CapabilityC8
Self-Reference Effect
We respond to information when it is made more specific to us.
Strategy card · Personalise24 Pathways
The 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.
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
Try combining with (O8) Social norms – injunctive norms.