【実践の場面で学ぶ行動経済学】行動経済学者と行動経済学×広告の戦略家が語る行動経済学の光と影/行動経済学がビジネスに与える影響/行動経済学から見る日本【PIVOT GLOBAL】
Summary
TLDRこのスクリプトでは、行動経済学者のエヴァと言語学者でコピーライターのティムが、日本のビジネス環境における行動経済学の適用について議論します。エヴァは日本の社会規範の違いや選択の多さによる消費者のストレスを指摘し、行動経済学の概念をビジネス戦略に取り入れることの重要性を説きます。ティムは日本の外広告の進歩を評価し、広告が社会現象であることを強調しています。彼らは、小さな環境変化が人々の行動に大きな影響を与える「家蝇効果」や、現在の選択肢に過剰に重きを置く「現在偏誤」についても触れています。
Takeaways
- 🧠 人脳は環境の些細な変化に非常に敏感で、それらが私たちの行動に大きな影響を与える。
- 🛍️ 消費者は選択肢の多さに圧倒されがちで、選択することに対する恐怖や選択不安を感じることがある。
- 📚 行動経済学者エヴァと言語学者でコピーライターのティムが、ビジネス分野における行動経済学の活用について語る。
- 🏪 モロカ書店のように、一度に一つの商品のみを提供することで成功するビジネスモデルがあることを示す。
- 🚇 東京の社会規範の密度と人々との接触の多さに、外国人は戸惑いを感じることがある。
- 🌐 行動経済学は世界中で通用するもので、脳の機能は人種や地域によって大きく変わらない。
- 🏙️ 東京の秩序と組織の良さは、オランダのアムステルダムと比べて顕著である。
- 🎨 広告においては、多くの人々にメッセージを届けることが重要で、それがブランド認知を高める社会現象である。
- 🔍 行動経済学はビジネスにおけるバイアスや選択のバイアスを理解し、それらを緩和するための戦略を提供する。
- 📈 ビジネスリーダーは、現在進行形のプロジェクトにばかり注目する傾向があり、長期的な戦略を無視する。
- 🔑 行動経済学の教訓を実践することは、自己規制のためのルーティンや習慣を築くことである。
- 🛒 スーパーマーケットでの健康食品の配置は、顧客が健康的な選択を誤解する原因になる可能性がある。
Q & A
環境の些細な変化が人々の行動にどれほど影響を与えるとされていますか?
-環境の些細な変化は、人々の行動に大きな影響を与えるとされています。小さな変化は、人が選択をすることや行動を決定する際に、意識していないところで大きな役割を果たします。
選択肢の多さに対する人々の反応はどのようになっていますか?
-選択肢が多すぎると、消費者は選択肢の多さに圧倒されることが多く、選択肢に対する恐怖や選択焦虑症に悩むことがあります。人々は選択肢を持つことが好きな一方で、実際に選択をすることは嫌いだとかかれる傾向があります。
エヴァとティムはそれぞれどのような専門分野を持っていますか?
-エヴァは行動経済学者であり、ティムは言語学者でコピーライターであり、広告ビジネスに関与しています。
日本のモロカ書店のビジネスモデルはどのようなものでしょうか?
-モロカ書店は、一度に1つの商品のみを提供することで成功を収めています。週ごとに1つのタイトルを慎重に選んで販売しており、これは消費者に選択をするための助けとなります。
行動経済学は日本独特のものですか、それとも普遍的なものでもありますか?
-行動経済学は、人間の脳がどのように環境と相互作用するかについての学問であり、基本原則は普遍的です。しかし、社会のルールや習慣は異なるため、行動経済学の応用には地域差があります。
「家蝇効果」とはどのような概念で、なぜ重要なのでしょうか?
-「家蝇効果」とは、小さな環境の変化が人々の行動に大きな影響を与えることを指す概念です。小さな刺激が、人々の注意を引き、行動を変える可能性があるため重要です。
ビジネスにおいて「現在偏在効果」とは何を指し、どのように対処するべきですか?
-「現在偏在効果」とは、人々の意思決定が現在の状況や手近な選択肢に過剰に重きを置く傾向を指します。対処するためには、長期的な戦略やリスクに時間を割き、意思決定プロセスを改善することが重要です。
バイアスを排除するために採用プロセスで何をすべきですか?
