CI Webinar: Dilip Soman, University of Toronto
The Architecture of Choice听
Abstract
The central purpose of every organization - be it a business, a not-for-profit, a social enterprise or a government entity is to change the behaviour of its stakeholders. Yet, most organizations struggle to do this. In this webinar, we will first look at developing a framework to better understand the different types of challenges that organizations face with behaviour change and next, we鈥檒l focus on why they struggle with this behaviour change. Particularly,听 by using the language from behavioural economics, we鈥檒l make a distinction between two types of decision-making agents; "Econs" are forward looking, unemotional and can process large volumes of information whereas, "Humans" are impulsive, spontaneous, emotional, and often dazed and confused with information and too much choice. The challenges faced by behaviour change occur because products, processes, retail environments and communications are often designed for econs when, in fact, they should be designed for humans.
How do we address these challenges? We鈥檒l first need to understand the basics of behavioural economics and identify key principles. Secondly, we鈥檒l look at developing a framework for how we can best apply these to create the right environments to help facilitate behaviour change (choice architecture). Third, we鈥檒l look at the methods of behavioural economics and finally, discuss several use cases and examples of this approach.
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听PhD,
Professor and Corus Chair in Communications Strategy
Co-Director, Behavioural Economics in Action at Rotman ()
Rotman School of Management, University of Toronto
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