Self-reference effect

Research. Behavioural Insights Team worked with the DVLA to test different messages for people that failed to pay tax for their vehicles. Letters with a personalised message containing an image of the person’s vehicle led to a 23%increase in payments. The inclusion of the image made the idea of losing their vehicle more hard-hitting.

Team, B. I. (2014). EAST. Four Simple Ways to Apply Behavioural Insights.

“If something isn’t special, then it’s ordinary.”

Pairing. Try combining with (O8) Social norms - injunctive norms.

Thought starters.

» Highlight why the information is relevant for people » Include relevant details in the message, such as, personalising their name or situation » Engage your people with compassion to make them feel a little extra special