The Social Side of Behavioural Economics
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Understanding how deeply hardwired our brains are to be social gives us a better understand of how we make judgments and decisions, creating the right foundation for new forms of communication and design.
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The Social Side of Behavioural Economics
- 1. Contact: david@gravityideas.com @gravityideas Gravity Ideas
- 2. PerspectiveTaking Experiment Did you see 6 dots? Yes No
- 4. PerspectiveTaking Experiment Did you see 6 dots? Yes No
- 6. The Benefits of Frequently Replicated Experiments Testing subtle variations to understand different cognitive mechanisms Task Completions Average Participant Response Time
- 7. PerspectiveTaking Experiment Did you see 6 dots? Yes No
- 9. PerspectiveTaking Experiment Decrease in the number correct answers Increase in participants response time Paper: Dana Samson & Ian Apperly: Seeing it their way
- 10. 3Important Observations Automatic Uncontrolled Mental The participants automatically took on the other perspective The participants did not deliberately mean to take on the other perspective. Variations of the experiment reveal the effects mental roots of the mechanism
- 11. 2 UsefulVariations Controlling for spatial concerns Familiarity & similarity effects
- 12. Key Insight There is mechanism within our cognition that automatically simulates the inferred mental representations of other people, even when it is not in our best interest to do so Evidence of how deeply hardwired our brains are to be social
- 13. Is this Surprising? Behavioural Contagion Emotional Contagion Mental Contagion For a long time thought to be more deliberate, effortful act.
- 14. Doubted because of big insights around egocentric intrusion More deliberate, controlled, focused Better ability to take on the others perspective The dangerous story it told
- 15. Our Language Doesn’t Help Either “Try and see it from her perspective” “You need to get into his shoes to understand”
- 16. Challenging our Assumptions Altercentric Intrusion Mental Contagion Automatic, non-deliberate simulating of other people’s mental representations
- 17. Uniquely Human Behavioural Contagion Emotional Contagion Mental Contagion Paper: Laurie Santos: Exploring the evolutionary origins of overimitation
- 18. From the Field: Eyes onYou “In weeks with eyes on the list, staff paid 2.76 times as much for their drinks as in weeks with flowers.” Alternative 2 different messages to coffee/tea- drinking employees over the course of 10 weeks.
- 19. Beyond Performance? Taking on others’ perspectives effects our performance of tasks, but does it influence the contents of our minds in lasting ways? Yes!
- 20. Performance yes, but what about contents? Over-immitation Judging Other People Behavioural Economics Prioritizing Others Inferred Values Cognitive Scientists Social Psychologists Neuro Economists Neural Decoding Cultural Psychologists Following the Perceived Herd
- 21. What About Everyday Decision Making? Food we buy? News we watch? Apps we download? Clothes we wear?
- 22. Mobile App Downloads Network Data 5xbetter than Demographic Data Call Network Bluetooth Physical Prox Social Media Biggest predictor that you will start using an app is if the people around you are using that app The value we attach to things seems to be deeply influenced by the inferred value that those around are attaching to those things. Paper:Wei Pan & Sandy Pentland: Composite Social Network for Predicting Mobile App Installation
- 23. Consider 2Assumptions We automatically take on the be the inferred mental representations of other people These representations have a strong influence on our judgements, what we value and our decision making 2 1
- 24. How is this Important from a Business Perspective
- 25. Taking a Step Back Fundamental Assumptions Build a more realistic understanding of client, employee and our own behaviour Better Strategy Better Design Better Communications Better Research “Working from false assumptions about people is bad for business, politics and scholarship.” Behavioural Insights “Our role is to turn human understanding into business advantage”
- 26. Cases where more challenging our assumptions have lead to practical business value ?
- 27. Cases where behavioural insights that challenge traditional assumptions and had big value? Human are Maximizers Business Value: Loss Aversion Choice Paradox Human are often act like Satificers Assumption Shift: Communication Framing Structuring Incentives More choice is always better Too much choice leads to overload < LimitingChoice Sets Free trials and Sampling Categorizing and Partitioning Only Presenting Salient Information
- 28. What happens when we embrace a more the social view of Client Behaviour ?
