Most of the times, when we think of big problems, for example, bad hygiene habits of a nation, we tend to believe that the solution also needs to be as big. But it may not require lots of resources to overcome the big problem. Time and again Behavioural Design has proven that the solution needn’t be big in terms of budgets, effort and resources. Here’s one more nudge/ intervention of Behavioural Design that illustrates the same.
In 1990, Jerry Sternin used to work for Save the Children and was sent to Vietnam to fight malnutrition amongst children. Sternin had read a lot about malnutrition and conventional wisdom indicated that malnutrition was a result of intertwined problems like sanitation, poverty, lack of access to clean water and lack of awareness about nutrition.
Sternin instead chose not to be overwhelmed with such theoretical knowledge. Rather, he traveled to rural villages to find out if there were any very poor kids who were big and healthy than the typical kid in Vietnam. He thought that if these kids were staying healthy against the odds, why couldn’t every kid be healthy?
After observing lots of such families for deviations between healthy kid families and unhealthy kid families, he discovered that mothers of healthy kids were feeding them the same amount of food as mothers of unhealthy kids, but were spreading it across four meals rather than two. Second difference was in the style of feeding – mothers who hand-fed the kids had healthy kids vs the norm of kids feeding themselves. Third most interesting finding was that healthy kids were fed tiny shrimp and crabs, considered appropriate food only for adults by most mothers. The mothers of healthy kids also tossed in sweet-potato greens, considered a low-class food.
Conventionally one would tend to believe that if somehow all the mothers would get to know about these 3 healthy ways of feeding their kids, malnutrition could be eliminated. But Sternin knew that mere awareness does not change behavior. So instead of building an awareness program, Sternin created a community program, in which fifty malnourished families in groups of ten, would meet at a nearby hut each day and prepare food with shrimps, crabs and sweet-potato greens.
Mothers got first hand experience of keeping their sons and daughters healthy. Soon neighboring mothers were convinced by the power of social proof. Within 6 months 65% of the kids were better nourished in that village. The experiment moved to other villages. The community cooking program reached 2.2 million Vietnamese people in 265 villages. A big dent in malnutrition done with a small team and a shoestring budget!
Source: David Dorsey, Fast company, Dec 2000. Jerry Sternin’s presentation at Boston College Center for CSR in April 2008
We were in Goa over the weekend for delivering a talk on investor biases and behaviour for SBI Mutual Fund’s financial advisors. We spoke about several biases and how advisors need to be aware of them for handling their own portfolio as well as for managing their client’s expectations and behaviour. Biases like action bias, loss aversion, mental accounting, choice paradox, social proof, etc. make people their own worst enemies in investing. That’s why markets multiply money by hundred times but investors don’t get such returns. It was also fun interacting with fund managers and understanding their perspective on investing. Since these are commissioned talks they can’t be shared. However you can read all about investor behaviour and how to not make investing mistakes by clicking ‘Investor Behaviour’ in ‘Click on your topic of interest’ on the homepage right hand column. Happy reading, learning and investing!
Post-edit: The second round of the talk happened in Hyderabad.
Nineteen of the G20 countries have affirmed their commitment to the Paris climate agreement, which sets guidelines for each participating country to mitigate global warming. Sponsored by the United Nations, it aims to slow the rise in global temperatures. The US is the lone outlier on climate change while India remains committed on the issue of climate change “as per its own values and requirements.”
On the face of it, climate change seems like a problem that may be happening but is still some time away in the future. So perhaps it can be handled sometime in the future. After all there are so many urgent problems facing our country—poverty, malnutrition, black money, terrorism, lack of infrastructure, etc. Plus, there is this diffused sense of responsibility because it’s affecting almost every country in the world. So the question arises, why should India take the lead to tackle climate change? After all it’s the developed countries that are responsible for much of the industrialisation that’s causing global warming and climate change. But what really matters is which countries are facing and will continue to face the maximum harm from climate change. And India is right on top of that list according to research by the Notre Dame Global Adaptation Initiative. The group measures vulnerability by considering the potential impact of climate change on six areas: food, water, health, ecosystem service, human habitat and infrastructure.
