In London withing the programm " Healthy food" (ВIT
) had the task to increase consuption for vegetables. There were two aprroaches.
1. Standart one. Persuation of customers.
Coloful posters, encouraging visitors buy more vegetables and promoting healthy food, were put in stores in prominent places.
2. Behavioral economics one. Nudging to customer experience анализ.
Special sections for vegetables were added in shopping cart.
In the result of the first campaign vegetables consuption increased by 3%.
Due to second campaign - by 108%.
Why did it happen?
In most cases it's much easier to change behavior than beliefs because beliefs are "protected" by conscience, but behavior is influence by a lots of subconscience factors that person doesn't notice.
For insrance, drivers that briefly saw sign "Danger", but didn't manage to recognize it, slowed down more often than those whos saw the sign clearly.
Behavioral psycologist R. Chaldini in 1995 proved that changing behavior leads to changing the attitude - people strive to avoid cognitive dissonance and corect thoughts and feelings according to the behavior.