Drum roll, please… Due to popular demand, What's Next for Behavioral Science is back! Our last session began with an introduction to behavioral science and showcased the best case studies from Ogilvy Change. This time around, we will dive deeper featuring a key framework and will show you some of our latest work in this field.

1. FURTHER EXPLORATION OF
BEHAVIOURAL SCIENCE

2. OR

4. UNTIL RECENTLY, THE WORLD HAS BEEN
VIEWED THROUGH BROKEN
BINOCULARS.

5. UNTIL RECENTLY, THE WORLD HAS BEEN
VIEWED THROUGH BROKEN
BINOCULARS.
NEOCLASSICAL
ECONOMICS:
“Humans are always
rational! “

6. UNTIL RECENTLY, THE WORLD HAS BEEN
VIEWED THROUGH BROKEN
BINOCULARS.
NEOCLASSICAL
ECONOMICS:
“Humans are always
rational! “
TRADITIONAL MARKET
RESEARCH:
“Humans can make
hypothetical decisions”

9. • (Re)Introduce a simple framework to help put
Behavioural Science at the heart of our thinking
• A process to develop Human-centred Behavioural
Interventions
• Some examples of Behavioural Science in action
for both social and commercial goals
What we’ll cover today:

11. M I N D S P A C E
MESSENGER NORMS DEFAULT SALIENCE PRIMING AFFECT COMMITMENT EGOINCENTIVES

12. M I N D S P A C E
MESSENGER NORMS DEFAULT SALIENCE PRIMING AFFECT COMMITMENT EGOINCENTIVES

13. P A C E
MESSENGER NORMS DEFAULT SALIENCE PRIMING AFFECT COMMITMENT EGOINCENTIVES
PART 2PART 1

14. MESSENGER
We are heavily influenced by who
communicates information.

17. BONDS Birthday Project
INCENTIVE
Our responses to incentives are shaped by
predictable mental shortcuts such as
strongly avoiding losses.

18. S C A R C I T Y L O S S AV E R S I O N
W E P L A C E A H I G H E R V A L U E
O N T H I N G S W E P E R C E I V E
T O B E I N L I M I T E D S U P P L Y
L O S S E S A R E T W I C E A S
P O W E R F U L A S G A I N S

19. BONDS Birthday Project
NORMS
We are strongly influenced
by what others do.

21. BONDS Birthday Project
DEFAULT
We go with the flow of a pre-set of options.

22. DEFAULTS
WE ‘GO WITH THE FLOW’
OF PRE-SET OPTIONS
99.98%
12%

23. BONDS Birthday Project
SALIENCE
Our attention is drawn to what is
novel and seems relevant to us.

24. NUMBERS COLOURS

26. BONDS Birthday Project
PRIMING
Our actions are often influenced by
subconscious cues.

27. Holland, Hendriks & Aarts, 2005

28. Holland, Hendriks & Aarts, 2005 Bargh, J. A., Chen, M., & Burrows, L. (1996)

30. BONDS Birthday Project
AFFECT
Our emotions can
powerfully shape our
actions.

31. (Cornell University)

32. Consider the decision-
making patterns of judges
Judges: Danziger, S., Levav, J., & Avnaim-Pesso, L. (2011). Extraneous factors in judicial
decisions. Proceedings of the National Academy of Sciences, 108(17), 6889-6892.

36. Make it feel at risk to be safer?

41. Make us feel uncomfortable to act?

43. BONDS Birthday Project
COMMITMENT
We seek to be consistent with our public
promises and reciprocate acts.

47. BONDS Birthday Project
EGO
We act in ways that make us feel better
about ourselves.

48. EGO
WE ACT IN WAYS THAT MAKE US FEEL BETTER ABOUT OURSELVES

49. EGO
WE ACT IN WAYS THAT MAKE US FEEL BETTER ABOUT OURSELVES

50. M I N D S P A C E
MESSENGER NORMS DEFAULT SALIENCE PRIMING AFFECT COMMITMENT EGOINCENTIVES

51. HOW WE’RE TURNING THESE
TOOLS INTO POWERFUL
INTERVENTIONS…

53. W H E R E W E A R E
ONE OF OUR OGILVY
CHANGE OFFICES
WHERE WE
HAVE WORKED

54. OUR PROCESS OF INNERVATION
54
B E I N G M O R E C R E AT I V E W I T H
T H E P S Y C H O L O G I C A L P O W E R
O F A L L T H AT E X I S T S .

55. AND FINALLY, SOME
EXAMPLES OF OUR
WORK…

56. CHALLENGE
How can we
reduce anti-social
behaviour on the streets of
Woolwich following the
London riots of 2011?

58. We reduced antisocial
behavior by 24% through use
of ‘baby schema’.
UNSEEN
OPPORTUNITY

59. How can we help tackle
the problem of child
obesity in Mexico?
CHALLENGE

61. CHALLENGE
How can we overcome the
default of choosing beer
and wine in a bar to
increase sales of spirits?

62. Spot the Difference

63. Menu A
£
£
£
£
£
£
£
£
£
£
£
£
£
£
£
£
£
£
£

65. £
£
£
£
£
£
£
£
£
£
£
£
£
£
£
£
£
£
£
Menu B

66. UNSEEN
OPPORTUNITY
Adding behavioural nudges to
drink menus increases the
selection of spirits based drinks,
long mixed drinks and specific
brands/serves.
Messenger = +74%
Social Norms = +85%
Nudge combinations = +146%

68. £30 £50 £100 £...

69. £30 £50 £100 £...

70. WHICH PRINCIPLE IS
THIS NUDGE IN THE WILD?

71. QUESTION
1

72. QUESTION
2

73. QUESTION
3

74. Want to keep in touch?
EVENTS PODCASTo-behave.tumblr.com

76. Sam Tatam
Behavioural Strategy Director
Ogilvy Change
sam.tatam@ogilvy.com
Daniel Bennett
Senior Behavioural Strategist
Ogilvy Change
Daniel.bennett@ogilvy.com