We’re more likely to change if we can see a new behavior developing
Whereas social norms tell us what others do now, dynamic norms tell us that new behaviors are coming, compelling us to join the movement too.
Loschelder et al (2019). Dynamic norms drive sustainable consumption: Norm-based nudging helps…avoid disposable cups. Journal of Economic Psychology.
The study
23,946 cafe hot drink sales were studied over 14 weeks. For the last 4 weeks, customers were shown a sign stating that “guests are changing their behavior and more and more are switching from the to-go cup to a sustainable alternative. Take part in this: choose a sustainable cup and help to protect the environment.”
Results showed that customers used 17.3% more reusable mugs over to-go cups after dynamic nudging.
Loschelder et al (2019). Dynamic norms drive sustainable consumption: Norm-based nudging helps…avoid disposable cups. Journal of Economic Psychology.
Key Takeaways
Drive change by showing relative growth.
New behaviors tend to start small, so stating absolute percentages isn’t persuasive. Instead, reframe the change as a dynamic movement increasing over time to create a means to 'pre-conform' with this inevitable future (Sparkman & Walton, 2017).
Bolster with the 25% Rule...
...where new behaviors tend to become the norm once at least a quarter of a group adopt them. Boost change success by recruiting a group of change-makers to create, broadcast and maintain this initial effort.
Combine existing financial nudges with dynamic norms.
The cafe in the study was already charging €0.10 for a takeaway cup but they were able to improve behavior even further with this cheap, efficient and new nudging method...and so can you.
In further detail
We’re more likely to change if we can see a new behavior developing
Whereas social norms tell us what others do now, dynamic norms tell us that new behaviors are coming, compelling us to join the movement too.
Loschelder et al (2019). Dynamic norms drive sustainable consumption: Norm-based nudging helps…avoid disposable cups. Journal of Economic Psychology.
The study
23,946 cafe hot drink sales were studied over 14 weeks. For the last 4 weeks, customers were shown a sign stating that “guests are changing their behavior and more and more are switching from the to-go cup to a sustainable alternative. Take part in this: choose a sustainable cup and help to protect the environment.”
Results showed that customers used 17.3% more reusable mugs over to-go cups after dynamic nudging.
Loschelder et al (2019). Dynamic norms drive sustainable consumption: Norm-based nudging helps…avoid disposable cups. Journal of Economic Psychology.
Key Takeaways
Drive change by showing relative growth.
New behaviors tend to start small, so stating absolute percentages isn’t persuasive. Instead, reframe the change as a dynamic movement increasing over time to create a means to 'pre-conform' with this inevitable future (Sparkman & Walton, 2017).
Bolster with the 25% Rule...
...where new behaviors tend to become the norm once at least a quarter of a group adopt them. Boost change success by recruiting a group of change-makers to create, broadcast and maintain this initial effort.
Combine existing financial nudges with dynamic norms.
The cafe in the study was already charging €0.10 for a takeaway cup but they were able to improve behavior even further with this cheap, efficient and new nudging method...and so can you.
In further detail
We’re more likely to change if we can see a new behavior developing
The study
23,946 cafe hot drink sales were studied over 14 weeks. For the last 4 weeks, customers were shown a sign stating that “guests are changing their behavior and more and more are switching from the to-go cup to a sustainable alternative. Take part in this: choose a sustainable cup and help to protect the environment.”
Results showed that customers used 17.3% more reusable mugs over to-go cups after dynamic nudging.
In detail
Scarcity
We value things more when they’re in limited supply
Social Proof
We copy the behaviors of others, especially in unfamiliar situations
Prospect Theory
A loss hurts more than an equal gain feels good
Reciprocity
We’re hardwired to return kindness received
Framing
We make very different decisions based on how a fact is presented
Loss Aversion
We feel more negative when losing something than positive when we gain it
Self-Expression
We constantly seek out ways to communicate our identity to others
Default Effect
We tend to accept the option pre-chosen for us
Anchoring
What we see first affects our judgement of everything thereafter
Autonomy Bias
We have a deep-seated need to control our situations
Fast & Slow Thinking
We make knee-jerk spontaneous decisions that can cause regretful damage
Status Quo Bias
We tend to stick with our previous choices, even if the alternatives might be better
Dynamic Norms
We’re more likely to change if we can see a new behavior developing
Salience
Our choices are determined by the information we're shown