[Music]
I’ll start by telling you a
small family story home in
great breakfast cereals
then my children 12 and 15 years ago
who take the cereal box and
which completely fill the bowl
to the top
and it leaves half once
and two on the other side there is me
trying to maintain a semblance of
line and they try to blow in
stick to 45 g recommended that the back of the
package by the manufacturer then do
you have already weighed 45 grams
cereals
do you have an idea of what
it’s so I took a photo to
that’s what gives you 45 grams of
cereals in a bowl
so I used every argument
Possible side to try to
convince my children to stop
spoil food is therefore
simply fill the bowl halfway
kita refills if they wanted and
are quite agree they
had every desire to do
eh yes daddy is going to fill
half and then me on the other side
which depressed before my bowl
cereals about half empty
so short of arguments to my face
Children and facing my will
what I did well then I
bought new flights I bought
the smaller bowls and its modes
Multi my children continue to fill
the bowl to the brim except this
time does not commit any more since
holding inside me and ben
finally I am much less
depressed before a small bowl full that
before a large empty bowl when not to
much finally buying
few bowls I managed to do
change behavior and my children
me in joy and good humor
is what I did there’s a name
it’s called nudge and nudge it
a passion that I discovered there
some time and I wanted to
share with you this evening the score jeans
French mean boost
fresh incentives
how can we make
Small changes within
the environment to change so
strong behaviors and
help people who have an intention to
take action
then to understand what it is
that age I propose you to discover
the most famous example of ns
this fly is not a fly that is
age is a sticker and it
becomes an age when we stick to good
place and the right place
sorry ladies is at the bottom of
Urinal male toilet
Therefore it becomes stickers uche
work when the adhesive at the bottom of
men’s room but because
the man is a great kid and when
they see a fly in the bottom of
Toilet what does he do it aims
fly and to fly it
more is to side as it aims
more next to the airport
amsterdam
where they stuck this fly in
This has been to the toilet impact
save 80% of costs
cleaning
so I love this example
First, because typically it
has to break under a little
ice and then the real reason in
I love him which is that they
fully reflect the spirit of that
is that the nudge could have been searching
to persuade you to make this place
as clean as you would
find it by entering it’s called
information is brought to the panels
the entrance and toilets must
keep doing it
this is useful, but it’ll just you
give an indication and it will not
inevitably cause you to cross the
small step that will make you have
the desired behavior with the nudge
longer trying to persuade people little
whether they are confident or not
the only thing they seek to
it is to change behavior
to help them move from intention
then to the action we will nudge
can be used in all cases where
we will be facing a need
behavior change take
Environmental example we
61% in the polls to declare us
very concerned about the environment
but what we do every day
is is recycled is sufficient that
that we will save water as it
takes is will we save
energy as a necessary here
Photo of a university in the night
falling
What happens every room
are lit so how is what is
can do to encourage students
not to let all rooms
on when they go but
to turn off
Well first we will put a
information thank you to turn off the
light and then what next
we will do we will add an edge that
game with 80% of students
University extinguish the light
leaving the room and you not
polling
if you ask this question there is 80%
people do what humanly
I’ll tend to do
exactly the same as it was 80%
legs and ultimately by implementing
are swimming
what will happen 26% of
light remains lit unnecessarily
at least then you will tell me
how such small details can
have a great impact on the
there is necessarily some behavior
thing behind this is not very
rational and you are right
in fact most of the decisions
we take we take them with what
Daniel Kahneman Daniel Kahneman forgiveness
Nobel Prize in Economics in 2002 called
the system 1 the system 1 is the
part of your brain that will decide
Quick intuitive effortless
that will go directly to the
finding here is a small example
your opinion what is the table that is
the longest and narrowest
a priori you see the left
is what I have to say
and that’s your system that you
said reality and you will see
with this movie is that these two
tables are exactly the same length
and the same width achieved without
faking
and what is impressive is that
I’m sure even you now
know that I wanted to demonstrate
you continue to see the table
left as longer and more
narrower than the right table is
Normal 1 your system is still
automatic mode it is still
action
and if you actually want to be
totally convinced that these two tables
do exactly the same length and
same width
he’ll have to go into the system 2
