Kirstin Appelt
UBC Decision Insights for Business & Society

Stephanie Papik
Moose Hide Campaign Society

Engineering social change using social norms

Betsy Levy Paluck
Princeton University

Moderator: Jiaying Zhao
UBC Decision Insights for Business & Society

Social norms are among the most popular behavioural interventions used to encourage behaviour change. Work from my lab argues for the value and necessity of recognizing that social norms are not static messages, but dynamic group processes. Treating social norms as evolving and group-driven has three major benefits that more than offset the costs of the greater theoretical and practical complexity. One, it improves the effectiveness of existing social norms interventions. Two, it opens up a broader range of intervention strategies to change behaviour. Three, it connects research on social norms interventions with theories and research on collective phenomena like social movements and institutional culture change.

Betsy Levy Paluck (she/they) is Professor of Psychology and Public Affairs and Deputy Director of the Kahneman-Triesman Center for Behavioral Science & Policy, all at Princeton University. Her research, which takes her from communities in central Africa to public schools in the United States, focuses on prejudice and conflict reduction, using large-scale field experiments to test theoretically driven interventions. In 2017, she was awarded the MacArthur Fellow Award for her work unravelling how social networks and norms influence our interactions with one another and identifying interventions that can change destructive behaviour.

1. Behavioural Insights for a Digital, Collaborative and Efficient Hybrid Workplace
   Renante Rondina*, Gloria Castaneda, Brianna Smrke, Rachael Jones-Chick, Sarah Hackett, Julie Metcalfe, & Elizabeth Hardy (Office of the Chief Human Resources Officer, Treasury Board of Canada Secretariat)
   
   In an effort to improve the hybrid working environment, we used predictive analytics and default calendar invitations to increase digital workplace behaviours that support collaboration and efficiency.
   

2. A Simple Behavioral Toolkit for Solutions in Complex Systems
   Britt Titus* & Marie Stege* (Airbel Impact Lab, International Rescue Committee); & Alexandra De Filippo (Poda Innovation Space)
   
   Although there is a growing consensus that applying behavioral science to address systemic challenges in more complex environments is essential, standardized guidance and practical tools for carrying out this work in such settings are lacking. Therefore, we are creating a toolkit to integrate a behavioral perspective to the way we diagnose and respond to complex, even wicked, problems. Our presentation will cover our experience testing this new approach in three of our projects targeting farmers' resilience to climate shocks and environmental disasters in Pakistan, Niger and South Sudan.
   

3. Testing the Impact, Durability, and Underlying Mechanisms of a Brief Emotion Resilience Intervention Among Essential Workers
   Ke Wang*, Amit Goldenberg, & Jennifer Lerner (Harvard University); & James Gross (Stanford University)
   
   We conducted a randomized controlled trial to examine the impact, durability, and underlying mechanisms of a brief online emotion resilience intervention among essential workers. Our findings revealed significant and enduring positive effects, observed approximately six months later, across a wide array of outcomes, encompassing emotional well-being, job satisfaction, job performance, and physical health.

Moderator: Mikayla Ford (BC Behavioural Insights Group)

Track 1: Understanding & Countering Misinformation

1. Countering Misinformation Among Canadian Young Adults: Insights from Focus Groups
   Thomas Vargas* (New Power Labs; formerly the Government of Canada (Privy Council Office's Impact and Innovation Unit and the Public Health Agency of Canada)); Catherine Guo, Rhiannon Mosher, Lucie Peleja & Gabrielle Plamondon (Public Health Agency of Canada); Angela Mastroianni (Government of Canada (Privy Council Office's Impact and Innovation Unit and the Public Health Agency of Canada)); & Meera Paleja (Ontario Securities Commission; formerly Public Health Agency of Canada)
   
   Through nine focus groups, this qualitative research explores how young adults in Canada engage with, make sense of, and trust online health information and messengers—including public health authorities. These findings provide insight into how to address the growing challenge of misinformation in the public health space and will inform the next quantitative phase of this work.
   

