I have been obsessed with the subject of behavioural science for over a decade now. Briefly, behavioural science is where psychology and behaviour-change meet economics. What I love about behavioural science is that its about influencing behaviour for change, and it is this ability to change behaviour which is why it is becoming the darling of advertisers and marketeers alike. It is the closest we can get to Jedi mind tricks.
There are a number of core principles of behavioural science, but for the moment I'd like to touch on an important one - Choice Architecture.
Choice architecture is the framework that surrounds decisions that we need to make. So for example, when we are deciding on which brand of baked beans to buy in the supermarket, the choice architecture is the way the information in front of us is displayed which influences that choice - so the price, deals, position on the shelf, competing brands, etc. By influencing the parameters of choice architecture you can influence behaviour. If there are three shelves of Heinz beans, one shelf of Branston beans and half a shelf of own brand beans - you are influenced to choose Heinz.
This got me thinking about what we can do with choice architecture to influence how people make decisions about their own health and well being.
By way of example with reference to my own choices and inclinations, I have an inability to eat only one biscuit. Biscuits are my vice. Thus, I have created a choice architecture around snacking by putting the biscuits (if I buy any) at the back of the cupboard where they are difficult to reach, but the gherkins (as the much healthier option) are sitting proudly in front of me when I open the fridge.
How else could choice architecture help people to make healthier decisions? There are already examples of this out there, including making stairs look more fun than escalators; and supermarkets that display fruit snacks directly next to the check out instead of confectionery; and restaurant menus that start with the most expensive options first and putting cheaper meals at the back.
These examples are fairly simple, but how about going further and look at life changing choices in health? How about using Choice Architecture to influence people to get more frequent medical check-ups or stay compliant to their drug regimen? These decisions are perhaps more difficult to influence than fruit at a kiosk, but if you work it back and consider what people are 'choosing' instead (i.e. choosing not to think about health until they experience symptoms or choosing not to take their drugs because it makes them feel tired) then it seems possible, if not sensible, to design choice architecture to make choosing the 'better' option, easier.
In marketing it is a very useful tool. Now we just need to be careful that the power of this Jedi mind trick doesn't lead us to the Dark Side...