Climate change is a wicked problem. As this New Scientist article points out:
“It provides us with no defining qualities that would give it a clear identity: no deadlines, no geographic location, no single cause or solution and, critically, no obvious enemy. Our brains scan it for the usual cues that we use to process and evaluate information about the world, but find none. And so we impose our own.“
It is wide open for interpretation causing constant uncertainty. Climate scientists say people don’t get the science about the environment. Environmentalists say political will is being corrupted by vested commercial interests. Commercial interests deny climate change. Individual minds are left confused.
But not only do vested economic interests inhibit reforms, our individual brains are not geared to deal with the problem. Climate change is global, complex, somewhat abstract problem, and occurs in a time frame of decades, all of which make it difficult for people to respond appropriately. Costs are short term, benefits are long term and perceived as uncertain, though in fact benefits are massively greater than the costs of action now. Take survival, for instance. But people suffer from loss aversion—the tendency to fear losses more than we love gains. So it’s challenging for us to give up our aspirations to consume and enjoy the pleasures of consumption now, in order to reap the benefits of reversing climate change.
According to the National Oceanic and Atmospheric Association, US Department of Commerce, January 2017’s average global temperature was the third highest for January in the 1880-2017 record, behind 2016 (highest) and 2007 (second highest). The extent of polar sea ice on 4 December, 2016 was about 3.84 million square kilometers (1.48 million square miles) below the 1981-2010 average, according to U.S. National Snow and Ice Data Center satellite measurements. That’s roughly the size of India melted away because of rising global temperatures. The increase in temperature, heatwaves, storms, floods and disruption of weather patterns is being felt by everyone, but it’s still somehow not enough to get everyone to take the necessary desired action. Why?
To begin with, climate change is a soft term, moderate and fuzzy. It could do with re-labeling as “climate disaster”. Climate disaster creates a stronger sense of threat and generates a greater sense of urgency. It brings up vivid images to the mind of typical disasters—storms, floods, wildfires, droughts, etc. So people are more likely see it as harming them and their family, and more likely to see it happening now. Several behavioural science studies have shown evidence that when words are re-labeled it makes a huge difference in people’s behaviour. Imagine 3G, 4G and wifi being reworded as “radiation”.
However, education on “climate disaster” is not enough. It needs to be made more tangible for everyone to act upon it. We need to create behavioural design nudges in our everyday lives that enable everyone to effectively contribute in reducing climate disaster in a tangible, concrete way. For example, just like the Bureau of Energy Efficiency has created an energy saving star rating system for household appliances like air conditioners, refrigerators and washing machines, we need to have an encompassing “climate disaster” star rating system for each and every product and service we consume. Fewer the stars, more the damage caused to the planet. Higher the stars, the better it is for the planet. For example, amongst food items, chicken would get a higher star rating than beef because cows let out methane as they digest food, a potent greenhouse gas, 25 times as powerful as carbon dioxide. And beef requires 28 times more land to produce than chicken and 11 times more water. Vegetarian plant-based food would get the highest star rating in comparison. The “climate disaster” star rating system will, in turn, nudge manufacturers to ensure their products and services have a high star rating. That means relying on renewable sources of energy, efficient use of resources, efficient emissions and better waste management. Sure it can be complicated to work out such a rating for all products and services, but if done, we could have a shot at surviving ‘climate disaster’.
Last week we spoke at Bajaj Finance on applying behavioural science to improve sales conversions, new product adoption, product portfolio, choice architecture, pricing strategies, employee behaviour change, productivity, performance management systems, learning and team collaboration.
One of the questions asked during the Q&A was what’s the difference between data science and behavioural science and what’s the role of both in business. We answered the question with the example of Uber. To make sure you can hire an Uber within couple of minutes of booking one and to make sure the cab arrives at the exact location around the time promised, Uber must be applying incredible amount of data science – matching user’s data with driver’s data and of course so much more we don’t understand as behavioural scientists. When Uber would use surge-pricing too, they would apply data science to incentivise drivers to reduce customer’s waiting time. But it didn’t go down well with anyone. So Uber changed its tactic from surge-pricing (1.8x) to upfront-pricing (Rs. 167). With upfront-pricing customers no longer feel its unfair because they are informed about the exact fare at the time of booking prior to the trip, which is a certain fixed amount and that puts customers at ease, even though in peak times Uber indicates that fares are higher due to higher demand. On the other hand, surge-pricing (1.8x) pinched people a lot more. But now with upfront-pricing, Uber is still able to charge a surcharge, but without pinching people as much, thereby improving customer experience. Uber’s upfront-pricing is an example of Behavioural Design.
