I’m not a doctor and I’m not cut out to be I’m a data loving social scientist
be I’m a data loving social scientist
be I’m a data loving social scientist and I try to solve problems that hit me
and I try to solve problems that hit me
and I try to solve problems that hit me hard it turns out that 40% of premature
hard it turns out that 40% of premature
hard it turns out that 40% of premature deaths in the u.s. are the result of
deaths in the u.s. are the result of
deaths in the u.s. are the result of behaviors that can be changed let me
behaviors that can be changed let me
behaviors that can be changed let me break that down if we could convince
break that down if we could convince
break that down if we could convince everyone to exercise regularly eat a
everyone to exercise regularly eat a
everyone to exercise regularly eat a healthy diet quit smoking and get
healthy diet quit smoking and get
healthy diet quit smoking and get recommended cancer screenings we could
recommended cancer screenings we could
recommended cancer screenings we could prevent 850,000 unnecessary premature
prevent 850,000 unnecessary premature
prevent 850,000 unnecessary premature deaths in the u.s. each year so how do
deaths in the u.s. each year so how do
deaths in the u.s. each year so how do we do that well that’s what I’m going to
we do that well that’s what I’m going to
we do that well that’s what I’m going to talk about today that’s what I study but
talk about today that’s what I study but
talk about today that’s what I study but I don’t want this to be a dry research
I don’t want this to be a dry research
I don’t want this to be a dry research talk so let’s have a little fun I want
talk so let’s have a little fun I want
talk so let’s have a little fun I want to start out by telling you about an
to start out by telling you about an
to start out by telling you about an idea for helping people like Liz Lemon
idea for helping people like Liz Lemon
idea for helping people like Liz Lemon the lead character on NBC’s former hit
the lead character on NBC’s former hit
the lead character on NBC’s former hit show 30 rock in case you aren’t familiar
show 30 rock in case you aren’t familiar
show 30 rock in case you aren’t familiar with Liz Lemon’s persona let me give you
with Liz Lemon’s persona let me give you
with Liz Lemon’s persona let me give you a quick profile
a quick profile
a quick profile she’s a 30-something exec who works too
she’s a 30-something exec who works too
she’s a 30-something exec who works too much exercise is too little and is
much exercise is too little and is
much exercise is too little and is generally a disaster when it comes to
generally a disaster when it comes to
generally a disaster when it comes to self-control I’d like to make two
self-control I’d like to make two
self-control I’d like to make two plausible assumptions about Liz first
plausible assumptions about Liz first
plausible assumptions about Liz first assume she wishes she exercised more but
assume she wishes she exercised more but
assume she wishes she exercised more but lacks the willpower and second assumes
lacks the willpower and second assumes
lacks the willpower and second assumes she has a thing for trashy novels but
she has a thing for trashy novels but
she has a thing for trashy novels but feels guilty wasting her time reading
feels guilty wasting her time reading
feels guilty wasting her time reading junk I’m gonna tell you about an idea
junk I’m gonna tell you about an idea
junk I’m gonna tell you about an idea for solving both of Liz’s problems that
for solving both of Liz’s problems that
for solving both of Liz’s problems that I call temptation bundling the idea is
I call temptation bundling the idea is
I call temptation bundling the idea is simple what if Liz only allowed herself
simple what if Liz only allowed herself
simple what if Liz only allowed herself to read trashy novels while exercising
to read trashy novels while exercising
to read trashy novels while exercising at the gym she’d stop wasting time at
at the gym she’d stop wasting time at
at the gym she’d stop wasting time at home on literary garbage and start
home on literary garbage and start
home on literary garbage and start craving trips to the gym to find out
craving trips to the gym to find out
craving trips to the gym to find out what happens next in her latest thriller
what happens next in her latest thriller
what happens next in her latest thriller not only that she’d enjoy her novel and
not only that she’d enjoy her novel and
not only that she’d enjoy her novel and her work out more combined she wouldn’t
her work out more combined she wouldn’t
her work out more combined she wouldn’t feel guilty reading the novel and time
feel guilty reading the novel and time
feel guilty reading the novel and time would fly at the gym now as important as
would fly at the gym now as important as
would fly at the gym now as important as it is to reduce waste of time and
it is to reduce waste of time and
it is to reduce waste of time and increase exercise temptation bundling
increase exercise temptation bundling
increase exercise temptation bundling can solve lots of other dual
can solve lots of other dual
can solve lots of other dual self-control problems as well for
self-control problems as well for
self-control problems as well for instance imagine you crave juicy
instance imagine you crave juicy
instance imagine you crave juicy hamburgers but you’re also watching your
hamburgers but you’re also watching your
hamburgers but you’re also watching your waistline and imagine you also have a
waistline and imagine you also have a
waistline and imagine you also have a difficult on Tilly who you know you
difficult on Tilly who you know you
