14-11-17 Diabetes.pptx

30/11/14&
17. november, 2014
Nudging i Sundhedspraksis
PELLE GULDBORG HANSEN, BEHAVIOURAL SCIENTIST, PH.D. / CBIT, ROSKILDE UNIVERSITY
DIRECTOR OF ISSP – THE INITIATIVE FOR SCIENCE, SOCIETY & POLICY
MEMBER OF THE PREVENTION COUNCIL, DANISH DIABETIC ASSOCIATION
CHAIRMAN OF THE DANISH NUDGE NETWORK
HEAD OF INUDGEYOU TEAM
The smaller the piece the healthier consumption – a choice architectural experiment in behavioral nutrition
Hansen PG; Skov LR; Schmidt K; Skov KL; Mikkelsen BE; Pérez-Cueto FJA (2013)
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Hansen, Pelle Guldborg; Katrine Lund Skov; Laurits Rodhen Skov; Andreas Maaløe Jespersen; Karsten Schmidt. 2015. Apples vs. Brownies: A Field Experiment in
Rearranging Conference Snacking Buffets to Reduce Short-Term Energy Intake Journal of Foodservice Business Research (forthcoming 2015) Æbler vs. Kager (biases)!
Ordningseffekt - tendensen til at tage og spise mere af det der
står forrest!
!
Deskriptiv norm - tendensen til at opfatte det dominerende som
normsættende!
!
Enheds bias - tendensen til at opfatte en enhed af et givent
produkt som den passende og optimale størrelse/mængde!
!
Friktions bias – tendens til at selv minimale psykologiske
barrierer afholder en fra at handle på motiver!
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Hele frugter vs. skåret frugt!
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14.5&
14.5&
14&
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10.1&
10&
Hele&frugter&
8&
Skåret&frugt&
6&
4&
2&
2&
0&
Frugt&forberedt&
Frugt&spist&
Hansen, Pelle Guldborg; Katrine Lund Skov; Laurits Rodhen Skov; Andreas Maaløe Jespersen; Karsten Schmidt. 2015. Apples vs. Brownies: A Field Experiment in
Rearranging Conference Snacking Buffets to Reduce Short-Term Energy Intake. Journal of Foodservice Business Research (forthcoming 2015) Æbler vs. Kager (biases)!
Ordningseffekt - tendensen til at tage og spise mere af det der
står forrest!
!
Deskriptiv norm - tendensen til at opfatte det dominerende som
normsættende!
!
Enheds bias - tendensen til at opfatte en enhed af et givent
produkt som den passende og optimale størrelse/mængde!
!
Friktions bias – tendens til at selv minimale psykologiske
barrierer afholder en fra at handle på motiver!
Hansen, Pelle Guldborg; Katrine Lund Skov; Laurits Rodhen Skov; Andreas Maaløe Jespersen; Karsten Schmidt. 2015. Apples vs. Brownies: A Field Experiment in
Rearranging Conference Snacking Buffets to Reduce Short-Term Energy Intake. Journal of Foodservice Business Research (forthcoming 2015) 3&
30/11/14&
EXPERIMENTAL DESIGN FOR FIELD EXPERIMENT IN HEALTHY EATING BEHAVIOUR (2013)
Experimental conditions
Sample
Predicted effects
Standard eating
behaviour
Standard buffet
Control
n = 189
391CEO’s attending a
coffee break
Healthier eating
behaviour (Less
cake, more apples)
Re-arranged buffet
Intervention
n = 202
Participants in a national conference for
550 Danish CEO’s held in the Danish Opera
Self-selection by choosing one of two stairs
leading to floor featuring two identical brownie
and fruit buffets
Measurement brownie and apple intake
Hansen, Pelle Guldborg; Katrine Lund Skov; Laurits Rodhen Skov; Andreas Maaløe Jespersen; Karsten Schmidt. 2015. Apples vs. Brownies: A Field Experiment in
