Publications
Publications
- March 2015 (Revised January 2020)
- HBS Case Collection
Behavioural Insights Team (A)
By: Michael Luca and Patrick Rooney
Abstract
The Behavioural Insights Team case introduces students to the concept of choice architecture and the value of experimental methods (sometimes called A/B testing) within organizational contexts. The exercise provides an opportunity for students to apply these principles to solve a managerial problem – increasing tax compliance rates among delinquent taxpayers. Students are asked to rewrite the letter that the UK tax department (HMRC) sends to delinquent taxpayers; this exercise is based on a successful behavioral field experiment run by the UK government.
Keywords
Behavioral Economics; Experiments; Choice Architecture; Public Entrepreneurship; Decision Choices and Conditions; Consumer Behavior; Taxation; Economics; Public Administration Industry; United Kingdom
Citation
Luca, Michael, and Patrick Rooney. "Behavioural Insights Team (A)." Harvard Business School Case 915-024, March 2015. (Revised January 2020.)