Few people can think of going to the store to buy an ice cream, going to a restaurant to eat a fast food, choosing a service package on the mobile phone, voting when a certain policy is implemented, SMS reminder, software installation of a new computer, choosing a pharmacy to buy over-the-counter drugs and so on. All these are influenced by various external factors. Some influences are subtle, while others are man-made. Prepare in advance, this is the boost. Man-made, often using people's unconsciousness. People won't notice it, they think it's a decision they made in a free state.
Although there are human factors, it doesn't mean that all these unconscious choices are bad for us. Although it is not excluded that some businesses will use these factors to maximize their own interests, many times, with the help of the social system, people with a larger base will inevitably enjoy better welfare. (Because the author's discussion and promotion of the public welfare system is more aimed at the national conditions of the United States, which is very different from that of China. For example, social security, endowment insurance, medical security system, organ donation, prescription drugs, etc. all have completely different national conditions. )
Let's not discuss these for the time being. We can only focus on areas that are closely related to our own interests. On the one hand, you can understand the influence of potential boosting on yourself, on the other hand, you can let yourself know how others implement boosting, which will make you more wise in your future work and life. Make a better choice.
So how do you build your own selection system? The book puts forward six aspects that can be completed.
Incentive motivation
Understanding mapping, understanding trade-offs
Default default selection
Give feedback
Expected error. Expected error.
Structural compound selection
Choosing one of these six English words to become Nudges just helps English.
Incentive motivation
Motivation is everyone's initial appeal when making a choice. I have certain needs, so I am motivated and then act. Usually, people don't do anything independently, but are in a state of value exchange in society. In other words, you have motivation, need something, and let the other person have the action that is needed.
When two people have the same motivation, for example, when they encounter knowledge points they don't understand in their study, they have the motivation to ask the teacher for advice. In order to improve students' enrollment rate and reflect their abilities, teachers are naturally very willing to answer your questions. Then, you and the teacher will move in the same direction.
But many times, we will encounter inconsistent motives. For example, in a company, you did a very good thing, and your supervisor knew it, but the boss didn't know it. At this time, the boss asked you to have a meeting with the supervisor, and finally found that the supervisor had completely taken away your credit, so you were indignant and either wanted to resign and leave, or wanted to give the supervisor some shoes to wear next time. If you look at it from the perspective of motivation, you will find that the supervisor has exactly the same motivation as you, and both want to be a better person in front of the boss.
However, when your two motives (both want the boss to think that you did it yourself) are consistent, they will conflict with each other. If you can understand the supervisor's motivation from the beginning, you will say that I can achieve such good results because of the supervisor's help. Then the supervisor will be generous and say, this is all your own efforts. At this time, you both have the same motivation, that is, you both have credit, and you are both competent and modest in front of the boss.
This is the same as most of the time when we buy products. The motivation of salespeople in shopping malls is to sell more things and increase their income. And I obviously want to buy cheap products. If this product is really cheap, then the motivation of two people can be used in one place. But if not, two people have different motives. And how to make a better choice is to only pay attention to the product itself, and don't trust the salesperson too much, because his motivation is likely to conflict with his own.
These are very simple examples in life, but if we look at the choice of drugs, doctors' diagnosis and treatment plans and various complex decision-making plans in similar medical systems, we can see that the difference in motivation is only a preliminary judgment.
Understanding mapping, understanding trade-offs
It is not easy to choose a mobile phone package when the communication operator has not clearly announced the details of the charges. We understand the motives of these operators, and we certainly hope that the more they use, the better. As for ourselves, we must save if we can. Therefore, we can't listen to these vague introductions of operators, and we can only compare the differences of various packages slowly by ourselves.
Fortunately, the competition has allowed operators to announce the details of various charges, the details of calls per second, and the specific charges per m traffic, which can facilitate us to make various more essential comparisons, so as to choose a package that is more suitable for us.
