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Oliver Payne, Founder, CEO, The Hunting Dynasty [email_address] ,  Using Behavioural Economics to sell carbon-reducing products & initiatives   (including to people who might  not be interested) .  It’s short.  And light.
[object Object],[object Object],[object Object],It won’t  take long
How do we change behaviour in…  |  How do you create sustainable behaviour? 12. Irrational escalation:  the tendency to make irrational decisions based upon rational decisions in the past, or to justify actions already taken. The dollar auction is a thought exercise demonstrating the concept. 13. Loss aversion:  the tendency to fear losses more than to value gains of equal size.  14. Endowment effect:  the tendency to demand much more to give up an object than you would be willing to pay to acquire it. The Duke University basketball ticket experiment (a combination of loss aversion and the endowment effect =  Status quo bias ) 15. Neglect of probability:  the tendency to disregard probabilities for absolutes when making a decision under uncertainty. 16. ‘Not Invented Here’:  the tendency to ignore an idea or solution because its source is seen as unfamiliar. 17. Planning fallacy:  the tendency to underestimate the time it takes to complete tasks. 18. Post-purchase rationalisation:  the tendency to rationalise your purchases as ‘good buys’ merely based on the fact that you purchased them – and the reason why a 110% money back guarantee works. 19. Pseudo-certainty effect/Gambler’s fallacy:  the tendency, when seeking positive outcomes, to make only risk-averse choices; but to make risk-seeking choices to avoid negative outcomes. 20. Selective perception:  the tendency for expectations to shape perceptions. 21. Wishful thinking:  the formation of beliefs according to what is  pleasant to imagine rather than based on evidence or rationality. 22. Zero-risk bias:  the preference for reducing a small risk to zero over a greater reduction in a larger risk.  23. Self-serving bias  ( Illusory superiority/better-than-average effect ) occurs when people attribute their successes to internal or personal factors but attribute their failures to situational factors beyond their control. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],In all these ways (and more) This bit looks  like an exam. It’s not.
1. 2. 3. 4. 5. The Expected The Unexpected The Contradictions The Conversations The Swerves We categorise in 5 ways (Over ¼ of way through already…)
1. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],And nest each category 2. 3. 5. (Quick example next)
[object Object],[object Object],1. Gas prices aren’t the only reason for more hybrid sales    | Nudge blog Income tax credit: $2k Sales tax incentive: $1k (Immediate) (Delayed) It’s only 3 slides short… e. Ask with the right incentive
[object Object],[object Object],1. Gas prices aren’t the only reason for more hybrid sales    | Nudge blog Sales tax incentive Income tax credit: $2k Sales tax incentive Sales tax incentive Sales tax incentive Sales tax incentive Sales tax incentive Sales tax incentive: $1k e. Ask with the right incentive  It’s only 3 slides short… (Immediate) (Delayed)
[object Object],[object Object],[object Object],1. Gas prices aren’t the only reason for more hybrid sales    | Nudge blog Sales tax incentive Income tax credit: $2k Sales tax incentive Sales tax incentive Sales tax incentive Sales tax incentive Sales tax incentive Sales tax incentive: $1k Done! Next… e. Ask with the right incentive  (Immediate) (Delayed)
1. 2. 3. 4. 5. The Expected The Unexpected The Contradictions The Conversations The Swerves And nest each category That’s where we were
1. 2. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],And nest each category 3. 4. . This is where we’re going (we’re  well  over ½ way)
[object Object],2. When Behavioral Economics Meets Climate Change, Guess What's Coming for Dinner?  | Marc Gunther | climatebiz.com Vegetarian Meat  … the final 3-slide example b. Ask (but have a default option)
[object Object],2. When Behavioral Economics Meets Climate Change, Guess What's Coming for Dinner?  | Marc Gunther | climatebiz.com 83 % 17 % Vegetarian = option Meat = default  80% of the slides done already b. Ask (but have a default option)
[object Object],2. When Behavioral Economics Meets Climate Change, Guess What's Coming for Dinner?  | Marc Gunther | climatebiz.com 20 % 80 % Vegetarian = default  Meat = option  b. Ask (but have a default option) Done! Next…
“ Just as no building lacks an architecture,  so no choice lacks a context.”     Dr. Robert Cialdini, ex-Regents' Professor of Psychology and Marketing Arizona State University Why/how/what? Learn-y bit How and when information is delivered is as important (if not more so) than the information itself
These two love it Cameron , highlights OPOWER at  TED2010 President Obama speaks at OPOWER, Arlington “ I want companies like OPOWER… all across America. It’s good for consumers. It’s good for our economy. It’s good for our environment.” “… Behavioural Economics can transform people's behaviour in a way that all the bullying and badgering from a Government cannot possibly achieve.” (see them on youtube) ‘ Power’ bit
“ Thanks are due for so many different reasons… You made us look good. I could go on.” Christian Dawson, Strategy Director Proof-y bit  (& penultimate slide) “ Environmentalists struggle to craft messages to anyone except environmentalists (he [Oliver]  showed us how). ”  Sustainable Future workshop,  10/ 2009 “ Again  very impressive work. ”  Justin Hall, Discovery Channel  Environmental Explorer “ [Learnt] New techniques for mainstreaming”  Mainstreaming Sustainable  Consumption Workshop,  April 2010 “ I love…Creating Sustainable Behavior… So smart and well done.” John Rooks, President, The SOAP Group (Sustainable Organization  Advocacy Partners), Portland, USA “… what a real agency of  tomorrow… should look like...”   David Shearer, Senior Vice President and  Executive Creative Director of MRM West USA This lot love us
We’d love to speak to you 0844 357 9072  [email_address] The End

