Behavioral Economics: Applied Frameworks

Using the EAST Framework to Influence Behavior

Want to encourage a specific action? Make it EAST.

• EASY:

  • Is it the default option?
  • Have you removed every possible point of friction?
  • Is the message clear and simple?

• ATTRACTIVE:

  • Does it grab attention?
  • Is there a small, immediate reward or incentive?
  • Are you highlighting the benefits, not just the features?

• SOCIAL:

  • Can you show that others are doing it (social proof)?
  • Does it leverage peer networks or team dynamics?
  • Does it help people make commitments to others?

• TIMELY:

  • Are you prompting people at the moment of decision?
  • Are you communicating when people are most receptive?
  • Does it help people plan their action?

Pitfalls to Avoid

• Don’t be creepy or manipulative. Be transparent about your intentions.
• Don’t assume, test. What works for one audience may not work for another.
• Don’t make it complicated. The power of these frameworks is in their simplicity.