Nudge, the gentle marketing nudge as a training premiere
FURTHER EDUCATION With the course "Nudge, the gentle marketing nudge" starting in February 2016, EB Zurich is delivering the practice-oriented learning premiere of the "Nudge Theory", based on the successful book of the same name.
In April 2008, the book "Nudge, Improving Decisions About Health, Wealth and Happiness" was published, followed by the German edition "Nudge: Wie man kluge Entscheidungen anstösst" in August 2009. The authors and US professors Richard H. Thaler and Cass R. Sunstein thus present a work of great influence and inspiration in the field of behavioral economics. The countless articles and presentations surrounding the book with the famous elephant cover have taken Richard H. Thaler as an advisor to Barack Obama's Oval Office and to David Cameron at 10 Downing Street.
Amsterdam Airport and LondonIn the book, the example of Luchthaven Schiphol in Amsterdam attracts the most attention. The apparent craziness of the application in the men's toilet shows the implementation of the theory in an impressive way. The aim of this small change in human behavior focuses on the accuracy of urinating into the bowl. By painting the porcelain with a housefly, the misdirected use of often distracted men decreases by 80%.
Richard H. Thaler's talks in London later led to the establishment of the UK government's Nudge Unit. Between 2010 and 2014, this unit was involved in numerous projects relating to the gentle influencing of human behavior, such as campaigns on the subject of non-smoking or organ donation. In February 2014, the Behavioral Insights Team was reorganized. The owners are the UK Cabinet Office, the innovation institution Nesta and the employees themselves.
CEO David Halpern has quadrupled the size of the Behavioural Insights team since the spin-off and successfully implemented countless projects with the now 60+ employees - an article by Tamsin Rutter in theguardian from July 2015 draws an impressive performance curve; 100,000 newly registered organ donors per year, 20% of the population switches to another energy supplier, doubling of army applicants. And many other engagements in the areas of pension benefits, taxes, cell phone theft, e-cigarettes, unemployment, family care, police university, adult education or donor behavior. The team now receives requests from all over the world and does not take on commissions to increase sales of drinks, but rather designs campaigns to reduce sugar consumption. The nudges from David Halpern's team are often tiny - a simple text message, a rewritten letter, a personal email. For example, the Sunday evening email to the students: "I hope you had a good rest, we look forward to seeing you next week. Don't forget: Plan to get to your class. Manchester College." This action reduces the dropout rate in public adult education by 36%.
Nudge, Zurich, course premiere at EB ZurichThe book Nudge describes the theory with the keywords libertarian paternalism and choice architecture. A nudge influences human behavior without restricting individual freedom. It is not a command, but an invitation with choices to make a decision. The nudge is one of the important elements of behavioral economics, which examines human decisions - in Zurich, for example, in the exchange via the meetup.com group Zurich Behavioral Economics Network or through the offer of the first nudge agency Matter Gretener Lesch Communications AG.
Course "Nudge, the gentle marketing nudge" EB Zurich is launching a training premiere on February 29; 4 evenings, 12 lessons and a concentrated load of freedom-loving paternalism. With examples and personal insights from experiments, for example with the Teddy Clinic at Waid City Hospital in Zurich, to reduce fear of hospital. A well-versed insight into the tried and tested side of the fascinating nudge theory, which is suitable for those interested and involved in communication, marketing and management in companies, institutions and non-profit organizations.
Author: Maurice Codourey, Course Director EB Zurich
