Nudge experiments and communication designs:

1. make it social: Robert Cialdini’s experiment on urging people to

save power
 societal standards—what individuals see to be
agreeable and unacceptable behaviours. Displaying messages on entrances of residents.

How we change our actions to fit in the society. After analysing the behaviour and pattern of
people’ action, he came up with three messages.
 Robert Cialdini’s experiments to urge individuals to
save energy.

LOCALS MUST PRESERVE POWER TO LOCALS MUST SAVE POWER, DOING SAVE ENERGY, OTHERS IN THE
SUPPORT UPCOMING GENERATIONS THAT THEY WILL HELP YOU SAVE NEIGHBORHOOD HAVE ALREADY BEGUN
MONEY CUTTING THEIR POWER CONSUMPTION.
Messages that government should use
To nudge people
To fulfil the goal of
To avoid panic buying following urged
social distancing
sanitation measures.
majority of the
people are
Show pictures
show pictures of cleaning and
of individuals
fully supplied rinsing their
only buying
stores hands
what is required
repeatedly for
20 seconds.
2. Make it simple:
• Provided knowledge about vaccine, 3% of the students got it.
• when offered with a plan and detailed guidelines on where to
Experiment at Yale
get vaccination, 28% of the students got them.
university

• Easy to access hand sanitizer

Nudge to encourage • Displaying the hand sanitizer with red markers substantially
handwash and raises its usage.
sanitization. • Making hand was effortless, rather than persuading people to
make use of it.