Government is constantly trying to influence citizens' behaviour.

However, all too easily, government considers its citizens to be 'econs': individuals who are perfectly aware of which behaviour is in their own interest and who have no problems taking conscious, rational decisions based on all necessary information.

The result: ineffective policies.

Why should you attend?

In this training, you will learn how to design policy that achieves the desired behavioural change in your target group. Crucially, this implies taking into account that people are fallible human beings.

How does this impact on your role as policy maker or policy advisor?

o How should you adjust the way you work?

o How should you design and communicate policy?

While typical human behaviour may often not be rational, fortunately it is systematically - and thus predictably - irrational. This means that when designing policy (advice) you can influence and even steer this behaviour.

In this training you will learn to use scientifically proven methods for influencing behaviour. Recent insights from various disciplines, such as social psychology, behavioural economics and neuroscience, will be discussed.

You will get answers to questions such as:

  • How do I shape the context in which citizens make decisions, and how can I lead citizens - or even seduce them – towards lasting behavioural change?
  • What other methodologies from behavioural economics can I apply to increase the effectiveness of my policy (proposals)?
  • When to use which methodology?

For whom?

  • policy makers
  • policy staff
  • communication staff


  • 2 or 3 days
  • up to 10 participants
  • made to measure

Didactic methods

  • Interactive knowledge transfer
  • Exercises
  • Analysing and gaining insight in existing models and cases
  • Working on your own case

The training is interactive. The use of exercises and cases allows participants to apply the new insights into their own work.

Participants are encouraged to bring along their own case on which they want to apply behavioural insights.



2017 - 2019 ©