Person
Tim den Heijer
Guest; founder, Brain Creatives; co-author of The Housefly Effect
Advertising professional and founder of Brain Creatives, a consultancy combining behavioural neuroscience with the advertising creative process. Co-author, with Eva van den Broek, of The Housefly Effect, named for Schiphol Airport's urinal-fly stickers — a small, unexplained nudge that cut urinal splashback cleanup costs by roughly 50% with no reward, punishment, or conscious motivation involved (see Choice Architecture Physical-Nudge Cases). Covers charity donation ask-ordering (see Anchoring & Contrast Effect), supermarket layout and healthy-item "licensing" (see Moral Licensing (Purchase-Order Effect)), and IKEA's ice-cream-as-peak-end-rule strategy (see IKEA Ice-Cream Peak-End Case).
Discussed in
- Episode 227 — 227-tiny-nudges-that-can-drastically-improve-your-life