Autonomy BiasOpen Access

Autonomy Bias

We have a deep-seated need to control our situations

Feeling power and choice over our future gives us certainty, motivation and lower stress. Autonomy is vital for successful behavior change.

Botti & McGill (2011). The locus of choice: Personal causality and satisfaction with hedonic and utilitarian decisions. Journal of Consumer Research.

The study

Setup

Setup

88 students were told about an exercise training camp and split into 2 groups: either having a choice about  the four fitness programs on offer or having one randomly assigned. They were then asked to rate their anticipated satisfaction of the program out of 9.

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Results

Results

Those given some autonomy reported higher levels of anticipated satisfaction than those who weren’t.

Study graph
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Botti & McGill (2011). The locus of choice: Personal causality and satisfaction with hedonic and utilitarian decisions. Journal of Consumer Research.

Key Takeaways

1
1

Choice = autonomy = certainty.  For instance, giving people a choice to still use the old version of your software platform for a given timeframe will reduce anxiety and uncertainty.

Takeaway image
2
2

Product type matters. People desire autonomy for pleasure purchases (i.e. vacations) more than for practical ones (i.e. business trips). Place more  focus on the former in order to maximise feelings of control and consumer satisfaction (Botti & McGill, 2011).

Takeaway image
3
3

Change behavior with the ‘4As’. Feeling that any change originated from within is vital. Ask about the behavior, advise them impartially of the facts and of better routes, but that they must make their own choice. If keen to change, assist them to make a commitment to do so by a given date, and arrange a follow-up to support this behavior change.

Takeaway image
4
4
Takeaway image
Takeaway image
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In further detail

Takeaway image
Autonomy Bias

Autonomy Bias

We have a deep-seated need to control our situations

Feeling power and choice over our future gives us certainty, motivation and lower stress. Autonomy is vital for successful behavior change.

The study

Setup

88 students were told about an exercise training camp and split into 2 groups: either having a choice about  the four fitness programs on offer or having one randomly assigned. They were then asked to rate their anticipated satisfaction of the program out of 9.

Results

Those given some autonomy reported higher levels of anticipated satisfaction than those who weren’t.

study graph
np_read_2490885_000000

In detail

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Nuggets

Snack on these...

Open access, foundational Nuggets

Scarcity

Scarcity

We value things more when they’re in limited supply

Social Proof

Social Proof

We copy the behaviors of others, especially in unfamiliar situations

Prospect Theory

Prospect Theory

A loss hurts more than an equal gain feels good

Reciprocity

Reciprocity

We’re hardwired to return kindness received

Framing

Framing

We make very different decisions based on how a fact is presented

Loss Aversion

Loss Aversion

We feel more negative when losing something than positive when we gain it

Self-Expression

Self-Expression

We constantly seek out ways to communicate our identity to others

Default Effect

Default Effect

We tend to accept the option pre-chosen for us

Priming

Priming

Our decisions are shaped by memories recalled from things just seen or heard

Anchoring

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What we see first affects our judgement of everything thereafter

Autonomy Bias

Autonomy Bias

We have a deep-seated need to control our situations

Fast & Slow Thinking

Fast & Slow Thinking

We make knee-jerk spontaneous decisions that can cause regretful damage

Status Quo Bias

Status Quo Bias

We tend to stick with our previous choices, even if the alternatives might be better

Dynamic Norms

Dynamic Norms

We’re more likely to change if we can see a new behavior developing

Round Pricing Preference

Round Pricing Preference

We prefer and trust whole numbers over those ending in a 9

Salience

Salience

Our choices are determined by the information we're shown

Connected to

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