3378813599 64d9006e0f z 225x300 PredictionHave you ever wondered what you would do if you could see in to the future? It’s right up there with invisibility, flight and super-strength as the super-power that people would love to possess.

I don’t mean the type of prediction you get from suspect clairvoyants who read palms or tea leaves. I mean prediction with certainty, every time, guaranteed. The obvious thing would be to predict the winning lottery numbers and watch with knowing satisfaction as each ball drops into place.

Or perhaps, if sport is your thing, you could predict the Grand National winner or the football scores – just like Marty McFly in the Back to the Future films.

After enjoying the rewards for personal gain, maybe you could use your new superpower for good, like Bill Murray in Groundhog Day, saving kids from dangerous falls and helping stranded old ladies.

Or maybe you could simply use your predictive powers to plan that camping trip to coincide with sunshine for a change. This might even be the most spectacular achievement given the Great British weather and the infamous difficulty in predicting it.

This is clearly the stuff of fantasy but scientists look into the future all the time using mathematical models. The predictions are best guesses of what might happen. Predictions are useful for all kinds of things from students’ predicted A-level grades to the state of the economy.

The problems with predictions is that the further into the future we go, the more uncertain we are of what might happen. If you want to buy a season ticket for your local football team, you can be fairly sure how much it’ll cost in the coming season but who knows how much it’ll cost in ten years’ time?

With the recent cabinet reshuffle bringing more women to the fore, I wondered not just about the positions held by men and women but about equal pay. Research done in 2011 by the Chartered Management Institute predicts that men and women will not be earning equal pay until 2109 if current trends continue. In the 12 month period leading up to the results, a 2.1% and 2.4% increase in salaries was observed for men and women respectively.

How certain should we be about these predictions?

3064351634 2985f244c7 z 300x200 PredictionA comparison was made between the £10,546 gender pay gap in 2011 and £10,031 from the same study the previous year. However, if we work backwards and reduce the current wages by the 2.1% and 2.4% growth rates to get an estimate of last year’s pay gap, this doesn’t match up. By this method, the estimated previous pay gap is about £10,421- giving a smaller absolute difference between the two years. As there is an inconsistency between the current and the previous year, so how can the predictions using the same growth rates be taken seriously out to 2109?

To emphasise this point further a similar report in 2008 about equal pay for women being ‘several generations away’, found that women’s pay increased by 6.8% over the year, compared with 6.6% for the men. The associated statistics then show that women will not receive equal pay equal pay until 2195

This very simple comparison highlights one of the problems with predictions: they are just a guess. In the case of using the same salary rates to predict way into the future, it should be made clear that these figures are uncertain at best and at worst, simply a fantasy- just like having superpowers.

Post by: Nathan Green

Posted in Nathan Green | 1 Comment

The Fractal Factor: Patterns in Nature – The Building of the MegaMenger at this year’s Manchester Science Festival

Aristotle once said “In all things of nature there is something of the marvellous.” Living in a world brimming with technology, it is easy to forget the beauty and wonder of the world around us -unless it is accompanied by an Instagram filter, of course.

Despite the glorious diversity of the world we live in, we commonly see naturally occurring image12 300x187 The Fractal Factor: Patterns in Nature   The Building of the MegaMenger at this year’s Manchester Science Festivalpatterns. While early Greek philosophers were the first to investigate these shapes, the science behind these patterns still draws curiosity now in the 21st century. At the upcoming Manchester Science Festival an attempt to build the world’s largest fractal (the mathematical model behind some these patterns in nature) is taking place in the hope of enthusing and exciting the public about the wonders of maths.

What is a fractal?

How do trees grow? A single root divides into two branches which in turn each divide into two and so on and so forth. In the end the pattern made by a single twig is the same as the complex branches of a giant oak. So no matter at which scale you look at it, the patterns made by the branches are similar, and this self-similarity is mathematically termed a fractal.

image3 300x214 The Fractal Factor: Patterns in Nature   The Building of the MegaMenger at this year’s Manchester Science FestivalThese self-similar patterns are not only seen in trees, but also rivers and clouds, the cardiovascular system, broccoli – the list is endless. Since the 17th century the mathematics concept underlying these shapes has been investigated, with the mathematician Benoit Mandelbrot coining the term fractal in 1975. He defined a fractal as “a rough or fragmented geometric shape that can be split into parts, each of which is image21 300x241 The Fractal Factor: Patterns in Nature   The Building of the MegaMenger at this year’s Manchester Science Festival(at least approximately) a reduced-size copy of the whole”.