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Short: Using Behavioural Economics to sell carbon-reducing products & initiatives (including to people who might not be interested)

  • 1. Oliver Payne, Founder, CEO, The Hunting Dynasty [email_address] , Using Behavioural Economics to sell carbon-reducing products & initiatives (including to people who might not be interested) . It’s short. And light.
  • 2.
  • 3.
  • 4. 1. 2. 3. 4. 5. The Expected The Unexpected The Contradictions The Conversations The Swerves We categorise in 5 ways (Over ¼ of way through already…)
  • 5.
  • 6.
  • 7.
  • 8.
  • 9. 1. 2. 3. 4. 5. The Expected The Unexpected The Contradictions The Conversations The Swerves And nest each category That’s where we were
  • 10.
  • 11.
  • 12.
  • 13.
  • 14. “ Just as no building lacks an architecture, so no choice lacks a context.” Dr. Robert Cialdini, ex-Regents' Professor of Psychology and Marketing Arizona State University Why/how/what? Learn-y bit How and when information is delivered is as important (if not more so) than the information itself
  • 15. These two love it Cameron , highlights OPOWER at TED2010 President Obama speaks at OPOWER, Arlington “ I want companies like OPOWER… all across America. It’s good for consumers. It’s good for our economy. It’s good for our environment.” “… Behavioural Economics can transform people's behaviour in a way that all the bullying and badgering from a Government cannot possibly achieve.” (see them on youtube) ‘ Power’ bit
  • 16. “ Thanks are due for so many different reasons… You made us look good. I could go on.” Christian Dawson, Strategy Director Proof-y bit (& penultimate slide) “ Environmentalists struggle to craft messages to anyone except environmentalists (he [Oliver] showed us how). ” Sustainable Future workshop, 10/ 2009 “ Again very impressive work. ” Justin Hall, Discovery Channel Environmental Explorer “ [Learnt] New techniques for mainstreaming” Mainstreaming Sustainable Consumption Workshop, April 2010 “ I love…Creating Sustainable Behavior… So smart and well done.” John Rooks, President, The SOAP Group (Sustainable Organization Advocacy Partners), Portland, USA “… what a real agency of tomorrow… should look like...” David Shearer, Senior Vice President and Executive Creative Director of MRM West USA This lot love us
  • 17. We’d love to speak to you 0844 357 9072 [email_address] The End

Editor's Notes

  1. NOTES: Gas prices aren’t the only reason for more hybrid sales http://nudges.wordpress.com/gas-prices-arent-the-only-reason-for-more-hybrid-sales/ http://www.thehuntingdynasty.com/2010/01/death-and-taxes-why-your-decisions-kill-you-and-cost-you-money/
  2. NOTES: Gas prices aren’t the only reason for more hybrid sales http://nudges.wordpress.com/gas-prices-arent-the-only-reason-for-more-hybrid-sales/ http://www.thehuntingdynasty.com/2010/01/death-and-taxes-why-your-decisions-kill-you-and-cost-you-money/
  3. NOTES: Gas prices aren’t the only reason for more hybrid sales http://nudges.wordpress.com/gas-prices-arent-the-only-reason-for-more-hybrid-sales/ http://www.thehuntingdynasty.com/2010/01/death-and-taxes-why-your-decisions-kill-you-and-cost-you-money/
  4. Called The Hunting Dynasty.
  5. Called The Hunting Dynasty.