The Fourth Principle of East

The importance of timing is well recognised by social psychologists, but often overlooked in government policymaking. The behaviour insights team strived to change this by prompting people when they were most likely to be receptive. A large scale field experiment showed that moving signature boxes from the end of a form to the beginning can significantly increase honest reporting. For example, encouraging employees due for imminent vaccinations to write down the time and date of their appointment increased vaccination rates by 4.2%.