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• Teaching Note | HBS Case Collection | March 2016 (Revised January 2020)

  Behavioural Insights Team (A) and (B)

  Michael Luca and Patrick Rooney

  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; Mathematical Methods; United Kingdom;

  Citation:

  Luca, Michael, and Patrick Rooney. "Behavioural Insights Team (A) and (B)." Harvard Business School Teaching Note 916-050, March 2016. (Revised January 2020.)  View Details

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• Supplement | HBS Case Collection | March 2015 (Revised January 2020)

  Behavioural Insights Team (B)

  Michael Luca and Patrick Rooney

  Keywords: Behavioral economics; experiments; choice architecture; public entrepreneurship; United Kingdom;

  Citation:

  Luca, Michael, and Patrick Rooney. "Behavioural Insights Team (B)." Harvard Business School Supplement 915-025, March 2015. (Revised January 2020.)  View Details

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• Case | HBS Case Collection | March 2015 (Revised January 2020)

  Behavioural Insights Team (A)

  Michael Luca and Patrick Rooney

  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.)  View Details

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