I will start by telling you a story
little family anecdote at home at
breakfast we take cereals
then there are my children of 12 and 15 years old
who take the package of cereals and
that completely fill the bowl
to the top
and he leaves half of it once on
two then on the other side there is me
who are trying to maintain a semblance of
line and they’re trying to get on
hold at 45 g recommended on the back of the
package by the manufacturer then is that
you have already weighed 45 grams of
cereals
do you have an idea of what
that’s when I took a picture for
you are here what gives 45 grams of
cereals inside a bowl
so I used all the arguments
possible on one side to try to
convince my children to stop
spoil the food is so all
simply fill the bowl halfway
kita serve again if he wanted and they
totally agree with me they
were eager to do it
yes yes yes dad we will fill to
half and then me on the other side
who was depressed in front of my bowl of
grains about half empty
then run out of arguments in front of my
children and face my will
What did I do? Well, I did
bought new flights I bought
the bowls smaller and with its modes
multi my kids continue to fill
the bowl to the brim except that this
time does not engage at all because
by keeping inside and me ben
finally I am much less
depressed in front of a small full bowl that
in front of a big empty bowl so for not
big thing finally the purchase of
a few bowls I managed to do
change my kids’ behavior and
me in joy and in a good mood
did I make his name there?
it’s called the nudge and the nudge is
a passion that I discovered there are
some time and that I wanted to
share with you tonight the jean note
French means a boost
gentle incentives
how can we make
small changes inside
the environment to change so
very strong the behaviors and for
help people who have an intention to
take action
so to understand what it is
that an age I propose to you to discover
the most famous example of ns
this fly is not a fly it’s
an age is a sticker and that
becomes an age when we stick to the good
place and the right place
sorry ladies it’s deep inside
the urinal of men’s toilets
why this uche stickers becomes
when we stick it to the bottom of
men’s toilet but because
the man is a big kid and that when
they see a fly in the bottom of
toilet what is he doing he is aiming
the fly and targeting the fly it does not
aims further and as it does not aim
next door in the airport
amsterdam
where they stuck this fly in
This has been to the toilet impact
to save 80% of the expenses of
cleaning
so I really like this example
first because as a rule it
has for for virtue to break a little bit
the ice cream and then the real reason in
I love him which is that they
totally reflect the spirit of what
is that the nudge could have been searched
to persuade you to make this place
as clean as you would like it
find when entering this is called
information we put signs to
the entrance to the toilet and it takes
continue to do it
it’s useful but it’s just ok
give an indication and it’s not going
necessarily lead you to cross the
little step that will make you have
the desired behavior with the nudge
seeks more to persuade people
whether they are persuaded or not
the only thing we are trying to do
it’s about changing behaviors
to help them move from one intention
to an action then the nudge we go
able to use it in any case where
we will be facing a need to
behavior change let’s take
the environment for example we are
61% according to the polls to declare us
very concerned about the environment
but what do we do everyday
are we recycling enough is this
that we will save water as it
takes is will we save
energy as it should be here is a
photo of a university at night
falling
what is going on all the rooms
are on then how are we
can do to entice students
not to leave all the rooms
turned on when they leave but rather
to extinguish them
well first we’ll put a
information please turn off the
light and then next what is it
we’re going to do we’ll add an edge this
match with 80% of students from
the university turn off the light in
leaving the room and you point
polling
if we ask that question it’s 80%
people do it humanly what is it
that I will tend to do
exactly the same as it is 80%
legs and ultimately by implementing
swims
what will happen 26% of
light remains is unnecessarily lit
in less then you will tell me
how can such small details
have such a big impact on the
behavior there is bound to be some
thing behind all this is not very
rational and you’re right
in fact most of the decisions
we take we take them with what
daniel kahneman daniel kahneman forgiveness
Nobel Prize for Economics in 2002 calls
the system 1 the system 1 it’s the
part of your brain that will decide
intuitively fast without effort
who will go directly to the
conclusion here is a small example to
your opinion what is the table that is
the longest and the narrowest
a priori you see the one on the left
corresponds to what I have to say to you
and that is your system that you
tell the reality and you will see it
with this animation is that these two
tables are exactly the same length
and the same width achieved without
faking
and what is impressive is that
I am sure that even now you
know that I wanted to demonstrate
you continue to see the table of
left as longer and longer
narrow that the table on the right is
normal your system 1 is still in
automatic mode it’s always in
action
and if you really want to be
totally convinced that these two tables
exactly the same length and the
same width
it will have to go into system 2 on
system 2 it’s the one who will
invite to take to m went
check that actually the sides
are well given the length is from
same width so it’s daniel
kahneman I told you just now
2002 Nobel Prize for Economics
theorized these two speed of the
thought the system 1 on a fast side
of two systems on the other side more
slow and in this sentence daniel
kahneman won won the prize
nobel of economics in 2002 there are some
pretty disturbing thing what is
troubling is that daniel kahneman
is not at all an economist daniel
kahneman is a psychologist
so why are economists going
give a nobel prize told a
psychologist a priori it may seem
amazing but actually it ‘s not
that much twenty years ago when
I was on the benches of the college in
economy
my teacher taught me that agents
economic that is to say all of you and
me including
we make our decisions in
maximizing our utility under
budget constraint by having a
perfect information by being
totally able to deal with all
of this information and having
preferences that are totally stable
in time I had a little discomfort
in fact when I heard that because
I did not feel like taking
all my decisions by maximizing my
utility under budget constraints
and once I took my
decisions
Well, I was not totally
certain that it is followed by
from behind
it disturbed me so much that I
did a doctoral thesis on the subject
for the passage of the intention to
the action and today I made it my
