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Six minute english from bbc learning english dot com
Hello
This is six minute english from bbc learning engsh sh
I'm paper and i'm fill
What's the last thing you bought
And why did you buy it
Um i bought a new pair of headphones
Recently because my old one's broke
And i did lots of research to try and find a good pair it about you
Um i bought a soft drink on the way to work this morning
Um it might be because i saw someone
I like promoting it in an advt
We call this a celebrity endorsement
But why do they work
Let's start by hearing from benjones a behavior research expert speaking to bb c world service progragrabusiness
This cenily because we're unsure
We don't want to do it's kind of easy to follow the lead of those who
We think are credible or knowledgeable something a mental shortcuer
Something that helps us navigate on certain times or or make quick choices
We've starting that from earearly but our parents for some people
It's by our teacers
You know these people that help learn n make sense se the world
World and some businesses control on these three things like endorsements
He had dentist recommending two space athletes and endorsing sports
Where ban says the endorsements work as a mental shortcut
This is something that helps us make a decision quickly
If we trust the endorsement
Then we don't need to think quickly
And this episode we're going to look at the way that people can be convinced to do things
And as usual will land some useful new words and phrases
And remember you'll find all the vocabulary and acquiz on our website bb c learning english dot com okay
But first i have a question for you paper
Today we're talking about behaviorscience
What's the name of the theory
That says people respond to small quicker is it a sh theory
Ory people puthetheity or nunuch theory
Oh
I'm not sure
I'm gonna say poll l ory okay
But we'll find out ansanswer at the end of the program in recent years
Many fast food chains have installed touch screen machines for people to order their food
They're reported taking more money as a result
Could behavior science tell us why this happens his product design a dean wd speaking to bbc world services business daily
Firstly the psychology of speaking to someone and feeling judged
We think is a key factor
So would you like extra fried
Would you like to go large so all people
But i think there's definitely a large portiontion
People who may feel judge in those instances
And may say no
There's the factor
You've got more time to look
嗯
You can see the products
You can see what's in
You can see all the products link ked to as well well and also around opsell as well well would like like add d this
Would you like to do that
Because you've got more time
And you not be enjojuged
Youhave very much more inclent to actually say yes to these things
And that's typically what we're saying and increase basket spend of typically and twenty thirty
Thirty percent
If people feel judge than it means that they worry what other people will think of end
If we have to ask a human for extra ries
We might worry what they think of us
But no one feels judged by a computer screen
If you up sell something
If you get someone to spend more for example
Wait is often try to get people to buy larger portions
More drinks or dessert
Dean says
That up selling can incase people's basket spspand a basspspend is a total amount
That someone spends in one transaction on everything
That's in their basket
Now this is an example of a business
Using behavior science to nudge people to do things
But it's not just businesses that use behavial lies in this way in chunisisithe united nation's world food program wanted to encourage people to eat food together
More often they made atv show set in a restaurant
Let's hear from tchwicallefi from the world food progragram talking to bbc world services business daily
So we needed something really creative and really different to um
To think outset of the box
Or to let people see themselves in those stories
And people are learning ning changing by imitating and modeling and um like obobing ing others behaviors and others actions and emotion of reactions to things
So this is why we try this um project or this tried
This product or this tv series
In order that to impact people pchquez is that they needed to think outside the box
This means to try and think in a different way to come up with something creative the tv program set in a different people modeling behavior
If you model behavior
Then you behave in a way that other people can copy
Now faill
I think it's time to hear the answer to your question
Yes
It is i asked what theories says that people respond to small prompts to change their behavior
I thought it was poll theory
Which i'm afraid was the wrong answer
Nudge theory says that people's behavior can be changed by small prompts or nudges
Okay
Let's recat the vocabulary
We've land starting with mental shortcut
Which is something that helps us make a decision
Quickly
Usually
Because we don't need to think about it
If someone feels judged
Then they're worried about what other people think about it up
So refers to persuade someone to buy something trtrlike a dedesert at aa basket
Spspend is what you spend in one transaction on the things in your shoortbasket
If you think outside the box
Then you think about something in a different way to come up with a creative solution
And finally modeling is behaving in a way that others can copy once again as six minutes arrop
But why not head over to our website bbc learning english dot com to drive the quiz and watch eat for this episode
See again saying bye six minute english from bbc learning english dot com
