RSA STEER: Mastering our behaviour through instinct, environment and reason

8/8/2019 RSA STEER: Mastering our behaviour through instinct, environment and reason

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www.thersa.org/projects/social-brain

www.projects.rsablogs.org.uk/

Mastering our behaviour through

instinct, environMent and reason

Matt grist

June 2010

STEER

Projects


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STEERMastering our behaviour through

instinct, environMent and reason

Projects

Matt grist

June 2010


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RSA SOCIAL BRAIN

Acknowledgements

th rarh rb h rpr a a pb b u

r h dpar r cu a la gr

epr Fu, r hh ar r rau.

tha u RsA au Aaar J, Jaha

R, Rba da a Rha tab h hp aa

h rarh rhp. tha a mah tar, Jua

thp a s Br r hr ba aru ra

h paph, a da Rbr, na B a ka

ea r h a ra.

contact us about this report

ma gr ha h sa Bra prj p

2008. th rpr ar h h pha h prj,

a up p ma h RsA a up ra r

h .

th sa Bra prj u a h RsA pha

ur h r dr. Jaha R, sr Rarhr. A

qur ra h rpr r prj hu hrr b r h h r a a [email protected]


4/1063

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contents

ex smm 4

i 8

s 1: Ura bhaur ha 15

s 2: Fr nu sr 36

s 3: tah sr 51

s 4: App sr 63

s 5: sr a br ur? 96

s 6: whr r h sa Bra prj? 103


5/1064

RSA SOCIAL BRAIN

execUtive sUmmARy

th RsA sa Bra prj pr h pp h a

r pr r h b u r bhaura

pr hr -a, a u hr

bhaur a ha rh hr .

th, h pha h prj bu h r b app

h ar hra au bhaur ha a -

a a ra r . th rarh rb h rpr

bra rhp ah pp abu h a

a ju a r hab. Parpa h ap

app h hr a quaa rarh a

u au h h ha.

i ur rarh ap a app a paruar apprah bhaur ha hh rf, h a -r. w

ha a sr. th rpr aru ha uh a apprah,

app r , u hp ra h r a

zhp ha h RsA aru a r a furh 21

ur .


6/1065

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th rpr a h aru a ra:

the application o behaviour change and brain science

1. th bra ha paruar ra bhaur

ha ha hh rb h h bra r a a

-pra b ua : h

r a h aua. Hr, a

h a pra para. Rahr, h ar

r ar r p h

bhaur qu.

2. n h aru ha ha b aa (u

h uh u nu) pr a ura ba r

ura br -a a bhaur ha.

thr ra a appa hh -p

3. th r a h abu h, hh pp

p a ura h bra a bhaur r,

ha h pa pr pp a par a

a, 21 ur zhp

4. th rf apprah a ra a prr (

-para ) pa aa. A par h aa,

aa a apprah hh pr z bru hr a habua bhaur b aa hr

aua, r a ra pu, a hh

a sr

research indings

1. our bra a quaa rarh u ha hpp ar r abu h hr bra a bhaur

r, h h ra r, uu a


7/1066

RSA SOCIAL BRAIN

a a a hpu r rf h ara

hr ha h ha u prba r (..

qu ).

2. Pp ar abu h habua bhaur r h

uu . th h a ha hab

ra hruh rrr hr a a pha

r, a pp r pr a, bh

bra a pr.

3. Pp rab h b u a

rf -a.

4. th ar a p h a u r pra a

u a uu a a hr aua

uppr h r.

5. Parpa ra rpr a r abu hr

-a h h ar ha a b

b ru hr

how could the steer approach be applied or the

coMMon good?

1. iru h sr apprah ara ua

hruh a h abu h.2. U h sr apprah r pra pra

ha a ba u ju a -

r (a pra a r r ap). th h

u a ra r h r pra.

3. U h sr apprah pr (uh a a

r a aa ra) hr u ara bu uppr r pra. th sr

apprah u hp ra a r hr h ra


8/1067

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ua ju ar h hu pra

prb.

4. irpra h sr apprah rhaba

prra uh a h r-aa.

A ura h u habua bhaur u b

auab hr, a b ru -ah.

5. irpra h sr apprah bhaur ha

a hr h bhaur qu hab-ba, uh

a hah-ra a (r ap, ap a

b).

th sr apprah p hr bhaura ha

uh a nu. i ura pp b u h raa,

a ua rr hr bhaur. i a

h h pr hap hr a hab hruh a

ra prp, hh ha r h bhaura

raur. th rpr rb ur r ap a app

h prp praa prb. w rar urhr

pra h pha h sa Bra prj.


9/1068

RSA SOCIAL BRAIN

intRodUction

Julian Thompson, Director o Projects, RSA

B h su Fru 1939, a 83, h ha ur

r ha 30 ura prur a h ra ar ha a

h ru a 20-a-a ar hab, ua r h h h

arr. th ar pr ur ura a a

h ua rr p a qu ru

h -br aa h raa uh. y h h

b ar u h 1.

A a p hh ha b ur , hua

bh ru ap a ra p a arha ur bra a

b a a ha r ur b r. w ar apab

uh pr a ra, u a h, ru

(a ruar a) aju ur hab p a ha uru har, r a b, ur a hr.

th para bur prb r bhaura

ph. A a ur a h r, r

a ur apab a ur a. w a

r a pb ra pr, , au, u a

1 Har Jw, sur em (2008). th au a h ra a a phara ar

(PdF). Tex Dent J125 (5)).


10/1069

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ah a ju a . Bu ha a uh hua

pr a r puru aa.

th bu, bu a a hua

u hr h abu ur pra:

Fr, ha ar a a r a prh au h

ur p-a bhaur a hab ra h ur raa,

pr , a h hr ar (uh a ur hr,

r r) ha a ur ap a r. w

a r ah h, bu h ra h u ur

uur, a prr b .

s, ur r aur u ha r u

apr h br. A h a br

u ha ar pr ra a h hu

, aa hh ju ur urr ra. Ah hr

ha a u p ha ar a u ur pa.

crar aru h ra puru prr a

uqu wr p, a hr a u ru

r uar . i ra h a h, hhrur h ear r wr ra.

thr, a au h ur bra a ur bhaur ra,

a h a app , u hp u u ur

pa. i u b h u ( para) a

h r ha urru ur raab hab. A , h raab p b r , hr

ara, puru a u .


11/10610

RSA SOCIAL BRAIN

A h ar ra a brar a zhp ha

r auu, r purpu a ua r u.

Abu, bu praa abu h pr, h RsA a

raa r h puru ha a a 21

ur h. Fu 1754 ur h hra

eh, purp - ra hruh prj, pub

ur a Fhp a - a ra uapp

hua pa r h a r a

hh z ar r apab a ,

arua a abra.

th p 21 ur h prp ha hua

u ar bu b h p b hua

aur a h apa h aura r, bu ha h

hu b au r aa. Hua a abu

ura a aap h a ura

p hua p: b ha a r r

ur ba r a ra bu hr ap

ha ar apab . A h har 21 h

h a uaab zhp: h a h rah uur a.

Pa par h r a, h rpr ar h Pha

2 h RsA sa Bra prj. i ra a ar a :

Pha 1: h, ua, a rbu hr hra au h b bra

a bhaur ha ha b p b a ra a


12/10611

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abh p r r ar. th hra

a r h r rpr pubh nbr 20092

Pha 2: pu h h h r praa

a. th app rb h rpr.

Fr Pha 2, a a a ap h ra pub a

pr bra u, ah a pra rf

a h a br h ap b h hra a praa

ra h prj. th ru pp h a

(h u) hr bra, bhaur a r

ra, ha h a br h abu h a a h

abu bha.

th apprah r ha a uaa

uh h abu h a pru r a a

pr pup hh a ra aa a

pr bhaur.3 thr a ha a

ahr h hr pa.4 th sa Bra prj

h a ha r h abu h u b

u r . th a p quaa rarh arr

u r h pha h prj a u ha h rau b uu.

i a h r ra uaa , a brar

a bh h sa Bra prj ha ura h

abu h a pru a pp r r

2 Changing the Subject, RsA Prj, 2009

3 s r ap, c.s. d, Mindset, n yr, Ra Hu, 2006.

