Nudge et puf der virker
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1 May 21, 2014, DI Nudge et puf der virker 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
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3 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)
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5 Skov LR; Schmidt K; Hansen PG; Skov KL; Mikkelsen BE; Pérez-Cueto FJA (2013) The smaller the piece the healthier consumption a choice architectural experiment in behavioral nutrition
6 Skov LR; Schmidt K; Hansen PG; Skov KL; Mikkelsen BE; Pérez-Cueto FJA (2013) The smaller the piece the healthier consumption a choice architectural experiment in behavioral nutrition
7 Skov LR; Schmidt K; Hansen PG; Skov KL; Mikkelsen BE; Pérez-Cueto FJA (2013) The smaller the piece the healthier consumption a choice architectural experiment in behavioral nutrition
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9 Average consumption per person measured in whole of cake and apples respectively 0,9 Cake vs. Brownies in the Opera ,8 0,7 0,6 0,5 0,4 Control Reduced size 0,3 0,2 0,1 0 Cake consumption Apple consumption Skov LR; Schmidt K; Hansen PG; Skov KL; Mikkelsen BE; Pérez-Cueto FJA (2013) The smaller the piece the healthier consumption a choice architectural experiment in behavioral nutrition
10 Grams per person Cake vs. Brownies in the Opera 2013 Standard Intervention Skov LR; Schmidt K; Hansen PG; Skov KL; Mikkelsen BE; Pérez-Cueto FJA (2013) The smaller the piece the healthier consumption a choice architectural experiment in behavioral nutrition
11 Kilo Jules 1800 Cake vs. Brownies in the Opera Total energy intake per person (KJ) Skov LR; Schmidt K; Hansen PG; Skov KL; Mikkelsen BE; Pérez-Cueto FJA (2013) The smaller the piece the healthier consumption a choice architectural experiment in behavioral nutrition
12 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 Source: Become your own food detective Danish Board of Product Facts
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14 nudge Et nudge er en samlebetegnelse for forsøg på at påvirke menneskers valg og adfærd i forudsigelige retninger uden 1) at begrænse deres valgmuligheder, eller 2) ændre afgørende ved handlingsalternativernes omkostninger (herunder økonomi, tid, besvær, social sanktioner, o. lign.) baseret på antagelsen at kognitive bias påvirker individuel og sociale beslutninger og adfærd, og som gør brug af disse som integrerede dele af sådanne forsøg. Hansen, PG & Jespersen, AM (2013) Nudge & The Manipulation of Choice A Framework for the Responsible Use of the Nudge Approach to Behaviour Change in Public Policy, The European Journal of Risk Regulation, Volume 1, 2013, 3-28
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18 68 % 32 %
19 68 % 16 % 32 % 84 %
20 Kroner
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22 $ 0.55 $ 0.50 $ 0.45 $ 0.40 $ 0.35 $ 0.30 $ 0.25 $ 0.20 $ 0.15 $ 0.10 $ 0.05 $ 0.00
23 The meaning of labor Series ,2 7, Dan Ariely, Emir Kamenica, Drazen Prelec (2008) Journal of Economic Behavior & Organization 67 (2008)
24 Duncker's candle problem WITH a financial incentive : 11:08 min WITHOUT a financial incentive : 7:41 min WITH a financial incentive : 3.67 min WITHOUT a financial incentive : 4.99 min Glucksberg, S. (1962). "The influence of strength of drive on functional fixedness and perceptual recognition". Journal of Experimental Psychology 63: 36 41
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28 100% 90% Percentage of group that exercised 91% N = % 70% 60% 50% 40% 30% 38% 35% 20% inudgeyou Nudge 101 Control Motivation Motivation + Implementation intentions S. Milne, S. Orbell, P. Sheeran (2012); Combining motivational and volitional interventions to promote exercise participation: Protection motivation theory andimplementation intentions; British Journal of Health Psychology 2002, 7, pp
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30 Behavioural Insights Team Blog (2013) New BIT trial results: helping people back into work.
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34 Conference: June 27, 2014 Blog:
14/03/15' Velkommen' Oplæg'om'nudging' Eksempler'og'diskussionsoplæg' Diskussion' Afrunding'
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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,
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