Nudge #75: Beware of Behaviour Science BS
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Feb 14, 2022 In this engaging discussion, Jason Collins, a behavioral and data scientist specializing in consumer financial decision-making, dives into the pitfalls of applying behavioral science in marketing. He shares his own experiences with unsuccessful nudges, revealing how an ill-fated email campaign cost him subscribers. The conversation highlights the replication crisis in behavioral economics and the complexities of translating lab findings to real-world applications. Plus, Jason encourages a thoughtful approach to testing strategies and the importance of evaluating social proof in advertising.
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Social Proof Email Fail
- Phil Agnew tried using social proof in an email subject line to reduce unsubscribes.
- The social proof version had a 46% open rate, while the control had 71%, contrary to expectations.
Behavioral Economics Reliability
- The reliability of behavioral economics has two main problems: the science itself and applying it to new contexts.
- Many studies fail to replicate, and applying lab findings to the real world is a significant leap.
The Florida Effect Failure
- The "Florida effect" study, where word puzzles primed participants to walk slower, failed to replicate.
- This highlights the replication crisis in social psychology, where priming effects often don't hold up.