difficult on Tilly who you know you should spend more time with but you
should spend more time with but you
should spend more time with but you don’t really want to what if you only
don’t really want to what if you only
don’t really want to what if you only allowed yourself to go to your favorite
allowed yourself to go to your favorite
allowed yourself to go to your favorite burger restaurant with aunt Tilly
burger restaurant with aunt Tilly
burger restaurant with aunt Tilly you’d eat fewer burgers when you should
you’d eat fewer burgers when you should
you’d eat fewer burgers when you should be dieting and you’d see more of aunt
be dieting and you’d see more of aunt
be dieting and you’d see more of aunt Tilly there are a few other examples I
Tilly there are a few other examples I
Tilly there are a few other examples I can give you of this for all the men in
can give you of this for all the men in
can give you of this for all the men in the audience
the audience
the audience you’ll particularly like this one
you’ll particularly like this one
you’ll particularly like this one imagine only allowing yourself to get a
imagine only allowing yourself to get a
imagine only allowing yourself to get a pedicure while catching up on old work
pedicure while catching up on old work
pedicure while catching up on old work emails or imagine only allowing yourself
emails or imagine only allowing yourself
emails or imagine only allowing yourself for everyone to listen your favorite
for everyone to listen your favorite
for everyone to listen your favorite podcast while catching up on household
podcast while catching up on household
podcast while catching up on household chores these are all examples of the
chores these are all examples of the
chores these are all examples of the ways that temptation bundling can help
ways that temptation bundling can help
ways that temptation bundling can help but of course a key question is the
but of course a key question is the
but of course a key question is the slide previews does it work to find out
slide previews does it work to find out
slide previews does it work to find out my collaborators and I ran an experiment
my collaborators and I ran an experiment
my collaborators and I ran an experiment we recruited participants from the
we recruited participants from the
we recruited participants from the university gym across the street Patrick
university gym across the street Patrick
university gym across the street Patrick Jim who owned iPods and wanted to
Jim who owned iPods and wanted to
Jim who owned iPods and wanted to exercise more and we randomly assign
exercise more and we randomly assign
exercise more and we randomly assign them to one of two experimental
them to one of two experimental
them to one of two experimental conditions partition participants who
conditions partition participants who
conditions partition participants who are assigned to our temptation bundling
are assigned to our temptation bundling
are assigned to our temptation bundling Group were given a loaned iPod preloaded
Group were given a loaned iPod preloaded
Group were given a loaned iPod preloaded with for tempting audio novels of their
with for tempting audio novels of their
with for tempting audio novels of their choice these are books that it’s really
choice these are books that it’s really
choice these are books that it’s really hard to put down once you get hooked
hard to put down once you get hooked
hard to put down once you get hooked like The Da Vinci The DaVinci Code in
like The Da Vinci The DaVinci Code in
like The Da Vinci The DaVinci Code in The Hunger Games we invited them to come
The Hunger Games we invited them to come
The Hunger Games we invited them to come to the gym and workout for 30 minutes
to the gym and workout for 30 minutes
to the gym and workout for 30 minutes while listening to the start of one of
while listening to the start of one of
while listening to the start of one of their novels and then we told them if
their novels and then we told them if
their novels and then we told them if they wanted to hear what happened next
they wanted to hear what happened next
they wanted to hear what happened next in their novel they’d have to come back
in their novel they’d have to come back
in their novel they’d have to come back to the gym where we would be holding
to the gym where we would be holding
to the gym where we would be holding their iPod in a locked monitored Locker
participants in our control group also
participants in our control group also completed a 30-minute workout at the
completed a 30-minute workout at the
completed a 30-minute workout at the start of our study they also were
start of our study they also were
start of our study they also were encouraged to exercise more but instead
encouraged to exercise more but instead
encouraged to exercise more but instead of receiving a loaned iPod we gave him
of receiving a loaned iPod we gave him
of receiving a loaned iPod we gave him an equally valued gift certificate to
an equally valued gift certificate to
an equally valued gift certificate to Barnes & Noble so the question is what
Barnes & Noble so the question is what
Barnes & Noble so the question is what happened well for the first 7 weeks of
happened well for the first 7 weeks of
happened well for the first 7 weeks of our study the temptation bundling group
our study the temptation bundling group
our study the temptation bundling group exercise significantly more than the
exercise significantly more than the
exercise significantly more than the control group which was great then Along
control group which was great then Along
control group which was great then Along Came Thanksgiving break the gym closed
