Why bother about changing behavior?
The most powerful way to make decisions is by
understanding your customers and their needs.
People are heavily influenced by a variety of cognitive biases,
emotions, and environmental factors that they may not even be aware of.
We need shortcuts or rules of thumb to guide our decision-making.
These shortcuts are biased, meaning they deviate
from the optimal rational behavior in a consitent direction.
Why people behave the way they do
a few examples of our cognitive quirks……
Anchoring
- easily hooked -
People become attached to the first piece of information they are presented with,
known as ‘the anchor’ , when making judgments or estimates. Anchoring affects various areas,
including negotiations, pricing, and estimations in everyday decisions.
For example, a retailer might set a high initial price and then offer a discount,
making the discounted price seem more attractive due to the anchoring effect.
Loss aversion
- Why getting new stuff is not the same -
The pain of losing is (psychologically) twice as powerful as the pleasure of gaining.
Loss aversion is especially common when we make financial decisions.
It helps explain why people might stick with a bad investment rather than selling it at a loss,
or why they might avoid risks even when potential rewards are substantial.
Loss aversion can influence various decisions, from financial investments to personal choices,
often leading people to be ‘overly cautious or resistant to change’ .
This concept was introduced by psychologists Daniel Kahneman and Amos Tversky.
Confirmation bias
Why do we favor our existing beliefs?
No one likes to be proven wrong, and when information is presented
that violates our beliefs, it is only natural to push back.
The confirmation bias describes our underlying tendency to notice, focus on,
and give greater credence to evidence that fits with our existing beliefs.
Evaluating evidence takes time and energy, and so our brain looks for shortcuts
to make the process more efficient.
They don't want to...!
December 3, 2024
Make it easy - The law of least effort
In the past few months I’ve been working on an assignment for the Province of North Holland and the Public Prosecution Service. During the project, a problem surfaced that many organizations struggle with as well: 'people don’t want to.' But is it really about not wanting to? Or is something else going on?
‘It’s not about forcing people to “want it. ’
It's quite challenging, as these people are absolutely essential for an idea to succeed. Changing processes, structures or systems is usually not the problem. Behavior is almost always the weakest link in change: people break or make a change. And when you do manage to get people on board, they will think along and come up with new ideas themselves.
What is the best way to approach that? So how do you ensure that your target group (colleagues/employees, customers or users) will do what they 'should' do?
🚀 Understanding change: ‘The law of least effort’ 🚀
Motivation and knowledge can certainly play a role, but unconsciously people have a fairly strong preference for simple and easy. This principle is also described as the law of least effort: the easier something is, the more likely we are to do it.
People naturally gravitate toward actions requiring the least cognitive or physical exertion to achieve a desired outcome. This principle influences decision-making, behavior, and learning, as individuals prioritize simplicity and efficiency in their choices.
‘Simplicity can be a crucial factor in overcoming barriers
Our own motivation fluctuates over time and depends on environmental factors. Unexpected situations can always throw a spanner in the works. Our brains are programmed in such a way that we automatically go for the easiest way. Therefore, always take this unconscious preference into account. From creating new workflows to optimizing customer journeys, simplicity boosts adoption.
How to apply this in your own work?
Change isn’t about forcing people to “want it.” It’s about designing an environment where the path of least resistance aligns with the desired outcome. These three steps can make the process smoother:
(1) Simplify Actions
Map out the desired behavior and identify the necessary actions to achieve it. Highlight the essential steps and eliminate unnecessary ones.
(2) Understand their needs
Tailor your approach to your audience's needs and make actions as easy and seamless as possible. Take into account:
• Physical effort: minimize it.
• Mental effort: simplify decisions.
• Routine: align with existing habits.
• Social norms: reflect shared values.
• Time and cost: keep demands low.
(3) Pilot and adjust
Test on a small scale first. Share your ideas early and gather feedback: Is your message clear? Are the actions feasible? Adjust based on real input.
Small steps can lead to big changes