iyou THE APPLIED BEHAVIOURAL SCIENCE GROUP 5"nudge(principper"i"byplanlægning" "og"et"kri*sk"perspek*v"på"byplanlægningen"af"det"offentlige"rum", Behavioural Scientist, Ph.D. / CBIT, Roskilde University Director of ISSP The Initiative for Science, Society & Policy Chairman of The Danish Network Head of INUDGEYOU team twitter: @peguha 1'
nudge Ethvert aspekt af en intervention, der ikke burde betyde noget i princippet, men gør det i praksis nudge Et nudge er en funktion af ethvert forsøg på at påvirke menneskers vurdering, valg eller adfærd i en forudsigelig retning (1) under antagelsen af at kognitive bias, rutiner og vaner påvirker vores individuelle og sociale adfærd, og (2) som virker ved at gøre brug af disse som en integreret del af sådanne forsøg. Det betyder bl.a. at et nudge fungerer uafhængigt af 1) begrænsninger af valgmuligheder, eller 2) ændringer ved handlingsalternativernes omkostninger (herunder økonomi, tid, besvær, social sanktioner, o. lign.) 3) ny informationsgivning Hansen, PG (2016) The Definition of and Libertarian Paternalism: Does the hand fit the glove? The European Journal of Risk Regulation, Vol 1, 2016 Hansen, PG (2016) The Definition of and Libertarian Paternalism: Does the hand fit the glove? The European Journal of Risk Regulation, Vol 1, 2016 2'
Surface'validity' Refererer'7l'hvorvidt'et'måleinstrument'ser'ud'7l'at'være' gyldigt' 'Ikke'gyldighed'i'den'tekniske'forstand'da'det'ikke'refererer'7l' hvad'der'fak7sk'måles,'men'snarere'hvad'der'ser'ud'7l'at'blive' målt' Har'mere'at'gøre'med'PR'og'reklame'end'reel'validitet' Surface'validity' 3'
Opmærksomhed Default mode (mind-wandering or task negative network) switch Central executive mode (task-positive network) Attentional filter (Where s Waldo? network) filter, saliency detector, vigilance mode frontal lobes and sensory cortices Controlled by nicotin receptors in substantia innominata Fly'in'the'urinal' 80"%' 2011'I'2013' Green"Footprints" Hansen,'PG;'Jespersen,'AM'(2012)','adfærdsøkonomi'og''økonomisk'psykologi'' 'fra'eksperiment'7l'skraldespand,'pyskologisk'set,'p.'15i23.' 4'
Dustbin' Footprints"leading"to"city"dustbins"decreases"street"li:er"by"46%" in"field"experiment" 30%' 25%' 26%' 20%' 15%' 10%' 9%' 19%' Intuitiv kodning 5%' 5%' 0%' 1' 2' preitest' lizered' binned' postitest' Result"was"achieved"on"the"assump*on"that"salience"combined"with"spotlight"effect"and"external"implementa*oninten*ons.' Source: Hansen, P.G. & Jespersen, A.M. (2012)., adfærdsøkonomi, og økonomisk psykologi fra eksperiment til skraldespand. Psykologisk set, vol. 87-88., p. 15-23. 5'
Nudging"i"toldslusen" Gennem"en"kombinaCon"af"salience"og"intuiCv"kodning"var"det"muligt"at" dokumentere"en"effekt"hvor"13,75%"flere"passagerer"valgte"at"beny:e"venstre" sluseport" 30.00%' 25.00%' 24.50%' 20.00%' 16.55%' 15.00%' 10.00%' 10.75%' 5.00%' 0.00%' Kontrol' Mørkegrøn' Neongrøn' Kontrol' Mørkegrøn' Neongrøn' N'='2949'' N'='3419'' N'='4527'' Note:'Kontrol'(XX.XX.XX),'Mørkegrøn'(9.3.2015'kl.'17:10I19:10),'Neongrøn'(9.3.2015'kl.'9:10I12:10).'Alarmen'gik'X' gange'på'kontrol,'3'gange'på'mørkegrøn'&'4'gange'på'neongrøn.'fejllinjer'repræsenterer'95%'sikkerhedsinterval." 6'
According'to'an'analysis'conducted'by'city'traffic'engineers,' there'were'36'percent'fewer'crashes'in'the'six'months'aeer' the'lines'were'painted'compared'to'the'same'6imonth' period'the'year'before'(september'2006' 'March'2007'and' September'2005' 'March'2006).' 7'
Psykologisk friktion Implementeringsintentioner 8'
2 : 3 7: 4 :: 6 - B 7 B H6 B 6 6 HB B 6 : H: B B C B B : : : 8 : C6 8 C6 B, 4 B :8 B B H6 B :B J 6 C : : 6 B : B -. 1B 6 B; 0:6 4 J8 B B J CC ) ( Sample Control Motivation Motivation + implementation intention 248 Undergraduates over a 2 week period. Some participants were not included, as they did not complete the questionnaires. No difference in previous exercise tendency. Participants were randomly assigned to groups Simple comparison of self reported behavior and intentions 100% 90% 80% 70% 60% 50% 40% 30% 20% 38% Percentage of group that exercised 35% 91% Control' Mo7va7on' Mo7va7on'+' Implementa7on' iyou' ''101' S.'Milne,'S.'Orbell,'P.'Sheeran'(2012);'Combining'mo7va7onal'and'voli7onal'interven7ons'to'promote'exercise'par7cipa7on:'Protec7on' inten7ons' mo7va7on'theory'andimplementa7on'inten7ons;'bri7sh'journal'of'health'psychology'2002,'7,'pp'163i184' N = 248 9'
Smokeless Terminals Hansen PG; Schmidt K; Andersen, L; Skov KL (2013) Smokeless Terminals Hansen PG; Schmidt K; Andersen, L; Skov KL (2013) Smokeless Terminals Hansen PG; Schmidt K; Andersen, L; Skov KL (2013) Smokeless Terminals Hansen PG; Schmidt K; Andersen, L; Skov KL (2013) 10'
Smokeless Terminals Hansen PG; Schmidt K; Andersen, L; Skov KL (2013) 10"m" 11'
SubsCtuCng"injuncCon"for"prohibiCon"decreases"inconsiderate" smoking"by"more"than"50%"in"a"field"experiment" 60.00%' 56.28%' 50.00%' 40.00%' 30.00%' 20.00%' 26.46%' Mentale modeller 10.00%' 0.00%' PreI' PostI' N="1695 " """" """"""""""""""""N"="1489"" Subs*tu*on"was"achieved"by"three"layered"nudgeinterven*on"based"on"intui*ve"coding,"rearrangement"of" environmental"affordances"and"publicly"salient"(spotlight"effect)"injunc*on"zones.'"""' Source:'Hansen,'Schmidt,'Andersen'and'Skov'(forthcoming)'' 12'
Transit'maps'are'not'scaled'models'of'physical'reality.'In'the'London'Underground'map,'for'instance,'the'correla7on' between'actual'distance'and'transit'map'distance'is'just'.22.'distance'in'the'underground'map'represents'just'4' percent'of'the'varia7on'of'the'actual'spa7al'distance'between'sta7ons.' Det offentlige rum 13'
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Twitter: @peguha mail: pelle@inudgeyou.com Eksklusivt et-dags kursus i nudging i praksis, d. 24. februar 2016, se: www.iyou.com 15'