Sebastian Berger, Assistant Professor of Organization at the University of Bern, writes in the Scientific American how the default option, a simple change based on psychology, will increase use of renewable energy.
In a recent paper, Berger together with Felix Ebeling of the University of Cologne, tested whether defaults could nudge consumers into choosing a green energy contract over one that relies on conventional energy.
Half of our households were guided through decision screens in which they actively had to opt into green energy. The other half of our households was guided through identical decision screens, but we had pre-selected the same button as above. The difference between the experimental conditions is minimal. Households had to actively “opt-in” in half of the cases or actively “opt-out” in the other half, simply by (un-)clicking the button.
The results were striking. Using the opt-in rule, merely 7% of households purchased a green energy contract. Using the “opt-out” rule, however, increased participation tenfold to roughly 70%.
Berger concludes: “This is an important result because it tells us that subtle, non-coercive changes in the decision making environment [or “decision architecture”] are enough to show substantial differences in consumers’ preferences in the domain of clean energy.”
We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.
Vaccine hesitancy is a top10 global health threat. Dealing with it successfully requires understanding it as a behaviour and generating a holistic view of people’s perspectives & ecosystems. This way we can identify the best opportunities for intervention. Here is Experientia’s position on vaccine hesitancy and our tailor-made support for the vaccine industry.
100&Change is a MacArthur Foundation competition for a $100 million grant to fund a single proposal that will make measurable progress toward solving a significant problem. 100&Change will select a bold proposal that promises real progress toward solving a critical problem of our time. And it will award a $100 million grant to help make […]
Then we are interested in hearing from you. We have several positions available for talented UX/UI and service designers who are passionate about creating world-class user experiences. Please see the job descriptions on our website for more information, and send us your CV with a cover letter statement about yourself, your experience, and what UX […]
Experientia is proud to have been a key participant at the Roche Innovation Summit, held at Roche headquarters in Basel Switzerland on 19 June 2018. Themed “Transforming the Healthcare Experience Together”, the summit aimed to galvanize the Roche community around the future transformation of healthcare and diagnostics. With 800 attendees from Roche and Genentech global […]
Hai una startup? Hai mai pensato ai benefici che potrebbe trarre dal Design Thinking? Questa è l’opportunità per scoprirlo! DesAlps Workshop #2: Il Design Thinking per la tua startup! Giovedì 28 giugno 2018 – dalle 9:30 alle 17:00 @ I3P | Corso Castelfidardo 30/a, Torino —– Nell’ambito del progetto europeo DesAlps, un team di esperti […]