Everyone working to ensure that business acts with respect for people is in the business of behavior change. We want companies, and individuals within them, to act in ways that enable respect for human rights. That being so, it’s intriguing that we have not drawn on the vast range of existing psychological insights about how to influence behavior. In our first-of-its-kind experiment in the business and human rights field, we drew on the field of behavioral science to test how consumer choices might help to reduce pressure on couriers delivering online purchases. We found how best to nudge consumer behavior, which provided some surprising discoveries, data and evidence about what works.
We simulated an online shopping experience and asked 2,500 people to select their delivery options. Consumers’ delivery choices can place pressure on couriers handling the items. Using the latest psychological research, we designed six behaviorally-informed nudges to test what was most effective in nudging consumers towards choosing longer delivery times. This experiment and its revelations demonstrate the need for evidence and experiments… Continue to the full Viewpoint.
Katryn Wright is a Shift Associate. As a researcher, Katryn focuses on leveraging behavioral science to address common business and human rights and behavior change initiatives.
Edward Gardiner works as the Behavioural Design Lead at Warwick Business School.
Dr. Umar Taj is a Research Fellow in Behavioural Science at Warwick Business School.