Inertia, Scarcity and Prevention

Feb 2014

Health has changed

Answer: Provide information and change intention

Inertia

http://www.flickr.com/photos/sliceofchic/4884979125/

Intent InertiaInform

Intent Inertia

Intent Inertia

Scarcity

Between category shift from sugary drink to milk Within category shift from

sugary drink to sugar-free

alternative

Change in shopping

habit

Additional purchase in new aisle.

Question of additional cost of new product.

Question of what volume of new product to buy.

Question of shelf-life of product

No single serving of product avaiable

Avoiding habitual purchase in new aisle.

Shift from one shelf to the other

Cost is the same

Portion size the same

Brand is the same

Shelf-life is the same

Change in

consumption habit

Questions from children about shift in product and protests

about LOSS of habitual product

Potential shift in habits of drinking – different portions,

containers etc.

Several weeks needed for larger change to become habitual

Additional cleaning if used to consuming cans

Need to purchase additional products that are suitable for

packed lunch

Potential for children to purchase own sugary drinks to address

change (no social norm of milk drinking with peers)

Potential of throwing away milk if less is drunk than anticipated

Questions from children about

shift to different version of

product and slight change in taste

Shorter time required to

habitualise change

No change in cleaning, packed

lunch preparation,

Less challenge to social norm.

Scarcity friendly

Scarcity friendly

Feeling Great

http://www.daizizheng.com/

Thank you

• Embrace inertia

• Think in cascades

• Create space

• Stop it with ‘health’

PS. Come work for us! dan.metcalfe@phe.gov.uk