So – in a nutshell – fractals are infinite patterns made by repeating the same process over and over again to form structures which appear the same no matter which scale you look at them. They also happen to be an important and commonly occurring part of the world we live in!

The MegaMenger Project

The 8th annual Manchester Science Festival is set to run from 23rd October to 2nd
November. Showcasing a wide range of playful and imaginative projects to enthuse the public, one of this year’s star attraction events is the building of the MegaMenger. Scatted across twenty cities worldwide, a series of Menger Sponges will be displayed which will hopefully form the world’s largest 3D fractal – the MegaMenger!

How are Menger Sponges made?

Menger Sponges are fractal cubes named after their inventor Karl Menger. To form a Menger Sponge, you begin with a cube and divide it into 27 smaller cubes. Then you remove the smaller cube in the middle of each face and in the very centre of the cube. This is a level-1 Menger Sponge. By simply repeating the process of dividing each of these small cubes and removing central cubes, level-2, level-3 and so on cubes are formed.

 The Fractal Factor: Patterns in Nature   The Building of the MegaMenger at this year’s Manchester Science Festival

In the MegaMenger project, each city will build a level-3 cube. These 3D fractals will be made of 20 cubes, each made of 20 smaller cubes that -you guessed it- are made of another 20 smaller cubes. The smallest cubes are simply made of 6 business cards. Using over a million business cards, the twenty level-3 Menger Sponges will form a distributed level-4 sponge – the largest ever made out of business cards.

How to get involved?

For a week starting from 20th October these fractals will begin to take shape across the world. Here at Manchester Science Festival on the Saturday and Sunday, 24th and 25th October, drop-in sessions are taking place at the Museum of Science & Industry so you can pop by to witness the build in action and find out more about the magic of fractals!

By visiting you can get more information about the enormous world record attempt and print off Menger cards so you can make your own 3D fractal.

Happy building!!!!

Useful links

• Manchester Science Festival.

• More about Fractals.

October these fractals will begin to take shape across the world. Here and 25th October, drop-in sessions

Post by: Claire Wilson

Posted in Claire Wilson | 1 Comment

Exercise and brain power: how does physical activity help us think?

We might believe that the best way to improve grades at school is to spend more time studying, even at the cost of physical activity. According to research however, we might be wrong. In fact, girls and boys with high level of cardiovascular fitness do better in subjects such as English, science and maths than those less active. A healthy set of heart and lungs appear to have more influence on grades than factors such as self-esteem, parents’ income, weight at birth, prenatal smoking and your subjective academic ability.

Exercise improveimage11 Exercise and brain power: how does physical activity help us think? s goal-directed activity. This includes selecting, planning and coordinating actions, as well as ignoring distracters and managing several pieces of information at once allowing inhibition and flexible thinking. The cognitive control involved is supported by the frontal parts of the brain, which continue to develop well into our twenties. Furthermore, compared to their sedentary peers, physically active adolescents also show better memory – a function supported by the temporal region of the brain (behind the temples).

What might be more important for those of us well past our adolescent years is that exercise helps to maintain mental abilities in old age. Physical fitness at midlife reduces the risk of dementia, and in those with dementia physical activity can attenuate its progress. This is because physically active seniors tend to have larger volumes of the brain in areas that typically shrink in dementia, such as the hippocampus.

But how exactly can sport increase our academic performance and thinking power? One way is by reducing children’s disrupting behaviour and increasing their ability to attend to the task in class. Also physical activity goes in hand with better brain structure, with a larger volume of some areas. Such beneficial effect of exercise on the brain could be related to the change in the levels of the substances that stimulate the growth of brain cells. It seems that when sedentary people undertake exercise, they produce more of these growth factors immediately following activity.

In those, however, who exercise regularly, the mechanism might be slightly different. Instead of producing more of the growth substance, the brain becomes more sensitive to it. Related to thinking prowess, exercising can also make us feel more lively and energetic, allowing us to think better. This is because physical activity enhances levels of certain chemical messengers in the brain, e.g. acetylcholine. These messengers activate areas of the brain supporting cognition, emotion and arousal. Finally, in older adults exercise seems to help to recruit compensatory brain areas, which help in completing the tasks.

image2 Exercise and brain power: how does physical activity help us think?