Came Thanksgiving break the gym closed
Came Thanksgiving break the gym closed participants went home probably ate a
participants went home probably ate a
participants went home probably ate a lot of Turkey apparently forgot about
lot of Turkey apparently forgot about
lot of Turkey apparently forgot about novels and when they came back the
novels and when they came back the
novels and when they came back the effect was gone on the one hand this is
effect was gone on the one hand this is
effect was gone on the one hand this is neat because it means that wanting to
neat because it means that wanting to
neat because it means that wanting to find out what happens next in your novel
find out what happens next in your novel
find out what happens next in your novel is driving our effects because we know
is driving our effects because we know
is driving our effects because we know that forced cravings excuse me that
that forced cravings excuse me that
that forced cravings excuse me that cravings are best assists suppressed by
cravings are best assists suppressed by
cravings are best assists suppressed by for separation but it also means we have
for separation but it also means we have
for separation but it also means we have more work to do to make this behavior
more work to do to make this behavior
more work to do to make this behavior change stick alright we had one more
change stick alright we had one more
change stick alright we had one more question and that was a question that
question and that was a question that
question and that was a question that Liz Lemon’s profit-hungry boss Jack
Liz Lemon’s profit-hungry boss Jack
Liz Lemon’s profit-hungry boss Jack Donaghy depicted here would very likely
Donaghy depicted here would very likely
Donaghy depicted here would very likely ask and that was does anyone value
ask and that was does anyone value
ask and that was does anyone value temptation bundling or in other words
temptation bundling or in other words
temptation bundling or in other words would anyone pay for it to find out at
would anyone pay for it to find out at
would anyone pay for it to find out at the end of our study we invited
the end of our study we invited
the end of our study we invited participants to pay us for a new service
participants to pay us for a new service
participants to pay us for a new service we told them we’d be happy to lock their
we told them we’d be happy to lock their
we told them we’d be happy to lock their own iPods containing tempting content at
own iPods containing tempting content at
own iPods containing tempting content at the gym for a month so they could only
the gym for a month so they could only
the gym for a month so they could only access them when exercising in other
access them when exercising in other
access them when exercising in other words would people pay us to take away a
words would people pay us to take away a
words would people pay us to take away a possession they could otherwise use as
possession they could otherwise use as
possession they could otherwise use as they please so they could only access it
they please so they could only access it
they please so they could only access it under strict supervision amazingly more
under strict supervision amazingly more
under strict supervision amazingly more than 60 percent of participants eagerly
than 60 percent of participants eagerly
than 60 percent of participants eagerly signed up for this program suggesting
signed up for this program suggesting
signed up for this program suggesting there might be a real market for
there might be a real market for
there might be a real market for companies like Netflix let’s call it Jim
companies like Netflix let’s call it Jim
companies like Netflix let’s call it Jim flicks that let you set aside certain TV
flicks that let you set aside certain TV
flicks that let you set aside certain TV shows for Jim only access this could be
shows for Jim only access this could be
shows for Jim only access this could be helpful not only for people’s waste
helpful not only for people’s waste
helpful not only for people’s waste lines but also for Public Health much
lines but also for Public Health much
lines but also for Public Health much more broadly okay so I’ve told you about
more broadly okay so I’ve told you about
more broadly okay so I’ve told you about an insight we can use to promote
an insight we can use to promote
an insight we can use to promote physical activity and temptation
physical activity and temptation
physical activity and temptation bundling but I’ve also highlighted that
bundling but I’ve also highlighted that
bundling but I’ve also highlighted that a key challenge is figuring out how to
a key challenge is figuring out how to
a key challenge is figuring out how to change behavior for good I’ve done some
change behavior for good I’ve done some
change behavior for good I’ve done some other research on how to create habits
other research on how to create habits
other research on how to create habits that really stick and to describe that
that really stick and to describe that
that really stick and to describe that to you I want to ask you to imagine two
to you I want to ask you to imagine two
to you I want to ask you to imagine two people who both want to exercise more
people who both want to exercise more
people who both want to exercise more let’s say Liz Lemon and her eccentric
let’s say Liz Lemon and her eccentric
let’s say Liz Lemon and her eccentric colleague Jenna imagine that they both
colleague Jenna imagine that they both
colleague Jenna imagine that they both sign up for a month of sessions with a
sign up for a month of sessions with a
sign up for a month of sessions with a personal trainer at the gym in the hopes
