What to do with you personally, has a Nobel prize in Economics, you ask? In years past you would be right, but not this time. Since the prize went to a specialist in behavioral Economics Richard Thaler.
In the book “Nudge. The architecture of choice” by Richard Thaler one of the first to explain how imperceptible tips and hints are placed here and there in our path, change our behavior.
The Nobel Committee clearly like it’s a scientific direction, because in 2002 the prize was awarded to another specialist for behavioral Economics Daniel Kahneman.
Since then nudge theory or the theory of pushing is used for a wide range of problems.
And you, without realizing it, could experience a similar boost.
Fly in the toilet
One of the most famous illustrations of the application of the theory of boost – the problem of cleanliness of the male toilets with the help of a very simple, but absolutely brilliant trick.
The idea was first implemented in 1999 at Amsterdam airport Schiphol. Like all brilliant, it was simple: Sarah wygravirovano flies very similar to these, and the men automatically took aim at them, this helped to save on cleaning toilets.
Professor Thaler loved to recall the story of these flies as an example of how small changes in the reality around us can help change our behavior for the better.
Behavioral Economics in the service of the tax Inspectorate
When David Cameron in 2010 became Prime Minister of Britain, he was already well informed on the principles of behavioral Economics, and initiated the creation of a special “team boost”.
The group’s activities were aimed at improving the social behavior of British citizens in a diverse method.
One of the most striking examples of this approach are letters that are sent to debtors who have not paid road tax.
In the subject line, in big letters it said, “Pay the tax, otherwise you loose your Ford Fiesta” (or another car, the owner of which is you). Below was the photo of the car that is not paid. It worked well.
To the wealthy who have not paid taxes, used a more positive tone.
In letters addressed to them talked about how their taxes are helping to improve municipal services and develop the area in which they live, and explain exactly what will lose the district without the money.
As a result, the Treasury has received a 210 million pounds of tax debts.
Even in nicarthy bullies won’t dare ruin this figure
In the London district of Woolwich has always been a problem with antisocial behaviour. And 2011 was no exception: during one of the riots affected many of the Windows of the shops.
The following year advertising Agency Ogilvy & Mather decided to use the principles of behavioral Economics and suggested a new strategy.
The Agency thought that even nicerthe heart melt at the sight of the baby, and one night with the help of graffiti artists painted the faces of children covered with metal blinds which close Windows in the area.
It is estimated that this action reduced the cases of antisocial behavior in Vulich 18%.
If you ever tried to sell a product or service on the phone, you’ve probably heard something like “most people in your place buy it” or “this offer is only available today.”
In the first case, they play on your desire to “be subject”: we think that if others do it, so you have a good reason.
In the second case, the bet is placed on our fear to be a loser: we don’t like the idea that we may lose a good chance.
And thirdly, the sellers say tone, filled with a strange joy. The positivity is very contagious, and we feel satisfaction from the fact that we agree with the proposal.
Large companies have long been actively exploiting these principles.
We all know that we need to save money to old age. But to start saving now, we need superhuman will power
Count me out
Previously, people who wished after death to become organ donors, requested to subscribe to this option.
Now, partially based on the theory of behavioral Economics, all based on the opposite: subscribe ask people that donors do not want to be.
To talk about the results of this initiative so far, but the General concept has long been used.
We realized that we needed a system that would help all of us to “do the right thing” instead of waiting until individuals Wake up a sense of responsibility.
Similar happens with our pension savings: we all know that you need to collect to old age. But to start to save money now, need superhuman willpower.
In the United States first adopted the approach according to which all workers are automatically connected to the pension Fund. First, they had to pay a small amount, and subsequently payments grew.
All of this makes you suspect that the politicians and entrepreneurs actively manipulate you. Thanks to Professor Thaler now you at least roughly know what game they are playing with you.