O1

Default effect

We tend to follow the path of least resistance when making decisions.
» Create an easy to follow path for the go-to option » Highlight the benefits you may lose by selecting other options » Show options other people opt for in a similar situation

» Create an easy to follow path for the go-to option » Highlight the benefits you may lose by selecting other options » Show options other people opt for in a similar situation

O3

Framing effect

We make choices based on how the information is presented to us.
» Use language to frame the offering as unique and desirable » Get people to focus on positive attributes of the offering » Add a ‘decoy’ choice with similar features but worse-off on some attribute

» Use language to frame the offering as unique and desirable » Get people to focus on positive attributes of the offering » Add a ‘decoy’ choice with similar features but worse-off on some attribute

Filter by COM-B factor
Capability
Opportunity
Motivation
Filter with A-Side Strategy Cards
Simplify
Convert
Personalise
Desire
Appeal
Convince
Prompt
Pledge
Go-to option
Fluency
Norms
Influence
Filter with B-Side Strategy Cards
Simplify
Convert
Personalise
Desire
Appeal
Convince
Prompt
Pledge
Go-to option
Fluency
Norms
Influence
Back to all pathways
About us
Behavioural by Design is a social enterprise helping teams to research, co-design and test behavioural innovations. We build capability to apply behaviour change tools for positive social, environmental and wellbeing outcomes. We're proudly founded in Aotearoa New Zealand and our team is accessible globally.