Kirstin Appelt*
Research Director, UBC Decision Insights for Business & Society

Carl Jensen*
Project Director, BC Behavioural Insights Group

A Manifesto for the Future of Applied Behavioral Science

Michael Hallsworth
Managing Director, BIT Americas,
& Author of “Behavioral Insights”

Moderator: Carl Jensen
BC Behavioural Insights Group

The behavioral insights movement has been incredibly successful over the last decade. But, to fulfil its true potential, behavioral science needs to continue to evolve over its next decade. This talk sets out ten proposals to help get the field towards those bigger goals, ranging from how it deals with complexity to how it can be embedded more successfully into organizations.

Michael Hallsworth is Managing Director, North America at the Behavioral Insights Team (BIT). BIT was set up by the then UK Prime Minister in 2010 as the first government institution dedicated to applying behavioral sciences. BIT is now a world-leading organization that helps organizations to apply behavioral science in support of social purpose goals. Michael has been a leading figure in developing the field of applying behavioral science to government. He is the author of the book “Behavioral Insights” and has authored several influential frameworks such as the MINDSPACE and EAST reports. His work has been published in the Journal of Public Economics, The Lancet, The Oxford Review of Economic Policy, and Nature Human Behaviour. Michael has a PhD in behavioral economics from Imperial College London and was previously an Assistant Professor (Adjunct) at Columbia University.

1. Improving Self-Identification: An Experimental Approach
   Meera Paleja*, Haris Khan, & Jean-Francois Nault (Treasury Board Secretariat, Government of Canada)
   
   We ran three experiments to 1) optimize the design of a new self-identification form and 2) identify the most effective email communications approaches to increase uptake.
   
   

2. Reducing Stigma to Increase Uptake of Temporary Rental Assistance
   Jessica Lasky-Fink* & Elizabeth Linos (University of California, Berkeley)
   
   In a large-scale field experiment (N=62,529) conducted in a mid-sized US city, we show that targeting potential sources of stigma associated with a temporary rental assistance program significantly increased applications by nearly 40% compared to a no-communication control group. Framing the program using de-stigmatizing language also increased the proportion of Black/African-American and Hispanic applicants, suggesting that this may be one light-touch way to increase equity in delivery of public benefit programs.
   
   

3. Keeping PSE Options Open: A Field Experiment to Help All Grade 12 Students Through the Application Process
   Reuben Ford* (SRDC); Phil Oreopoulos (University of Toronto); & Taylor Hui (SRDC)
   
   We piloted making applications to post-secondary education (PSE) and for student aid the default option for students in their final year of high school in BC and, later, Ontario high schools. More students left high school with an offer of a place in PSE and knowing the aid they could receive to make it more affordable, generating significant impacts on PSE enrollment.

Moderator: Mikayla Ford (BC Behavioural Insights Group)

Grab some lunch and enjoy the digital posters.

• Posters have been sorted into themed clusters in separate Zoom rooms. Within rooms, each presenter will briefly explain their poster and take questions from the audience.

• The session is divided into two sittings (12:00-12:15pm and 12:15-12:30pm) to allow attendees time to visit two clusters. Zoom rooms have a maximum capacity; if one room is full, please check out another.
  

Cluster A: The Practice of Behavioural Insights

1. RIDE Model Infographic: BC Behavioural Insights Group Practitioner Guide
   Mikayla Ford*, on behalf of BC Behavioural Insights Group
   
   An infographic summary of the BC Behavioural Insights Group's (BC BIG) RIDE Model for Behaviour Shift, to serve as a visual guide for practitioners completing behavioural insights projects, both within the BC Public Service and beyond.
   
   

2. Principles for Practicing Behavioral Insights [BI Principles PDF]
   Sharilynn Wardrop*, on behalf of BC Behavioural Insights Group
   
   With the input of Behavioural Insights practitioners across Canada, we developed six essential principles to guide and train our growing community in the effective and ethical practice of our discipline.
   
   

Cluster B: Behavioural Insights At Work

1. Behavioural Insights for Records Management within the BC Public Service
   Christine Kormos* & Mikayla Ford (BC Behavioural Insights Group); Vince Hopkins (University of Saskatchewan); & Susan Laidlaw, Kristy McKamey, & Rebecca Westle (Corporate Information and Records Management Office, BC Ministry of Citizens’ Services)
   
   Effective digital records management helps keep government accountable and saves money, but behavioural barriers can make it hard for people to properly manage their data. We conducted a two-month randomized controlled trial aimed at improving records management in the BC Public Service.
   
