Executive Summary:To speed up household payment of electricity bills, a randomized controlled trial conducted on 429 households, using hassle factor, social norm and national pride nudges, with all 3 outperforming control group, with 4%, 13% and 15% improvement respectively, proving cost-effective and small changes in context through behaviorally-driven slips can increase probability of paying bills.
Challenge and Nudge Solution:Procrastination is common problem people encounter in different daily situations such as payment of bills. Triggering certain contextual cues can help overcome statusquo/ inertia bias as well as reduce procrastination. Salience, loss aversion, social norm, priming and ego are behavioral tools that can be used to change people’s behavior and increase payment of bills.
