利用行为科学赋予消费者更大的在线控制权.pdf

1、OFFICIALOFFICIALOFFICIALOFFICIALUsing behavioural science to give consumers greater control over their online decisionsOFFICIALOFFICIALAris Xylouris Head of Data Policy Analysis UK Department for Science,Innovation and Technology(DSIT)Eva KolkerHead of Consumer and Business MarketsBehavioural Insigh

2、ts TeamWELCOME AND INTRODUCTIONSOFFICIALOFFICIALI.Welcome and Introductions II.Eva(8 min)i.Introduction to behavioural scienceIII.Aris(5 min)i.Policy background&approachIV.Eva(8 min)i.Experimental designV.Aris(5 min)i.Findings part I VI.Eva(15 min)i.Findings part IIii.Conclusions:behaviourally infor

3、med designVII.Aris(5 min)i.Conclusions:data policyVIII.Questions and Answers(15 min)AGENDA OFFICIALOFFICIALThe role of behavioural science in consumer privacy choicesHow companies can take small steps to improve the experience of their usersHow testing and experimentation can yield improvements in p

4、rivacyKey takeaways from this sessionOFFICIALOFFICIALStarting with a gameOFFICIALOFFICIALStarting with a gameBedRestAwakeTiredDreamSnoreNapPeaceYawnDrowsyWakeSnoozeBlanketDozeSlumberOFFICIALOFFICIALTake a moment to write down the words you rememberOFFICIALOFFICIALDid you remember?SnoreWakeBlanketNap

5、SleepOFFICIALOFFICIALNo sleep here!BedRestAwakeTiredDreamSnoreNapPeaceYawnDrowsyWakeSnoozeBlanketDozeSlumberOFFICIALOFFICIALIf you put your hand up,you are in good company40 55%of people falsely recall“sleep”Context mattersOFFICIALOFFICIALOur preferences are influenced by contextOFFICIALOFFICIALSmal

6、l changes to the way choices are presented can have a big impact on ourpreferences.Our preferences are influenced by contextOFFICIALOFFICIALThe way digital interfaces and environments are designed to influence user decision-making and behaviourOnline Choice ArchitectureOFFICIALOFFICIALBrowser-based