Li et al. (2014) Acute Aerobic Exercise Increased Cortical Activity during Working Memory: A Functional MRI Study in Female College Students. PLoS One 9(6): e99222. Published online Jun 9, 2014. doi:  10.1371/journal.pone.0099222

How much should we exercise then and what sort of exercise would be best? Opinions are mixed, but it seems that moderate aerobic activity might be optimal, although strengthening exercise also brings cognitive benefits in seniors. Before undertaking physical activity we also need to remember that exercise carries risk and that it might be worth asking our doctor for advice. One thing is certain though, the human body is a machine designed to move!

Post by: Jadwiga Nazimek

Posted in Jadwiga Nazimek | 3 Comments

A Scientist by Any Other Name…

Think of a famous Manchester-based scientist and your mind almost certainly conjures up
John Dalton (famous for his work on Atomic theory), Alan Turing (famous for the Engima
machine, and for being a mathematician and NOT a scientist) or Ernest Rutherford (famous for his work on radioactivity). Some of the more cerebral of you might even have thrown William Sturgeon (an English physicist, responsible for the first electromagnets) or Hans Geiger (a German physicist who helped to discover the atomic nucleus) into the mix. I would be surprised if anyone would have named Peter Mark Roget, yet we all use his research on an almost daily basis.

image1 239x300 A Scientist by Any Other Name...

Peter Mark Roget (1779 – 1869) (Photo credit: Medical Portrait Gallery)

Roget, the son of a Swiss pastor, was born in London in 1779. He read Mathematics and Medicine at Edinburgh University, where his prestigious talent saw him graduate as a Doctor of Medicine at the ripe old age of 19. After his time in Edinburgh, he moved back south of the border and settled into a role at the Manchester Infirmary, where he was made chief surgeon in 1804, at the preposterous age of 25. His main work at the Manchester Infirmary was concerned with tuberculosis, and the potential effects of nitrous oxide (laughing gas) as an anaesthetic, publishing several papers on both topics. He also found time to form the Manchester Medical School.

In 1808 Roget moved back down to London, where he helped to establish the London Royal Society of Medicine as well as the University of London, whilst continuing to publish work on human, animal, and plant physiology and health. He also found time to serve as the secretary to the Royal Society, invent a pocket chess set and provide inspiration for the development of the Zoetrope (a cylindrical-shaped toy which displayed a set of pictures giving the illusion of movement – a precursor of modern cinema).

 A Scientist by Any Other Name...

Inside the beautiful Portico Library (Photo credit: Jacqueline Poggi)

In 1840 Roget retired, enabling him to begin work on his greatest accomplishment – the snappily titled “Thesaurus of English Words and Phrases Classified and Arranged so as to Facilitate the Expression of Ideas and Assist in Literary Composition”, which was first  published in 1852 (you can see its original format here). He first began compiling his thesaurus when secretary of the Portico Library in Manchester, which – for those of you who have yet to visit – is the perfect way to spend an afternoon over a book and a pot of tea.

Roget’s remarks in the preface to the first edition, in which he observes that, “Since my retirement from the duties of secretary to the Royal Society… I resolved to embark in an undertaking that has given me incessant occupation”, give some indication as the man’s formidable work ethic. He sadly spent most of his life battling depression (both his father and his wife died young, whilst his uncle committed suicide in front of him), and there is some thought that this gave rise to his work on the thesaurus.

A quite exceptional polymath, whose professional life and accomplishments leave a lot to be admired (not to mention envious of), I would like to extend my personal gratitude to this great man, without whom my lexicon would be as empty as a pachyderm’s trunk.

Post by: Sam Illingworth

Posted in Sam Illingworth | Leave a comment

Been there done that…or have I? Understanding the phenomenon of Déjà vu

dejavu1 Been there done that…or have I? Understanding the phenomenon of Déjà vuHave you ever experienced that overwhelming sense of familiarity with a place or situation, when it shouldn’t be familiar at all? For example, have you visited a restaurant in a city that you’ve never been to before and had this strange sense that you’ve been there even though you know for sure you haven’t?

This sensation is known as déjà vu which, when translated literally from French, means ‘already seen’.  It is also surprisingly common – around 70% of the population report these feelings, with most reports coming from those aged 15-25.

Déjà vu occurs randomly and with no prior warning of its onset.  Because of this unpredictability déjà vu is hard to study and, therefore, poorly understood – unfortunately scientists in white coats holding clip boards aren’t usually waiting around to attach electrodes to you when you experience this.