-採用プロセスでバイアスを排除するためには、データやHR分析を通じてギャップを特定し、採用プロセス全体を評価することが重要です。また、職位の空缺期間を延ばすことで、より多様な候補者を受け入れる機会を増やすことができます。
人々の意思決定はなぜ短期間に偏りがちなのですか?
-短期間に偏りがちなのは、人間の脳が直ちに得られる報酬や利益を過剰に重視する傾向があるためです。これは「現在偏在効果」として知られており、遠い将来の利益よりも手近な利益を優先する傾向があります。
自己制御を強化するために日常の中でどのようなアプローチを取ることができますか?
-自己制御を強化するためには、習慣を形成したり、目標を追跡可能な形にしたりすることが有効です。例えば、定期的にジムに行く習慣をつけたり、特定の日に買い物をしたりするなど、小さな成功体験を通じて自己効力感を高めることができます。
日本のHR業界における性别ギャップの原因は何だと考えられますか?
-日本のHR業界における性别ギャップの原因は、社会的規範や隠れたルール、そして文化的な期待に起因するバイアスなど多岐にわたる可能性があります。意識的な取り組みや制度的な改革が求められます。
企業は自社のマーケティング戦略の「トリック」を透明化すべきですか?
-企業は消費者に対して透明性を持つことが望ましいとされていますが、マーケティングの「トリック」について完全に透明化すると、逆に消費者の選択の自由を制限する可能性があるため、バランスの取れたアプローチが重要です。
Outlines
🧠 環境の些細な変化と行動経済学
第1段落では、選択の多さによる消费者的問題と行動経済学の基礎について語られています。ゲストである行動経済学者のエヴァとコピーライターで広告ビジネスのティムが、日本の社会規範や環境の違いに触れながら、行動経済学のビジネス分野への応用について議論します。エヴァは新しい日本語版の書籍を出版し、日本の読者へのメッセージを示します。
🏪 選択のストレスとモロカ書店の成功
第2段落では、選択のストレスとその解決策としてモロカ書店のビジネスモデルが取り上げられています。モロカ書店は一度に一つの商品のみを提供し、選択の負担を軽減することで成功を収めています。エヴァはこのアプローチが人々を助け、選択を容易にすると指摘しています。
🔍 環境の微妙な変化と行動への影響
第3段落では、小さな環境の変化が人々の行動に大きな影響を与える「家蝇効果」について説明されています。エヴァは、小さな刺激が無意識で人々の行動に影響を与えることを強調し、ビジネスにおけるこれらの微妙な影響を考慮するべきだと述べています。
📈 現在の偏りと長期戦略への影響
第4段落では、ビジネス環境下で現在の偏りがどのように長期戦略に影響を与え、それを緩和する方法について議論されています。エヴァは、ビジネスリーダーが現在進行形の議論に偏りがちであると指摘し、長期的なリスクと戦略に時間を割くことの重要性を説きます。
🛒 購買行動と習慣の形成
第5段落では、購買行動における習慣の形成と、小さな選択が長期的な健康目標に与える影響について解説されています。エヴァは、習慣化された行動が脳にプログラムされ、自己制御を助けると説明し、小さな善行が大きな変化を生むことを示唆しています。
Mindmap
Keywords
💡行動経済学
💡選択の過多さ
💡環境の変化
💡家蝇効果
💡
💡社会規範
💡選択のストレス
💡広告
💡バイアス
💡透明性
💡習慣
💡現在偏在
Highlights
环境的微小变化对我们行为的影响被低估了。
消费者面临的选择过载问题。
人们喜欢有选择,但讨厌做选择。
社会规范对行为的影响及其在日本的体现。
荷兰与日本在社会规范和组织上的差异。
广告的社会现象及其在日本户外广告的先进性。
广告中的“浪费”实际上是有效的传播手段。
Moroka书店的单一产品销售模式及其成功。
选择焦虑和如何通过限制选择来帮助消费者。
行为经济学在日本的普及及其与社会规范的关系。
社会规范对个人选择的影响及其文化差异。
“宽容因素”在不同文化中的差异。
微小环境变化对行为的影响,即“家蝇效应”。
商业环境中对即时满足的过度重视。
如何通过制度设计减少招聘过程中的偏见。
避免即时偏见的方法,如制定长期计划。
如何在日常生活中建立健康习惯以对抗即时偏见。
超市中健康食品的放置对消费者选择的影响。
性别差距问题及其在人力资源管理中的体现。
行为经济学对商业决策和策略的影响。
透明化商业策略是否能够减少消费者被操纵的感觉。
Transcripts
look our our brains have evolved in a
specific people underestimate it how
these small changes in the environment
how much they influence our Behavior I
think uh being overwhelmed by choice is
one of the many problems that consumers
face these days and people have fear of
better options or they just have so we
have this little slogan that we say
people love to have a choice but they
hate making a choice why is it because
we're really well tuned to all these
things we have been
hi for
so Eva and Tim welcome to pivet thank
you thank you so much so Eva you are a
behavior Economist and Tim you are
linguist copywriter and you also found
your own company and you are in the ad
business yes so today we're going to
talk about uh behavioral economics uh
you have your new book uh
congratulations on your new Japanese
Edition thank you so much and so most of
our audience are business uh person
business field so we're going to talk
about the behavior economics and how we
can Implement into the business field uh
first of all is this your first time in
Japan for me it is it is my second
second time what's the impression of
Japan from a behavior Eis Tokyo
specifically uh the enormous amounts of
people that we meet on the street that
we run into uh just the density of
people and the amount of social norms
that is around that sort of that I I
feel they are there but I don't exactly
know what they are so in terms of social
norms I'm I'm yeah flower guested so
there are a lot of hidden rules exactly
yeah and they I'm sure I'll learn but
that takes time is it very different
from maybe the trains or the cities in
Netherlands yes it's much better
organized here better organized yeah in
Amsterdam it's a mess I'd say yes and
here it's very orderly here it's clearly
people are used to so many more people
uh on a very small area how about this
pink Studio do you have that in
Netherlands I haven't seen anything like
it okay how about you Tim how's your
impression on Japan well first of all I
I love it here I think it's a wonderful
country and especially Tokyo is a
wonderful city um from a professional
Viewpoint what I really enjoy is uh the
very Advanced Outdoor Advertising ah um
I think in the Netherlands and uh most
of Europe we've been very much obsessed
with targeting online from the idea that
if you reach someone who is not in the
market for your product and would be
waste I see and but there's also a
school of thought in advertising that
says the waste is the part that works
it's very good to show your message to a
lot of people because advertising is a
social phenomenon it's very important if
I for instance would give you a phone
that you would know the brand also and
that other people would know I'm giving
