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The MINDSPACE framework was published by the Institute for Government and the UK Cabinet Office in 2010.

Widely-used as a framework or checklist for policy-makers or anyone interested in changing behaviour, the MINDSPACE acronym represents:

M Messenger

We are heavily influenced by who communicates information

I Incentives

Our responses to incentives are influenced by predictable mental shortcuts

(heuristics) wanting to avoid losses

N Norms

We have a tendency do what others around us are doing

D Defaults

We tend to accept pre-set options

S Salience

We pay attention to what is new and seems relevant to us

P Priming

Our behavior is often influenced by unnoticed cues

A Affect

Emotional associations can strongly influence our actions

C Commitment

We generally want to be consistent with promises made in public and we

tend to be reciprocal

E Ego

We behave in ways that make us feel better about ourselves

Click here to read the whole report from the Institute for Government:


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