The MINDSPACE model

Messenger

We are heavily influenced by who communicates information

Incentives

Our responses to incentives are shaped by predictable mental shortcuts, such as strongly avoiding losses

Norms

We are strongly influenced by what others do

Defaults

We ‘go with the flow’ of pre-set options

Salience

Our attention is drawn to what is novel and seems relevant to us

Priming

Our acts are often influenced by subconscious cues

Affect

Our emotional associations can powerfully shape our actions

Commitments

We seek to be consistent with our public promises and reciprocate acts

Ego

We act in ways that make us feel better about ourselves