Bringing Nudge Theory to Career Development
Marie Alty Overview of workshop
Exploring how nudge theory can be applied to career development Expected outcomes In the session today we will:- 1. Explore the key features of nudge theory 2. Explain how nudge theory influences behaviour 3. Discuss and evaluate how nudge theory can be applied to career development What is Nudge Theory? • Nudge theory - concept in behavioural science, political theory and economics • Positive reinforcement and indirect suggestions can influence the motives, incentives and decision making of groups and individuals • Influence is at least as effective, if not more so, than use of direct instruction, legislation, or enforcement Wikipedia 2015 Use of Nudge Theory – famous flies! • Urinals in the toilets on the Schiphol Airport in Amsterdam have the outline of a fly, etched into the porcelain • Research found that urinals with the fake flies reduced spillage by 80%! Use of Nudge Theory – text messages sent by Jobcentre
“Eight new Customer Assistant jobs are now How many available at Tesco. Come to Bedford attended? Jobcentre on Monday 10 June between 10am - Approx 11% and 4pm and ask for Sarah to find out more”
Increased the Then added the client’s name number attending to 15%
Signed off with the jobcentre adviser Number attending name and wished them luck… rose to 27% BIT Projects using Nudge Theory
• Reduce UK college drop outs July 2015 • Increase numbers of SMEs taking part in a tax vouchers scheme – August 2015 • Improving outcomes for young people in Somerset – July 2015 For more details and more examples please see Behavioural Insights Team website - www.behaviouralinsights.co.uk The power of inertia, the status quo bias and mindless choosing!
• Gains and losses
• Status quo bias
• Mindless choosing The Two Systems of How we Think
Automatic System Reflective System • Uncontrolled • Controlled • Effortless • Effortful • Associative • Deductive • Fast • Slow • Unconscious • Self-aware • Skilled • Rule-following Applying Nudges to Career Development Activity – discuss examples of nudges for one of the following:- 1. Getting the most from attending a careers education event 2. Encouraging clients to use their action plan 3. Motivating NEET clients 4. Attending appointments 5. Making applications for college/6th form 6. Reaching a career decision Timing – 10 mins, then feedback When do we need a nudge? - some ethical considerations • Freedom of choice? • Misconceptions • Default options • Libertarian paternalism Summary
• Links to other theories – psychology, behaviour, economics • Scope for application to careers guidance and development work • Ethical considerations References • Thaler, R. and Sunstein, C.(2009) Nudge, Improving Decisions about Health, Wealth and Happiness, London, Penguin • Tversky, Amos & Kahneman, Daniel ‘Judgement under Certainty: Heuristics and Biases’ Science 185 (1974): 1124-31 • Samuelson, William and Zeckhauser, Richard ‘Status Quo Bias in Decision-making’ Journal of Risk and Uncertainty 1’ (1988): 7-59 Further Information
Contact details • Marie Alty – [email protected] • Adviza website www.adviza.org.uk and click on Learning and Development
Thank you