System 2 is the one that fits you
invite him to m went
check that the sides effectively
are given the length of
same width is then Daniel
Kahneman I told you just now
Nobel Prize of Economics 2002 that
theorized both speed
1 thought the system for a quick side
two systems across more
slow and in this sentence daniel
Kahneman won won the
Nobel in Economics in 2002 there’s
something quite disturbing what is
troubling is that Daniel Kahneman
is not at all an economist Daniel
Kahneman is a psychologist
so why economists are
give a Nobel Peace Prize told a
psychologist, a priori it may seem
amazing however it is not
that much twenty years ago when
I was on the varsity benches
economy
my teacher taught me that agents
economic that is to say all of you and
including me
We make our decisions
maximizing our utility under
budget constraint having a
Information being perfect
completely capable of processing all
this information and by having
preferences that are completely stable
in time I had a little discomfort
in fact when I heard that because
I did not feel myself taking
all my decisions maximizing my
usefulness under budgetary constraints
and once I had taken my
decisions
ben I was not completely
sure that it is followed by action
from behind
it disturbed me so much that I
is a doctoral thesis on the subject
for the passage of the intention to
action and today I made my
business I try to understand how
real people in real decide
how life actually it sets
work what they want to do
so if economists gave a
Nobel prize
a psychologist you see that it is
because they simply understood
finally we are also
maybe just human beings with
our emotions with our habits with
influence of the environment
physical influence of
the social environment that will impact
our brief decisions we look like
maybe a little more homer simpson
superman case then indeed we
are not very rational but
not despairing why it is not
despairing because good
news and the good news is that
these irrational behaviors we
have one is able to explain
through research in economics
behavioral
Wholesale irrational behavior
we are not random
they are foolish they are not
absurd
in fact they are quite systematic,
even they are predictable in 50 years
academic research
economic researchers
Behavioral identified a
hundred tickets that had just
explained why our behavior
were irrational eg
means of anchoring means for anchoring
this is the one that makes my children
top to put the cereal
bowl because ultimately the size of the
bowl is an anchor point of
reference which will determine the
amount that we want to put in it
after there through gratification
it’s still pleasant enough to have
managed to get it right this
damn fly that was at the bottom of
the urinal and then there are standards
social
one which makes as 80% of
students
I too will turn off the light
out of the room while the
of tickets like that long
I will not do it in full
but what we must understand is
once we understood the
how these biases were well then
we will be able to act on it to try
change behavior and help
people to move from intention to
action makes each ticket will
be a source of inspiration for
build an age
let’s take an example
you put forty films
within a mound at room
on the table among the 40 films there will
be some who will be called
screw type here as a good movie Batman
Action on an American blockbuster
which we will not burnt too neurons
and then you have other films
will be cataloged by type under
example here
ten artists on which we will yeah
have a good time but maybe
he’ll have to walk a bit
walk a little more and the brain
do a little bit more effort we will
ask people to choose his films
according to three possibilities we go to them
ask to choose three films but
will ask them to choose now
three films for the next three
night and then to others
we will ask them to choose three
movies and tonight they will
come back tomorrow to pick one for tomorrow
night and they will return after tomorrow
pick one for tomorrow night
What happens if I take
Now the three films for three
good night I’ll relax tonight
because I had a hard day
I will take a screw film
tomorrow I’ll be good enough to
the effort you see what happens if
I come back every day to choose a film
you understand I’ll take that
vi movies then this property it’s called
through this time and face this
through this time
he will come hamper a number of
our decisions and so for
some large enough is enough
dramatic take retirement by
example in this room savings
to retire
I see a lot of hands that
then lift you worry I asked
the issue about twenty banks
is they are both only have
raised their hands yet the bankers
are supposed to be aware it takes
save for retirement
that’s a long time now he will
come hamper retirement effort
Basically you do not have to save
now is making the effort
Now to touch the fruit
in 40 years or 20 years or 30
years depending on your age
So how to fight against this
way to ensure that people
save down the us they
mounted which is called smart plane
networks offered to employees
a company to decide now
today spared in a year
and then all of a sudden we are asked