   

2. Shortening Return to Work Time for Injured Workers
   Daile MacDonald* & Clare Doyle (WorkSafeBC); & Dale Griffin (University of British Columbia)
   
   Our BI project used a randomized controlled trial to test the impact of checklists and goal setting in reducing time away from work for injured workers who have submitted a WorkSafeBC claim. Although it did not succeed in shortening time away from work, qualitative feedback was positive and we developed a number of learnings for how to approach future interventions.
   
   

3. Activating Unemployed Job Seekers Toward Volunteering: Positive Approach AAT Training
   Jon MacConnell* (Buoyancy Works)
   
   Given recent COVID restrictions, this poster shares lessons learned in using online recruitment and experimentation platforms as effective tools to develop and conduct Behavioural Science RCTs. This research set out to understand if a single session of positive approach AAT training toward volunteering would improve implicit and explicit evaluations of volunteering, increase self-reported intent to volunteer, and influence behaviours toward volunteering...and the results were solidly mixed!
   
   

cluster C: Using behavioural insights to increase compliance

1. Increasing Survey Completion in the Canadian Armed Forces
   Ben Sylvester*, Steve Gooch, & Joelle Laplante (Canadian Department of National Defence)
   
   In this experiment (n = 1496) we tested Type 1 (e.g., fast, intuitive) and Type 2 (e.g., slow, rational) nudge messages to increase survey completion in a Canadian Armed Forces survey. Compared to those who received the control condition invitation (12.9% completion rate), people who received the Type 1 invitation messages were more likely to complete the survey (20.8% completion rate; OR = 1.76; 95% CI [1.26, 2.48]), but the difference in completion between those who received the Type 2 message condition (17% completion rate) or the control condition was not statistically significant (OR = 1.42, 95% CI [1.00, 2.01]).
   
   

2. See the Sign, Avoid the Fine: TSZ Parking Signs in Vancouver
   Carl Jensen*, Parinda Chagani, & Eva Lai (UBC Advanced Professional Certificate in Behavioural Insights); Chris Darwent (City of Vancouver); & David Hardisty (University of British Columbia)
   
   The City of Vancouver frequently establishes Temporary Special Zones (TSZs), where parking is restricted, to make this space available for temporary initiatives (e.g., construction). Some drivers do not comply with the restrictions and park their vehicles in the TSZ, which creates an obstruction in the TSZ and results in complaint calls to the city. We developed and tested behaviourally informed parking signage aimed at preventing unauthorized drivers from parking in TSZs.
   
   

3. A Behavioural Insights Project Encouraging Employees to Improve Documentation
   Carolyn Babakaiff*, Anna Burrowes, & Maxine Russ (UBC Advanced Professional Certificate in Behavioural Insights); & Jiaying Zhao (University of British Columbia)
   
   The project aimed to apply Behavioural Insights to encourage Employment and Assistance Workers to make adequate decision notes on client files more often, as part of their decision-making process. Increasing the number of sufficient notes on files contributes to the ministry’s commitment to administrative fairness, helps ensure quality service to clients, and saves time down the line for both staff and clients after a decision is made.
   
   

Cluster D: Applying Behavioural Insights to Financial Decisions

1. Gender Investing Gap: Do Women in India Invest Less Than Men Owing to Greater Loss Aversion and Status Quo Bias?
   Gursmeep Hundal* (University of Chicago)
   
   The project aims to investigate the behavioral biases underlying the gender investing gap, propelled by the question whether women in India invest less than men owing to greater loss aversion and status quo bias? Using data from over 2000 participants, I look at the prevalence of these biases, along with cultural perceptions about investing and their translation into behavior.
   
   

2. The Defensive Money Scarce Consumers: Money Scarcity Leads to Financial Advice Avoidance
   Jane So* (City University of Hong Kong); & Nidhi Agrawal (University of Washington)
   
   Our research shows that financially constrained people avoid receiving financial advice (e.g., using financial services, mobile apps, reading money management books). We further suggest different ways to help them accept financial advice.
   