Was a privilege to talk at Harsh Mariwala’s Ascent + INK conclave, along with industry stalwarts like Harsh Mariwala, Chairman, Marico and Uday Kotak, Executive Vice Chairman, Kotak Mahindra Bank.
Topics included irrational behaviour of masses, doctors, air travellers, car drivers; inefficacy of campaigns like Swachh Bharat at changing behaviour; why our government and companies in India need to adopt behavioural design; public behaviour change; Bleep, People Power and how Nudge units are being implemented by governments around the world.
Comedian Cyrus Broacha interviews us on funny behaviours and Behavioural Design.
Cyrus’s nonsense makes a lot of sense.
Super witty and sharp Cyrus knows more about Behavioural Design than anyone who has interviewed us.
(The image is an exception to positive ways of using mirrors)
A greater degree of self-awareness can make us conscious of what we think, say and do. Self-awareness seems to originate somewhere in the mind. It feels like we become aware of something when we look inside.
But there’s another way of making ourselves self-aware, and that’s literally by looking at ourselves in the mirror. Doing so causes us to reflect on our behaviour and act in more socially desirable ways. Several behavioural science studies validate this phenomenon.
In an interesting experiment, behavioural scientist Arthur Beaman and his colleagues called children to a known local house in the neighbourhood. Aresearch assistant pointed to a large bowl of candies on a nearby table and told the children that they could take one of the candies.
The research assistant then mentionedthat she had some work to do and exited the room, while another research assistant was secretly watching the kids through a hidden peephole. The experiment revealed that over a third of the kids (33.7 per cent) in this control group took more candy than they should have.
The behavioural scientists then called another bunch of kids to the house and repeated the same experiment.
For this test group, they angled a large mirror by the candy bowl in such a way that the kids had to look at themselves in the mirror when they took the candy. Theft rate in the test group was only 8.9 per cent compared to 33.7 per cent in the control group.
Says behavioural scientist Robert Cialdini, “Mirrors could reduce stealing or dishonesty and could even be seen as a good alternative to video surveillance, which is not only costly but sends a signal to people that they’re not trusted.”
In another experiment, led by behavioural scientists Carl Kallgren, Cialdini and R Reno, when participants arrived at their laboratory, half were exposed to a CCTV featuring their own image — it was almost like seeing themselves in a mirror — while the other half watched a CCTV featuring random geometric shapes. The participants were told that their heart rate was to be monitored, which involved placing some gel on their hand.
Once participants believed they were done with the study, they were given paper tissues to wipe off the gel and asked to exit by taking the stairs. The researchers were looking to see whether the participants dropped the paper tissues in the stairs on their way out. The experiment revealed that 24 per cent of participants who saw themselves in the CCTV littered, compared to 46 per cent of those who didn’t see themselves in the CCTV.
There are many studies including two more done by Melissa Bateson and Stacey Sentyrz-Brad Bushman, which have found that mirrors — or other possibilities that produce mirror-like effects — persuade us to behave in more socially desirable ways. People made self-aware are less likely to cheat.
Those made self-aware by acting in front of a mirror or TV camera exhibit increased self-control, and their actions more clearly reflect their attitudes. In other experiments done in front of a mirror, people taste-testing cream cheese have found to have eaten less of the high-fat variety.
We wouldn’t possibly be digging our noses if we saw ourselves in the mirror, would we? On a serious note, two practical behavioural design solutions come to my mind, based on such behavioural science experiments.
One is that customer service executives in face-to-face retail environments have to sometimes deal with customers who are not particularly considerate, or are even rude. Only an experiment can tell if a mirror placed behind the customer service desk could get such customers to behave better. On the other hand, mirrors could also help customer service executives be more conscious of their own appearance, speech and sincerity, thus improving the customer experience.
A second behavioural design solution could be placing mirrors in the corners of staircases of buildings that have stain marks caused by people spitting. Spitting is often an unconscious act where the spitter spits out of habit. A mirror is likely to make people who spit at corners of staircases conscious of their action, preventing them from spitting at those spots.
Sure, spitting in the outdoor environment needs a different behavioural design solution. But for spitting in staircases of buildings, mirrors could be tested to see if they reduce spitting.
Part 5 of Behavioural Design interview with Hrishi K of 94.3 Radio One (last one in the series).