Rearranging Conference Snacking Buffets to Reduce Short-Term Energy Intake. Journal of Foodservice Business Research (forthcoming 2015) Hansen, Pelle Guldborg; Katrine Lund Skov; Laurits Rodhen Skov; Andreas Maaløe Jespersen; Karsten Schmidt. 2015. Apples vs. Brownies: A Field Experiment in
Rearranging Conference Snacking Buffets to Reduce Short-Term Energy Intake. Journal of Foodservice Business Research (forthcoming 2015) Cake'vs.'Brownies'in'the'Opera'2013'
45&
0.8&
40&
0.7&
35&
0.6&
0.5&
Control&
0.4&
Reduced&size&
Grams'per'person'
30&
25&
20&
Standard&
15&
IntervenEon&
10&
0.3&
5&
0.2&
Hansen, Pelle Guldborg; Katrine Lund Skov; Laurits Rodhen Skov; Andreas Maaløe Jespersen; Karsten Schmidt. 2015. Apples vs. Brownies: A Field Experiment in
Rearranging Conference Snacking Buffets to Reduce Short-Term Energy Intake. Journal of Foodservice Business Research (forthcoming 2015) &
ei
n
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ot
br
e&
ry
&fi
su
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rs
&
et
a
Di
ed
&
rb
o
ed
&
Ca
ar
at
Apple&consumpEon&
Ad
d
t&
fa
t&
Fa
Cake&consumpEon&
tu
0&
hy
dr
at
e&
0&
0.1&
Sa
Average'consump/on'per'person'measured'in'
whole'of'cake'and'apples'respec/vely'
Cake'vs.'Brownies'in'the'Opera'2013'
0.9&
Hansen, Pelle Guldborg; Katrine Lund Skov; Laurits Rodhen Skov; Andreas Maaløe Jespersen; Karsten Schmidt. 2015. Apples vs. Brownies: A Field Experiment in
Rearranging Conference Snacking Buffets to Reduce Short-Term Energy Intake. Journal of Foodservice Business Research (forthcoming 2015) 4&
30/11/14&
Cake'vs.'Brownies'in'the'Opera'2013'
1800&
Table over energy use for different activities
1600&
Activity
Kilo'Jules'
1400&
KJ/10 minutes
Watching TV
33
1200&
Kissing
34
1000&
Doing the dishes by hand
71
Vacuuming
80
Brushing teeth
80
600&
Playing music
85
400&
Playing volleyball
200&
Playing Frisbee
800&
95
100
0&
Total&energy&intake&per&person&(KJ)&
Hansen, Pelle Guldborg; Katrine Lund Skov; Laurits Rodhen Skov; Andreas Maaløe Jespersen; Karsten Schmidt. 2015. Apples vs. Brownies: A Field Experiment in
Rearranging Conference Snacking Buffets to Reduce Short-Term Energy Intake. Journal of Foodservice Business Research (forthcoming 2015) Source: ‘Become your own food detective’ – Danish Board of Product Facts
nudge
Et nudge er en funktion af ethvert forsøg på at påvirke
menneskers vurdering, valg eller adfærd i en forudsigelig retning
(1) under antagelsen af at kognitive biases, rutiner og vaner
påvirker vores individuelle og sociale adfærd, og (2) som virker
ved at gøre brug af disse som en integreret del af sådanne
forsøg.
Det betyder bl.a. at et nudge fungerer uafhængigt af
1) 
begrænsninger af valgmuligheder, eller
2) 
ændringer ved handlingsalternativernes omkostninger (herunder økonomi, tid,
besvær, social sanktioner, o. lign.)
3) 
ny informationsgivning
Hansen, PG (2014) Nudge and Libertarian Paternalism: Does the hand fit the glove? Forthcoming 2015!
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Behavioural&
Economics&
CogniEve&
Psychology&
APPLIED&
BEHAVIOURAL&
SCIENCE&
nudge&
Social&
Psychology&
Apple vs. Cake biases!
Ordningseffekt - tendensen til at tage og spise mere af det der
står forrest!