   

3. The Realization Effect is Fragile in Gamblers
   Ke Zhang* (University of British Columbia); Alex Imas (University of Chicago); & Luke Clark (University of British Columbia)
   
   Amplifying betting after losses (i.e., “loss chasing”) is a central clinical feature of gambling problems. We evaluated how asking gamblers to cash out between bets would alleviate loss-chasing, and we found its effect is fragile.
   
   

Cluster E: Applying Behavioural Insights to environmental sustainability

1. Adopting Heat Pumps for a Zero-Emission Future: Understanding Consumer Motivations in the City of Vancouver
   Aaron Pardy* (Simon Fraser University); & Katya Rhodes (University of Victoria)
   
   The project identifies and compares the key characteristics of detached and attached homeowners residing in the City of Vancouver who (1) have adopted heat pumps (early adopters), (2) are willing to adopt heat pumps (potential adopters), and (3) are not willing to adopt heat pumps. Results will inform communication strategies and targeted policy efforts to increase heat pump adoption and help Vancouver and other jurisdictions meet their climate targets.
   
   

2. Pumping up Building Decarbonization: The Role of Consumer Policy Awareness in Heat Pump Adoption
   Meghan Corbett* & Katya Rhodes (University of Victoria); Aaron Pardy & Zoe Long (Simon Fraser University)
   
   Heat pumps are a key technology for reducing residential emissions from heating and cooling, but despite a range of supportive policies (e.g., subsidies) their uptake in Canada remains very low. This survey-based study of Canadian homeowners examines the role of policy awareness in willingness to adopt heat pumps; results will help inform behaviourally-informed policies that can increase heat pump adoption and support climate crisis mitigation.
   

Cluster F: Using Behavioural Insights to Improve Communications

1. Effective Messaging: Tailored COVID-19 Public Health Messages for Young Adults in BC
   Tina Cheng* & Braxtyn Horbay (University of British Columbia); Rochelle Nocos (Simon Fraser University); Lesley Lutes (University of British Columbia); & Scott Lear (Simon Fraser University)
   
   From focus groups in young adults, we explored the perceived effectiveness of public health messaging in British Columbia to better inform future messaging in this age group. We highlight key components and behavioural insights to consider when designing tailored messaging for young adults. Our findings are currently being incorporated into a digital tool aimed to target vaccine hesitancy via gamification.
   
   

2. Switching to Safer Payments: Applying BI to Increase E-Payment Adoption Among Social Assistance Clients
   Brianna Smrke, Julian House, Amna Raza, & Stephanie Mertens* (Ontario Behavioural Insights Unit); & Danielle McRae, Sara Boback, & Adam McConkey (Business Innovation and Implementation Branch, Ontario Ministry of Children, Community and Social Services)
   
   Receiving social assistance payments electronically can help clients avoid unnecessary in-person interactions during the pandemic, as well as other issues associated with paper cheques, such as mail disruptions and high cheque-cashing fees charged by some lenders. A randomized controlled trial evaluated whether targeted email and letter communications incorporating several behavioural insights (e.g., decision support, messenger effect, and reduced friction) could increase e-payment adoption.
   
   

cluster G: Introduction to Behavioural Insights & Training opportunities

1. Learning the Fundamentals of Behavioural Insights
   David Hardisty* (UBC Decision Insights for Business & Society) & Lindsay Miles-Pickup* (BC Behavioural Insights Group)
   
   Fundamentals of Behavioural Insights is a three-week, live online introductory course that gives you the knowledge to add a BI lens to how you approach problems. Enroll now for the November 15-December 5 session!
   
   

2. UBC’s Advanced Professional Certificate in Behavioural Insights
   David Hardisty* (UBC Decision Insights for Business & Society) & Lindsay Miles-Pickup* (BC Behavioural Insights Group)
   
   The Advanced Professional Certificate in Behavioural Insights is a rigorous nine-month, live online program that gives you the knowledge and skills to design and evaluate BI solutions in your workplace. Applications for the September 2022-May 2023 cohort open November 15; learn more.
   
   

3. The BIG Difference BC Scholarship for the Advanced Professional Certificate in Behavioural Insights
   David Hardisty* (UBC Decision Insights for Business & Society) & Lindsay Miles-Pickup* (BC Behavioural Insights Group)
   
   BIG Difference BC is proud to work with UBC Sauder Continuing Business Studies to provide financial support for the development and growth of the local Behavioural Insights community. Working professionals who reside in British Columbia and work in the public sector or non-profit sector are eligible to apply for this $5,000 scholarship toward certificate tuition. Priority is given to applicants who identify as IBPOC, 2SLGBTQIA+, persons with disability, and/or women; learn more.

cluster H: Social lunch with New Friends

• Social Lunch with New Friends: Opportunity to virtually meet new colleagues in the BI space. (No posters, just conversation.)

