Behaviour Change by Design

Our vision is to accelerate progress in changing behaviour by redesigning environments to improve health for all.


The impact on selection of non-alcoholic vs alcoholic drink availability: an online experiment

Posted: 06/05/2020

Research suggests that increasing the availability of healthier food options increases their selection and consumption, but alcohol-related availability interventions have not been explored to date. Our study provides initial evidence that increasing the availability of non-alcoholic drinks (soft drinks and alcohol-free beer), relative to alcoholic drinks, increases their selection in an online task.


Wine bottle size and consumption in homes

Posted: 09/04/2020

People drink less in restaurants when wine is served with smaller glasses. Would people also drink less from smaller bottles of wine?  The results of the first study to address this suggests that consuming wine at home from 50cl bottles – compared with the usual 75cl bottles –  could reduce consumption by 4.5%.


The Research Programme

We are a Wellcome-funded collaboration bringing together a team of behavioural and cognitive scientists across the Universities of Cambridge and Bristol. Our aim is to run a series of field and laboratory studies to test the promise of a type of intervention – altering cues in our immediate physical environments – to promote healthier behaviour. These are sometimes known as “choice architecture” or “nudging”. We are also interested in how to facilitate the implementation of this evidence. Ultimately, our hope is that this will lead to improved health for everyone.

In the most ambitious co-ordinated set of studies to date, we will conduct a series of linked field and laboratory studies to estimate effect sizes of promising Choice Architecture interventions to reduce food, alcohol and tobacco consumption. Enabled by unprecedented collaborations, these will be conducted in supermarkets, bars and cafeterias with interventions optimised through laboratory studies determining mechanisms.