more effort I am asked to make a
hand the effort you saw with
movies tomorrow I want to do a good
effort
80% of people who are offered it
enters the savings plan
retirement after three years they
another 80% to be there because we stayed
not force them to stay they can
leave at any time and rate
dépargne of these people went from
3.5 to 11 5%
we can only imagine the rise and
remuneration rate that dépargne
would have to have the same
effects on the rate spared at
then people nudge you see it
immediately great interest then
the first to be interested in
this logic medley
it will be governments
US first with barack obama and
English then with that david cameron
will unite to create notes
improve the effectiveness of policies
public
and then of course companies will
interest in it
to try to help their customers and
their consumers to have
they are experiences and best
to have a healthier life and even
Sometimes companies go it
interest for their own employees
to improve the well-being and
accompany the change in
within firms
you have an example here
used by the pharmaceutical industry
how are we going to help people
with compliance
therapeutic since there are real
compliance problems that come
hinder the effectiveness of drugs
how I will help individuals
how I will eat better
make life easier for my clients in a
mall and create a
customer experience memorable
how I will move to digital
how I will ensure that the
relationship
customers and months is a relationship
digital they are easier to
all persons and to finish
how I will accompany the
processing within a
business and improve welfare
my employees all these changes
actually can be helped by the
nudge so to conclude I want to
say that in France the land of Descartes 1
and reason when we want to
change behavior first
thing we have in mind is to make
legislation or to introduce taxes
or possibly if one does not
means of making laws to set
instead of taxes to make large
Communication campaigns that will
actually change things and
must continue to do all that is
useful only it is clear that
sometimes it creates a very
important motivation but that
Motivation is not sufficient to
to take action and to move
your behavior
so when you’re in a bind
like that where laws or taxes
even major campaigns
Communication can not generate
behaviors that are desirable
and beats thinking about households that finally
going to be a simple solution to put
Quick application and will be
effective compared to the target
thank you very much desired
[Applause]
[Music]
I’ll start by telling you a
small family story home in
great breakfast cereals
then my children 12 and 15 years ago
who take the cereal box and
which completely fill the bowl
to the top
and it leaves half once
and two on the other side there is me
trying to maintain a semblance of
line and they try to blow in
stick to 45 g recommended that the back of the
package by the manufacturer then do
you have already weighed 45 grams
cereals
do you have an idea of what
it’s so I took a photo to
that’s what gives you 45 grams of
cereals in a bowl
so I used every argument
Possible side to try to
convince my children to stop
spoil food is therefore
simply fill the bowl halfway
kita refills if they wanted and
are quite agree they
had every desire to do
eh yes daddy is going to fill
half and then me on the other side
which depressed before my bowl
cereals about half empty
so short of arguments to my face
Children and facing my will
what I did well then I
bought new flights I bought
the smaller bowls and its modes
Multi my children continue to fill
the bowl to the brim except this
time does not commit any more since
holding inside me and ben
finally I am much less
depressed before a small bowl full that
before a large empty bowl when not to
much finally buying
few bowls I managed to do
change behavior and my children
me in joy and good humor
is what I did there’s a name
it’s called nudge and nudge it
a passion that I discovered there
some time and I wanted to
share with you this evening the score jeans
French mean boost
fresh incentives
how can we make
Small changes within
the environment to change so
strong behaviors and
help people who have an intention to
take action
then to understand what it is
that age I propose you to discover
the most famous example of ns
this fly is not a fly that is
age is a sticker and it
becomes an age when we stick to good
place and the right place
sorry ladies is at the bottom of
Urinal male toilet
Therefore it becomes stickers uche
work when the adhesive at the bottom of
men’s room but because
the man is a great kid and when
they see a fly in the bottom of
Toilet what does he do it aims
fly and to fly it
more is to side as it aims
more next to the airport
amsterdam
where they stuck this fly in
This has been to the toilet impact
save 80% of costs
cleaning
so I love this example
First, because typically it
has to break under a little
ice and then the real reason in
I love him which is that they
fully reflect the spirit of that
is that the nudge could have been searching
to persuade you to make this place
as clean as you would