4 hp://.br.a.u/ua/pp/aasa/pahj/puba/ru.p


13/10612

RSA SOCIAL BRAIN

r hr bhaur. w b ha pp r

abu h, a ab r, ru h u

ba. th bau pp ar ru b hr

aur, a a ha u, r br .

Fr h ra, ar ha h u b

appab a a ab b ra. w bu h

ur rarh , r ap, b a parpa r ur

bra rhp p a ar r a h

h app h a h hr ra .

w ha , a ar hrr aura qupp, h a

a rp h a ra bhaura

u ha pr. A h a ha u b r

h abu ur h a ra ha ha p hra

a ua r.

s ar aura a h abu h, a h r a

h . Bu h h rpr ha a a

rhr au hua a hh a sr u

p, rahr ha , ur aura , a ur hraura. Rahr ha r ,

r orra a ur au ba r ju, r rar

h a u, sr pr bh a h a a

bhaura ra hh a b r aap, ab

ur paruar .

our rpr ap rb h , pr a r p

prar aua a ra h pp a ra -h.


14/10613

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our a ha uh ar a appa

pr pp h aur ubj h.

tha , hruh rar ura ab h r

a ab r hr bhaur.

th a appa r r th sa Bra

a hra pha, a praa pha, ah u

r h h raa h a -

a ha a ra h ra, hra eh

ra. i a 21 ur h par abu p h

r pb au ur bra a bhaur, h a

ara u pha a) ur u h aur rahr ha

para a r a b) h hh ur

a au ar rab ur raa .

th a ha 21 ur h abu ub

r h pra ra. t u ra ra

har pr.

th ua qu r h sa Bra prj hhr a

ha h h ur a a a ha ur uur, hh ur a a rp ur

har prb. i h ra eh, abu

h h r u ha h a hua b

h. m ab, h u

pp b h a

r b pr, bu a apab hap hr hruh h pr ra. th sa Bra prj

r h abu bra a bhaur


15/10614

RSA SOCIAL BRAIN

h a a ar pru ra pp ab

hap hr .

i uur, b hp ha b aqur h a hr h

h aa ara, bu ab pr h

ar ur bhaur. Bu a h r a, b hp ha

b a uh - a a h ra a

ura pr h a ur a ra.


16/10615

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section 1

UndeRstAnding

BeHAvioUR cHAnge

1.1 brains and behaviour

i rr b ar abu h r apprah bhaur

ha r ura ha h hua bra a b

uu . th r h r ,

h h aua .

th r appar b r r uqu hua a

pr h ab h, a puru a, a bra.

th aua har h aa, a a

bar u a bhaura rp.

Hr, u b r h hua bra a a aa bra

h h r a p. i a, h r

hr hua a r pha a ha ur

(a par aa ) ar ar r p a

(r h a ara a rp).5

5 Fr r h h r hr, Changing the Subject, RsA Prj,

2009, pp. 38-41


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RSA SOCIAL BRAIN

th aua rqur u r. i a,

a pr ra para, a b aa

rahr ha a. Fr ap, h u r h ra a

h a ur b ph, ur aua

a pr a h pb.

i prbab rh a ha ur bhaur u b h

aua . w h, bra a pa uh r rar

ha u ar a. th appar ruh urp h h

r h eh ra a ra, h 21 ur

h p a h b ur raa pr.

Fur 1 a u h harar ah bra a

ap hr ua.

Figure 1: Characteristics o brain systems

s cr Aua

charar

eru er

la Aa

Raa ea

s Fa

s-aar Uu

eap

WorkingoutabudgetPlanninganunfamiliarjur

Readinganinstructionaua

Gettingreadyforworkinther

SpeakingyourmothertongueFeelingempathictowardsa

r

1.2 behaviour change Modelsi h a u bhaur ha ha u

r bh h h bra a u ab.


18/10617

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drb h r apprah r hp u

h h u h h bra ha a br

ura hr h ar apprpra. Fr ap, rhaba

r rqur ha a ra a ra

hab h a apprah r pur a h r

a uh ra, uh uh rhaba ur

a h pr h aua .

Ahr pra ra r r h

ura hr h Rf H m hh a r

a ur rarh h h hr apprah.

Figure 2: Behaviour change models

tp apprah eap tp ea

Raa cr m taa Par Pa/Par A

dbra cr m cz Jur A

Rf cr m cBt r A

Rf H mtah prp

happA

cua Aua m nu Pa

dp Aua m

YouthatRisk

TheScoutsFamilyNursePartnership

Par Pa/Par A

eah apprah bhaur ha u h ab ab

uh b hbra h hh r, h r

h h, a h h r hr a pr

ab pp.

t r c M

th ha b h aar apprah fu bhaur h


19/10618

RSA SOCIAL BRAIN

a hr ar r . i ba h a h a hr Jh

nah a a ap b h pub h hr ra,

a a b -bra hr ar ra. i ba

a ha pp a r hr -r h ba

raab ab prr. i pru ha pp ar hh

raa u h ra h a a

a a b h. o h , a (uh

a a a pr ) ura ra bhaur, h

(uh a a bra), ura hr.

th r h r fu h

a ar h h a a -aar par ur

bra. Bu r h h r a pa

ar: h a r ar ru, pp

p aju hr bhaur ar, ha h ar h

r h abu ha h hu . Fr ap, a ua

h r a r h b bau h a

h pr. y h ha ar rf

h pb, r h r prpr rh a .

Hr, hr r pa ra ha b pr

a ur a up, h apprah a ppa. Fr ap, a bua h ha h ra

abu h b p h a bra r hr pa.

th h h r a aua r hr

a pr ar h apprah ha h r

a a r r h rraa ba ha h pauh aua . Fr ap, h b a pa h

a rua a pr, a ahuh h h


20/10619

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a a h prp h hr p hr a h u.

i ra hr, h a baa a raa -r h

a r r hr a hr rpua a a

pr. th ap ura h h r rar

r h rraa h aua .

i a, a h ur A da ha p u, a

ur , hr raa h h , ar bu h

. Pp h aa bra, apab h

, a a a a a.6 w h a

hp u h br ha ahr. mrr,

a ur bhaur pa b -r. i

a ar p abu ar a h ph hr.7

Ju h -r a h r h hr ar

p a . Fr ap, rarh arr u h

Us u ha pp h ar p a pr-a h

hr hburh qu ap a -r ra r

ra hburh h r b a-a.8

th ra p ha h a ha ar h

r ar raa a -r r. Hr,ur a ph chr Frh ar ha r

bhaur rar a rraa, uh a ar abu ar a

a arua, a b r raa h

6 A da, Descartes Error: Emotion, Reason and the Human Brain, n yr, Harpr

Pra, 1995.7 s Changing the Subject, RsA 2009, pp54-57.

8 da sa w, da tu oBr, Arura sa, Hua pra r a

uar prp: ara a rra a a - a, Evolution and Human

Behavior, . 30, 2009.


21/10620

RSA SOCIAL BRAIN

h rup .9 tha , h a r aaa r

h a h ab r hr . th

u ha h Raa cr m uu, bu hu

b a a a-pa.

t d c M

th pa grr sr uu par nu

th.10 A ha b a, nu h hap h

hruh ha h hh h ar a. i pra

h aua .

nu aa r bhaura , hh hap

bhaur b r apprah p a pra h

r ph a ur. th, h hr

ha, r ra hr a pa . i ba

h a ha pp a h hr a hap hr

uur bhaur hruh u ha a

au u. s r ap, a a aa,

u h pr h a h , h hr a

ar, pa h cu, ar a u ar prj

a . th ar h ur a ba aru-h ra h ar r-a h hr

a u b ha br rf hr au a prr.

thr a hr pa a phphr h

ha h ha bra hu b h a a

9 Prr Frh ha a h p ra a a a a h RsA.

10 P Jh, g sh a g sr 2009, nu, th th: t sra r cha c

Bhaur, The Political Quarterly, 80:3, 361-369.


22/10621

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a hap . Prhap h r

prp uh a apprah gra pa phphr

Jr Habra. H ur h r ara hh

ha hu b aur rr a r

u pr a raab u a pa

b z.11 th a ha h r

ur a rh, z b r a h

u aur a h ahr r ha

h hu rr ah h ra u h

r. th a aa ju a ap

aur uh aur.

th aa r r h hap bhaur, a

a u r abra a a u.