you a great gift because it's a great
brand right so um I'm really taking that
home with me to tell people in the
Netherlands that we really should focus
on this social side of advertising what
do you mean by S do you see ads in like
trains or in taxi or in the streets in
the buildings yes exactly you don't have
that in the amount of noise that comes
with is for me also very new yeah and
noise is of course something you can't
uh put away you can look away from an ad
but the the noise is still there yeah
don't you think it's too noisy because
Netherlands it's very clean very oh no
we love it we love it we love it okay
yes we become very quiet when it's noisy
around us and just enjoy it alling no
ads here okay so in your book you have a
Japanese preface and you make a lot of
relevance for the Japanese audience and
readers and I heard you like moroka
bookstore in
G uh well I think uh being overwhelmed
by choice is one of the many problems
that consumers face these days and
people have fear of better options or
they just have uh uh Choice anxiety so
we have this little slogan that we say
people love to have a choice but they
hate making a choice and I think it's
really clever uh that the store shows uh
or Mr Moka shows that um you can
actually just offer one product and be
successful not just as as a little stunt
but actually have a company that just
sells one product at a time help people
out make a decision for them make life
easier for them um and I visited the
store it was very nice to to see it for
real after writing about it on the other
side of the world so they only have one
Title One book per week or per month or
something carefully curated and then the
next week they sell one title again so
that's uh and it's it's a viable
business model that's the interesting
part about it yes I would love to see
fast fashion move in that
direction only one t-shirt only one
jacket that's great so uh before uh
going deep into this book I have this
question I want to ask both of you so
behavioral economics is very popular in
Japan but at the the same time like Eva
said there's kind of social norms that
are very different from the
International Community do you think
there's a Japanese version of behavior
economics or is it a universal thing so
of course our our brains all very much
look alike right uh so I don't think
there's a specific um uh variety or a
special kind of uh uh of Behavioral
economics it's all about how our brains
interact with the environment but the
environment here is very different inde
uh I know of a couple of studies that
are specifically that's more like social
psychology than behavioral economics
they're really targeted to uh detecting
these social norms so things like which
pen would you choose from a from two
colors say there's 19 blue pens and one
red one then a Dutch person would yeah
what would you take probably the single
one the the red one whereas a Japanese
person would rather leave that option
for people after them and choose a blue
one and so there are these kind of
things that are specifically influenced
by social norms on the other hand I
think we if we would stay a couple of
weeks longer we'd do much better in
terms of social norms here it's easy to
learn right how about you Tim um yes I
think as as AA says behavior is always
the product of your personality and and
the environment um so I think people
will uh will often do what they think
the social Norm is uh and if the social
Norm is a little bit different they will
behave a little bit differently but the
principle is the same they're still
looking for the uh the social Norm I
think one thing is that's interesting is
the fudge factor a so when you encounter
a social Norm there's also a second Norm
that tells you uh how much you may
deviate from that Norm and I think in
the Netherlands we have a very large
fudge Factor so it's not okay to behave
in a certain way but we also know that
we can get away with it and I think
maybe in Japan there's a smaller fudge
Factor when when something is a norm
you're it's not okay not interesting MH
yes yeah do you agree yeah I do from
this first week I don't know what the
literature there yes definitely less
wiggle room ah is it like system one
system to like you mentioned the book
there there's different version of
behavior in maybe the Japanese minds or
no I think it differs per um what's that
uh per area of the social domain
maybe on the streets the behavior that
we encounter now most often it is very
tight like where to walk uh not to eat
on Metro lines these kind of things uh I
think in other areas it's very very
different okay interesting yes so let's
go uh deep diap into the book and uh I
