Maximising Engagement through Behavioural Science and Nudge Theory (London, UK)
As much as we want to believe it, humans are not completely rational beings. Traditional models of economic consumption have famously assumed that humans are rational thinkers who have perfect information to support their decision making and unlimited time on their hands to do so – but we all know that in real life this is rarely true. Be it voting for Brexit, sticking to a standard electricity tariff, or having one drink too many, the decisions people take are often hard to explain or difficult to stop. Context, environment, the actions of others and a vast number of cognitive biases can all have a profound influence on our decision making and behaviours.
So what if we could tap into these cognitive biases and subconscious behaviours to maximise engagement and ultimately design more effective change programmes? Wouldn’t we have struck gold?
Join the London Chapter as we host Chloe McDonald of North Highland Consulting and explore the fascinating world of behavioural science and nudge theory. In this session we will discuss the different types of cognitive bias we are susceptible to and look at how "exploiting" these with informed "nudges" can influence decision making and behaviour. The session will aim to cover:
- The origins of Behavioural Science and Nudge Theory and look at how governments have applied it to shape policy and strategy
- Exploration, through client case studies, as to how this same theory can be applied to large scale change programmes
- How you as change practitioners can apply and exploit them in your work?
About our Speaker
Chloe McDonald is a change management specialist in North Highland’s London office. She’s spent the last 3 years helping UK Government Departments develop change and communication strategies with the specific aim of kicking old habits and instilling new behaviours. She presented her approach to behavioural change at the 2018 annual ACMP Change Management Conference.
Members £15, Non-Members £30. Members should log in to claim this discount. Times are GMT.