- 29. Practical Applications Practical examples where a more social view has been embraced Marketing Strategy Incentive Structuring Communications Design
- 30. Marketing Strategy 1. Using social network analysis, isolate potential users who are situated within a network of existing users. 2. Push those users incentives (eg. Coupons) to make them tip (download) Much more effective than traditional approaches (demographic targeting, historical behaviour) Social Network-informedTargeting A C B
- 31. Marketing Strategy What about launching a new app of an existing app into a new market? 1. Identify individuals with lots of edges (connections) (A) 2. Push incentives to them, as well as two strong bonds (B)(C) to encourage experimentation and social learning 3. Adoption should lead to a high level of exposure and social learning within the network Sandy Pentland Study:This approach increased data plan purchases by 13x Social Network-informedTargeting A C B
- 32. Important to understand the strategy is not just targeting specific individuals to increase the likelihood of them downloading the app But rather Because of the these individual’s position in various social networks and so their ability to interact and widely share information about the app Marketing Strategy Social Network-informedTargeting
- 33. Peer-to-peer Incentives Instead of targeting individuals and hoping the interaction and social learning necessary for adoption will occur, Why not incentivize the interaction? Moving beyond individual incentives A B C A B C
- 34. Peer-to-peer Incentive Study A B C A B C Group A: Individual Incentives Group B: Peer-to-peer Incentives 1) Community of adults given smart phones with pedometers to track fitness 2) Split into two groups (Group B picks friends to partner with) A’s week 2 > week 1 activity = reward for A B and C’s week 2 > week 1 activity = reward for A Peer-to-peer outcomes: • Transparency (performance visibility) • Stimulates conversation about the topic • Exercise very top of mind • Cooperation (don’t let the team down) • Formation of groups, making behaviour sticky
- 35. Examples of Peer-to-peer Incentive Structures: √ √ √ Individual + 2 peer complete weekly goals = individual receives team reward ?√ Individual asks or answers a question the team is rewarded SESAME CREDIT +- +- +- Changes in your rating effect the rating of your close peers
- 36. Communication Design Framing communication in away that implies what the majority of others in particular social context are doing What is perceived as socially ‘normal’
- 37. Communication Design Implied Social Norms We are very good at picking up signals of what is socially normal behaviour in a particular environment
- 38. Communication Design Implied Social Norms People are much more likely to throw car flyers on the ground if there are flyers/litter on the ground around them
- 39. Communication Design Implied Social Norms
- 40. Communication Design Explicit Communication of Social Norms Sent out a variety of letters to try get UK tax payers to make their payments The ‘local norm’ letters pointed out that the great majority of people in the recipient’s local area had paid on time the ‘debt norm’ pointed out that most people with a debt like theirs had already paid
- 41. Communication Design Explicit Communication of Social Norms Financial Message Environmental Message Future-shock Message Neighbourhood Norm Message 1 2 3 4 5 6 7 8 9 10 11 norm you
- 42. Communication Design Explicit Communication of Social Norms Conformity goes both ways! Bad savers, save more Good savers, save Less
- 43. Trying to get around the conformity issue Addition: Efficient neighbours comparison Addition: Visual positive feedback Addition: Dollar amount savedCommunicating behaviour of top performers
- 44. Raises An Important Broader Question Do we unknowingly communicate social norms that run in the opposite direction to the behaviour we are trying to change? Yes! “The Big Mistake!”
- 45. The Big Mistake! – Social Norm Miss-use Many past visitors have removed petrified wood from the Park, changing the natural state of the Petrified forest [no message] Please don’t remove the petrified wood from the Park, in order to preserve the natural state of the Petrified Forest 7% Theft 3% Theft 1.7% Theft
- 46. Real World Examples of ‘The Big Mistake’ “Many of your colleagues have been caught and punished for selling work Visas” Number of people who have missed their appointment today: 12 Poster in UK immigration offices Sign in Doctor’s waiting areas FeminismCampaign in the Uk ‘Female company board members 10%, this must change!’ David Halpern (BIT) – ‘Big mistakes’ in the wild
- 47. 6 KeyTake Outs Ask yourself how social learning might exist around your product or service and how to manage it effectively Develop a more social view of client behaviour by challenging your existing assumptions Incentivize adoption indirectly through peer-to- peer interaction Understand the social environments that matter to your clients, and what the existing norms there are Leverage off existing social norms when trying to guide behaviour in a certain direction Be aware of ‘the big mistake’ in your communications Contact: david@gravityideas.com @gravityideas Gravity Ideas
- 48. Next: Can Social Learning Explain Consciousness? Contact: david@gravityideas.com @gravityideas Gravity Ideas
- 49. Task Paul is looking at Linda and Linda is looking at Patrick. Paul is married but Patrick is not. Is a person who is married looking at a person who is not married? Yes/No/Cannot be determined Contact: david@gravityideas.com @gravityideas Gravity Ideas
- 50. Task Paul is looking at Linda and Linda is looking at Patrick. Paul is married but Patrick is not. Is a person who is married looking at a person who is not married? Yes/No/Cannot be determined Contact: david@gravityideas.com @gravityideas Gravity Ideas
- 51. Task Paul is looking at Linda and Linda is looking at Patrick. Paul is married but Patrick is not. Is a person who is married looking at a person who is not married? Paul (married) Linda Patrick (not married) Contact: david@gravityideas.com @gravityideas Gravity Ideas
- 52. Further Reading: Contact: david@gravityideas.com @gravityideas Gravity Ideas Additional books: Gravity Library (bottom of website home page)
Notas do Editor
- “On the first week of the experiment (which you can see at the bottom of the figure), two wide-open eyes stare at the coffee or tea drinkers, whose average contribution was 70 pence per liter of milk. On week 2, the poster shows flowers and average contributions drop to about 15 pence. The trend continues. On average, the users of the kitchen contributed almost three times as much in ’eye weeks’ as they did in ’flower weeks.’ http://rsbl.royalsocietypublishing.org/content/2/3/412