1. NudgeDecisions improving
2010/3/25mclee
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2.




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3. Schiphol airport, Amsterdam, The Netherlands
A fly-in-urinal
!!
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4.
!





=
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5.

vs.




!
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6. 1. (Anchoring)
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()


??


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(wikipediaMr. 6 )
$1.85
!!$200
7. 2. (Availability)


//
!

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8. 3. (Representativeness)






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9.
->
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10.
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11.
() 80 ~ 90%
90%
94%
50%
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(loss averse)

12. 2 13. 14. !! ()

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15. =


+ =
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16.
13
10090
10010
50!
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17.
()
vs.
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18.


?
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19.
->

?
25%
? 35% (>4,000)

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20.
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21. Design in everyday things

Stop

80%!!
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22. =

default






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23.
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()


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/
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25. ?

26. 27.

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28.
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29.
()
vs.








?
Smartby Silverstein
/
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Smart
My dad gave me one dollar bill'Cause I'm his smartest son,And I swapped it for two shiny quarters'Cause two is more than one!
And then I took the quartersAnd traded them to LouFor three dimes -- I guess he don't knowThat three is more than two!
Just then, along came old blind BatesAnd just 'cause he can't seeHe gave me four nickels for my three dimes,And four is more than three!
And I took the nickels to Hiram CoombsDown at the seed-feed store,And the fool gave me five pennies for them,And five is more than four!
And then I went and showed my dad,And he got red in the cheeksAnd closed his eyes and shook his head--Too proud of me to speak!
- Shel Silverstein
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30.
25





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31.
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queue
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32. Thankyou!
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2010 Meng-chiu Lee