The power of experiments : decision making in a data-driven world
Michael Luca
Bok · Engelsk · 2020
| Originaltittel | [ The power of experiments .] Engelsk
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|---|---|
| Medvirkende | |
| Omfang | xiv, 211 sider : illustrasjoner
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| Opplysninger | Breaking out of the lab. The power of experiments -- The rise of experiments in psychology and economics -- The rise of behavioral experiments in policymaking -- Experiments in the tech sector. From the behavioral insights team to Booking.com -- #AirbnbWhileBlack -- eBay's $50 million advertising mistake -- Deep discounts at Alibaba -- Shrouded fees at StubHub -- Market-level experiments at Uber -- The Facebook blues -- Experimenting for the social good. Behavioral experiments for the social good -- Healthy, wealthy, and wise -- The behavior change for good project -- The ethics of experimentation -- A final case for experiments and some concluding lessons.Preface -- Acknowledgments -- Dedication -- Part I: Breaking Out of the Lab -- The Power of Experiments -- A Quick Aside: The Anatomy of an Experiment -- The Book of Daniel -- Fifteen Centuries Later -- The Rise of Experiments in Psychology and Economics -- A Brief History of Experimental Psychology -- Experimental and Behavioral Economics -- Economics Meets Psychology -- Behavioral Economics Emerges as a Field -- The Rise of Field Experiments -- The Rise of Behavioral Experiments in Policymaking -- Nudging -- The Nuance behind Behavioral Insights -- The Link between Experiments and Nudging -- Back to the Nudge Unit -- Part II: Experiments in the Tech Sector -- From the Behavioral Insights Team to Booking.com -- Five Key Barriers to Experimentation -- The Case of Google -- Experimental Infrastructure at Booking.com -- The Returns on Experimentation -- #AirbnbWhileBlack -- The New Yorker Updates Its Cartoon -- Airbnb's Moral Wiggle Room -- #AirbnbWhileBlack -- Airbnb Makes Design Changes -- Satisfied with the Changes? -- The Broader Value of Experiments -- eBay's 50 Million Advertising Mistake -- Why Correlations are Misleading: Evidence from eBay -- The eBay Ads Experiment -- The Return to Yelp Ads -- Deep Discounts at Alibaba -- From Data to Decisions -- Shrouded Fees at StubHub -- To Shroud Fees or Not to Shroud? -- The Results -- From Data to Decisions -- Market-Level Experiments at Uber -- How Uber Experiments (and Why It's Challenging): The Case of Uber Express Pool -- The Facebook Blues -- The Debbie Downer Effect -- Mad, Not Sad -- Toward Greater Transparency -- Broader Lessons from Tech Experiments -- Part III: Experimenting for the Social Good -- Behavioral Experiments for the Social Good -- The Diffusion of Behavioral Insight Units -- Transforming Advice on Getting Out the Vote -- Healthy, Wealthy, and Wise -- Wise -- Wealthy -- ... and Healthy -- The Behavior Change for Good Project -- Katy and Angela -- Ambitious Goals -- From Dream to Reality -- Nudging to Improve Health -- The BCFG Launch -- The Ethics of Experimentation -- Experimentation When Incentives Are Not Aligned -- Experiment Aversion -- The Moral Imperative to Experiment -- A Final Case for Experiments and Some Concluding Lessons. - ""Have you logged into Facebook recently? Searched for something on Google? Chosen a movie on Netflix? If so, you've probably been an unwitting participant in a variety of experiments- also known as randomized controlled trials- designed to test the impact of different online experiences. Once an esoteric tool for academic research, the randomized controlled trial has gone mainstream. No tech company worth its salt (or its share price) would dare make major changes to its platform without first running experiments to understand how they would influence user behavior. In this book, Michael Luca and Max Bazerman explain the importance of experiments for decision making in a data-driven world."--book jacket "Whether or not we know it, we participate in hundreds of experiments a year. Every time you log onto Amazon, scroll through Netflix listings, or read a Facebook post, you are probably part of an experiment designed to help the platform learn more about how users interact with the site. Digital technology facilitates a culture of experimentation, which is why tech companies have been so active in experimentation. However, governments also experiment to learn more about how services can be improved. For example, in the UK, the Behavioral Insights Team sent out ten different versions of a letter to delinquent taxpayers to determine the most effective wording for getting people to actually pay. ("Nine out of ten people in the UK pay their tax on time. You are currently in the very small minority of people who have not paid us yet." proved to be the most effective.) This book explores the evolving role of experiments in corporate and government decision making. It recognizes that an experiment is simply a tool. An experiment can make us better or worse off, depending on who is running it, what their goals are, and what they mean when they say the experiment "worked." The authors of this book, both experts in behavioral science from Harvard Business School, are enthusiastic about the promise of experimental methods, while keenly aware of the potential pitfalls. Their goal is to demystify experiments, and help readers gain an appreciation of the value of experiments-whether in their own organizations, or as part of the world in which we live."
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| Emner | Consumer behavior - Research.
Electronic data processing. Product design - Decision making. Social policy - Decision making. Vis mer... Social psychology - Research.
Social sciences - Experiments. produktdesign forbrukeratferd beslutningsprosesser eksperimenter samfunnsvitenskap psykologi forskning |
| Dewey | |
| ISBN | 9780262043878
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