!
Deskriptiv norm - tendensen til at opfatte det dominerende som
normsættende!
!
Enheds bias - tendensen til at opfatte en enhed af et givent
produkt som den passende og optimale størrelse/mængde!
!
Friktions bias – tendens til at selv minimale psykologiske
barrierer afholder en fra at handle på motiver!
Hansen, PG (Forthcoming 2014) The New Policy ABC: Applied Behavioural sCience .
Decision-making and behavioral biases
Anchoring – the common human tendency to rely too heavily, or "anchor," on one trait or piece of
information when making decisions.
Attentional Bias – implicit cognitive bias defined as the tendency of emotionally dominant stimuli in
one's environment to preferentially draw and hold attention.
Backfire effect - Evidence disconfirming our beliefs only strengthens them.
Bandwagon effect – the tendency to do (or believe) things because many other people do (or believe)
the same. Related to groupthink and herd behavior.
Bias blind spot – the tendency to see oneself as less biased than other people.[2]
Choice-supportive bias – the tendency to remember one's choices as better than they actually were.
[3]
Confirmation bias – the tendency to search for or interpret information in a way that confirms one's
preconceptions.[4]
Congruence bias – the tendency to test hypotheses exclusively through direct testing, in contrast to
tests of possible alternative hypotheses.
Contrast effect – the enhancement or diminishing of a weight or other measurement when compared
with a recently observed contrasting object.[5]
Denomination effect – the tendency to spend more money when it is denominated in small
amounts (e.g. coins) rather than large amounts (e.g. bills).[6]
Distinction bias – the tendency to view two options as more dissimilar when evaluating them
simultaneously than when evaluating them separately.[7]
Empathy gap - the tendency to underestimate the influence or strength of feelings, in either oneself
or others.
Endowment effect – "the fact that people often demand much more to give up an object than they
would be willing to pay to acquire it".[8]
Experimenter's or Expectation bias – the tendency for experimenters to believe, certify, and
publish data that agree with their expectations for the outcome of an experiment, and to disbelieve,
discard, or downgrade the corresponding weightings for data that appear to conflict with those
expectations.[9]
Focusing effect – the tendency to place too much importance on one aspect of an event; causes error
in accurately predicting the utility of a future outcome.[10]
Framing effect – drawing different conclusions from the same information, depending on how that
information is presented.
Hostile media effect - the tendency to see a media report as being biased due to one's own strong
partisan views.
Hyperbolic discounting – the tendency for people to have a stronger preference for more
immediate payoffs relative to later payoffs, where the tendency increases the closer to the present both
payoffs are.[11]
Illusion of control – the tendency to overestimate one's degree of influence over other external
[12]
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34 x 52 = ___
Kahneman, D (2002) Maps of Bounded Rationality: A Perspective on Intuitive Judgment and Choice, Prize Lecture, December 8, 2002.
context!
A!
context!
B!
A!
B!
Fast&
Parallel&AutomaEc&&
Effortless&
AssociaEve&
Slow&learning&
Slow&
Serial&&
Controlled&
Effor^ull&
Rule_governed&
Flexible&
intention!
intention!
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context!
A!
B!
Fast&
Parallel&AutomaEc&&
Effortless&
AssociaEve&
Slow&learning&
Slow&
Serial&&
Controlled&
Effor^ull&
Rule_governed&
Flexible&
intention!
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Norman, D. (2002) The Psychology of Everyday Things, New York: Basic Books.
context!
A!
B!
Fast&
Parallel&AutomaEc&&
Effortless&
AssociaEve&
Slow&learning&
Slow&
Serial&&
Controlled&
Effor^ull&
Rule_governed&
Flexible&
intention!
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context!
A!
B!
Fast&
Parallel&AutomaEc&&
Effortless&
AssociaEve&
Slow&learning&
Slow&
Serial&&
Controlled&
Effor^ull&
Rule_governed&
Flexible&
intention!