The earliest reports of this phenomenon came from as far back as 1876, when Emilie Bairac coined the term déjà vu. Psychics were quick to latch on to the phenomenon as evidence that we had all lived past lives; explaining that these strange feelings of familiarity, in unfamiliar situations, came from things we had encountered in our previous lives. However, soon more scientific reasoning began to gain credibility.

dejavu2 Been there done that…or have I? Understanding the phenomenon of Déjà vuWhilst déjà vu is reported in healthy individuals, there also appears to be a strong connection with epileptic patients. In fact, many of the earliest reports of déjà vu came from patients with epilepsy. These unusual experiences were thought to be linked to seizure activity in the medial temporal lobe – part of the brain involved in sensory perception, speech and memory association. During seizures, it was found that these neurons were ‘mis-firing’ and sending confusing messages to the brain and body.

We now know that a subset of epileptic patients regularly have bouts of déjà vu before a seizure. These seizures are evoked by changes in the brain’s electrical activity, which cause over-excitation to spread across multiple regions – much like a tidal wave rippling across the brain from the epicentre of a tsunami.  It is these electrical disturbances which create the feeling of déjà vu. Therefore, epileptic patients may hold the key to uncovering the origins of déjà vu – although the precise mechanisms likely differ to those in healthy individuals.

However, the precise mechanisms responsible for déjà vu in healthy patients are still highly elusive.

One theory is that the phenomenon has links to regions of the brain involved in recognising familiar objects and recalling memories. During an episode of déjà vu it is thought that these parts of the brain ‘mis-fire’ and produce the feeling of things being familiar when they actually aren’t.

Another theory is related to errors in memory processing. Usually when a memory is processed the new experience is first transfered to our short term memory and then, at a later stage, separately consolidated into long term memory. During episodes of déjà vu it is thought that a novel situation by-passes the part of the brain that processes short-term memory and instead is committed directly to our long term memory. A novel experience may then feel familiar when in fact it is not and the ‘memory’ you think you are recalling is in fact the present scene.

Despite being difficult to reproduce, scientists at Colarado State University think they may have replicated an experience similar to déjà vu in the lab. The study, headed by cognitive psychologist Anne Cleary, intended to identify whether déjà vu could be induced in participants exploring a virtual world. Subjects were given a head-mounted video screen to wear, which displayed 128 pictures of different villages that were split into pairs. Unbeknownst to the subjects, objects were positioned in the same place across the pairs to create a similar layout but with minor differences. Findings of the study suggested that déjà vu occurred most often when the layout of the new scenes were very similar to a previous scene, but not so similar that the subjects were able to recognise the new scene as being similar to the old one. In simple terms, déjà vu can occur when there are subconscious similarities between an old event and a new one, but the contrast between them is enough that you don’t recognise them as being similar.

Memories are stored in a region of the brain known as the hippocampus, these memory traces are held within groups of cells that have strong links with one another. Similar memories, such as sitting in a bar drinking a pint of lemonade and sitting in a bar drinking a glass of water a week later, are often stored across overlapping groups of cells. The brain needs a way to differentiate between these similar events and uses a process known as pattern separation.

dejavu3 Been there done that…or have I? Understanding the phenomenon of Déjà vuScientists studying pattern separation manipulated a gene in mice, which they believed to be linked to this process. These mice were then left in a box and given a small foot-shock which made them freeze. The mice were then guided into another box but, this time, didn’t receive a shock. Mice that had an intact pattern separation gene froze in the ‘safe’ box and took a while to figure out they would not receive another. However, mice without the gene figured this out more quickly. Some scientists think that it is this circuit that can be used to explain déjà vu; this pattern separation circuit misfires so that the ability to separate new experiences from similar past experiences is lost, giving the feeling of déjà vu.

Déjà vu has also been linked to levels of the neurotransmitter dopamine, although research into this is sparse. This link was suggested after a healthy, middle aged doctor was prescribed drugs that are known to increase the activity of dopamine in the brain. After beginning his course of treatment, the doctor had recurrent episodes of déjà vu that subsequently disappeared after he stopped taking them. Despite this apparently obvious link little more is known about the role of dopamine during bouts of déjà vu.

Although early reports of déjà vu date as far back as the late 1800’s, we still know relatively little about exactly how and why it happens. There are many theories around that range from far-fetched ideas based on psychic and spiritual origins, to ideas that explain déjà vu as errors in the memory-making pathway. However, to elucidate the exact mechanisms, much more research is still needed.