Bu th a ra b p a a apprah ha

bhaur a ha b bra rhp a cz

Jur. th dpar trapr, r ap, arr u

bra rarh a ha.12 or ra h

ua ar abu h a hua-a ba ar

(uh a h ar ) b a rhp. th rarhr

u ha h ar a u ha pp au ba ar a a hr bhaur.

s h dbra cr m br pp hr

r h h ha hr bhaur. i u b

r a ha r h r bau

11 s r ap, Jur Habra, Justication and Application: Remarks on Discourse

Ethics, P Pr, 1995.

12 hp://barh.aaarh..u/+/hp://...u/pr/rarh/a/

aha/auaha.p


23/10622

RSA SOCIAL BRAIN

h pp u a r aua a ra

ar pa (r ap, h b aua). Bu

h Raa cr m h apprah ba h a

ha h r a ha pp a p

hr bra pr ra rah a u h

h hu bha, a h ha hr bhaur ar.

obu h a h dbra cr m a

pp a, h h r h.

th a auab a pru a hap bhaur a

hrr a pb hu b pra. Hr,

hr ar r abu h a b u. o

ha a h a a u rup

ruph, r ua, a a u

r h th. A grr sr ha aru hr

ar a ub r a aa abu

h a a uara ha bhaur

ha arar.

Ahr p aa h dbra cr m h p

a ha bra a a r a a a rpp. i hr, th a b a ar-h-bar apprah

ha bhaur bau r appa a

ur r . eru bra a har

ua a ha pr r ha bhaur ha ha

prhap b huh. th a a b ua

a a, r ha pr ha bhaur, bu a rr .


24/10623

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a x x

Br pa h Rf cr m rhar ha a b rf. th Brh pa

Ah g h r rf a b u hr:

sa rf bh a a u a p-raa

. d ha b a h ba a r r uu

rf h a. Rf hr rr h

u ra abu h a a a a ruarrrr a r ha ha a .13

Ar g, rf ha ap a. th

r r ha pp b aar h r

principles a a (ha g a h a),

h ar ab ha . g h ap ahrp.14 A

pp b aar h prp ahrpa a,

h a ra r b u b . Fr ap u

rb h Aaz, aar ha ahrp a u h

ra auab ar hua a bj a, a u

h ar prp aru r a rh r a prra.

Bu h a ha ahrp ha: pru ubj

b prar a h prp a paa puru

bj ha p. s rf

a r a ura h ur prp a

ha h pr ha . th ha ah b u h

ur prp r a r purp: u h a r

a ha ha pru b h a; r rpa h h hr

prp.

13 Ah g, Beyond Let and Right the uture o radical politics, cabr, P

1994, p86.

14 b.


25/10624

RSA SOCIAL BRAIN

th hr ap rf a g u h r au. A

pp b r aar h prp r a, h

ar r p h prp h. g h

ap arra.15 A b ra rp, pp b

aar ha arra a h pp a aru ra b.

iua h arra ( h ) h h prp

a b a rahp, h ua

pahp, h u ua pa, a . Bu

a pr aar h prp arra h a -raa, h a h hr p ha h h ur

prp br r ap, a -r rahp ha ar

b -. ch arr a p-raa -

ha a ra huh hruh h h r a

aju au h rf a hu auu.

A rf apprah bhaur ha hr baar h ra prp ha ur bhaur. Fr ap,

u ar ha a a ba r har. Ara, u

ar ha a a ba r har a ha, r ra , a z,

r har r hua r a , bu b a r b a b

a pa. th ar a rf r ar ar abu

ha h b a why andhow it is done.

s h rf apprah bhaur ha h raa

a bra apprah ha p pp h r

h ( p a a). Bu r

bau ar abu h ur prp ha r

bhaur. thrr h b r r pr ha h

bra apprah. i a pp h r h,

bu br qup h ha .. b r auu.

15 b, pp. 6-7.


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mrr, a g p u, rf uprab.

o pp ura h prp a a hr rahp

pa ha, a h a .

t rx c M

A ap h Rf cr m u b h prra

ha u c Bhaura thrap (cBt) ah h hr

a r. cBt u ha haru a

hruh a . th a ar ha huh

ha ha h pa rr b. th ha ur

ar upp a ha ha a bhaur. Fr

ap, r a u pr h u a h

h h h h ju ahr ura h u a

rh i a. cBt u h a ha h huh

bau ba a rr b. th h u (r ap)

b h ha h a h har bu i b.

th hp ha b ha h rr huh, h ha a

pr, ar a a b ra.

cBt r ha b h r qu 16( ru rup bhaur) ahuh ha h

ua aa ha u r h -r b r

aur h qu h uh hrap a. th

r r b ah pp h ur

prp ha r hr bhaur a h h a

u h prp ha a p bhaur. th h

16 hp://prr./ph/cBthh.h


27/10626

RSA SOCIAL BRAIN

h ar rf. th r h r bau

h ah pp h u huh pr a a-

ha bhaura par. s h a a ua.

Rf cr apprah h r a

a. th prhap pa h a cBt

hrapua a a h p-a a

bhaur bau h ar rr b huh a b

bu pra a a uu .

t rx h M

th Rf H m h bau

h r , bu pa h aua , a

prhap pra, ba a r ura

abu h h ra. s, r ap, -b

ua a pra a Ah s w sh

ar phph ura h r

a (r ), ar ha h r

au uhapp (aua ) a hqu uh a

a r r r (h r a

r h aua ah hruh pra).17 th a ha h pup ha ar h prp a hqu, h

app h hruhu hr . s h apprah bhaur

ha a a pp.

Ahr ap h r h p

ph pr -b ua pr b mar

17 hp://.uara..u/ua/2007/a/29/h.u


28/10627

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sa. sa ru a prra ah -b

hr ara h Uk, ar 22 a h, r hr ar.18 th

ah a h ra barrr happ (rup ur

h ha ar hp) a a ra barrr uh

a ru r. ia ar ar ha ah -

b ra uaa aa a pr a .

Prhap pra, pup j h ah.

Rf h apprah bhaur ha ar qu

a ar u r -r b. i s 3

pr rar ph ur prp h apprah

hh r sr. w aru ha hu b a h

bar apprah ab r bh -ba ra

a a ha r ua prr p.

t cx am M

nu h p r b r 2008 (huh h rur

ra r r p).19 A ha b ,

h apprah u bhaur b ha h context hh

h ar a, a r bau h ar prhap

ha h ha huh h b.

or h a hr a h h r p ha

h r h raa a .20 Bu a thar a

su pu , h h r e rahr ha

18 hp://.uara..u//2008/p/10/ahah.happ; hp://...u//_a_/ua/ar3391035.

19 s Rhar H. thar, ca R. su, Nudge: Improving Decisions about Wealth, Health

and Happiness, ya, 2008

20 hp://.pa.r//H_u


29/10628

RSA SOCIAL BRAIN

Hua.21 e ar h bhaur r b

aua h a b a ur a.

e ar aa r h h a h a aa

raa. A thar a su h, e ar ar a aa:

Hua a e r aa. m h h

p rraa hr u h, ar a b a

hr pp, a bra a a abu a a h.

nu r h prp ha b a ha h

a h ar pr (ha h arhur), h

aua h bra u pru ra

bhaur. s r ap, hhr ra pr

r 10% o patients who receive this treatment die

r a 90% o patients who receive this treatment survive

a a rp . ira pr r

ar r a r ar bau hua

b ar r ha h prz a.22 th ar appar

b a a ha ha h h aua

a hh urp uh ur bhaur.

th aua a ru h ha ru urbhaur: r u b h r ur

a r, hruh h r a. B ura

prab ba a , bhaura a

ra p ha a u . s u ra ra

pr a a a rahr ha a , a u a a r ba

21 s Rhar H. thar, ca R. su, Nudge: Improving Decisions about Wealth, Health

and Happiness, ya, 2008, pa.

22 s kaha, d. & tr, A. (1979), Prp thr: A Aa d ur

R, Econometrica47, 263-291.