January 2013
Size does matter
a choice architectural experiment in reducing food Waste
Hansen PG; Skov LR; Schmidt K; Skov KL; Mikkelsen BE; Pérez-Cueto FJA (2013)
!
!59. Plates. Plates is one of the most widespread and ancient technologies still in use. Still, only few knows about the impact is exert !
!everyday on our health, wealth and happiness.!
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EXPERIMENTAL DESIGN FOR FIELD EXPERIMENT IN REDUCING FOOD WASTE (2013)
Sample
Experimental conditions
Standard sized
plates (27 cm)
27&cm&
220 CEO’s attending
standing lunch
Predicted effects
Standard amount of
food waste
Control
n = 75
24&cm&
Smaller plates
(24 cm)
Reduction in food
waste
Intervention
n = 145
Participants in a national conference for
550 Danish CEO’s held in the Danish Opera
Self-selection by choosing one of two stairs
leading to floor featuring two identical lunch
buffets
Measurement of food waste in bulk
Hansen, PG; Jespersen AM & Skov, LR (2013) ‘Size Matter! A Choice Architectural Field-Experiment in Reducing Food
Waste’ (submitted to PLOSone)
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Food'waste'Experiment'2013'
Average'food'waste'per'person'in'grams'
25&
20&
15&
Plate&size&27CM&(standard)&
Plate&size&24&CM&
(intrevenEon)&
10&
5&
0&
n&=&75&
n&=&145&
Food&waste&
Hansen PG; Skov LR; Schmidt K; Skov KL; Mikkelsen BE; Pérez-Cueto FJA (2013) Smaller plates, less food waste : A choice architectural experiment in a
self-service eating setting. Abstract from 20th International Congress of Nutrition, Granada, Spanien. !
context!
A!
context!
B!
intention!
”A”
”B”
Fast&
Parallel&AutomaEc&&
Effortless&
AssociaEve&
Slow&learning&
Fast&
Parallel&AutomaEc&&
Effortless&
AssociaEve&
Slow&learning&
Slow&
Serial&&
Controlled&
Effor^ull&
Rule_governed&
Flexible&
Slow&
Serial&&
Controlled&
Effor^ull&
Rule_governed&
Flexible&
intention!
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EXPERIMENTAL DESIGN FOR MUSICAL INFLUENCES ON PRODUCT CHOICE
Predicted effects – measured in 1-9 lierkert skales
SAMPLE AND SETTING
EXPERIMENTAL CONDITIONS
Subjects consisted of 87% staff, 9% grad
students, and 4% off campus. Mean age = 43.
Six menu-items were selected for descriptive
manipulation, and were rotated between ’basic
description’ and ’descriptive labels’. Each item
were available 6 times over a six week period
Subjects filled out single-item questionnaries
after consuming food
Wansink, B., Painter, J., & Van Ittersum, K. (2001). Descriptive menu labels’ effect on sales. The Cornell Hotel and Restaurant
Administration Quarterly, 42(6), 68-72
Customer Satisfaction
N = 143
7.5&
context!
7.1&
6.9&
7&
”A”
”B”
Fast&
Parallel&AutomaEc&&
Effortless&
AssociaEve&
Slow&learning&
6.5&
6.5&
6.2&
5.9&
6&
Slow&
Serial&&
Controlled&
Effor^ull&
Rule_governed&
Flexible&
5.7&
5.5&
intention!
5&
Ac&towards&menu&item&
Ac&towards&restaurant&
Repurchase&itenEon&
Wansink, B., Painter, J., & Van Ittersum, K. (2001). Descriptive menu labels’ effect on sales. The Cornell Hotel and Restaurant
Administration Quarterly, 42(6), 68-72
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Hansen, P.G. & Hendricks (2013) Info-storms. New York: Copernicus Books.!
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35'%'
75'%'
96'%'
Wansink, B. (2004) Environmental factors that increase the food intake and consumption volume of unknowing consumers. Annual
Review of Nutrition, Vol. 24, 455-479.!