personal trainer at the gym in the hopes
personal trainer at the gym in the hopes that after this month both created a
that after this month both created a
that after this month both created a lasting exercise habit
lasting exercise habit
lasting exercise habit imagine that arbitrarily they end up
imagine that arbitrarily they end up
imagine that arbitrarily they end up with trainers who have different
with trainers who have different
with trainers who have different philosophies gymnast trainer is all
philosophies gymnast trainer is all
philosophies gymnast trainer is all about routinization Jenna’s trainer
about routinization Jenna’s trainer
about routinization Jenna’s trainer asked Jenna when do you prefer to
asked Jenna when do you prefer to
asked Jenna when do you prefer to exercise in Genesis 7 a.m. her trainer
exercise in Genesis 7 a.m. her trainer
exercise in Genesis 7 a.m. her trainer says great we’ll meet at the gym three
says great we’ll meet at the gym three
says great we’ll meet at the gym three times a week at 7:00 a.m. for the next
times a week at 7:00 a.m. for the next
times a week at 7:00 a.m. for the next month and by the end of our sessions you
month and by the end of our sessions you
month and by the end of our sessions you will have a lasting exercise habit
will have a lasting exercise habit
will have a lasting exercise habit Liz’s trainer on the other hand thinks
Liz’s trainer on the other hand thinks
Liz’s trainer on the other hand thinks flexibility is key to habit formation
flexibility is key to habit formation
flexibility is key to habit formation she also asks Liz when she prefers to
she also asks Liz when she prefers to
she also asks Liz when she prefers to work out and Liz says 7:00 a.m. but
work out and Liz says 7:00 a.m. but
work out and Liz says 7:00 a.m. but Liz’s trainer says we’re gonna meet at
Liz’s trainer says we’re gonna meet at
Liz’s trainer says we’re gonna meet at different times on different days three
different times on different days three
different times on different days three times a week sometimes 7 a.m. but
times a week sometimes 7 a.m. but
times a week sometimes 7 a.m. but sometimes life will get in the way
sometimes life will get in the way
sometimes life will get in the way we’ll be flexible by the end of the
we’ll be flexible by the end of the
we’ll be flexible by the end of the month you will have built a lasting
month you will have built a lasting
month you will have built a lasting habit so the key question is this who is
habit so the key question is this who is
habit so the key question is this who is right which person will have a more
right which person will have a more
right which person will have a more lasting habit at the end of the month of
lasting habit at the end of the month of
lasting habit at the end of the month of sessions with a personal trainer will it
sessions with a personal trainer will it
sessions with a personal trainer will it be routine Jenna or flexible Liz I’ll
be routine Jenna or flexible Liz I’ll
be routine Jenna or flexible Liz I’ll let you noodle on that for a minute but
let you noodle on that for a minute but
let you noodle on that for a minute but let me tell you about why I thought that
let me tell you about why I thought that
let me tell you about why I thought that maybe routines would be effective I done
maybe routines would be effective I done
maybe routines would be effective I done some other research showing that when
some other research showing that when
some other research showing that when people make concrete plans it can help
people make concrete plans it can help
people make concrete plans it can help them with follow-through we studied this
them with follow-through we studied this
them with follow-through we studied this in one context where we are trying to
in one context where we are trying to
in one context where we are trying to get people to get flu shots we sent out
get people to get flu shots we sent out
get people to get flu shots we sent out different reminder mailings inviting
different reminder mailings inviting
different reminder mailings inviting people to come to a free on-site flu
people to come to a free on-site flu
people to come to a free on-site flu shot clinic at their workplace and some
shot clinic at their workplace and some
shot clinic at their workplace and some mailings were just that a reminder and
mailings were just that a reminder and
mailings were just that a reminder and others included a simple planning prompt
others included a simple planning prompt
others included a simple planning prompt a prompt to write down the date and time
a prompt to write down the date and time
a prompt to write down the date and time when you intended to get your flu shot
when you intended to get your flu shot
when you intended to get your flu shot now note that these were not appointment
now note that these were not appointment
now note that these were not appointment cards they’re just a prompt to write
cards they’re just a prompt to write
cards they’re just a prompt to write down the date and time the privacy of
down the date and time the privacy of
down the date and time the privacy of your own home but we thought that they
your own home but we thought that they
your own home but we thought that they might increase follow-through by getting
might increase follow-through by getting
might increase follow-through by getting people to think concretely about their
people to think concretely about their
people to think concretely about their plans embedding them more firmly in
plans embedding them more firmly in
plans embedding them more firmly in memory and associating a time cue with
memory and associating a time cue with