would like you to give some examples and
if I notice something different for a
Japanese context I'll interrupt you and
start the discussion so uh I noticed
there's a kind of fly stopping on the
title I thought this was like a ink mess
but it's not it's a fly and you
mentioned about uh the concept of the
house fly effect uh could you elaborate
on
that yes well it was inspired by
something that I haven't seen yet in
Japan which is a little house fly that's
painted in urinal we have that in our
bathroom in it's a blue blue circle yes
oh a blue circle yeah and like a red eye
or something a bull eye yes and it's
it's a little bit of a dirty example but
we liked it because it's very famous
because well it solves the problem that
men need to aim well to keep the floor
clean yes and um if you ask men why that
is they can't really tell you so it's it
like you said that's system one reaction
it just happens Behavior just happens to
us but then we were also thinking about
the butterfly effect how very small
thing can have a very large uh impact so
basically the housefly effect is our
version of the butterfly effect and
luckily it's a little bit more
predictable MH yeah but still it has the
same people underestimated how these
small changes in your environment how
much they influence our Behavior Uh
these tiny invisible little thingies yes
so why is that because um you know
historically speaking people are
convinced by Logic and emotions but in
your book you are arguing that even
that's a small thing like a housefly
effect it matters a lot why is that yeah
why is it because we're really well
tuned to all these things we have
been uh look our our brains have evolved
in a specific context and there things
like the the order of certain um things
passing by or things like um cues that
others are giving about what is allowed
and what is not they have been very very
important of course so we're just very
well tuned to these kind of things to
environmental things that are not very
well deliberated
conscious so then the strange thing is
we all recognize that we are very much
uh susceptible to these effects but then
in a business context we tend to forget
them and say well we just need to give
logical arguments why our product is the
best and then people will buy it and if
they don't want to buy it we'll explain
it again rather than using all these
little effects so in a business context
we all try to be very rational and also
try to treat consumers as if they're
very rational well we know they're not
but we still have figure out how to deal
with it why are we tweeting the consum
very National even there there's tons of
studies that say we are
not um well I think for irrational
reasons because okay because we feel a
little bit more professional and
rational ourselves when we approach it
like that and it feel there's a specific
effect that when you're explaining why
something is a great idea to someone
else that you start to believe in it
even more yourself so there's this
explaining effect and we have that as uh
business people right I have that too I
feel like I should explain why the book
is useful or so but no actually you want
the customer to explain it to you why
it's so useful and also companies are
run by uh more people who have more
rational type jobs yes because uh the
creative will still have to show his
work to the accountant but the
accountant doesn't have to show his work
to the creative to get it approved would
be an interesting world if you had to
but yes that is a good point so from uh
business uh perspective are there any
studies you found from a behavioral
economics point that you know how it
plays a role in business settings any
other examples other than the housefly
effect in business settings yeah tons of
examples of course hard to to choose one
um I so what I hear from um
Business Leaders is that they're often
uh during meetings so especially in a
social professional context that present
by is is a very big thing so the the
idea that we're very much focus on
what's at the table right now instead of
thinking about future strategic plans
and there are of course ways to to sort
of mitigate that uh like yeah it's the
same as uh if you don't want to be
influenced by marketing tricks while
you're running your groceries um just
doing shopping well what you do is you
make a list of what you should be doing
and it sounds very obvious but I think
many uh management meetings would
benefit from allocating a specific
amount of time to long-term risks and
strategy so say the final 50 minutes or
the first 50 minutes of a meeting should
be about things that will happen only in
a couple of years ah so really allocate