30/10629

Steer

ha ra, u ha ju b u b h a a h

a pr u. th u ha h arh ha

u ur aua .

s h cua Aua m r ur aua bra

a. i ha a a u ur

bhaur a r bra a h p rahr ha

h ru. B , a z pa a h

h r h bau h h a a.

thr ar u ha appar a a ua. Fr

ap, hr h ar ua a pub ,

ha bhaur b r pru.23 th

a a hrb a pr h r hr rr

ha hr bhaur. Bu h ha bhaur aua

r b aru ha ar rr h aua ;

a rp uh a a aa rpua,

a h ha , a a

appar (r bhaur a h ha ha a).

th nu apprah a r r p bhaur: hr h aua a b u hu a pu r

h r ; r ap, pa a pur a par

ab a h b r a a a ra pa

bau pp uu ah.24 vr

bhaur ar p uh b fu h ar

23 s mkz-mhr d, sh w, Fostering Sustainable Behaviour: An Introduction to

Community-Based Social Marketing, (1999), n s Pubhr.

24 cu b ah ha pra a ra-r , Ba a., Biology

Letters2006, 2, pp 412414


31/10630

RSA SOCIAL BRAIN

a ha h nu a a apprah ha aua ru

ha a p. mrr, r b rarhr a

mahr a suhap Ur u ha u

a b a prpr h ppua a

a b a a a u ra bhaur.25

t d am M

whra h Rf H m r b a pp h

pr a up hr bhaur hruh a aar

ur prp, h dp Aua m r a

ar r pa ar. th bu up apab b doing

thingshu hr ar r b a p a .

t u mha oah , h dp Aua m

a praa rahr ha ha .26 Praa

h aqur b h

ra b ur aua hruh a, pah,

abh hab a r . Fr ap, a arpr ar

h pa a p b ah a r

r hr. wha pra aqur h ab a u

ha (h u arua h ruaua), bu a u h h pr rh a

abrb h a u r ha hr pp . g rh

h h ha hruh rpa pra. i

h a mayp u bhaur (..

I am going to keep the movement o the plane in line with the grain

o the wood), bu ra pa, h aua

25 hp://.bhaur.r.u/

26 mha oah, Rationalism in Politics, iaap, lbr Fu i., 1991


32/10631

Steer

, a r-aju ha ar b h

u. muh ha a arpr ar a ur

h dp Aua m ar b br abu ha

apab pra b h aua .

oah p a ha ha r

ha ar hr praa a b r ara. i a rahr

ha allur a praa ,

a ha ur ar r praa ha ha.

Fr ap, ahaa h b r h

para ha . Bu ahaa ar b

u rap ar a r b r

pra. A a h phphr w h,

uh ahaa ar r praa ha

h h.27 Fr ap, pa a h h a up

a look, you do this and then that happens. i r

pa ha a hu rr h aua pra

a, b up. s h abra

hua ubj u, praa a-pra.

th dp Aua m h u h ha u b h r . Rahr, h ha u

a apab p hruh h aua , h

a a r r h r

a ha r h (a up) apab. Fr ap,

a pr a p b a bar. Hr a

huh i b a bar ju uh hu h.

27 s lu w, Philosophical Investigations, or, Ba, 1991, 140-200.


33/10632

RSA SOCIAL BRAIN

wha h u ra, , a j a a. wh h ha

h r uh h a p h ab

a hr a a ( h Aara s r,

h ha h apab ah h u b a

bar).28 i hr r, h ha ra hr aua

ha h apab prpr p.

n a apab ar pra r b h aua

bu a ar. A hr h ar, h dp Aua

m h ha h b a ah bhaur ha

pu h pha ra ha . o ur h r

a b a a h a h a, bu h

u ra h aua hruh practical activity.

th yuh a R har ra a ap h dp

Aua m a r.29 i hr prj Ballet Hoo h

ha a rup u pp r pr baru

prr a ba aa aar h ar.30 th u

pp r ha ha a, hruh h pr

, hr au ar a-r, ru a -rp

r p ha. th practisedbhaur ha bu hapab, a hr au u.

th apprah h dp Aua m prbab ar r

ha a h hr hr apab ar b built r

seriously enhancedrahr ha p utilised. Fr ap, a rup

28 s r ap, Aara s, Development as Freedom, oUP, 1999.

29 hp://.uhar.r.u/

30 hp://.uhar.r.u/a_/BaH.h


34/10633

Steer

u pp a ru, rpu r

hr ar h r, b ab p utilise h

apab h ara p. whra a rup u

u pp a upu, rpu r, hr

ar h r, b uab p u

apab. th ha arr apab h r pa.

Ahr aur h dp Aua m ha

r. ma h bhaur ha u ab

ar u p-u a r a. Fr ap, u

pp a ru, h abu h har ru au

rr r p hr a h. or ha u pp

hu rp ahr a au -pra, pa

h b hruh ua. i ubu hhr

uh r apprah ha uh a pa bhaur.

o h hr ha, u aura ar ba

h a -rp, ru, a h r

a h. Bu h r a r b ar h

pru. th r hp bpa h aura hua

b a h pp ha a. th pa pru u pp, a hr ar

a ra bra h aura hr. Bu hr

ru a a u bhaur, h dp Aua

m b prrr. A u pr h ar ar ba

bau u r ju ha hr a ar . y h

ha r p up a r apab a au ha h a ha rj ha h b r hr

hra aa.


35/10634

RSA SOCIAL BRAIN

i uar, h dp Aua m r hruh praa

a ha bu apab bu a pp ar a

pa ar. th p h r h I should

do x because it will yield y.

1.3 degrees o dierence, not dierences o kind

A h u ab hu b a pa

a. th r pha . th Raa cr

m ha h r pra

p a, ha r a. sar, h

dp Aua m a ha pp a arr

apab p auaa, ha a ar

a apab ra h aua . th

a a p r h p a ah

ap. th Raa cr m, r ap, a

pp ar pa, bu a a par pp h

r h.

s b h ar a uzz . Fr

ap, h dbra cr m ha bhaur

b b ah ur prp, bu b ara. Bu ha ra ur

prp. i h ap bra rhp h

a ha arr, ur prp ha ruur

pra, uh a h prp u , u

qu aura b u. Parpa a h ar u

h prp rf h r h abu h rr r . th rf a prp h

h abu -ahr hr a a h r


36/10635

Steer

hr bhaur. thu ha ar a a ra-a

r a a up a a rf r.

s h u ab hu b rar a r

phpha bu uu ar r h abu

bhaur ha. i h r a h

bhaur ha apprah pra h h r

a a p. w a ha h r

apprah h b r (bra pa) prr p.

Pru ha a prr (rahr ha h ha

prr a a pr) a rab, rh a hhr

h pha pa h au r hr b r-

h r h pr br. sp u h harar

h hu b hpu r u hh h b

pr ru, a a hh h b uru.

w aru ha hr b a a r pa h u h

Rf H m. i s 3 pr a

h RsA ha ahr uppr :

1. ha h Rf H m ha h pa b a r ha bhaur;

2. ha h ha h pa r a prr p

ha h h a 21 ur zr.

i hr r, ha ahr uppr h

ha h abu h r bra a b auu p ura a r h .


37/106


38/10637

Steer

r h fh rf pu a a bu h a

ra b ra a . A h hr hab-ba

bhaur bhaur u h paruar a p

, bu hh ara pr r. Hab a b u a

ra a prbab ar a ha h a ajr hua

ju uh ra. A h hr h r a a-

r r bra a h.

A ap hab-ba bhaur up a ra

r r h r. yu r p ur a a r

bra, u p a hruh hab ha ar pr r. y

ahuh hab pra a h aua h ar upb

ua r h r . Fr ap, h a rr

a a 90ph r r a br h a hruh a

ba hab a ba aua rp, r h

a pr ra qu uh b . y h a

h h a aa h b, r h h -

, r pa , ha h hab ar u b a prr

r .

th ap h r par h h r -a a u a pr h aua hruh

ra hab. th a r h hr a ru: h u p

think pa a uaar jur, u ar r aua

a habua bhaur hp u h (ra h ap h

habua a h u h abu ara ru, r ap).

i hhh h hr aur h aua a r

h bra, a h h h ar ra hr


39/10638

RSA SOCIAL BRAIN

aua u, h a pr u r a h a h

h r aua or r bhaur.

w a ar h ar h up r ha either

fu h r or h aua , h hr

aua p r r ha r h bh. th

r ha hab pa bh ahuh habua

bhaur aua u, a b u a r b

r bra. wh a arpr r a a

ab, h r a hr habua bhaur ah

h . Bu a h a h a hr r

-u ha bhaur rr h .

th h h bra r bhaur h h a

aru r a hr . i rahr a h

b aaab a pu a uu rar r h

apr ura. th hr bhaura rp

(p aua, habua, a r) b a

ab h bra a -, a a h h

aua pr. s hr b ra r ap

h rar.

