How To Reduce Energy Intake From A Buffet

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1 Why you can t judge a nudge 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 17. november, 2014 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) 1%

2 Rearranging Conference Snacking Buffets to Reduce Short-Term Energy Intake Journal of Foodservice Business Research (forthcoming 2015) Æbler vs. Kager (biases) Ordningseffekt - tendensen til at tage og spise mere af det der står forrest Deskriptiv norm - tendensen til at opfatte det dominerende som normsættende Enheds bias - tendensen til at opfatte en enhed af et givent produkt som den passende og optimale størrelse/mængde Friktions bias tendens til at selv minimale psykologiske barrierer afholder en fra at handle på motiver 2%

3 Hele frugter vs. skåret frugt Apple vs. Cake biases 16% 14% 12% 10% 8% 6% 4% 2% 0% 14.5% 14.5% Frugt%forberedt% 2% Frugt%spist% 10.1% Hele%frugter% Skåret%frugt% Order effect the tendency to take more and eat more of what is put in front Descriptive norm the tendency to percieve the dominating impression as a norm Unit bias the tendency to percieve the unit of a given product as of the suitable and optimal size/amount Psychological barriers the tendency for insignificant barriers to detract significantly from the behaviour being performed Rearranging Conference Snacking Buffets to Reduce Short-Term Energy Intake. Journal of Foodservice Business Research (forthcoming 2015) Rearranging Conference Snacking Buffets to Reduce Short-Term Energy Intake. Journal of Foodservice Business Research (forthcoming 2015) 3%

4 EXPERIMENTAL DESIGN FOR FIELD EXPERIMENT IN HEALTHY EATING BEHAVIOUR (2013) Sample Experimental conditions Predicted effects Standard buffet Standard eating behaviour 391CEO s attending a coffee break Control n = 189 Re-arranged buffet Intervention n = 202 Healthier eating behaviour (Less cake, more apples) 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 brownie and fruit buffets Measurement brownie and apple intake Rearranging Conference Snacking Buffets to Reduce Short-Term Energy Intake. Journal of Foodservice Business Research (forthcoming 2015) Rearranging Conference Snacking Buffets to Reduce Short-Term Energy Intake. Journal of Foodservice Business Research (forthcoming 2015) Average'consump/on'per'person'measured'in' whole'of'cake'and'apples'respec/vely' 0.9% 0.8% 0.7% 0.6% 0.5% 0.4% 0.3% 0.2% 0.1% 0% Cake'vs.'Brownies'in'the'Opera'2013' Cake%consumpEon% Apple%consumpEon% Control% Reduced%size% Grams'per'person' 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Fat% Satuarated%fat% Cake'vs.'Brownies'in'the'Opera'2013' Carbohydrate% Added%sugars% Dietary%fibre% Protein% Standard% IntervenEon% Rearranging Conference Snacking Buffets to Reduce Short-Term Energy Intake. Journal of Foodservice Business Research (forthcoming 2015) Rearranging Conference Snacking Buffets to Reduce Short-Term Energy Intake. Journal of Foodservice Business Research (forthcoming 2015) 4%

5 Kilo'Jules' 1800% 1600% 1400% 1200% 1000% 800% 600% 400% 200% 0% Cake'vs.'Brownies'in'the'Opera'2013' Total%energy%intake%per%person%(KJ)% 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 Rearranging Conference Snacking Buffets to Reduce Short-Term Energy Intake. Journal of Foodservice Business Research (forthcoming 2015) Source: Become your own food detective Danish Board of Product Facts A nudge is (I) any attempt at influencing people s judgment, choice or behavior in a predictable way (1) made possible because of cognitive biases, routines and habits in individual and social decision-making posing barriers for people to perform rationally in their own interest, and (2) working by making use of those biases as an integral part of such attempts. In so far as a nudge serves the interest of those being nudged, it may further be referred to as Libertarian Paternalism since it implies by definition that people s behavior is influenced in ways without (LP1) forbidding any psychologically relevant choice options or (LP2) significantly changing their incentives, whether regarded in terms of time, trouble, social sanctions, economic incentives and so forth. Hansen, PG (2014) Nudge and Libertarian Paternalism: Does the hand fit the glove? forthcoming 5%

6 Behavioural% Economics% APPLIED% nudge% BEHAVIOURAL% SCIENCE% CogniEve% Psychology% Social% Psychology% Apple vs. Cake biases Order effect the tendency to take more and eat more of what is put in front Descriptive norm the tendency to percieve the dominating impression as a norm Unit bias the tendency to percieve the unit of a given product as of the suitable and optimal size/amount Psychological barriers the tendency for insignificant barriers to detract significantly from the behaviour being performed Hansen, PG (Forthcoming 2014) The New Policy ABC: Applied Behavioural science. 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] 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 probably wrong. Loss aversion "the disutility of giving up an object is greater than the utility associated with acquiring it". [15] (see also Sunk cost effects and Endowment effect). Mere exposure effect the tendency to express undue liking for things merely because of familiarity with them. [16] Money illusion the tendency to concentrate on the nominal (face value) of money rather than its value in terms of purchasing power. [17] Moral credential effect the tendency of a track record of non-prejudice to increase subsequent prejudice. Negativity bias the tendency to pay more attention and give more weight to negative than positive experiences or other kinds of information. Neglect of probability the tendency to completely disregard probability when making a decision under uncertainty. [18] Normalcy bias the refusal to plan for, or react to, a disaster which has never happened before. Omission bias the tendency to judge harmful actions as worse, or less moral, than equally harmful 6%