uh time and moments for that uh would be
one of the ways to mitigate that but
then there's also things like in the in
the hiring process uh of people we know
there's lots of biases at play where we
tend to choose people that look like us
and even professional HR uh people do so
we know that they know that but it's
very hard to just by by
motivation get across that intention
action Gap so in order to to get a more
equal uh employee setup you really have
to think about what institutions are in
place so for instance it doesn't help
much
to um give people a training on how
biased they are in choosing new
employees I see because that will only
reinforce the bias that we have because
then we hear oh the boss also thinks
women should do this and men should do
that or so what what rather helps is
just really looking at the data at the
HR analytics and check checking where
the gaps are so check at what stage is
it at the hiring stage is at the
promotional stage at the payment gaps
whatever where are the gaps that uh we
could we would need to counterbalance by
for instance leaving vacancies open for
a longer time because we know from
literature that women take a bit longer
to start applying to a new job for
instance so these ciments are very small
things would help to to counteract
biases in the hiring process right um I
want to ask the HR because we have a
huge gender gap in Japan but before that
uh for our audience could you explain a
little more about the present effect
because is it similar to when we go to a
supermarket and we see a cash register
and there are suits we pick that suits
up is that the same that's a beautiful
examp I'm so tempted here in
Japan yes did you go to any convenience
stores in Japan oh yes okay so you know
what time I'm talking about very much so
yeah you don't want to see my ly okay so
could you explain to audience what the
present effect and how it's affecting
our lives yeah it's um so there's lots
of present effects all different kinds
in taste but the the major thing is that
we tend to
overweigh the the the amount of utility
uh economic speak the amount of pleasure
we get from things that are now in our
view basically so it's hard to if you
need to choose between uh say uh 100 yen
now or 102 yen in a couple of hours we
we rather go for now a bit less whereas
if you would ask the same question to me
now for myself in a week we would think
well it's only one hour difference give
me the higher amount so we really if
we're asked to make a decision on the
spot and and way to um to offers or to
options then we always go for the one
that gives us the most pleasure right
now and that is what what causes all
these present biases and we
underestimate actually so if I were ask
if I would give uh have $100 today or
$120 like in a week one a month I choose
the 100 because it's I can get it 100
now exactly if you would if you would
ask that now yeah you would choose the
so uh so my question is why is that and
can we overcome that our human behavior
if we learn behavioral
economics so that is really what the
book is about um uh it's it's very tough
because what we argue is that that
motivation alone is not enough our our
free will or our what is it our
willpower is really hardly enough to uh
go against all the Seductions in a
convenience store so it's just too many
and also of course the businesses that
put the Suites at the counter know much
better that our willpower is not that
high we overestimate it they don't right
at the same time once you accept that
that fact you can uh for instance the
best way to not drink alcohol is not to
go to a bar not to go to that's a good
advice avoid so you can avoid it and if
you know that your business uh decisions
are very much influenced by watching a a
dashboard and and that makes you very
much focused on the short term and
you're just trying to get online
engagement when you know that long time
is more important just don't look at the
at the dashboard and if you don't want
to buy impulse buys at uh at the grocery
store well don't go to the the grocery
store every day but make a list and go
there once a week so once we accept the
fact that we are very susceptible to
these housefly effects we can change our
own behavior to just make sure that we
don't see them as often and there's also
technological uh help for that right I I
installed on my computer all these
things that keep me from distracting
apps for a couple of business hours
because I know I'm just I'm I'm yeah
going down the rabbit hole right so I
know how to tie my hands at certain
times and I think that is our system
that really knows how to um yeah keep
