Behavioral economics: Our actions in the NOW are mainly driven by what is currently in our environment
Increasing knowledge does not lead to more action
actual barriers
barrier #1 – friction: ego depletion
go into a restaurant and see 1000 items on the menu versus seeing 1 default menu item and 2 other menu options that you choose if you don’t like the main one.
barrier #2 – far off goals is less enticing than the pleasure of short term goals
healthier living versus that cookie
barrier #3 – compounding effect of current day small actions is not intuitively obvious
barrier #4 – merits are not agreed
Approach
Think about the WHO (person) before thinking about the WHAT (behavior)
Focus on the behavior instead of the outcome – send out a quiz today versus driving greater retention
Focus on smaller concrete details instead of big pictures – buy vegetables instead of get people to eat better
Utilizing ego depletion
If there are certain options you want users to choose, you place them towards the end of your customization as the default.
get rid of as much choice as possible
use terms that users will understand
Utilizing Emotions
states
YEs! Keep doing what is pleasurable
NO! Stop doing what is painful
Neutral – rational state
Hedonic adaptation
genuine praises causes release of dopamine
to drive action catch them when their emotion they are feeling is at the most appropriate for the action
suggesting them to go to a restaurant when they feel hungry
Utilizing more specific Social Proofing messages
Most effective: join teachers in your school in saving paper