2.2 steer

wh h hr- bhaura , hu r

sr a a u uu a h abu h Rf

H m (apa sr hrar r a h

ha ua abu b pa).

our bhaur a b sr b h r (a a

r), hh h u r. Fr ap, h rr


40/10639

Steer

apprah a b h ra h auaa

h para ar pa ar h apha h ra

ap para h.33 th bau h h pr

ha h ar p up, hh rr ura b

. i h a aua bhaur ha b sr r

hu. wh r, ur bhaur hab-ba a

aua. th h a r pr a h a

a par ar h abu ha ar , ar

ju . Bu a sr ur aua bhaur

a ur h a r h ar a hh p, a u-

a, r aru bau ha a b rr h

ba a. i h a sr ur aua bhaur ra,

h h a . s h r sr, h abu

bh h ra a ra ua bhaur, hruh a

ura ur prp.

A arr a h abu sr bhaur a

Jaha Ha a a pha a a rr.34 th pha

rpr ur ba aua rp a hab. th rr

ur a-r a r -a apa. th

rr ra a a-pru ar a h u h pha. i a, ha h pha

a r r a a a. Fr ap, h pha

hur h a h a. ohr ap h pha

bhaur a ra r a u ar ha

ar h. Bu pra ar p h rr ha

a a raua ar h pha. w ar h pha

33 hp://u.r/?=a+hr+r

34 Jaha Ha, The Happiness Hypothesis, 2007, Arr B, pa.


41/10640

RSA SOCIAL BRAIN

, a sr ur bhaur ra r a ra

ur hruh rpa pra a a a.

t p h a pha a rr a h

ua r hruh hh h pha a. th rpr

h a a pha bhaur. cha h

a h h pha bha a ha h ab . nu

r b ha h au h r. sr a r b

hr ha h r, r ha h ua h rr.

Bh h sr a hp ra h h pha bha.

s h r h a sr a pha

hruh a ua r ap ha ha h

h a fu hr bhaur (ha u ar uu

), bu a ha a ra sr a b rr b hr

ra sr h pha. B b aar h

r -a b br ab u ar

rur. w a ar bh r r ha h

ur h (a h nu), a h h a b hap

r h br b u h hab h pr r. s z

a sr hr bhaur hruh a-, rpa praa ha h h hh h a h. thu

h a ha h para r -a a

h ha h r ar aar a, h

b hap bhaur.

2.3 but is steer contradictory?th a sr a a a a prhb

h Rf H m bhaur ha. y huh


42/10641

Steer

h hr ha r bhaur uppr h apprah

sr, a appar b rar. i uh ur

bhaur fu b a a aua pr,

h a thinking abu ur ha a ph

hp? Bu ahuh uh ur bhaur pr r

p huh, huh can stillu bhaur. A b ar

abu h bra r bhaur, pp ar r h.

th ar a r a r a rahp h

h a hr h ar ha h a h eelabu

bhaur, r ap, r ab a hr abu

ha h hu .

Ha a h, u uh u ha

abu bra a ph a uu rh

r r h parpa u hr bhaur.

thr b h abu h ubj ar bra

ha ha h a pp . A sarah-Ja Bar

rar a a a a h RsA,35 ur paa

p a u aur, prua pp h h

a paar au.

our rarh u ha a abu bra aa a ru

a pru rahp b rr a r,

a a a r p au ar u bhaur. o

jur ha a ha bra a aa

h a ar abu h. A ha b au , car

d u ah h pup abu h pa aur

35 hp://.hra.r//au-a-pa-/2009/h----ar


43/10642

RSA SOCIAL BRAIN

h bra ha ra ha b rh

h ar h ar p uaa

a a u. wr b Pau Har-J h Uk

a u ha ar abu bra ha uaa

prra.36

thr ha b u a (h abu h)

ha h ha a r a a a

ab.37 Fr ap, a r rbr h hu

ha h r r.38 i r aar

ha u r h hr ar (hh

a p abu the process oremembering abu

h p a r), u b har r u a

u ur au r r a a. th a ru r ra

hr pp a. i r aar ha ur rpra

hr a b ur b ur ,

u b pr rrb r, au a ra. A aa,

h abu the process o relating to others in general,

abu paruar ra ahr pr.

i bh a a pa r hua b habu h ur prp ha r hr bhaur h

a ju rb. i r aura r hua h abu

h, hr h a h bra ha u

36 hp://.hra.r//au-a-pa-/2009/h----ar

37 Arhur P. shaura, tar a c nur ma cu ac 9, 313323 (2000)

38 shaura, A. P., & squr, l. R. (1986). mr a ar: A u h -

- ph a pa. Journal o Experimental Psychology: Learning,

Memory and Cognition, 12, 452460.


44/10643

Steer

a a, pa (hua ar

h p a a h ra, a

a b apab r a). s b ur r aur

a h, a a a b p h Rf

H m h abu h ur prp ha r

h h ra h r a aua

ur bra. ma paruar ur b

ur bu ha r pra ar

u.

ma a a r rf bau a

ura ha ha ha ura. Fr ap, a

p a uh a ura h r

r ha what memory isr h pr qu. A a

h ar ura ha h u

ar r. Bu h ra h, hr au

r ha b r ur hr r a h

ra ha ha h pa r p. s a

a h qua rf au. th h

b br qupp h r hr, h ha

h bu p r uh a a a b parrpb r h h u .

th sr apprah p ap ha h aura

rf b br br u h u aua

pr pa r ur bhaur. A u b

u ha appar u. Fr ap, ar u u r r hur hr ,

a ar rr h a b rap h ur


45/10644

RSA SOCIAL BRAIN

prp ha r r a a ra. sr

r a a u aar h ur prp

bhaur ha ar prhap a u,

r a a. Fr ap, ar ha h p a

hab h ur a a pa rar, bu

ha h rar rp aa ar h r u

h bhaur, ar b a aar h ar

rahr ha u u . th h h sr apprah

ur aura rf, hruh ar abu h ur

prp ha r habua bhaur.

o h jur ha a a r a, ar abu

h bra r bhaur a hh prz r ha

ur u ha p u au (a a

h ab ha uh u a r

ha hr aa). th a b a r pra r

Ar a ha h pa hua pa

r huh abu huh, h hh h aru h

happ .39

whar jur rar h appa a au a, ar a pa pru r ha

bhaur, b ra rar a r

hua b.

th ra br u rarh u.

mu a h abu h a

39 s B x h Nicomachean Ethics.


46/106


47/10646

RSA SOCIAL BRAIN

A ar ur r ha ha a b bhaur

ha a behavioural approach hap bhaur. Bra

pa h a r h h cua Aua m

u arr, rahr ha ha h z hruh

ra a p .

i u h p h paph a h r

nu. Hr, aru ha apprah bhaur

ha hu a a pu jpar h prr

p, hh a b uar r ruh a:

Autonomycz b ab a r hr

rr ah hr u pa hrr h pb.

Responsibility cz b apab pa hr par

ur uh a a a r a ru

a rahp.

Democratic engagement cz b ab r

ra (hhr aa r a) a p h a a

rf hr r.

Communal action cz ha a a a

a a abra h ahr r ah a a h har prb.

th paph ha sr a apprah bhaur

ha ha a h prr p. A a r h

Rf H m, sr a a a ua

ha a h a rhp h prp ha urhr bhaur. th a sr pr ha r h

bhaur ha r p pp h.


48/10647

Steer

i h a rf r sr uprab.

