp@pennockpostema.com Pennock&Postema/36
- 37. Psychology of communications - tools from the Behavioural Sciences 28 June 2018 London #CCPsychComms
- 38. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk