Mastering the EAST Model for Behavioural Change
In today’s fast-paced, decision-overloaded world, businesses are turning to behavioural insights to help customers make smarter, quicker decisions. One powerful tool for this is the EAST Model, developed by the UK Behavioural Insights Team. This model is based on making choices Easy, Attractive, Social, and Timely—four pillars that simplify human decision-making. Let’s explore how EAST works and how to apply it to drive behavioural change.
Easy – Reducing Barriers to Change
One key psychological insight, as highlighted by Daniel Kahneman in his book Thinking, Fast and Slow, is that humans are naturally lazy thinkers. We opt for the path of least resistance. Making a behaviour easy increases the likelihood of adoption. This might include simplifying forms, auto-enrolling customers, or offering default options—like when organ donation rates skyrocketed after making participation opt-out rather than opt-in.
Attractive – Capturing Attention
Humans are bombarded with stimuli, and capturing attention has never been more challenging. EAST advises making the desired behaviour visually appealing and emotionally engaging. Drawing from behavioural psychology, using emotive language, visuals, and even humour can increase engagement. For example, financial incentives and personalised rewards have proven to increase behaviour change by playing into our innate desire for rewards and recognition.
Social – Harnessing the Power of Norms
We are social creatures. Psychologist Robert Cialdini’s research has shown that we’re highly influenced by what others do. EAST encourages leveraging this by showing that the desired behaviour is already the social norm. Highlighting positive social proof, such as stating “90% of people in your area recycle”, can nudge others to follow suit.
Timely – Acting at the Right Moment
Timing is crucial. Research shows that people are more likely to change their behaviour during periods of transition—whether it’s moving homes or starting a new job. Prompting action when people are in a state of change can be extremely effective. For instance, sending a reminder at the perfect time, like before a deadline, has led to significant increases in compliance.
At Magic Beans, we use the EAST model to drive smarter marketing campaigns and implement lasting behavioural change. If you’re ready to boost engagement through behavioural insights, read on to learn more!
DANIEL KAHNEMAN. Thinking, Fast and Slow. “That humans are naturally lazy thinkers.”
Robert Cialdini’s. “We’re highly influenced by what others do.”
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