memory and associating a time cue with that call to action we found that they
that call to action we found that they
that call to action we found that they costlessly increased follow through on
costlessly increased follow through on
costlessly increased follow through on flu shots by four percentage points and
flu shots by four percentage points and
flu shots by four percentage points and in another study using a very similar
in another study using a very similar
in another study using a very similar design of reminders with thousands of
design of reminders with thousands of
design of reminders with thousands of patients who were overdue for
patients who were overdue for
patients who were overdue for colonoscopies we found that we could
colonoscopies we found that we could
colonoscopies we found that we could costlessly increase colonoscopy follow
costlessly increase colonoscopy follow
costlessly increase colonoscopy follow through rates significantly with these
through rates significantly with these
through rates significantly with these planning prompts okay so can we use
planning prompts okay so can we use
planning prompts okay so can we use these kinds of planning prompts to help
these kinds of planning prompts to help
these kinds of planning prompts to help people form lasting habits that’s the
people form lasting habits that’s the
people form lasting habits that’s the question I posed earlier when we were
question I posed earlier when we were
question I posed earlier when we were thinking about Liz Lemon and her
thinking about Liz Lemon and her
thinking about Liz Lemon and her eccentric colleague Jenna to find out
eccentric colleague Jenna to find out
eccentric colleague Jenna to find out the answer to this question we ran
the answer to this question we ran
the answer to this question we ran another study and this time we ran it at
another study and this time we ran it at
another study and this time we ran it at a fortune 500 company
a fortune 500 company
a fortune 500 company we recruited 2,500 employees who wanted
we recruited 2,500 employees who wanted
we recruited 2,500 employees who wanted to exercise more to join a four-week
to exercise more to join a four-week
to exercise more to join a four-week program everyone who signed up told us
program everyone who signed up told us
program everyone who signed up told us the two hour workout window when they
the two hour workout window when they
the two hour workout window when they prefer to go to the gym and we started
prefer to go to the gym and we started
prefer to go to the gym and we started sending them reminders 15 minutes before
sending them reminders 15 minutes before
sending them reminders 15 minutes before the start of that workout window here
the start of that workout window here
the start of that workout window here comes the science we randomly assigned
comes the science we randomly assigned
comes the science we randomly assigned these people to one of three
these people to one of three
these people to one of three experimental conditions participants in
experimental conditions participants in
experimental conditions participants in the first group the control group just
the first group the control group just
the first group the control group just got our reminders that was it
got our reminders that was it
got our reminders that was it participants in the second group got an
participants in the second group got an
participants in the second group got an experience that was based on Liz’s
experience that was based on Liz’s
experience that was based on Liz’s trainers flexible philosophy they were
trainers flexible philosophy they were
trainers flexible philosophy they were paid either three or seven dollars for
paid either three or seven dollars for
paid either three or seven dollars for exercising regardless of when they did
exercising regardless of when they did
exercising regardless of when they did it finally participants in our routine
it finally participants in our routine
it finally participants in our routine condition modeled on Jenna’s trainers
condition modeled on Jenna’s trainers
condition modeled on Jenna’s trainers philosophy were only paid three or seven
philosophy were only paid three or seven
philosophy were only paid three or seven dollars if they exercise at that planned
dollars if they exercise at that planned
dollars if they exercise at that planned time that they had told us at the start
time that they had told us at the start
time that they had told us at the start of the study so had this worked out well
of the study so had this worked out well
of the study so had this worked out well for the four weeks of the intervention
for the four weeks of the intervention
for the four weeks of the intervention period we found that the more we paid
period we found that the more we paid
period we found that the more we paid people to work out and the easier we
people to work out and the easier we
people to work out and the easier we made it to collect payments the more
made it to collect payments the more
made it to collect payments the more they exercised but that’s not
they exercised but that’s not
they exercised but that’s not interesting what we wanted to know was
interesting what we wanted to know was
interesting what we wanted to know was if we convinced two people to exercise
if we convinced two people to exercise
if we convinced two people to exercise about the same amount one always at the
about the same amount one always at the
about the same amount one always at the same time and the other at different
same time and the other at different
same time and the other at different times that varied who would form a more
times that varied who would form a more
times that varied who would form a more lasting habit after our four-week