find it by entering it’s called
information is brought to the panels
the entrance and toilets must
keep doing it
this is useful, but it’ll just you
give an indication and it will not
inevitably cause you to cross the
small step that will make you have
the desired behavior with the nudge
longer trying to persuade people little
whether they are confident or not
the only thing they seek to
it is to change behavior
to help them move from intention
then to the action we will nudge
can be used in all cases where
we will be facing a need
behavior change take
Environmental example we
61% in the polls to declare us
very concerned about the environment
but what we do every day
is is recycled is sufficient that
that we will save water as it
takes is will we save
energy as a necessary here
Photo of a university in the night
falling
What happens every room
are lit so how is what is
can do to encourage students
not to let all rooms
on when they go but
to turn off
Well first we will put a
information thank you to turn off the
light and then what next
we will do we will add an edge that
game with 80% of students
University extinguish the light
leaving the room and you not
polling
if you ask this question there is 80%
people do what humanly
I’ll tend to do
exactly the same as it was 80%
legs and ultimately by implementing
are swimming
what will happen 26% of
light remains lit unnecessarily
at least then you will tell me
how such small details can
have a great impact on the
there is necessarily some behavior
thing behind this is not very
rational and you are right
in fact most of the decisions
we take we take them with what
Daniel Kahneman Daniel Kahneman forgiveness
Nobel Prize in Economics in 2002 called
the system 1 the system 1 is the
part of your brain that will decide
Quick intuitive effortless
that will go directly to the
finding here is a small example
your opinion what is the table that is
the longest and narrowest
a priori you see the left
is what I have to say
and that’s your system that you
said reality and you will see
with this movie is that these two
tables are exactly the same length
and the same width achieved without
faking
and what is impressive is that
I’m sure even you now
know that I wanted to demonstrate
you continue to see the table
left as longer and more
narrower than the right table is
Normal 1 your system is still
automatic mode it is still
action
and if you actually want to be
totally convinced that these two tables
do exactly the same length and
same width
he’ll have to go into the system 2
System 2 is the one that fits you
invite him to m went
check that the sides effectively
are given the length of
same width is then Daniel
Kahneman I told you just now
Nobel Prize of Economics 2002 that
theorized both speed
1 thought the system for a quick side
two systems across more
slow and in this sentence daniel
Kahneman won won the
Nobel in Economics in 2002 there’s
something quite disturbing what is
troubling is that Daniel Kahneman
is not at all an economist Daniel
Kahneman is a psychologist
so why economists are
give a Nobel Peace Prize told a
psychologist, a priori it may seem
amazing however it is not
that much twenty years ago when
I was on the varsity benches
economy
my teacher taught me that agents
economic that is to say all of you and
including me
We make our decisions
maximizing our utility under
budget constraint having a
Information being perfect
completely capable of processing all
this information and by having
preferences that are completely stable
in time I had a little discomfort
in fact when I heard that because
I did not feel myself taking
all my decisions maximizing my
usefulness under budgetary constraints
and once I had taken my
decisions
ben I was not completely
sure that it is followed by action
from behind
it disturbed me so much that I
is a doctoral thesis on the subject
for the passage of the intention to
action and today I made my
business I try to understand how
real people in real decide
how life actually it sets
work what they want to do
so if economists gave a
Nobel prize
a psychologist you see that it is
because they simply understood
finally we are also
maybe just human beings with
our emotions with our habits with
influence of the environment
physical influence of
the social environment that will impact
our brief decisions we look like
maybe a little more homer simpson
superman case then indeed we
are not very rational but
not despairing why it is not
despairing because good
news and the good news is that
these irrational behaviors we
have one is able to explain
through research in economics
behavioral
Wholesale irrational behavior
we are not random
they are foolish they are not
absurd
in fact they are quite systematic,
even they are predictable in 50 years
academic research
economic researchers
Behavioral identified a
hundred tickets that had just
explained why our behavior
were irrational eg
means of anchoring means for anchoring
this is the one that makes my children
top to put the cereal
bowl because ultimately the size of the
bowl is an anchor point of
reference which will determine the
amount that we want to put in it