ourselves in check and that we should uh
put in use for the long term so that in
the short term we aren't overcome by uh
yeah things that draw our attention so
it's a excellent advice but however um
we are making thousands of decisions
every day maybe you mentioned that in
the book maybe
300 decision per day on food alone yes I
think it's r so even if we ignore the
bar we might enter a convenience store
and buy some snacks so how can you stay
alert for 24 hours every day um well you
can't but you can buy uh so you can
build your own little routines ah
routines because we are we are creatures
of habit so if you if you build for
instance the habit of going shopping for
food once a week with a grocery list and
once it becomes your habit your brain
stops thinking about it and it just goes
on that that automatic system one and
then you have sort of programmed system
want to do that for you uh so you can
build healthy habits yes it's also in
that especially in that domain but also
in other domains um it's very important
to uh sort of have goals that you can
trace or track so you don't want to say
I want to be healthy next year you want
to say I'm going to go to the gym every
Tuesday night at then and then with that
friend of mine who's going to keep me to
the promise so make it very clear think
about what might happen to you on the
way you might b a bar with another
friend but no you have to you promise
your friend to go to the gym together so
you have to go there so you really have
to uh make it manageable I think and one
thing to look out for is doing little
things that make you feel good about
yourself so for instance eating a little
I I had this um Burger uh Burger and
Fries meal and there were was a little
bit of lettuce there okay and my
daughter said why do they add a little
bit of lettuce I said to make a few
better about the burgers okay okay
eating a healthy food yes and that
that's what happens when you start
grocery shopping you put some healthy
items in your basket after that you can
buy everything you want because you're
healthy already and that also goes for
taking a little walk or maybe even
sometimes the advice is it's it's enough
to take the stairs rather than the
elevator but if that makes you feel like
you don't need to go to the gym anymore
so you have to watch out for the little
things that make you feel like it's it's
check in the box I don't have to do
anything anymore is that's why in your
book uh mentioned about Supermarket they
have all the organic healthy foods right
at the start yes could you elab because
then then your brain is sort of
calculating an aage how how healthy are
my groceries so when you start out with
something very healthy in your in your
bag then you can add all the all the
candy you like and it's still a healthy
aage so you are from the ad so you're
the business person so do you think
that's a bad thing where it's it's
something that add people are trying
hard so is it an evil thing to put
organic stuff um I don't know I spoke to
a couple of people from supermarkets who
who said well we just experimented with
where to put it when we put it there
people started buying more so so it was
they didn't have to they invented this
before behavioral economic became a
subject so a lot of the it was um yeah
and once they all do it it's very hard
to stop I I do think they should give
you the option to enter at the cash
register Ah that's a good idea so you
can just put the C candy in your bag
right away get it over with maybe that's
that good idea but but then you have
like maybe 20 minutes to think about do
I really want this candy ah so you
have we need an offload station at the
end offload station that's a wonderful
idea oh actually I think we can sell
this WOW let's go back to the HR issue
because in Japan um we have a huge
gender gap but however I talked to a lot
of HR people in Japan they're they're
not they're saying that well we're just
doing Fair we don't have pre we're not
misogynist we're just acting on own and
it's just natural to have more men in
the work field but do you think there's
a kind of hidden rule or from a point of
a behavioral economics on that situation
I think there's so from a behavioral
perspective there's tipping points so
here I I wonder whether we'll get there
with with changing selection procedures
do you think that uh business should be
transparent of their tricks especially
the government because um yeah
being manipulated this is a behavior
economics trick or something the funny
tragic scary I don't know thing is that
even when you are transparent about it
it still works it still works okay
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