Behavioral Design for Health
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1. Course Introduction

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Hello! Welcome message from Kristen
Welcome to Behavioral Design for Health!
Who Should Take This Course and Why It’s Critical
Whole-Person Health
What’s So Hard about Health?
Thinking Like a Behavioral Scientist
What to Expect During the Course
The Evolution of Economics to Behavioral Economics
2. Foundational Concepts

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The Foundational Concepts of Behavioral Economics
Our Approach: Ethical Nudging for Good
The Nudge Debate
Getting Tangible
Dan Ariely on What the Typical Approach to Behavior Change Gets Wrong
Why Financial Education Doesn't Work to Change Behavior
End of Section: Foundational Concepts
3. Behavioral Design

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What is Behavioral Design?
Example of Behavioral Design
Small Nudges Can Improve How Students Apply to College
Don't Listen To Your Customers (or Patients!), Do This Instead
✓ Attention Check Quiz!
End of Section: Behavioral Design
4. Introduction to the 3B Framework

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The 3B Framework Explainer
3B Framework Overview
End of Section: Intro to the 3Bs
5. The First B: Key Behavior

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What's in Store: Key Behavior and Behavioral Diagnosis
The 1st B! Picking the Right Key Behavior
Systematic Safety: The Principles Behind Vision Zero
Vision Zero – Implementing a Policy for Traffic Safety
🧠 Exercise 1: Key Behavior
🧠 Key Behavior Quiz
🧠 Quiz Answers
End of Section: Key Behavior
6. Behavioral Diagnosis

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Behavioral Diagnosis Overview
Behavioral Diagnosis Explainer
Example: Behavioral Map of FAFSA.pdf
Example: Behavioral Diagnosis of ClassPass.pdf
Example: Behavioral Diagnosis of Starting a New Antibiotic.pdf
🧠 Exercise 2a: Behavioral Map
Exercise Sample for Behavioral Map
⭐️ Exercise 2b: Interactive Behavioral Diagnosis Homework (1 min read + exercise)
Template: Behavioral Diagnosis Deck
End of Section: Behavioral Diagnosis
7. The Second B: Barriers

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Introduction to Barriers: The Second “B”
Dan Ariely: How to Change Your Behavior For the Better
End of Section: Barriers
8. Barrier: Friction

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Reducing Structural Friction For Health
Taking a Microscope to Your Flow
🧠 Exercise 3: Identify Barriers
Solving for Barriers
Increasing Friction For Health
When to Make Your Sign-Up Flow Harder
Nudge or Sludge?
Bringing it All Together: Increasing Organ Donation
🧠 Friction Quiz
🧠 Quiz Answers
Defaults Are Not the Same by Default
Auto-Renewing Your Health Plan May Be Bad for You, and for Competition
🧠 Exercise 4: Reducing Barriers
End of Section: Friction
9. Barrier: Emotion

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Emotions Matter!
Fear, Regret, Anger, and Self-Blame: Navigating Difficult Emotions
Emotions Influence Our Identity. Our Identities Influence Our Choices.
Dealing with Unclear Costs and Benefits
Doctors Are People Too!
A Scale Without Numbers: Shapa
Case Study: PAI Health
Case Study Answers: PAI Health
🧠 Emotion Quiz
🧠 Quiz Answers
Increasing Vaccination Uptake
Emotion and Health Decision Making
🧠 Exercise 5: Designing for Emotions
End of Section: Emotion
10. Barrier: Self-Control

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Self-Control and Avoiding Temptations
Kitchen Safe: The Odysseus Contract in Action
🧠 Exercise 6: Commitment Contracts
The Marshmallow Test
Bringing the Future Closer
Change My Face: Aging Software for Health and Wealth
🧠 Self-Control Quiz
🧠 Quiz Answers
🧠 Exercise 7: Improving Self-Control
End of Section: Self-Control
11. The Third B: Benefits

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Night Guy, Morning Guy, Day Guy
Night Guy: How Seinfeld Teaches Us the Third "B"
Dan Ariely on Self-Control & Medication Side-Effects
Doing the Right Thing for the Wrong Reasons
🧠 Benefits Quiz: Where in the Matrix?
🧠 Quiz Answers
🧠 Exercise 8: Start Amplifying Benefits
End of Section: Benefits
12. Benefit: Concreteness

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What's in Store: Concreteness and Social Proof
Concreteness: Word Choice, Emotion, and CTAs
🧠 Exercise 9: Getting Specific
Concreteness: Visual Design, Timing, and Measurable Outcomes
The Intention-Action Gap
🧠 Answer to Exercise 9
How Implementation Intentions Get You to Vote
Beyond Good Intentions: Prompting People to Make Plans Improves Follow-through on Important Tasks
🧠 Exercise 10a: Implementation Intentions
🧠 Answer to Exercise 10
Applying Concreteness
🧠 Exercise 11: Tying it All Together
🧠 Concreteness Quiz
🧠 Quiz Answers
An Excellent Design Resource
End of Section: Concreteness
13. Benefit: Social Norms

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Social Pressure, Conformity, and Behavior Change
Social Proof and Appeals to Authority
Everybody's Doing It
Case Study: Social Norms to Increase Tax Compliance
Opower Study and How Social Proof Works
Nobody's Doing It: The Danger of Negative Social Proof
Social Norms and Social Accountability
A Social Proof Cheat Sheet
Tip: Messenger Effect
🧠 Exercise 12: Social Proof
🧠 Social Norms Quiz
🧠 Quiz Answers
End of Section: Social Norms
14. Benefit: Incentives

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Four Types of Rewards
Why $20 is an Unacceptable Hostess Gift
Three Powerful Non-Monetary Incentives
Non-Monetary Incentives for Saving in Poverty
Timing Matters!
Reward Process, Not Outcome
Case Study: MyMedicalShopper
Case Study Answers: MyMedicalShopper
Beware of Self-Selection
Spending Your Incentive Money Well
Podcast: Mixed Signals - How Incentives Really Work (54 min podcast)
🧠 Incentives Quiz
🧠 Quiz Answers
🧠 Exercise 13: Applying Incentives
End of Section: Incentives
15. Experimentation

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What's in Store: Experimentation and Closing
The Top 8 Reasons You Should Run an Experiment...
The Key Steps to Designing an Experiment
Top 3 Experimental Mistakes
Hear from Others! Common Experiment Mistakes from Top Behavioral Scientists
Get Stakeholder Buy-In for Experiments
Guide to Designing Experiments
Building a Culture of Experimentation
🧠 Experimentation Quiz
🧠 Quiz Answers
🧠 Exercise 14: Design an Experiment
Two Research Tools You Can Use in Your Work
MTurk Guide.pdf
Mechanical Turk: The New Face of Behavioral Science?
Survey Writing 101.pdf
Lit Review Guide.pdf
End of Section: Experimentation
⭐️ Exercise 14b: Design an Experiment Commenting
16. Becoming a Behavioral Designer

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Introducing the Behavioral Designer
How to Convince Your Team to Use Behavioral Science
In Conclusion
How Goes the Behavior Change Revolution?
More to Behavioral Economics Than Biases and Fallacies
Knowledge Test
Behavioral Economics Principles List.pdf
Behavioral Economics Cheat Sheet.pdf
From Theory to Application
Paternalism for Good
BE Reading List
Behavioral Design Guidebook.pdf
How to Become a Behavioral Science Expert
Exercise 15: Reflections & Next Steps
End of Behavioral Design Course

Nobody's Doing It: The Danger of Negative Social Proof

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