2. Wrong About Each Other: Widespread Social Misperceptions and Their Links to Pro-Climate Policy Support, Belief in Misinformation, and Public Health Outcomes
   Justin Savoie*, Nicholas Diamond, Dhawal Selarka, Annamarie Grant, & Brian Pereira (Government of Canada)
   
   Results from multiple national-scale behavioural monitoring surveys on COVID-19, climate change, and trust and misinformation identified systematic and widespread social misperceptions, and their links to individuals’ beliefs, attitudes, and behaviours.
   
   Moderator: Guanzhong Du (University of British Columbia)

Track 2: Improving Registration & Response Rates

1. Improving Employment Service Registration Rates Among Income Assistance Clients in British Columbia
   Craig Hutton* (BC Behavioural Insights Group; formerly BC Ministry of Social Development and Poverty Reduction); Kerstin Behrens-Bolt & Iqbaldeep Kaur (BC Ministry of Citizens' Services); & Vince Hopkins (University of British Columbia)
   
   This project aimed to increase WorkBC Employment Service registration rates among employment-obligated income assistance clients of the BC Ministry of Social Development and Poverty Reduction by sending them an educational electronic message about WorkBC Employment Services. This electronic message was designed based upon insights from prior behavioural research, interviews with front-line staff, and input from stakeholders.
   

2. Improving Response Rates for Student Surveys
   Carl Jensen* on behalf of the BC Behavioural Insights Group & BC Stats
   
   Student outcome data, partially collected via the annual Diploma, Associate Degree and Certificate Student Outcomes Survey, are used to estimate future labour market supply and improve post-secondary education. This project aimed to increase participation in the 2023 cycle of the survey by redesigning the existing email invitation using insights from the behavioural sciences, evidence from literature, and input from key stakeholders.
   
   Moderator: Takuro Ishikawa (BC Behavioural Insights Group)

Track 3: Tackling Public Health & Safety Challenges

1. Testing Regulatory Signage to Nudge Safe Chairlift Behaviour at BC Ski Hills
   Rachel Yang* (Technical Safety BC)
   
   Chairlift incidents and injuries at ski hills caused by passenger behaviour are a safety risk in BC. This two-part study established baselines for restraining bar usage and tested regulatory signage to influence safe chairlift behaviour. Despite no statistically significant differences in the use of signage during this pilot, valuable insights were gained and more research is planned for the upcoming season.
   

2. Regional Differences Vital for Understanding Physician Referrals to Virtual Care on Vancouver Island
   Jennifer Parisi* (Health Research BC); Ashleigh Golden (PsyD, RPsych); Anne Mburu* (Coastal Health); Özer Tozoğlu (3M); & Kirstin Appelt (University of British Columbia)
   
   Despite the benefits of a virtual care program for older adults with chronic health conditions in the Island Health region, physician referrals are low. Using a behaviourally informed email sent to physicians in the South Vancouver Island Health Service Delivery Area only, we compared referrals from South Vancouver Island to those in Central and North Vancouver Island Health Service Delivery Areas using a differences-in-differences research design.
   
   Moderator: Lucy Lu (University of British Columbia)

Track 4: Understanding How People Make Decisions

1. How Does Choice Architecture Influence Attention and Decision Making?
   Chaoyi Shi* & Yu Luo (University of British Columbia); Dilip Soman (University of Toronto); & Jiaying Zhao (University of British Columbia)
   
   The current study provides new insights on the attentional mechanism of choice architecture, with implications for practitioners and policymakers on designing optimal choice architecture to aid decision making for consumers.
   

2. Should Advisors Provide Confidence Intervals Around Their Estimates?
   Celia Gaertig* (UC Berkeley) & Joseph Simmons (University of Pennsylvania)
   
   In 12 incentivized and pre-registered studies (N=17,615), we find that participants are either directionally or significantly more likely to follow numeric advice when it was accompanied by a confidence interval. These results suggest that advisors may be more persuasive if they provide confidence intervals around their estimates.
   