lasting habit after our four-week
lasting habit after our four-week intervention and we can see that by
intervention and we can see that by
intervention and we can see that by zooming in on two groups in our study
zooming in on two groups in our study
zooming in on two groups in our study the group that we paid seven dollars to
the group that we paid seven dollars to
the group that we paid seven dollars to go to the gym always at the same time
go to the gym always at the same time
go to the gym always at the same time and the group we paid three dollars to
and the group we paid three dollars to
and the group we paid three dollars to go to the gym whenever they want it when
go to the gym whenever they want it when
go to the gym whenever they want it when we look to see who exercised more after
we look to see who exercised more after
we look to see who exercised more after our intervention period we were really
our intervention period we were really
our intervention period we were really surprised to find it was the flexible
surprised to find it was the flexible
surprised to find it was the flexible group you might be surprised to and you
group you might be surprised to and you
group you might be surprised to and you might be wondering why is that so were
might be wondering why is that so were
might be wondering why is that so were we so we looked at our data and here’s
we so we looked at our data and here’s
we so we looked at our data and here’s what we found it turns out that the
what we found it turns out that the
what we found it turns out that the routine folks like Jenna did in fact
routine folks like Jenna did in fact
routine folks like Jenna did in fact form a more robust habit around
form a more robust habit around
form a more robust habit around exercising at their planned time that
exercising at their planned time that
exercising at their planned time that lasted after the intervention but if
lasted after the intervention but if
lasted after the intervention but if they didn’t make it at their planned
they didn’t make it at their planned
they didn’t make it at their planned time they didn’t make it at all whereas
time they didn’t make it at all whereas
time they didn’t make it at all whereas the flexible folks like Liz they figured
the flexible folks like Liz they figured
the flexible folks like Liz they figured out what to do if something got in the
out what to do if something got in the
out what to do if something got in the way of their plans and they still went
way of their plans and they still went
way of their plans and they still went to the gym so what’s the takeaway
to the gym so what’s the takeaway
to the gym so what’s the takeaway well planning can help us with
well planning can help us with
well planning can help us with follow through but it seems to be really
follow through but it seems to be really
follow through but it seems to be really important to learn with to roll with the
important to learn with to roll with the
important to learn with to roll with the punches and be flexible when life gets
punches and be flexible when life gets
punches and be flexible when life gets in the way of your plans if you want to
in the way of your plans if you want to
in the way of your plans if you want to build a lasting habit okay at this point
build a lasting habit okay at this point
build a lasting habit okay at this point I’ve told you about a few strategies
I’ve told you about a few strategies
I’ve told you about a few strategies that we can use to improve health
that we can use to improve health
that we can use to improve health behaviors we’ve talked about temptation
behaviors we’ve talked about temptation
behaviors we’ve talked about temptation bundling we’ve talked about planning
bundling we’ve talked about planning
bundling we’ve talked about planning prompts for follow-through and we’ve
prompts for follow-through and we’ve
prompts for follow-through and we’ve talked about how we can help people form
talked about how we can help people form
talked about how we can help people form habits by encouraging them to engage in
habits by encouraging them to engage in
habits by encouraging them to engage in physical activity at routine times but
physical activity at routine times but
physical activity at routine times but rewarding them even if they do it out of
rewarding them even if they do it out of
rewarding them even if they do it out of out of sync with their schedules okay so
out of sync with their schedules okay so
out of sync with their schedules okay so I shared some of these ideas a few years
I shared some of these ideas a few years
I shared some of these ideas a few years ago at a large company and I got a great
ago at a large company and I got a great
ago at a large company and I got a great question from a manager who looked a lot
question from a manager who looked a lot
question from a manager who looked a lot like Liz Lemon’s boss Jack Donaghy he
like Liz Lemon’s boss Jack Donaghy he
like Liz Lemon’s boss Jack Donaghy he asked a great question that Jack might
asked a great question that Jack might
asked a great question that Jack might have asked to and he said alright I’m
have asked to and he said alright I’m
have asked to and he said alright I’m sold we should be using these strategies
sold we should be using these strategies
sold we should be using these strategies to get our employees to make healthier
to get our employees to make healthier
to get our employees to make healthier decisions but when should we use these
decisions but when should we use these
decisions but when should we use these strategies when is the right time well
strategies when is the right time well