Post by: Sam Lawrence

Posted in Sam Lawrence | 1 Comment

The open access debate: Should we pay for knowledge?

One of the bigger issues facing researchers today is how to access scientific information. A lot of research is published in restricted access journals, where the information is hidden behind a paywall. But, many scientists feel like this should not be the case and that all research should be accessible to anyone who needs it.

I’m going to start this post with a confession. Whilst I knew that the ‘open access’ debate was rife amongst the online scientific community, particularly on Twitter, I never really paid it much attention. The reason for this was that if there was a paper I wanted to read I just popped my university username and password into the publisher’s website and downloaded the article. I never thought about whether this information was open access or not.

Books 199x300 The open access debate: Should we pay for knowledge?The principle of open access is that scientific content should be freely available to everyone and can be read immediately online with full re-use rights (with correct attribution). However, many scientific journals are closed-access meaning that a fee must be paid in order to read a particular article.

I became aware that there was a problem with this restricted access when friends who worked at different universities complained that they couldn’t access certain articles that were important for their research. I began to realise that, whilst my university had paid for very thorough access, not everyone’s did. Amazingly, this subscription system was actually preventing researchers from accessing information that could be crucial to their research.

I have now left academia but still have an active interest in the world of research. However, since my graduation, my access to scientific journals has been revoked and I have now found the door to scientific knowledge slammed in my face.

It came as somewhat of a surprise to me when I started my undergraduate degree that universities have to pay subscription fees to access certain journals. This includes what are considered the ‘gold standard’ journals – Science, Nature and Cell – published by AAAS, Nature Publishing Group and Cell Press respectively. The prices that are paid for these subscriptions are staggering. My alma mater, the University of Manchester, states on its website that it is currently spending £4.5 million a year on these subscriptions.

Using a computer 200x300 The open access debate: Should we pay for knowledge?Beyond the lab, the wider importance of open access was brought home to me recently when I was chatting to someone who had read about a “new cure” for a previously incurable disease. When I asked how they had come across this information, the reply was “I found it on the internet”. I tried to gently tell them that the “cure” in question was not currently backed up by scientific research. However, my scepticism was immediately shot down by the reply, “Well, how can I see this scientific information?”

Here is the crux of the matter. I feel that people should be able to access the information that they need. If this person could find plenty of non-scientific articles proposing miracle cures, surely they should also be able to find the primary scientific literature to determine whether these articles reflect the actual research?

It does appear that the publishing scene is slowly changing. There are now a number of publishers who proudly declare themselves as open access. This includes the Public Library of Sciences (also known as PLoS) and BioMed Central. Another open-access publisher is eLife, which counts Nobel Prize winner Randy Schekman amongst its editors. Prof Schekman is outspoken about the need for open access, writing in the Guardian that “it is the quality of the science, not the journal’s brand, that matters”.

One of the arguments against open access is that journals obviously have to make money. However, journals also make money by charging the authors of the scientific papers to publish in them. It can cost the authors thousands of pounds to publish an article in a high-impact scientific journal. Another concern about open access is that it may erode the quality of scientific publishing and science in general. Whether these concerns are founded remain to be seen.

money 225x300 The open access debate: Should we pay for knowledge?To get around the cost issue, open-access journals have to charge extra for their articles – BioMed Central has an article processing charge of £750-£1520 per article, depending on the journal. One of the advantages of these open-access publishers is that the articles are published instantly online. Therefore, the lack of printing costs should keep the journal’s overheads down.

Some closed-access journals are now responding to the increased pressure to make their articles freely available. AAAS have announced a new open-access journal called Science Advances. However, this move has provoked unhappiness amongst open-access advocates for two reasons. Firstly, many scientists balk at the fact that AAAS plans to charge authors a steep £3,300 to get certain extras like a CC-BV licence (which allows for full reuse of papers and is required by the Research Councils UK for their funded researchers). There is also a surcharge if the article is over 10 pages long. The other reason for the dismay of the open access community is the appointment of Kent Anderson as the journal’s publisher, who is at odds with the founder of PLoS, Michael Eisen, over the benefits of open-access publishing. These concerns have prompted over 100 scientists to publish an open letter to AAAS, asking them to remove the extra charges.

So, should all research be open access? I truly believe that science at its very heart should be free to anyone who wants to use it, be they researchers or interested members of the public. The shift towards open access is encouraging and hopefully someday the big journals will understand the need for everyone, not just academics at rich universities, have the right to see any scientific research which is of interest to them.

