18/06/14. June 17, 2014

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1 18/06/14 June 17, 2014 Sundhed og det offentlige rum 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 1

2 18/06/14 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) EXPERIMENTAL DESIGN FOR FIELD EXPERIMENT IN HEALTHY EATING BEHAVIOUR (2013) Sample Experimental conditions Standard buffet 391CEO s attending a coffee break Predicted effects Standard eating behaviour Control n = 189 Re-arranged buffet Healthier eating behaviour (Less cake, more apples) Intervention n = 202 Participants in a national conference for 550 Danish CEO s held in the Danish Opera 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 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 Self-selection by choosing one of two stairs leading to floor featuring two identical brownie and fruit buffets Measurement brownie and apple intake Hansen, PG; Schmidt; Jespersen AM & Skov, LR; Skov, KL (2013) Apple vs. Cake! A Choice Architectural Field-Experiment in Promoting Healthy Eating Behaviour (Forthcoming 2014) 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 2

3 Average consump/on per person measured in whole of cake and apples respec/vely Cake vs. Brownies in the Opera 2013 Cake consump9on Apple consump9on Control Reduced size 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 45 Cake vs. Brownies in the Opera Cake vs. Brownies in the Opera 2013 Grams per person Fat Satuarated fat Carbohydrate Added sugars Dietary fibre Protein Standard Interven9on Kilo Jules 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 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 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 3

4 The BASEline Model A Behavioural Change Diagnostic Analysis (diagnosis) Psykologiske hypoteser Diverse former for hypotesetests Eksperiment Prototype Laboratorie eksperiment Felteksperiment Udrulning unintended consequences defaults attitudes info preferences trigger intention routine feedback wanted consequences B A S E focus action cognitive closure current behaviour target behaviour Behavioural mapping Problemiden9fika9on Adfærdsreduk9on Adfærdskortlægning Solu/on mapping Research Tilpasning E9k context Pelle Guldborg Hansen [email protected] 4

5 15% 10% Percentage reduction in DNA s compared to pre-intervention 10% 5% 0% -5% -10% -15% -11% -20% -25% -18% -30% -31% -35% Verbal Active Active + Positive norm inudgeyou Nudge 101 Intervention stop -28% Intervention restart S. Martin, S. Bassi & R. Dunbar-Rees (2012): Commitments, norms and custard creams a social influence approach to reducing did not attends (DNAs). Journal of the Royal Society of Medicine 2012: 105: ADFÆRDSINDSIGTER I DUAL PROCESS THEORY Det automatiske system, der er ubevidst, intuitivt og næsten omkostningsfrit. Det refleksive system der er bevidst, analytisk og kræver en masse koncentration. 1. Sloman S.A. (1996) The empirical case for two systems of reasoning. Psychological Bulle/n, 119, Kahneman D. (2003) A perspec9ve on judgement and choice. American Psychologist. 58, 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: implica9ons for the ra9onality debate?". Behavioural and Brain Sciences 23: Stupple, E.; Waterhouse (2009). "Nega9ons In Syllogis9c Reasoning: Evidence for a Heuris9c - analy9c Conflict". The Quarterly Journal of Experimental Psychology 62 (8). 5

6 Wansink, B., Painter, JE, North, J. (2005) Bottomless Bowls: Why Visual Cues of Portion Size May Influence Intake. Obesity Research, Vol. 13, #1, når chokoladerne var placeret i en gennemsigtig beholder på deres bord: 7,7 chokolader hver dag når beholderen var uigennemsigtig: 4,6 chokolader 27 cm når beholderen var gennemsigtig og stod små to meter væk: 5,6 chokolader 24 cm når beholderen var ugennemsigtig og stod to meter væk fra bordet: 3,1 chokolader 35 % 75 % 96 % Wansink, B. (2004) Environmental factors that increase the food intake and consumption volume of unknowing consumers. Annual Review of Nutrition, Vol. 24,

7 EXPERIMENTAL DESIGN FOR MOTIVATION AND INTENTION IMPLEMENTATIONS IN BEHAVIOR CHANGE Sample & Basic design Experimental conditions Predicted effects Unrelated literature Baseline Control 248 Undergraduates over a 2 week period Motivation pamphlet Equal to baseline Motivation Motivation + Implementation pamphlet Implementation Higher tendency to exercise Some participants were not included, as they did not complete the questionnaires. No difference in previous exercise tendency Participants were randomly assigned to groups Self reported behavior and intentions inudgeyou Nudge 101 S. Milne, S. Orbell, P. Sheeran (2012); Combining mo9va9onal and voli9onal interven9ons to promote exercise par9cipa9on: Protec9on mo9va9on theory andimplementa9on inten9ons; Bri9sh Journal of Health Psychology 2002, 7, pp % 90% Percentage of group that exercised 91% N = % 70% 60% 50% 40% 30% 38% 35% 20% inudgeyou Nudge 101 Control Mo9va9on Mo9va9on + Implementa9on inten9ons S. Milne, S. Orbell, P. Sheeran (2012); Combining mo9va9onal and voli9onal interven9ons to promote exercise par9cipa9on: Protec9on mo9va9on theory andimplementa9on inten9ons; Bri9sh Journal of Health Psychology 2002, 7, pp

8 Cykle 9l arbejde far, søn fodbold etc Hele frugter vs. skåret frugt Hele frugter Skåret frugt Frugt forberedt Frugt spist 8

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10 18/06/14 Defini9onen på et offentligt rum (ikke almen adgang, ikke centralt) De skæggede damer Det offentlige rum som en informa9onsstruktur Konsekvenser: salience + off. rum = spotlight Skraldespande Rygeterminaler Footprints Fiolstræde 100% 90% 80% 70% 19,3 % 9,1 % 26,3 % 4,9 % 60% Dustbins 50% Liter 40% Unacc. 30% 20% 10% 0% Control Pelle Guldborg Hansen Supervised by Pelle Guldborg Hansen a group of students from Roskilde University, Denmark, carried out a nudge experiment Green Footprints in First they handed out caramels in a street and tracked down as many of the caramel wrapper as possible (including wrappers in street grates, side streets, café toilets, bicycle baskets etc.). A week later (same weather condi9ons etc.) they applied a series of green footprints s9ckers towards the streets dustbins and then repeated the caramel procedure. The footprints was aimed at making pro- social behaviour more salient, plus invoking the spotlight effect and signalling intent. Treatment Pelle Guldborg Hansen The results showed a significant decrease (46%) in caramel papers found as liter on the street and other out of place places. No significant variance was found in the number of caramel papers that went unaccounted for and the decrease was mirrored by an increase in caramel wrappers found in the dustbins. Smokeless Terminals Hansen PG; Schmidt K; Andersen, L; Skov KL (2013) 10

11 10 m Fysisk understøttelse Subs/tu/ng injunc/on for prohibi/on decreases inconsiderate smoking by more than 50% in a field experiment 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 56.28% 26.46% Indsigter der er lige 9l at Diversitet Big Gulp ban på offentlige ins9tu9oner Vand og grønt i skoler E- cigareter Far søn fodbold Iden9ficer Maskiner 0.00% Pre- N= 1695 N = 1489 Subs/tu/on was achieved by three layered nudge- interven/on based on intui/ve coding, re- arrangement of environmental affordances and publicly salient (spotlight effect) injunc/on zones. Source: Hansen, Schmidt, Andersen and Skov (forthcoming) Post- 11

12 !!!!! 18/06/14 Conference:! June 27, 2014! Blog:! 12