SLOGAN

Birthday Suit #31, April 22,1976, from Lucy Hilmer's series of self-portraits on her birthday.

Chevrolet Rescue Drive.

Here's a slideshare summery of Nudge - A great book exploring the make up of human decision making - and how we can take advantage of it.

Summary of Nudge, presented to IxDA LA from Sarah Mitchell

I've also typed up the important points for you... Enjoy

"Nudge - Summery

3 ways to predict what people will do:

We have predictable mental biases:

Anchoring Bias: We are heavily biased by where we start.

Availability Bias: We overestimate the likelihood of events we can easily remember.

Representativeness Bias: We sometimes see patterns where there are none. 

Unrealistic Optimism: Almost all of us think we are better than average.

Loss Aversion: We are happy when we gain something, but twice as unhappy when we lose it.

Status Quo Bias: We rarely overcome inertia.

Framing Bias: “10 out of 100 die” VS “90 out of 100 are cured”.

Priming Bias: What we see or hear immediately before a choice affects how we behave.

We predictably succumb to temptation.

Planner: The planner does not fully appreciate how much your behaviors are altered when you are under the influence of temptation. 

Autopilot: Mindless choosing - your autopilot continues doing what it’s used to. 

We predictably follow the herd.

Spotlight Effect: makes us feel like people are paying closer attention to us than they actually are - especially when we’re not conforming.

How can we help Spock defeat Homer?

INcentives - social program that gives teen mums a dollar every day that they are not pregnant.

Understand “mappings” - mapping means how we translate data about an option into what it actually means for us, like translating kilowatts of energy into dollars on the electricity bill.

Defaults - are POWERFUL because of the Status Quo bias. You can default to opt-in, opt-out, or mandatory choice (which is like having yes/no radio buttons with nothing selected).

Give Feedback 

Expect Error - plan for the errors. 

Structure Complex Choices - the paradox of choice is reduced if options are grouped. Use strategies like “collaborative filtering” to reduce options presented. 

Nudges are about designing choices to try to help people make choices more with their rational mind and less with their gut. 

For their 2012 christmas ad, Waitrose are taking a different approach to the usual snow-filled spectacle.

Waitrose have skipped the 'fancy tv ad' so they can give more to charity this christmas. Roughly £1 million more!

Brilliant!

Well done Waitrose. And great work, BBH.