Rbr ha rf ura ha h a ha

ur. th h h ar ha hr au r a b

p ha a ha au r. s h a: h

z ar abu h pra habua bhaur a h h

a b b u, h b bh hab? w h b

br qupp abh hab r p h ua? i

hr bhaura r r b ha h a h

ur a h pha, rr a ua r u ha

h. i u (ha paraa) b ar r h rr

r h pha, b b aar h r hr hr a.

i hr r, bau h sr apprah rf,

(a a apprah) p r a u. th

b a ar r prr p bhaur ha ha

nu bau p u -

h bra uh a ar , aua r z h

pb rah a hrh bhaura p,

r hh , u pb h r.

i h r sa Bra paph, Changing the Subject, aru ha a u r ha u

ab pp p h apab b r auu,

a r hr u har prb ( a

rpb r h h h a), a a ra

hhr ru a , hh b

ar r hua happ.42

42 Changing the Subject, RsA, 2009.


49/10648

RSA SOCIAL BRAIN

A r aru uppr h r uh u a h

ra ua. thr a ah u

ha pp p apab ra rpb a

au, uh a -r a appa ( a h),

hu aqua a uppr.43 sar, h Uk pu

ru rra a rra h pra phr:

pp p ar r h ha h hruh

ua a.44 w ar h a ua ha

a u a uhapp. Bu a uh a

pr aqua a r ua a pa

hr a a h ahr r h rp h

har prb a.

th aru abu h a ua pr

bh h p a ua au, rpb,

ra a a ua a. tha ,

pr h r pb prr p.

sr, a p h Rf H m bhaur

ha, a hp ba h ra ua. i

ah pp abu h ur prp bhaur, ha h pa r au r pp a br

r hr bhaur r a r p. Bu a, h

h a h ua r, a pp aar hr

rp h hr a hu h r a uppr

43 s Changing the Subject, RsA, 2009; ppr, Freedoms Orphans: Raising youth in a changingworld, 2006; Building Character, d, 2010; Ar or, The Challenge o Afuence:

Sel-Control Britain since 1950, or Ur Pr, 2007; da ga, Emotional

Intelligence, n yr, Baa d, 1997.

44 s da dr, Injustice: Why Social Inequality Persists, Br, P Pr, 2010.


50/10649

Steer

hap bhaur, a a h r pa hh

a har prb.

2.5 the value o learning about ourselves

Rf ura, a ha b a, a

ura ha ha h pa ha h a ha

ur, a r h pa r au.

naura rf uh a ar r p

r ha h a ur a r

au p: a h aar h prp

ha r r u, hr au r eo ipsoha

a a ha r hr a r a r r .

sr, h hr ha, a r ura ha

potentially rf. i ra h aura rf

ar r u, u ar abu h r

prp bhaur a p r h r pu h u

. s sr uara a ha h a ha

ur, a uara rar au. A pr

h ha h a ha rr ar h

ur prp hr bhaur ha h u h h a h aa. A h h ha h ha

a hr r au h rar hr bhaur.

o h hr ha, h h . w hr h qu ra

h ru h paph, hh b hhr

abu bra a bhaur useula relevant. i hur prp ha pp ar hruh a sr apprah

br abu a p ha pp ra hr


51/10650

RSA SOCIAL BRAIN

bhaur ha r r au h

a ha b r ar h qu.

t b ura sr ha h pa b a u

rf r, arr u a a p rarh, hh

pr h . th a quaa a bra

rarh, pr prar h rahr ha

quaa rarh r ar ra a. thrr

ur ha sr r a ha parpa

pr b a ha ra hr bhaur ar

r h r urhr a a qur.

B pa parpa h -a pr r

h bra u ha r h rar sr

bhaur, bh ra (u bhaur hruh ) a

ra ( ha h h). s

h r a hruh u r r bra,

. A p a a ha

ha parpa r ara r pr .

th r a parpa pr a ha sr h b a uu ara h Rf

H m, a a uu p apprah uh a

nu, h a ha hr ar appa,

ju a hr ar h appa nu.


52/10651

Steer

section 3

teAcHing steeR

3.1 our research question

w arr u a a quaa u pr hhr pp

pr b b aar h ur ha

ha r hr bhaur. i hr r, ur a a u

hhr abu bra h b pr at all. th

u ha ra r h rarh ha h b.

Hr, h u a r a h ru r urhr

u ha a h a sr apprah ha

bhaur.

3.2 the ive steer principles

th parpa ur rarh ar p prp -a. th prp r pa r bra

u a r apa b a. th prp

r a b hau, p uu ru hub r

ura a u bhaur hruh -a.

th r r r h abu h ba a urra

a hh h bra u r ap, haaua pr ur para, r a a a

ru hruh huh a u .


53/10652

RSA SOCIAL BRAIN

th pa h prp h parpa bu

ha b bu up h h h r ua.

th u b r uur rarh rf, ahuh

ua hu b ru u a p

ra aru rf r. cua

ra a pa sr, a

bu a ar rappr b ahr a arr hu b

r hr h apprah, a a arab

b r aa.

th rarh, hr, a r ba h

ua ra. dur h rhp,

parpa ha p u a har hr huh

a abu h auh a h app h.

th a parpa h ha ura h

r h. mrr, b h rhp h,

h parpa p a ar hr h a hr ap

app h ar hr ra . l parpa

prpr u a app h h a, ha

prpr abrb, ra b ab u bhaur b

b a a .

th rp h F Prp u ar r r

a h appar parpa. th ar pa br r

hr bau h r ra a a rhp

a hr hur. A h rhp a h ru, bu

rf prp a br r. i ha ha ha ru prp apar r h ra

r parpa qu.


54/10653

Steer

p 1 h k

Automatic System (b ) th aua

r hruh ba a huh.

th a a h uau, r a,

a a a r p u par h r. i

bra bu a a a. Fr ap, ba

h pr r har a a ar p r

h r a par j, h ur; a ar

p, a a. th rrr ur a u ba aup

a u ruh. th aua ura

h a.

Controlled System (ar ba h pr-ra r ara

h bra) th babar h h r,

bra h a pa. th hr

h h a h abu h Should I go to an RSA

research workshop? It might be interesting, so why not. w a

prb h h par ur bra b h ra

abu h, a ur a.

d-a ru r h r hr,rahr a p a aup. th aup a a r

h para, r a a , a f h pa

h . th p a h r h prb b

r pa a.

g ap -a hr h rhr ar ba h. i u ar ha

a a a h ur pr-ra r (ur p)


55/10654

RSA SOCIAL BRAIN

r ur au-p ar a a trap my opponents queen,

a ur aup hua a hua aua.

th pp ur ha h a what about

this one?45

m a ar aua ba hab

ur a a, ju h ar u . Fr

ap, u r, h bu, h a

a a up a. w h a a p a h bu

h i a , r r a up a ra

i a . w ju h h bau h ar pr

r a ar u h. i hr r, ar ru

aup a h .

yu h h h a ha ur hab u b a

up ur pr-ra r (ur p) a ur h a

bha r. s r u rah r a bu, r r

u h , ur p u p a r u

bha r.

Bu ha ra prbab u r ar rh ra:

1. Autopilot rules yur bra r a h a a h

a h ajr ur bhaur aua.

i a p h p rh r h h/h ra

45 s Uu huh pr u, ../h/

PrrFr.?r_=13489722; Jah lhrr, th eura Hu, hp://.

rr./rpr/2008/07/28/080728a_a_hrr


56/10655

Steer

, a a p u ru a h a

a pb h h uprpur ha h

aup.

2. The pilot is weak i pr ha r arr

u, h pp r -r (h h p pp

r bhaur), a r ha ubj u

harr r -r aa arar.46 th

p r r qu.

3. Novelty wears off quickly th aup aa r

ura a h. th bau h r u

a ura a , h r u ar ur a

u. s h u h , uh a

h , u a rar a hr a pa

a u . Bu ar a , h rar

appar.47 th aup u u

h a ha .

yu ha ru ra har ha hab p b u

ur p. yu hu up, bu r ha hr h a

h abu ha a a pha b uppr

u ha hab. Fr ap, arra h ha r h a ur r p h

bau u ur r u . g h

a u h j r, a a rp h

a par ur ru r pr ur a rar r

ha a a a.