Percentage reduction in DNA’s compared to pre-intervention
&
15.0%
10.1%
10.0%
5.0%
0.0%
-5.0%
-10.0%
-3.5%
-15.0%
-20.0%
-18%
-25.0%
-30.0%
-35.0%
-31.7%
Verbal
iNudgeYou © Nudge 101
Active
-29.6%
Active + Positive Intervention Intervention
norm
stop
restart
S. Martin, S. Bassi & R. Dunbar-Rees (2012): Commitments, norms and custard creams – a social influence approach to
reducing did not attends (DNAs). Journal of the Royal Society of Medicine 2012: 105: 101 –104
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8'ud'af'10''
Danskerne&har&et&højt&alkoholforbrug&
&
”24,3%&danskere&over&15&år&drikker&over&lavrisikogrænsen&for&
alkoholindtagelse&(7/14&genstande&ugentligt&for&henholdsvis&
kvinder&og&mænd)”&
_  sst.dk&/&sundhed&og&forebyggelse&/&alkohol&
75,7%&danskere&over&15&år&drikker&mindre&end&
lavrisikogrænsen&for&alkoholindtagelse&(7/14&genstande&
ugentligt&for&henholdsvis&kvinder&og&mænd)&
&
&
DANSKE'KVINDER'
DRIKKER'MINDRE'END'
DANSKE'MÆND'
DRIKKER'MINDRE'END'
7
14
&&
&&
GENSTANDE'OM'UGEN.'
GENSTANDE'OM'UGEN.'
context!
”A”
”B”
Fast&
Parallel&AutomaEc&&
Effortless&
AssociaEve&
Slow&learning&
Slow&
Serial&&
Controlled&
Effor^ull&
Rule_governed&
Flexible&
intention!
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AcEvaEon&model&
MoEvaEon&
High&moEvaEon&
handlingsfelt&
Low&moEvaEon&
Low&ability&
Ability&
High&ability&
EXPERIMENTAL DESIGN FOR MOTIVATION AND INTENTION IMPLEMENTATIONS IN BEHAVIOR CHANGE
Sample & Basic design
Experimental conditions
Predicted effects
N = 248
Percentage of group that exercised
100%
91%
90%
Unrelated literature
Baseline
80%
Control
70%
248 Undergraduates over
a 2 week period
Motivation
pamphlet
Equal to baseline
50%
Motivation
Motivation +
Implementation
pamphlet
40%
Higher tendency to
exercise
Implementation
Some participants were not included, as
they did not complete the questionnaires.
No difference in previous exercise tendency
60%
35%
30%
20%
Participants were randomly assigned to groups
38%
Self reported behavior and intentions
Control&
MoEvaEon&
MoEvaEon&+&
ImplementaEon&
intenEons&
iNudgeYou&©&Nudge&101&
iNudgeYou&©&Nudge&101&
S.&Milne,&S.&Orbell,&P.&Sheeran&(2012);&Combining&moEvaEonal&and&voliEonal&intervenEons&to&promote&exercise&parEcipaEon:&ProtecEon&
moEvaEon&theory&andimplementaEon&intenEons;&BriEsh&Journal&of&Health&Psychology&2002,&7,&pp&163_184&
S.&Milne,&S.&Orbell,&P.&Sheeran&(2012);&Combining&moEvaEonal&and&voliEonal&intervenEons&to&promote&exercise&parEcipaEon:&ProtecEon&
moEvaEon&theory&andimplementaEon&intenEons;&BriEsh&Journal&of&Health&Psychology&2002,&7,&pp&163_184&
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context!
”A”
”B”
Fast&
Parallel&AutomaEc&&
Effortless&
AssociaEve&
Slow&learning&
Slow&
Serial&&
Controlled&
Effor^ull&
Rule_governed&
Flexible&
intention!
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Thank you!!
… and join us at: @TENudge!
Twitter:!
@peguha!
Blog:!
www.iNudgeYou.com!
mail:!
[email protected]!
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