Post by: Louise Walker

Posted in Louise Walker, News and Views | 1 Comment

Nudge: how science is being used to influence our behaviour

Do you ever feel you are being influenced by things beyond your control? Well you’re not alone. In 2009 the UK government put together a special unit (the Behavioural Insights Team AKA the Nudge Unit), dedicated to using insights from behavioural economics and psychology to influence our behaviour.

Although the Nudge Unit may sound like something from a bleak dystopian future, where our every action is monitored and controlled, it’s best not to judge the idea too hastily. So, let’s take a minute to get acquainted with the ‘nudge’…

The idea behind the nudge stems from a simple fact about human behaviour: ‘no matter how smart a person is, many of the basic choices they make on a day-to-day basis will be purely impulsive with little or no logical basis‘. This may sound unusual, but if you think about it, it actually makes sense. Could you imagine how hard life would be if every mundane daily decision required deep contemplation? You’d probably never even make it out of bed in the morning!

Scientists believe that our brains accomplish tasks by relying on two different systems or modes of thinking. System-one is a bit of an air head; it’s fast, automatic and emotional. Whilst system-two is like your inner professor; slow, ruminating and logical. It’s no secret that when it comes to important decisions, system-two is your best bet. But, we don’t always have the time or resources to engage this system, meaning that many of our everyday mental decisions are actually made ‘on the fly’ by system-one. To test this hypothesis, try answering the following question:

Baseball bat1 Nudge: how science is being used to influence our behaviour

A bat and ball cost £1.10. The bat costs £1 more than the ball. How much does the ball cost?

Can you hear system-one shouting out the answer ’10p’? This answer may instinctively feel correct, but with a bit of extra thought it’s easy to come to the correct answer of ‘5p’. For more examples of the system-one/system-two divide see the video below:


Yes, poor impulsive system-one has many flaws. It is heavily swayed by social pressure, easily tricked, and has a tendency to favour short-term pleasure over long-term success; and with these flaws comes a certain level of predictability. It is this predictability that is now being utilised by the government’s Nudge unit to influence our behaviour.

In the 2008 book Nudge: Improving decisions about health, wealth and happiness, behavioural scientists from the University of Chicago laid out guidelines on how to apply behavioural nudges to policy. Now, six years on, concepts from this work are being used across the world to influence everything from tax fraud to antisocial bathroom habits.

Here are a couple of examples:

Schiphol flies:

AuthoFly urinal 225x300 Nudge: how science is being used to influence our behaviourrities at Schiphol airport in Amsterdam were at a loss over excessive cleaning bills in their male toilets – where patrons seemed to hit everything but the urinal. However, economist Aad Kieboom had a solution. Rather than posting signs in the room asking patrons to improve their aim, he suggested that airport authorities etched a small picture of a fly into each urinal. This unusual solution worked by giving men something to aim at and reportedly reduced the airport’s lavatory cleaning bill by 80%. This is also arguably the most celebrated example of a nudge (a strategy for changing human behaviour based on an understanding of what real people are like).

Manchester tax dodgers:

In a recent document the UK’s Nudge unit discuss how the application of behavioural insights can be used to reduce fraud, error and debt. Indeed, even our own fair city has begun to participate in nudge politics. In 2011, Manchester residents claiming single person discount on their council tax were randomly sent one of three different letters, asking them to fill out a form to renew their claim. The first form was a standard document commonly used by the council, the other two however used nudges in an attempt to encourage honesty. These nudges were pretty simple, including simplified language, clear messages and a reminder that providing false information is an act of fraud. Amazingly, the study suggests that simply re-wording these forms did indeed lead to a reduction in the number of fraudulent claims.

So, our impulsive system-one certainly seems susceptible to the odd nudge, but many questions still remain. For example, which nudges work best? – Has anyone spotted the motorway signs stating ‘Bin your litter, other people do’? This sign was based on the theory that people are more likely to comply if they think that complying is a social norm. Personally, I find this particular nudge a bit condescending. OK, so I’m yet to throw litter out may car window just to make a point, but I also don’t feel compelled to comply. Also, when does a nudge become a shove and who decides the best direction to nudge people in? These are all important questions that need some serious thought. But, overall I think that the nudge is certainly an interesting concept and one that could offer more insights into human behaviour.

What are your views? Has anyone spotted any more hidden nudges? Add your comment below, other people do!

Post by: Sarah Fox

Posted in Sarah Fox | 1 Comment