46 Jah lhrr, How We Decide, eburh, caa B, 2009

47 shuz w, g ra h pa a rar, Neuron, 36, 2002, pp 241-263.

shuz a., a ura ubra pr a rar, Science, 275, pp 1593-1599


57/10656

RSA SOCIAL BRAIN

th h ha hab a a a app

pr a. i br ha h b ar

h hh h aua pra, bau

ha ha r habua bhaur.

p 2 g , mm

m

yur aup a a pr bau

aua. U ur p a ru hruh hua,

b ra a h a , rahr ha b

h b ra u a p a a

. th a h aup a r u a

. i u a raura a h h u

jup u a u, ha h b bau ur aup ha a

ra r p ra a a

ha u ha a r, ha ur ah , ha

ba r r hr, hhr u

h ar br a . o u hu ru ur

u , bau h ar h ru a pa

aua. yur u aua r .

t h par h bra ha h aup -

a ar h arr ua r (Acc) a h rbra

r (oFc). th a u aar, hruh , ha

p u b h a h raura. th ur

u , ur huh.

th a bar h ph. H h a pa

rar, bu h u h p h a h, h


58/106


59/10658

RSA SOCIAL BRAIN

h ru, a h a h a ar r h uh a

. th a aru h hr a h bur, bau

hr a bub ara a , p r a a

ar a ru . s h a a a ara ha h ra

r u pa r. wha h a h a h

u. nar a h au r a h ur bau

h a ab u h pr-ra r (h p) h ra

abu a ua.

p 3 w f, j

Ahuh aaz a a , h aup

h . su ha h ha h pp

a pra bu a hu r a ar, h ar

b r b ru hr u ra.50 A ha , h

bau h aup a r uh aa a . Fr

ap, h uh u a hu , hhr ap,

h a , h ar r r, h b , a

. th aup a a a h ra a r

hr. i u a h h ur p, u u

r h a a , a u u h h

pur. s h a hu rh a u bu , ha b a qu . o h hr ha, pp h

bu hu a ar b a h a hr p

, r rpr b a h hr h.

Bu u hu a a u r p pu.

yu hu ru ur u bu a a r u

50 A Ap djrhu, th Raa Uu, djrhu a., Rabu Ur

nj


60/10659

Steer

r h . th a ha u a u ,

ur aup ru hruh a h ar. Bu u hu a

b h ha u ar ba ur a ru

a ra, a pa h hu u a bu

r u h u r u.

yur p a hp ur aup b p h r

, bu a b rr uh. Ju bau u

a p pa h u a a u u

u r, a ur aup ha huh aru

abu .

p 4 w ,

w ar a aa. our bra a u hh u- h

hr a a uu . our aup

ha hr pp ar a h.51 i a aura r

u a hr pp a hap ur bhaur h ha

h ar . Fr ap, u ha h ha

a h br abu h pr a h. y hr

u ha h ha u a h a The last person

to use this hotel room reused their towels, h r pp ru hr ha a a abu h pa

h r.52 w ar abu ha hr pp h.

ohr u ha h ha r a r ar a

qu r, a pr hh p a

51 hp://.hra.r//au-a-pa-/2009/ur,-r--a-

rpb.

52 s ma gr, Changing the Subject, RsA 2009, p45 r a h rr.


61/106


62/10661

Steer

, a parr, hr a ur a hur-

ahrr. our bra ar up rar u ha a

a .

i pr pp r r 100 a r 110

rr. Parpa h 100 a r.

Bu h h a b a ar, ha pp ar r

100 a ar a 110 a ar a a a, h ar aa

a r h arr u.54 th rpa bhaur u

h bra puh u a rar. i hr r, h

aup a h , a h p a b r r

a up h r hr. tha h ar r a r

ra abu -r pa. w a aa r ur

r uh .

w ar a pr ra ur ab r ap

90% Us rr ra h ab ara h a.55

w a h h ha r r u ar ur au,

bu h ha r r hr pp arehr au.56 A

a ra h h h u

ar r r a pa ur ha a a h.57

54 s A du rar r h h a a prbab rar. mr,

J. & gr, l., 2004 sp; 130(5):769-792.

55 s, o. (1981), Ar a r a r u ha ur rr?,

Acta Psychologica, 47 (2, Fbruar 1981): 143148.56 hp://.pa.r//Fuaa_arbu_rrr

57 s r ap Urh Hra, (2004). or Rr Ph. Cognitive Illusions:

a handbook on allacies and biases in thinking, judgement and memory. l, Ph

Pr.


63/10662

RSA SOCIAL BRAIN

Fr h a ajr hua hr a u

ha b pub a, a-a u

a ppru r pra . Pp h a

ra hr ab r pa ba r h -r u

ha b a aar hr hr. mrr, uh a

u, rb u uppr ah hr a -r

hr h r r ap, rb

bh a ua r , rb u ar.

i ur r ur ar rqur a a

ur . s ha uh uppr

ha pp uppr u r pa, r u

ar b ura. i u a b br a r

, a b r ra, uu ra

hr abu ur . th a r u ha u ha

ur , a uppr u p ha .

th a a appr u ur ura a ur

ab. our bra ar up u h a

uppr, hu har a .


64/10663

Steer

section 4

APPlying steeR

4.1 our research

w h rhp a b 24 parpa ra r

h ra pub. th a parpa a bh rhp,

ahuh a a h . th parpa r a

- ap a r ar a a a b r

ar - a h baru. th parpa

r pa.

Parpa a ar quar r

ahr a bh rhp. A h r rhp h parpa

r auh h Five Principles, a u h h u app

h -b h ah. th p a quarprr h b h ah. th h p ruur

ar r a - pr a a a r rb

h ha a a hhr ar abu h F

Prp ha hp hr -a. Parpa ha

h ar a a rhp a p a

quar. thr a br rup u a h h rhp.


65/10664

RSA SOCIAL BRAIN

B pr a rpr h ra parpa

u h F Prp a h ar h pr a

h r rhp. daa a ahr b a quar,

ruur ar, rarp rup u, a -

up ph r. th aa (hhr rpr r )

pr ur h a ub-h. w u h irpra

Pha Aa apprah aa quaa aa,

ju h h prp aura (h prp ha

aa a u h ar urpr).

4.2 applying steer in the real world

4.2.1 Positive changes and general relevance o the material

th ara hr parpa pr u hr

bhaur hruh h F Prp ra h :

changing habits

ar trust instinctive decisions r

ar h think through instinctive decisions

taking more time to mull r pra .

i a a ar ha a h parpa huh ha z

ra u b r rf ar abu bra a

-a, a ha h ar a ra a

positive changes.

ma parpa p h ar r h rhp p ha hr ab a . th

a ra ha urr bhaur a au, a


66/10665

Steer

a ha uur bhaur. th ab p

p ha pr ar u h ub-h b.

wh prp pr hr h ra h

ara h ha b auh abu, a a parpa r r

p. th a a ha h u h abu h

bra pr h r. th r

a b r parpa rp aru qu, a

a ar r. th pr h a ar

h r-arh qu: is learning about brains and behaviour

relevant and useul?th a uppr h ha

a h pp j.

i huh h a a a pr h r

r praa a appab (a pp au a -

hp a pr).

th 100 br ha a -hp b. [Parpa (P) 1]

i u h h h ap h

ru. i a r r a h aup r a h r

br a . i ha b a r r jur -

r. [P6]

i huh app . i h ha a h a

hh i a rr h uur. [P8]

i app a ab ha a uar ba a a har

b r. [P14]


67/10666

RSA SOCIAL BRAIN

i a r rarab a h p a h aup ur a

h a ra. y, i i a ar abu a h aa

bra. [P17]

i r pr b h ur bra r i a app . [P23]

F r ur, a ur abu [P22]

k a b abu h ur ra r ha a aar h

u h p a aup h bra. [P17]

Fr h rp bu ha a parpa u h

pr ar abu h hr bra a hr -

a a bhaur pr ,

, a a ha h a u b uu.

A parpa u h ra a r. o

a r a r u u h u b uu.

p 1 h k

4.2.2 Changing habits

Parpa Prp 1 r uu r

a bra a hab, a a b p

ap p hab. i a, h h

Prp h hpu a:

i ar ha hab ! tha pr a h rua h

ha ur . th ra a , a i h i ura

a -r r. [P1]


68/10667

Steer

Ahr parpa ar ha Prp 1 hp hr a

r r hr bhaur huh u ha ha

hab har. sh a u ha ar abu h hab ar

r b h bra a r -ah:

...a ju up a i ju rah ba a a

hab har h uppr a ra a

i uh ah bau i ra h ur bra

r [P23]

A ahr parpa u Prp 1 uu r a

a pa ap up :

i aa rr abu h i p uh prraa a i

u r ha b aura r pp a a

h ! [P8]

sar Parpa 23 ab h h h u -

a a b ura h h a a .

sh ar ha Prp 1 hp hr a r r hr

bhaur huh u ha ha hab har.

