RB_MP - Team Name Maverick 1 Year Maverick 2 Year Maverick...

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Maverick 1: Year: Maverick 2: Year: Maverick 3: Year: Campus: Team Name:
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RB Mavericks Case Challenge Tell us in not more than 10 slides …. I. What’s your ‘Big Idea’ that will reduce open defecation (in India)? II. Who is your target audience to achieve this objective (who all would you talk to in a household or panchayat or local authorities)? III. What are the key consumer insights? IV. Convince us why your idea will change consumer behavior V. How will you make it come alive across touch points?
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Why Conventional Ideas Fail Conventional Ideas Focus on Conscious, reflective drivers of change (System 2) Rational Appeal – Why Open Defecation is bad for you Social Norms – Open defecation is act that should be frowned upon Emotions – Focuses shaming participants of OD Failure of System 2 Interventions In the short term it shows promising results High rate of relapse as the habit is not formed System 1 interventions need to be considered to play a role in habit formation A more automatic, cue-driven system that uses familiar behaviour patterns, signals from the environment, and simple decision rules (e.g., heuristics) to guide behaviour. Tis system is called System 1. A more conscious, goal-directed system that uses decision-making to direct behaviour towards emotionally and motivationally valued outcomes. This system is called System 2 Why focus on System 1 Habits are deep-rooted and are tough to change Slight deviations from existing habits (Nudges) makes the transition easier Nudges create minor changes in the environment which require a decision but aren’t complex enough to use System 2 Nudges cause behaviour transformation at a sub-conscious level leading to greater Principles of System 1 in our solution Manage physical availability Leverage reminders and situational cues Promote ritual creation Manage perceived and actual friction Leverage context creation
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OUR IDEAS T H E B R A I N S T O R M I N G G Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla feugiatbibendum porttitor. Aenean consectetur dignissim sapien, ut imperdiet urna tristique vel. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla feugiatbibendum porttitor. Aenean consectetur dignissim sapien, ut imperdiet urna tristique vel. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla feugiatbibendum porttitor. Aenean consectetur dignissim sapien, ut imperdiet urna tristique vel. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla feugiatbibendum porttitor. Aenean consectetur dignissim sapien, ut imperdiet urna tristique vel. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla feugiatbibendum porttitor. Aenean consectetur dignissim sapien, ut imperdiet urna tristique vel.
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