strategies when is the right time well first answer that might have popped into
first answer that might have popped into
first answer that might have popped into your head might be the one that’s on the
your head might be the one that’s on the
your head might be the one that’s on the slide behind me maybe you thought of new
slide behind me maybe you thought of new
slide behind me maybe you thought of new years that’s what I thought of we all
years that’s what I thought of we all
years that’s what I thought of we all know that people redouble their efforts
know that people redouble their efforts
know that people redouble their efforts to achieve their goals at the start of a
to achieve their goals at the start of a
to achieve their goals at the start of a new year and in fact 40% of Americans
new year and in fact 40% of Americans
new year and in fact 40% of Americans including Liz Lemon make new year’s
including Liz Lemon make new year’s
including Liz Lemon make new year’s resolutions there are many reasons for
resolutions there are many reasons for
resolutions there are many reasons for this including a herd mentality my
this including a herd mentality my
this including a herd mentality my collaborators and I though have shown
collaborators and I though have shown
collaborators and I though have shown that at least part of what’s going on is
that at least part of what’s going on is
that at least part of what’s going on is that at the start of a new year we feel
that at the start of a new year we feel
that at the start of a new year we feel like we have a clean slate
like we have a clean slate
like we have a clean slate last year’s failings feel far behind us
last year’s failings feel far behind us
last year’s failings feel far behind us and we feel new improved and more
and we feel new improved and more
and we feel new improved and more capable than before it turns out that
capable than before it turns out that
capable than before it turns out that it’s not just at the start of a new year
it’s not just at the start of a new year
it’s not just at the start of a new year when we have those fresh start feelings
when we have those fresh start feelings
when we have those fresh start feelings we feel those fresh start feelings at
we feel those fresh start feelings at
we feel those fresh start feelings at the start of lots of new cycles like the
the start of lots of new cycles like the
the start of lots of new cycles like the beginning of a new week or a new month
beginning of a new week or a new month
beginning of a new week or a new month following holidays or following
following holidays or following
following holidays or following birthdays in one study we show that the
birthdays in one study we show that the
birthdays in one study we show that the very same undergraduates are much more
very same undergraduates are much more
very same undergraduates are much more likely to visit the gym at the beginning
likely to visit the gym at the beginning
likely to visit the gym at the beginning of a new week month year following
of a new week month year following
of a new week month year following holidays at the start of a new semester
holidays at the start of a new semester
holidays at the start of a new semester and following birthdays with the notable
and following birthdays with the notable
and following birthdays with the notable exception of 21st birthdays and I’ll let
exception of 21st birthdays and I’ll let
exception of 21st birthdays and I’ll let you speculate as to why that might be
you speculate as to why that might be
you speculate as to why that might be the case we see the very same patterns
the case we see the very same patterns
the case we see the very same patterns around fresh starts when we look at when
around fresh starts when we look at when
around fresh starts when we look at when it is that people search for the term
it is that people search for the term
it is that people search for the term diet
diet
diet on Google and we also see these patterns
on Google and we also see these patterns
on Google and we also see these patterns when we look at when it is that people
when we look at when it is that people
when we look at when it is that people create goals on a popular goal-setting
create goals on a popular goal-setting
create goals on a popular goal-setting website stick comm where you can put
website stick comm where you can put
website stick comm where you can put money on the line that you’ll forfeit if
money on the line that you’ll forfeit if
money on the line that you’ll forfeit if you fail to achieve your goals and these
you fail to achieve your goals and these
you fail to achieve your goals and these starts at fresh start these spikes at
starts at fresh start these spikes at
starts at fresh start these spikes at fresh start moments don’t just occur for
fresh start moments don’t just occur for
fresh start moments don’t just occur for health-related goals we see them when we
health-related goals we see them when we
health-related goals we see them when we look at goals around anything savings
look at goals around anything savings
look at goals around anything savings education and so on so this suggests
education and so on so this suggests
education and so on so this suggests that maybe we could use fresh starts to
that maybe we could use fresh starts to
that maybe we could use fresh starts to encourage good behavior to figure this
encourage good behavior to figure this
encourage good behavior to figure this out we actually moved outside of the
out we actually moved outside of the
out we actually moved outside of the domain of health and ran an experiment
domain of health and ran an experiment
domain of health and ran an experiment in savings to explain let’s imagine Liz