In addition, there are some information about credit cards and loans. Under a series of requirements of the government, they also need to list the related charging items, which is beneficial to consumers. Because you don't trust credit card salesmen or loan brokers, you can make your own decision by comparing various tax rates and taxes. These requirements of the government, or the competition among banks, have played a role in boosting information disclosure, allowing consumers to weigh and make better decisions.
Default default selection
Because it is too common and common, many people ignore the default choice in life. For example, the installation software that comes with the new mobile phone boot; For example, if you use the more expensive package for half a year for free, it will automatically slide to the default choice, and most people are too lazy to change the package; For example, a tariff will be deducted as long as it is not cancelled; For example, some products include boxes and other packaging, as long as you don't mention them, you will count the expenses together and so on.
I saw a case before, saying it was a powder shop. Every time a customer orders food, the boss will ask whether to add one egg or two eggs. At this time, most people will choose to add an egg. But they forget that they can choose not to add eggs.
Due to human inertia, default selection plays a huge role in many aspects. The public * * * system can reasonably design the default choice of deduction for endowment insurance, provident fund, medical insurance, credit card and loan, that is, as long as you don't say no clearly, the default choice is how much to deduct, and so on.
Give feedback
Imagine driving without wearing a seat belt, not calling the police, not calling the police when the mailbox is almost out of gas, and not calling the police when the door is not closed properly, then the traffic accident will be at least twice as high as it is now. Feedback is the most effective information to make things better and safer, and it has been widely used in various product designs in recent years.
Americans like to paint their roofs when they are resting. After the earliest white paint brush was finished, they didn't know where to brush and where not to brush, which made these hardworking people very angry. Later, a company designed a paint, which was green before it was completely dried, and turned white after it was completely dried. This kind of feedback makes people's work more directional and efficient.
Expected error. Expected error.
Some things in life can be expected to go wrong, such as children playing with water, which will definitely get their clothes wet; A tightrope walker will fall down one day; If you don't pay attention to exercise for a long time and eat unhealthy food for a long time, you will definitely become obese or sick in the future. ...
But strangely, many mistakes that we can predict have not thought of preventive measures in advance. One reason is laziness, and the other reason is the prejudice of the present situation, that is, it looks good now, and there is nothing wrong with it.
Children playing with water will get their clothes wet, as long as they wear waterproof ones in advance; Very dangerous things, just don't touch them in the first place; There is also exercise and unhealthy diet. You can go to the supermarket and not buy so many snacks. In short, since we can anticipate the mistakes, we can actually prepare the defense plan in advance. But these schemes are only implemented by a few people who are not lazy and want to improve their products.
In the past, birth control pills were taken for a course of treatment, such as 26 days, then stopped taking drugs for 8 days, and then continued taking them. Predictably, many people will forget to eat or stop because they have to stop these days. Then there will be some unexpected pregnancies.
How did the pharmaceutical factory solve it? The eight days they stopped taking drugs were completely designed as sugar tablets, and the people who took medicine continued to take them every day, but they took sugar tablets instead of medicine for those eight days.
Structural compound selection
No matter what kind of products you buy, the market can give you enough choices, which is the result of complete competition in the market. Many people may think that the more choices, the better, but it is not. Too many choices will paralyze people's choices. For example, if you go to a cloth store and the store gives you more than 2,000 color choices, you will be dumbfounded at first glance. The result is either a random choice or no choice.
This is the same as many commercial insurances on the market. I don't understand and don't want to understand all kinds of strange insurance schemes.
What kind of solution does the author propose? He put forward the principle of restatement, that is, recording, evaluating and comparing alternative prices. For thousands of colors, some people have designed color-cast cards, which are put together with similar large color systems to facilitate customers' overall evaluation and selection.
For those loan products or commercial insurance projects that we don't know, if they can record all aspects, give opinions and show detailed optional prices, then our choice will not become more difficult.
No matter what kind of work, design and occupation you are engaged in, remembering these six boosting principles will help you make the best decisions about health, wealth and happiness. they are
Incentive motivation
Understanding mapping, understanding trade-offs
Default default selection
Give feedback
Expected error. Expected error.
Structural compound selection