job I’m trying to understand how
the real people decide in the real
life how does he actually put in
what they want to do
so if economists have given a
Nobel prize
a psychologist you see that it’s
because they simply understood
that finally we are also
maybe just human beings with
our emotions with our habits with
an influence of the environment
physical an influence of
the social environment that will impact
our brief decisions that we look like
maybe a little more to homer simpson
superman case so actually we do not
are not very rational but it’s
not despairing why it’s not
despairing because a good
new and the good news is that
these irrational behaviors that we
have we are able to explain them
thanks to research in economics
behavioral
basically the irrational behaviors
that we have are not random
they are not foolish they are not
absurd
in fact they are pretty systematic and
even they are predictable in 50 years of
academic research
economics researchers
behavioral have identified a
hundred tickets that came precisely
explained why our behaviors
were irrational for example the
means of anchoring means for anchoring
it’s the one that makes my children
put the cereals to the top of the
bowl because finally the size of the
bowl constitutes an anchor a point of
reference that will determine the
quantity that we want to put in
after there is gratification bias
it’s still quite pleasant to have
managed to just aim on this
damn fly that was at the bottom of
the urinal and then there are the standards
social
which makes that like 80% of
students
I too will turn off the light
coming out of that room then the
list of tickets like that the long ones
I will not do it in full
but what you have to understand is
once we have understood the
way these biases acted eh ben
we will be able to act on it to try
to change behaviors and help
people to go from an intention to
an action makes each ticket goes
to be a source of inspiration for
build an age
let’s take an example
you put about forty films to
inside a mound of a room
on the table among these 40 films he goes there
to have some that are going to be told of
screw guy like here batman a good movie
of action an American blockbuster on
which we will not burn too many neurons
and then you have other movies that
are going to be cataloged of type virtue by
example here
ten artists on which yeah well we’re going
have a good time but maybe
that we will have to walk a little
walk a little bit more the brain and
to make a little more effort we are going
ask people to choose their movies
according to three possibilities we will
ask to choose three films but one
will ask them to choose now
three films for the next three
evenings and then to other people
we will ask them to choose the three
movies and one for tonight they’re going
come back tomorrow to pick one for tomorrow
evening and they will come back after tomorrow
choose one for after tomorrow night
what happens if I take
now the three films for three
good evening I’m going to tonight relax
because I had a difficult day
so I’m going to take a movie live and
tomorrow I will kindly make
the effort you see what happens if
I come back every day to choose a movie
you understood I’m going to take that
movies vi so that’s it’s called
through the present tense and facing this
through the present
it’s going to come in to hinder a number of
our decisions and so for
some pretty important enough
dramatic are retiring by
example in this room that saves
for his retirement
I do not see many hands getting
rise then reassure you I asked
the question to about twenty banks
there are they are only two to have
raised his hand yet the bankers
are supposed to be aware that it takes
save for retirement
it is this good of the present time
come hinder the retirement effort by
big you do not have in mind to save
now is to make the effort
now to touch the fruits
in 40 years or in 20 years or in 30
years depending on your age
so how can we fight against this
bias to make sure that people
save low in the usa they have
mounted what is called the smart plan
networks offered to employees
of a company to decide now
today of spared in a year
and then all of a sudden we are asked
more effort I’m asked to do a
hand effort you’ve seen it with
the movies tomorrow I want to do a good
effort
80% of the people who are offered this
enter the savings plan into
retirement after three years they are
still 80% to stay because we
do not force them to stay they can
leave at any time and the rate
saving of these people there went from
3.5 to 11 5%
we hardly dare to imagine the rise and
compensation of the rate it spares it
would have to have to have the same
effects on the rate of savings at the level
people then the nudge you see it there
at once a great interest then
the first to be interested in
this logic swim
it’s going to be the governments
americans first with barack obama and
english then with david cameron who
will create unit notes for
improve the effectiveness of policies
public
and then obviously the companies are going
to be interested
to try to help their customers and
their consumers to have
experiences that they are better and
to have a healthier life and even
sometimes companies go there
to interest for their own employees
to improve well-being and to
accompany the change to
inside companies
you have here an example that is
used by the pharmaceutical industry
how are we going to help people
to observe their treatment
therapeutic since there are real
compliance issues that come
hinder the effectiveness of drugs
how am I going to help individuals to
consume better how am I going
make my customers’ lives easier
mall and create a
memorable customer experience
how will I move to digital
how am I going to make sure that the
relationship between
customers and months be a relationship
digital they are simpler for
all of the people and finally
how am I going to accompany the
transformation inside a
business and improve well-being
of my employees all these changes
in fact can be helped by the
nudge then to conclude I want to
to say that in France in the country of descartes 1
and reason when we want to
change the behaviors the first
thing we have in mind is to do
a law or put in place taxes
or possibly if we do not have them
ways to make laws to put in
place taxes to make big
communication campaigns that are going
actually change things and he
must continue to do all that is
very useful only we can see that
sometimes it creates very
important a motivation but that this
motivation is not enough to
to act out and to pass
your behaviors
so when you are in a deadlock
like that where laws taxes or
even again the great campaigns of
communication can not generate
behaviors that are desirable
and beats thinking about the swimming that eventually
is going to be a simple solution to put
quick implementation and that will be
effective in relation to the objective
wished thank you very much
[Applause]
[Music]
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