   Moderator: Shangwen Yi (University of British Columbia)

Track 5: Webinar About Behavioural Insights Courses
(In this track, there will be a short webinar plus time for Q&A.)

1. UBC's Behavioural Insights Programs
   Lindsay Miles-Pickup* (BC Behavioural Insights Group & Graduate of UBC’s Advanced Professional Certificate in Behavioural Insights)
   
   This short webinar will provide a brief overview of: (1) Fundamentals of Behavioural Insights, UBC’s three-week, live online introductory course that gives you the knowledge to add a BI lens to how you approach problems; (2) Advanced Professional Certificate in Behavioural Insights, UBC’s rigorous nine-month, live online program that gives you the knowledge and skills to design and evaluate BI solutions in your workplace; and (3) the BIG Difference BC Scholarship toward certificate tuition for BC working professionals in the public or non-profit sectors.

Using Behavioural Insights to Improve How We Communicate 

Communicating is one of the most natural and fundamental things we do. We communicate to transmit ideas, information, and intentions, and to facilitate shared understanding among individuals and organizations. Skilled communication enables successful collaboration, informed decision-making, and the establishment of meaningful relationships—both in personal and professional contexts.  

Join our panel of behavioural insights experts as they share real-world case studies that demonstrate how understanding human behaviour can improve message effectiveness across audiences. Our panelists will share actionable insights to help you elevate your communication skills by applying behavioural insights to tailor your messages, reduce sludge in your communications, and increase public trust.   

Panelists (click on the photos above to read panelists’ bios):

• Nicholas Diamond
  Senior Behavioural Scientist, Impact and Innovation Unit, Government of Canada

• Bing Feng
  Manager of Behavioural Finance, TD Wealth

• Dave Trudinger
  Director, Behavioural Insights Unit, Government of New South Wales

• Moderator: Kerri Buschel
  Senior Director, Communications & Marketing and Chief Experience Officer (CxO), WorkSafeBC

1. Can You Spot a Phish? Preventing BC Public Service Employees From Getting Hooked By Scammers
   Stina Grant* on behalf of the BC Behavioural Insights Group & the Office of the Chief Information Officer
   
   To combat increasingly sophisticated phishing attempts, we tested the effectiveness of two types of email-based training among 33,165 employees. This trial found that email-based training was effective and may improve employees’ short-term ability to identify threats and avoid interacting with phishing.
   

2. Promoting Sustainable Food Choices in Hospital Cafeterias 
   Karina Spoyalo* (University of British Columbia); Nicole Viduka (KAYA Climate Solutions); Sarah-Jean Dixon (BC Ministry of Water Lands & Resource Stewardship); Liam Devine (BC Ministry of Environment & Climate Change Strategy); & Jiaying Zhao (University of British Columbia)
   
   In partnership with Vancouver Coastal Health (VCH), this project assessed the impact of salience and availability on sustainable food choices within hospital cafeteria settings. The sales of low carbon dishes were increased with both interventions, demonstrating a promising method for reducing the environmental impact of healthcare's food service industry.
   

3. Nudging Away Global Smartphone Addiction: A Personalised Behavioural Intervention
   Jay Olson* (University of Toronto); Dasha Sandra, Denis Chmoulevitch, Élissa Colucci, Alain Al Bikaii, & Johnny Nahas (McGill University); Ellen Langer (Harvard University); Amir Raz (Chapman University); & Samuel Veissière (McGill University)
   
   We conducted a 6-week randomised controlled trial of a personalised nudge-based intervention to reduce problematic smartphone use, involving strategies such as disabling notifications and keeping the phone out of the bedroom at night. Compared to control participants, those following the intervention reduced their screen time and self-reported smartphone addiction.

Moderator: Vince Hopkins (UBC Decision Insights for Business & Society)

Stephanie Papik
Moose Hide Campaign Society

Mikayla Ford
BC Behavioural Insights Group