Behavioural Insights in the Workplace

Across sectors, organizations are only as strong as their employees. While employers have always needed to attract top talent and create engaged workforces, the global pandemic has forced employers around the world to shift how they do business, including how they manage and support their employees. Looking towards the future, it is clear that the workplace will never be the same.

Join us for a special session investigating how Behavioural Insights and other innovative tools can be used in the workplace to improve the employee experience, to increase employee trust and empowerment, and to explore the future of work.

1. Using Behavioural Insights and Experimentation to Improve Employee Experience and Engagement in the Federal Public Service
   
   Elizabeth Hardy*
   Senior Director of Research and Experimentation, Treasury Board Secretariat, Government of Canada
   (with Meera Paleja, Jean-Francois Nault, & Jason Lawson, Treasury Board Secretariat, Government of Canada)
   
   In this talk, I will discuss the creation of the Federal Government’s Research and Experimentation Team, embedded in the Office of the Chief Human Resources Officer, and the team’s method of leveraging behavioural insights and human centered design to improve the employee experience in areas such as diversity and inclusion, student engagement, and optimizing communications for executives. I will highlight the results of experimental trials and share ideas for future research.
   
   

2. Employee and Candidate Experience Improvements Using the Behavioural Insights Lens
   
   Kerri Buschel*
   Director of Experience, Marketing and Insights, WorkSafeBC
   
   In partnership with our People & Culture team, WorkSafeBC’s Experience & Insights group used research, journey mapping, and empathy tools built on Behavioural Insights frameworks to test changes in process and communication that have increased engagement and improved the experience of our organization’s most important resource: our people. In this presentation we’ll share the importance of using the many tools at our fingertips in concert to design change for good, using specific examples of Behavioral Insights applications throughout.
   
   

3. A Framework for Change
   
   Geneviève Racine*
   Innovation Lead, Innovation Hub, BC Public Service
   
   The Innovation Hub was created to help build a more consistent culture of innovation across the BC Public Service. To help us get there, the Hub has developed its own Framework for Change to help BC public servants navigate innovation in different contexts. In this presentation, we will look at how the Framework can help us improve employee experience, increase trust and empowerment, and explore the future of work.
   

   
   Moderator: Adam King, Managing Director, BeThink Solutions

1. Optimizing Attendance at Tenancy Dispute Resolution Hearings through Behaviourally Informed Email Reminders
   Alexis Gordon* (BC Residential Tenancy Branch); Emily Medd (BC Ministry of Health); Lindsay Miles-Pickup (BC Behavioural Insights Group); & Kirstin Appelt (University of British Columbia)
   
   This project set out to optimize tenancy dispute resolution hearing attendance in British Columbia by taking a behaviourally informed approach to update existing emails reminding tenants and landlords of their upcoming hearing. The updated reminder emails did not have an impact on hearing attendance behaviour, however cases with email addresses on file for both parties (applicants and respondents) had better attendance outcomes compared to cases with missing email addresses.
   
   

2. Improving Mental Health Care in a Pediatric Emergency Department
   Takuro Ishikawa* (BC Behavioural Insights Group); & Benetta Chin, Garth Meckler, Christy Hay, & Quynh Doan (University of British Columbia)
   
   We developed and tested HEARTSMAP, a decision tool to help clinicians determine diagnosis and disposition of mental health patients presenting to a pediatric emergency department.
   
   

3. A Meta-Analytic Cognitive Framework of Nudge and Sludge
   Yu Luo* (University of British Columbia); Dilip Soman (University of Toronto); & Jiaying Zhao (University of British Columbia)
   
   We developed a novel cognitive framework by classifying behavioural interventions along six cognitive processes and conducted a meta-analysis of field randomized controlled trials. This framework helps guide the design of impactful interventions based on cognitive principles.

Moderator: Christine Kormos (BC Behavioural Insights Group)

Kerri Buschel*
Director of Experience, Marketing and Insights, WorkSafeBC

Kirstin Appelt*
Research Director, UBC Decision Insights for Business & Society