7 THE%INTERVENTION%LADDER% Elimina/on'of'choice' The%intervenEon% ladder% Elimina/on'of'choice' Nega/ve'sanc/oning' Nega/ve'sanc/oning' Posi/ve'sanc/oning' Posi/ve'sanc/oning' Campaigns' Campaigns' Informa/on' Informa/on' Adapted from Public Health: Ethical Issues Nuffield Council on Bioethics, (2007) Cambridge Publishers Ltd., p. 42 Adapted from Public Health: Ethical Issues Nuffield Council on Bioethics, (2007) Cambridge Publishers Ltd., p. 42 The%intervenEon% ladder% Elimina/on'of'choice' Nega/ve'sanc/oning' Posi/ve'sanc/oning' Campaigns' Informa/on' Adapted from Public Health: Ethical Issues Nuffield Council on Bioethics, (2007) Cambridge Publishers Ltd., p. 42 7%

8 BEHAVIOURAL INSIGHTS I DUAL PROCESS THEORY 1. Sloman%S.A.%(1996)%The%empirical%case%for%two%systems%of%reasoning.%Psychological+Bulle/n,%119,%3^22.% 2. Kahneman%D.%(2003)%A%perspecEve%on%judgement%and%choice.%American+Psychologist.%58,%697^720.% 3. Evans,%J.%(2003).%"In%two%minds:%dual^process%accounts%of%reasoning".%TRENDS+in+Cogni/ve+Sciences%7%(10).% 4. Stanovich,%K%E.;%West,%R%F.%(2000).%"Individual%difference%in%reasoning:%implicaEons%for%the%raEonality%debate?".%Behavioural+and+ Brain+Sciences%23:% % 5. Stupple,%E.;%Waterhouse%(2009).%"NegaEons%In%SyllogisEc%Reasoning:%Evidence%for%a%HeurisEc%^%analyEc%Conflict".%The+Quarterly+ Journal+of+Experimental+Psychology%62%(8).% 34 x 52 = 8%

9 Kahneman, D (2002) Maps of Bounded Rationality: A Perspective on Intuitive Judgment and Choice, Prize Lecture, December 8, Stanovich,%West,%&%Toplak%(2010).%Individual%differences%as%essenEal%components%of%heurisEcs%and%biases%research.%In%Manktelow,%Over%&%Elqayam%(eds.).%The+ Science+of+Reason:+A+FestschriI+for+Jonathan+St.+B.T.+Evans+(pp.%355^396).%Psychology%Press. 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. 9%

10 27%cm% 24%cm% EXPERIMENTAL DESIGN FOR FIELD EXPERIMENT IN REDUCING FOOD WASTE (2013) Sample Experimental conditions Predicted effects 25% Food'waste'Experiment'2013' 220 CEO s attending standing lunch Standard sized plates (27 cm) Control n = 75 Smaller plates (24 cm) Intervention n = 145 Standard amount of food waste Reduction in food waste Average'food'waste'per'person'in'grams' 20% 15% 10% 5% Plate%size%27CM%(standard)% Plate%size%24%CM% (intreveneon)% 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 0% n%=%75% Food%waste% n%=%145% Hansen, PG; Jespersen AM & Skov, LR (2013) Size Matter A Choice Architectural Field-Experiment in Reducing Food Waste (submitted to PLOSone) 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. 10%

11 SAVE MORE TOMORROW Thaler, R & Benatzi, S Save More Tomorrow: Using Behavioral Economics to Increase Employee Saving, Journal of Political Economy, 2004, vol. 112, no. 1, pt. 2 Thaler, R & Benatzi, S (2004) Save More Tomorrow: Using Behavioral Economics to Increase Employee Saving, Journal of Political Economy, 2004, vol. 112, no. 1, pt. 2 11%

12 Multi-layered Intervention for Raising Compliance Hansen PG; Schmidt K; Skov KL (2013) ERST'LePer'experiment'2013' 80.0%% 70.0%% 60.0%% 58.4%% 50.0%% 40.0%% 30.0%% 30.5%% 20.0%% 10.0%% 0.0%% 1% 2% Serie1% Serie2% 12%

13 So, what s new about nudging? The concept itself makes for recognizing the role of psychological factors It allows for a convergence of the behavioural sciences and the migration of ideas across domains Convergence raises new questions and puzzles, e.g. upstream vs. downstream behavior change A new methodology (e.g. RCTs combined with new methods for "doing applied behavioral science) Nudge%&%ManipulaEon%of%choice% (Hansen & Jespersen 2013) Pelle%Guldborg%Hansen% A framework for the evaluation and use of behavioral economics in public policy making Type 2 Type 1 Transparent nudges Transparent facilitation of consistent choice Transparent influence on behavior Non-transparent nudges Manipulation of choice Non-transparent manipulation of behavior 13%

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