after there through gratification
it’s still pleasant enough to have
managed to get it right this
damn fly that was at the bottom of
the urinal and then there are standards
social
one which makes as 80% of
students
I too will turn off the light
out of the room while the
of tickets like that long
I will not do it in full
but what we must understand is
once we understood the
how these biases were well then
we will be able to act on it to try
change behavior and help
people to move from intention to
action makes each ticket will
be a source of inspiration for
build an age
let’s take an example
you put forty films
within a mound at room
on the table among the 40 films there will
be some who will be called
screw type here as a good movie Batman
Action on an American blockbuster
which we will not burnt too neurons
and then you have other films
will be cataloged by type under
example here
ten artists on which we will yeah
have a good time but maybe
he’ll have to walk a bit
walk a little more and the brain
do a little bit more effort we will
ask people to choose his films
according to three possibilities we go to them
ask to choose three films but
will ask them to choose now
three films for the next three
night and then to others
we will ask them to choose three
movies and tonight they will
come back tomorrow to pick one for tomorrow
night and they will return after tomorrow
pick one for tomorrow night
What happens if I take
Now the three films for three
good night I’ll relax tonight
because I had a hard day
I will take a screw film
tomorrow I’ll be good enough to
the effort you see what happens if
I come back every day to choose a film
you understand I’ll take that
vi movies then this property it’s called
through this time and face this
through this time
he will come hamper a number of
our decisions and so for
some large enough is enough
dramatic take retirement by
example in this room savings
to retire
I see a lot of hands that
then lift you worry I asked
the issue about twenty banks
is they are both only have
raised their hands yet the bankers
are supposed to be aware it takes
save for retirement
that’s a long time now he will
come hamper retirement effort
Basically you do not have to save
now is making the effort
Now to touch the fruit
in 40 years or 20 years or 30
years depending on your age
So how to fight against this
way to ensure that people
save down the us they
mounted which is called smart plane
networks offered to employees
a company to decide now
today spared in a year
and then all of a sudden we are asked
more effort I am asked to make a
hand the effort you saw with
movies tomorrow I want to do a good
effort
80% of people who are offered it
enters the savings plan
retirement after three years they
another 80% to be there because we stayed
not force them to stay they can
leave at any time and rate
dépargne of these people went from
3.5 to 11 5%
we can only imagine the rise and
remuneration rate that dépargne
would have to have the same
effects on the rate spared at
then people nudge you see it
immediately great interest then
the first to be interested in
this logic medley
it will be governments
US first with barack obama and
English then with that david cameron
will unite to create notes
improve the effectiveness of policies
public
and then of course companies will
interest in it
to try to help their customers and
their consumers to have
they are experiences and best
to have a healthier life and even
Sometimes companies go it
interest for their own employees
to improve the well-being and
accompany the change in
within firms
you have an example here
used by the pharmaceutical industry
how are we going to help people
with compliance
therapeutic since there are real
compliance problems that come
hinder the effectiveness of drugs
how I will help individuals
how I will eat better
make life easier for my clients in a
mall and create a
customer experience memorable
how I will move to digital
how I will ensure that the
relationship
customers and months is a relationship
digital they are easier to
all persons and to finish
how I will accompany the
processing within a
business and improve welfare
my employees all these changes
actually can be helped by the
nudge so to conclude I want to
say that in France the land of Descartes 1
and reason when we want to
change behavior first
thing we have in mind is to make
legislation or to introduce taxes
or possibly if one does not
means of making laws to set
instead of taxes to make large
Communication campaigns that will
actually change things and
must continue to do all that is
useful only it is clear that
sometimes it creates a very
important motivation but that
Motivation is not sufficient to
to take action and to move
your behavior
so when you’re in a bind
like that where laws or taxes
even major campaigns
Communication can not generate
behaviors that are desirable
and beats thinking about households that finally
going to be a simple solution to put
Quick application and will be
effective compared to the target
thank you very much desired
[Applause]
[Music]
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