Knowledge transfer
Knowledge
Attitude
Ability
Working method
Knowledge transfer
Communicate the functional and affective benefits of the
desired behaviour.
Example:
NL-Alert - Provision of information about the functionality and benefits of the Alert system in order
to stimulate people to install NL-Alert.
Cognitive dissonance
Habits and automatisms
Intention
Self image
Working method
Cognitive dissonance
Make use of this tendency to align their values/attitudes and behaviour, by emphasising the
dissonance between these two.
Example:
Tax - A tax form which starts with people having to confirm the statement: ‘I confirm the truth of the information I provide on this form’ to remind them
of their moral values (honesty) stimulates people to fill in the form honestly.
Concrete action perspective
Ability
Intention
Working method
Concrete action perspective
Give the target group concrete tips and pointers in order to give them the
confidence that they will be able to perform the desired behaviour.
Example:
More safety on the Street-giving concrete action perspectives (call 112, take photos) to encourage people to take action in the case of violence on the
Street.
Implementation intentions
Ability
Intention
Habits and automatisms
Working method
Implementation intentions
Stimulate the target group to formulate concrete plans to implement the
desired behaviour in specific situations: ‘in situation X I do Y’.
Example:
Safe sex - Tips about the time and place where the target group can start the discussion about condom use in order to increase condom use; ‘start
talking about condoms before you remove your trousers’.
Kludges
Intention
Habits and automatisms
Working method
Kludges
Stimulate/facilitate the target group to give themselves a
nudge to steer themselves.
Example:
Study gain - Apps that students use during the exam periods, which disable social network sites.
Interpersonal communication
Social environment
Knowledge
Attitude
Intention
Working method
Interpersonal communication
Stimulate the target group to talk to each
other about the subject.
Examples:
Abuse of the elderly - Facilitating discussions among elderly people at the 50+ trade fair to stimulate discussion about elder abuse.
Injunctive norm
Social environment
Attitude
Working method
Injunctive norm
Link social approval to the desired behaviour.
Example:
Zero18 - Communicate the norm ‘no alcohol and cigarettes below 18’ in order to reduce alcohol and smoking among young people.
Feedback nudge
Physical environment
Attitude
Intention
Habits and automatisms
Working method
Feedback nudge
Give the target group direct feedback on the behaviour in the
situation where the behaviour occurs.
Example:
Matrix speed signs in the built-up area indicating how fast motorists are driving and expressing approval/disapproval with colours (green/red) or an icon
(smileys) to stimulate motorists to stay within the speed limit.
Descriptive norm
Social environment
Attitude
Ability
Working method
Descriptive norm
Demonstrate that the desired behaviour is displayed by the majority of other people (who
are important to the target group).
Example:
Organ donation - Communicating actual registration percentages of towns (43% of Haarlem says Yes) in order to stimulate registration of organ
donors.
Use of messengers - Authority
Attitude
Intention
Self image
Working method
Use of messengers - Authority
Use a messenger who is regarded by the target group as an authority, to send the
signal that the behaviour is good/desired.
Example:
Paying attention behind the wheel using an authority/expert to reduce telephone use while driving.
Use of messengers - Fame
Attitude
Ability
Intention
Self image
Working method
Use of messengers - Fame
Use a messenger who is known to the target group in order to link a positive feeling
and association to the desired behaviour.
Example:
Organ donation - During the Donor week famous Dutch people recruit organ donors personally.
Use of messengers - Role model
Attitude
Ability
Intention
Self image
Working method
Use of messengers - Role model
Use a messenger who has similarities with the target group to show that the target group
can display the behaviour.
Example:
Forced marriages - using tales of personal experience on the blog Yarah to stimulate young women who are at risk of being forced into a marriage with
someone they do not know to read/talk about the subject.
Entertainment Education
Social environment
Attitude
Ability
Intention
Emotions
Working method
Entertainment Education
Use entertainment and an interesting storyline to engage the target group, in order to
teach the desired behaviour in an implicit way.
Example:
Roes (Dutch drama series) - Engaging the target group via a television series with powerful stories about the influence of drink and drugs, based on or
inspired by reality, in order to teach them something about this subject.
Gamification
Social environment
Physical environment
Attitude
Ability
Intention
Working method
Gamification
Making use of gaming techniques in an environment where that is not usually done, in
order to motivate the target group by means of gaming elements.
Example:
Attention behind the wheel - using the game ‘Tweet, Chat, Like & Drive’ to enable motorists to experience the fact that social media do not mix with
driving.
Commitment & Consistency
Intention
Self image
Emotions
Habits and automatisms
Working method
Commitment & Consistency
Stimulate the target group to form an (emotional) bond with the desired behaviour.
Example:
BOB - making a ‘BOB’ agreement with friends before going out, to stimulate people to stick to an agreement not to drink any alcohol.
Identity
Social environment
Self image
Emotions
Working method:
Identity
Convince the target group that the desired
behaviour fits with their self-image.
Example:
Join Burgernet - Explicitly emphasising the identity of being a resident in a neighbourhood to stimulate membership of Burgernet in the area.
Reciprocity
Attitude
Intention
Emotions
Working method
Reciprocity
Give the target group the impression that he/she is being given a ‘gift’, to encourage
the tendency to do something ‘in return’.
Example:
Tax authority - Emphasise receiving a message in good time (before 1 July) if the tax return is submitted before 1 April, in order to stimulate people to
submit their tax returns on time.
Emotions
Attitude
Intention
Emotions
Working method
Emotions
Link positive feelings to the desired behaviour, or negative feelings to the undesired
behaviour.
Examples:
Organ donation - Appealing to the emotions by using friends of the target group in order to stimulate donor registration: ‘Which of your friends’ lives
might you be able to save by becoming a donor?’
Scarcity
Physical environment
Attitude
Working method
Scarcity
Emphasise limited availability of something so that people will value scarce
products/services more highly.
Example:
Tax authority - Create a feeling of scarcity by stating the limited number of days still available for submitting tax returns, in order to stimulate people to
submit the returns on time.
Framing
Social environment
Attitude
Emotions
Working method
Framing
Refer to something in such a way that positive or negative
associations become attached to it.
Example:
Animal-rights, ‘Plofkip’ - The use of words that appeal to the imagination, like ‘Plofkip’ (stuffed chicken), in order to generate negative associations.
Stimulus Nudge
Physical environment
Habits and automatisms
Working method
Stimulus Nudge
Nudge the target group by introducing specific features
into the physical environment.
Example:
Toilet hygiene - a picture of a fly in urinals, in order to stimulate men to aim carefully.
Default nudge
Physical environment
Habits and automatisms
Working method
Default nudge
Introducing conscious changes to the architecture of choices in order to push the
target group in a particular direction, whilst retaining freedom of choice.
Example:
Donor registration - Establishing an opt out system, whereby people would need to actively opt out of donor registration, to make it more difficult for
people not to register.
Priming
Social environment
Physical environment
Attitude
Emotions
Working method
Priming
Use words and pictures which generate feelings and associations automatically within
the target group, in order to stimulate the desired behaviour.
Example:
Placing a picture of a child behind a speed limit sign ‘maximum speed 30’ is a prime for ‘vulnerability’, in order to stimulate people to adhere to the speed
limit in residential areas.