1
" As good architects know, seemingly arbitrary decisions, such as where to locate the bathrooms, will have subtle influences on how the people who use the building interact. Every trip to the bathroom creates an opportunity to run into colleagues, for better or for worse. A good building is not merely attractive, it also works. As we shall see, small and apparently insignificant details can have major impacts on people's behaviour. A good rule of thumb is to assume that everything matters. In many cases, the power of these small details come from focusing the attention of users in a particular direction.
A wonderful example of this principle comes from, of all places, the men's rooms at Schiphol airport in Amsterdam. There, the authorities etched the image of a black housefly into each urinal. It seems that men usually do not pay much attention to where they aim, which can create a bit of a mess. But if they see a target, attention, and therefore accuracy, are much increased. According to the man who came up with the idea, it works wonders... Etchings reduced spillage by 80%.
The insight that everything matters can be both paralysing and empowering. "
― Richard H. Thaler , Nudge: Improving Decisions About Health, Wealth, and Happiness
14
" Benefits Now—Costs Later We have seen that predictable problems arise when people must make decisions that test their capacity for self-control. Many choices in life, such as whether to wear a blue shirt or a white one, lack important self-control elements. Self-control issues are most likely to arise when choices and their consequences are separated in time. At one extreme are what might be called investment goods, such as exercise, flossing, and dieting. For these goods the costs are borne immediately, but the benefits are delayed. For investment goods, most people err on the side of doing too little. Although there are some exercise nuts and flossing freaks, it seems safe to say that not many people are resolving on New Year’s Eve to floss less next year and to stop using the exercise bike so much. At the other extreme are what might be called sinful goods: smoking, alcohol, and jumbo chocolate doughnuts are in this category. We get the pleasure now and suffer the consequences later. Again we can use the New Year’s resolution test: how many people vow to smoke more cigarettes, drink more martinis, or have more chocolate donuts in the morning next year? Both investment goods and sinful goods are prime candidates for nudges. Most (nonanorexic) people do not need any special encouragement to eat another brownie, but they could use some help exercising more. "
― Richard H. Thaler , Nudge: Improving Decisions About Health, Wealth, and Happiness
