The Nature Effect Read online Are you happier outside? In one 2013 study¹ one million iPhone notifications were sent to 20,000 Brits at various times of day, over a six-month period. The app prompted participants to report their happiness. The app used in the study The phone's GPS determined if the participant was outside or inside. Turns out, those outdoors were much happier. Compared to those inside, participants outside were "significantly and substantially happier", according to the...

The Framing Effect Read online Many plant-based products are failing due to bad naming. In 2018¹, a study was conducted with 727 Brits who already ate meat. Renaming the “𝐦𝐞𝐚𝐭-𝐟𝐫𝐞𝐞 𝐛𝐫𝐞𝐚𝐤𝐟𝐚𝐬𝐭” to “𝐟𝐢𝐞𝐥𝐝-𝐠𝐫𝐨𝐰𝐧 𝐛𝐫𝐞𝐚𝐤𝐟𝐚𝐬𝐭” made diners 200% more likely to pick the plant-based option. Similarly, renaming “𝐦𝐞𝐚𝐭-𝐟𝐫𝐞𝐞 𝐬𝐚𝐮𝐬𝐚𝐠𝐞 𝐚𝐧𝐝 𝐦𝐚𝐬𝐡” as “𝐟𝐢𝐞𝐥𝐝-𝐠𝐫𝐨𝐰𝐧 𝐬𝐚𝐮𝐬𝐚𝐠𝐞 𝐚𝐧𝐝 𝐦𝐚𝐬𝐡” made it twice as popular. The paper went on to find that a Veggie Burger will be more popular if it’s called a “𝐋𝐨𝐚𝐝𝐞𝐝 𝐁𝐮𝐫𝐠𝐞𝐫”. And...

The Framing Effect Read online Here's a thought experiment. You've been told you have lung cancer. The doctor asks if you want treatment. She tells you: "68% survive one year after surgery" Hearing this, you'd probably opt for surgery, that's what the majority pick¹. But what if the doctor said: "32% die within one year after surgery" Now, if you're like those in this¹ study, you'd be less likely to choose surgery. It's the same odds of survival. But the wording changed behaviour. This is the...