Change Behavior with Fun

Fun Theory Musical Steps

An interesting experiment in Sweden shows that behavior can be modified by nothing more than the introduction of “fun.”

Adding the piano-key musical steps dramatically increased use of the stairs. This experiment is part of a Volkswagen-sponsored effort called The Fun Theory which encourages behavior modification using fun. Other concepts (not all implemented yet) include a speed trap camera that fines speeders and pays out money to compliant drivers, a traffic light that shows trivia to stopped motorists to encourage waiting for the green light, and a trash bin/juke box that plays music when people recycle bottles and cups.

Do you want your customers to behave differently? Can you think of a way to accomplish that using fun?

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— who has written 957 posts on Neuromarketing.

Roger Dooley writes and speaks about marketing, and in particular the use of neuroscience and behavioral research to make advertising, marketing, and products better. He is the primary author at Neuromarketing, and founder of Dooley Direct LLC, a marketing consultancy. Follow him on Twitter.

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2 responses to "Change Behavior with Fun" — Your Turn

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Nik Pasic
Twitter: nikpasic
8. March 2011 at 8:23 am

I’ve seen this same staircase done in Melbourne to promote a music festival and people not only used the stairs more but they lingered and interacted when they normally never would in that situation.

Quite amazing what can be accomplished with a bit of ingenuity.

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miami optical 11. March 2011 at 12:38 pm

I really like the idea about having trivial questions while waiting for the traffic signal. Ive seen this in Miami for an art and music festival they had. Fun theory ftw !

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3 responses to "Change Behavior with Fun" — Your Turn

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