in savings to explain let’s imagine Liz
in savings to explain let’s imagine Liz turns thirty five and two months and
turns thirty five and two months and
turns thirty five and two months and isn’t saving for retirement it’s not
isn’t saving for retirement it’s not
isn’t saving for retirement it’s not such a large leap to take all right so
such a large leap to take all right so
such a large leap to take all right so would it be more effective to encourage
would it be more effective to encourage
would it be more effective to encourage her to start saving by inviting her to
her to start saving by inviting her to
her to start saving by inviting her to start saving now or after her next
start saving now or after her next
start saving now or after her next birthday or now or in two months we
birthday or now or in two months we
birthday or now or in two months we thought the first might be more
thought the first might be more
thought the first might be more effective because it highlights this
effective because it highlights this
effective because it highlights this upcoming Fresh Start and we tested this
upcoming Fresh Start and we tested this
upcoming Fresh Start and we tested this with about 2,000 employees who weren’t
with about 2,000 employees who weren’t
with about 2,000 employees who weren’t saving for retirement and had birthday’s
saving for retirement and had birthday’s
saving for retirement and had birthday’s coming up at all different points in
coming up at all different points in
coming up at all different points in time what we found is that that fresh
time what we found is that that fresh
time what we found is that that fresh start mailing increased savings rates
start mailing increased savings rates
start mailing increased savings rates significantly for the nine months of our
significantly for the nine months of our
significantly for the nine months of our follow-up period which was really
follow-up period which was really
follow-up period which was really exciting so this may be due to fresh
exciting so this may be due to fresh
exciting so this may be due to fresh starts or maybe it’s because of the
starts or maybe it’s because of the
starts or maybe it’s because of the salience of aging induced by reminding
salience of aging induced by reminding
salience of aging induced by reminding people about their birthdays but either
people about their birthdays but either
people about their birthdays but either way it suggests there’s real opportunity
way it suggests there’s real opportunity
way it suggests there’s real opportunity here to use fresh starts for good okay
here to use fresh starts for good okay
here to use fresh starts for good okay where does this all leave us well first
where does this all leave us well first
where does this all leave us well first of all we’re clearly inching closer to
of all we’re clearly inching closer to
of all we’re clearly inching closer to solving a problem of behavior change for
solving a problem of behavior change for
solving a problem of behavior change for good and now that you know about fresh
good and now that you know about fresh
good and now that you know about fresh starts you can look for the next one in
starts you can look for the next one in
starts you can look for the next one in your life and use it to motivate
your life and use it to motivate
your life and use it to motivate yourself to pursue whatever goal has
yourself to pursue whatever goal has
yourself to pursue whatever goal has been eluding you coupled with the other
been eluding you coupled with the other
been eluding you coupled with the other strategies I’ve told you about today you
strategies I’ve told you about today you
strategies I’ve told you about today you should feel well-prepared to get
should feel well-prepared to get
should feel well-prepared to get wherever it is you want to be but what I
wherever it is you want to be but what I
wherever it is you want to be but what I find really exciting about all of this
find really exciting about all of this
find really exciting about all of this work is that with ideas like these and
work is that with ideas like these and
work is that with ideas like these and there are many more where these come
there are many more where these come
there are many more where these come from if we can just disseminate them
from if we can just disseminate them
from if we can just disseminate them widely we actually have a shot at making
widely we actually have a shot at making
widely we actually have a shot at making a dent in the 40% of premature deaths
a dent in the 40% of premature deaths
a dent in the 40% of premature deaths each year that are a result of behaviors
each year that are a result of behaviors
each year that are a result of behaviors that can be changed and if we can do
that can be changed and if we can do
that can be changed and if we can do that then there will be fewer and fewer
that then there will be fewer and fewer
that then there will be fewer and fewer families like mine
families like mine
families like mine that face catastrophic losses and there
that face catastrophic losses and there
that face catastrophic losses and there will be more and more families like mine
will be more and more families like mine
will be more and more families like mine too that have happy endings more parents
too that have happy endings more parents
too that have happy endings more parents who live to become grandparents for me
who live to become grandparents for me
who live to become grandparents for me really that’s what this is all about
really that’s what this is all about
really that’s what this is all about thank you
thank you
thank you [Applause]
”
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