4.2.3 A more positive view o habits

wh r h ar a quar,

parpa u h p b ha

hab rr a h.

th u h p ra h ra a

ur h r rhp. wh rb pa ap ha


69/10668

RSA SOCIAL BRAIN

hab a parpa a u aar a

qu ( ra hah) a a pra ar.

Bu a a p h ra ha h , h ra ha

h ha h hah b ra h ha u rab.

[P17 rrr P21, wrhp (ws) 1]

[P1] h abu up ar a h h abu r abu

h... h ba abu h h aua bu h

ra a r abu a h a a h a

h ba abu hr uh. [P8 rrr P1, ws 1]

th u ha ar ar abu h F Prp

parpa ar bhaur ha a h p

a h hr r, rahr ha a h u hr r

a h ar a a.

i a ju a hab ha parpa rb ha.

Parpa 7 ha ha h a r a h ru

a hh h a hr h ha a ra p

pr fb a ra h:

...a ha a h ha rp bhaur a a

u r aar hr p, hr ra. [P7, dar r (d)]

sh a:

... h ur uua par a huh a ha ru

aarph. th aar h ar p. [P7, d]


70/10669

Steer

g parpa apa h u ha hab,

qu r ha h b ha , u

rf a u h F Prp, a aru ha

abh hab.

Ater thinking about Principle 1, do you eel more condent about changing

an established habit once you set your mind to changing it?

th ru u ha parpa rp ar ha

hr r ura ra r b har ha hab,a ha h r ha h, h hu h r abu

ha h h hh hr hab ar a,

rahr ha u pr a. Parpa h

bh a r a a pra.

0less the same

Q3

more

4

8

12

16

20


71/10670

RSA SOCIAL BRAIN

p 2 g , mm

m

4.2.4 Impulses and thinking things through in novel situations

A h r rhp a rab ajr parpa u

h h u ru hr u ha h h

h h a h b r ar.

Ahuh a a ra pra,

parpa r a . th a

ha -a ru r b u ra

h -r rf. sra parpa rpr

b rab b b huhu a a

.

e parpa h r ha r ar hr

h apprah -a u h au

rpra r h pp apprah hr .

i urpr ha, a, i ha h a huh a ha ur

u p. i b ru uh r. [P6]

i b b qu pu a u h b r u

-a ...i a hp r a ar a p h

ru . [P2]

i uua a ap bu ha ar a abu h pr

i i a a r h r r ha i hu . [P15]


72/10671

Steer

i para ar r ( abu b a prpu

ha a ahr a a h a pub

rapr) Parpa 22 rb h paur aa

h r b r aru a rua b pau

a ra hr:

i a r ru a h rh r ru (). s i

ru u a pau .

i u b pau a . [P22, d]

A h r rhp parpa appar a h

h a .

Do you eel satised on the whole with the decisions you

make on instinct?

k h F Prp rh pp

ara hh hr ju.

0not at all a bit quite pretty very

Q2

2

4

6

8

10

12


73/10672

RSA SOCIAL BRAIN

Ater having thought about Principle 2, do you eel more condent about

making decisions on instinct?

0less the same

Q6

more

4

8

12

16

20

o h uu u parpa ha

b h a h a ua u a

hrr b r b a habua rp.

Ater having thought about Principle 2, do you eel that when the situation is

new in some way, you are more likely to stop and think about decisions you

might usually make on instinct?

0less the same

Q7

more

4

8

12

16

20


74/10673

Steer

th , a h h ha parpa r happ

ru hr u ra, u h ar qu h

b r -a a r aua

. s parpa rpr h abu r h

ru ur u a h h h hruh u

aa, bu, ra, parpa b ab fu

b h . ma parpa b r r

ra abu hr u bu r a a b r b

r ar h hr .

p 3 w f, j

4.2.5 Mulling things over

s i a h pur h , a p h

h hruh h up h pr/, qu . i r a

h ba a qu pra u, a

rarh br a a . [P6, Qu (Q) 2]

i uua a h h r u, i a r ha . [P15]

A a h ap u h r, a parpa

a rb h b b r aru h ra

. th h hruh br a a p

purha a a ap ha urr ra hruhu

h ar, quar, a rhp.

th Prp r ha a ar bhaur

h a. Fr ap, Parpa 15 rb arra r


75/10674

RSA SOCIAL BRAIN

bu r b arr u hr hu:

i uua a ap bu ha ar a abu h pr i

i a a r h r r ha i hu . [P15, d]

4.2.6 Becoming more reective and sel-aware

e h h Prp r ar -a r h

br, parpa rb ra -aar a a p.

i h i u ha a h a hu h ra bu

hp ura -a pr br [P14, d]

Hr, Parpa 1 rb hr h pr hr r

a par:

i u Ru 2 hpu bu ar a hp ura

bhaur, a ha .

i ar ha ar a ar hab a

ha ha b aura r . m au

hr hr i i b urab. [P1, d]

Parpa 10 a ra hr ab a

, bu a a rar r -aar

rar pa bhaur h a ba r hr :

y, rf a -a ha a a

h ru . i h ha h ha b paruar appar ha

p h ar a. [P10, Q2]


76/10675

Steer

A h r rhp, h ajr h parpa a b

happ h a pra a u .

Do you eel condent about making dicult and important decisions?

Hr, a h rhp a ar ajr rpr ha h

ha ra Prp 3 (a u r p a

pra ) h h u hr bhaur.

Ater thinking about Principle 3, do you eel you are more likely to take your

time over dicult and important decisions?

0not at all a bit quite pretty very

Q4

2

4

6

8

10

12

0less the same

Q9

more

4

8

12

16

20


77/10676

RSA SOCIAL BRAIN

w a arr ha qu-r -a appar

b r aura a parpa, ha ar abu

h r rr h pr a ra

r a hh ba. th rp qu 9 (

pru pa) h ha parpa r happ u h

r a u h au h. s h ra ar

r h ba b happ abu hr ab a

u a pra , raab r ha a

u r h pb a h h r

ap. Prhap parpa r ara pra ur a

p a Prp 3 a a h r . or prhap

h a a a a pr h . ehr a

parpa h a r h u hr aup

u bhaur a u hr p rr h aup

r.

p 4 w ,

4.2.7 Not being swayed by others

th raph ra h ha a h r rhp parpa

rpr b ar happ h hr ab r h a hr hr -a.


78/10677

Steer

Do you eel you oten make bad decisions because you get carried along by

what other people think?

Hr, parpa rpr ba ha h u uu

h abu r a fu hr .

i a pr u Ru 4 a pa up r i a b

rba abu bh hr ba. [P7, d]

i a paruar r Ru 4 a h i pra ha a

hr a huh ru . i a aar ha b

a b hr a a h h r a h i

qu . n ha i r , i r a happ. [P6, Q2]

Parpa 5 rb u prua a ar

uu ha a hpa app [P5, d].

Parpa 6 p h Prp a a ha ha h a ar a rb b

happ h hr ua h:

0very often pretty often quite often not often hardly ever

Q5

2

4

6

8

10

12


79/10678

RSA SOCIAL BRAIN

...i pa ha i a a p ba a ha a happ,

a h ru fu h a. t b h, i ar

abu h 4h ru, i prbab u ha a h a . [P6, d]

ehua r Prp 4 a rf a bu ab

ra parpa r a prur

-a.

Ater thinking about Principle 4, do you eel more condent about resisting

social pressure on your decision-making?

p 5 w ,

4.2.8 Being more realistic

thr a parpa ar Prp 5.

wh a u Prp 5 ha a h r bra abu hr ab a pr h uur, h

ajr huh h u.

0less the same

Q11

more

4

8

12

16

20


80/10679

Steer

Ater thinking about Principle 5, do you eel you are more likely to be realistic

about your own abilities and your predictions about the uture?

Parpa up a r b hr apa

r ra a aura h a pra rpb r

a, h h happ.

When things go wrong with your decisions do you usually think it is your

ault?

0less the same

Q13

more

4

8

12

16

20

0yes no

Q21

both

4

8

12

16

20


81/10680

RSA SOCIAL BRAIN

th u a r pra au a

a aur, bu ar ar r .

4.2.9 Involving others in decision-making

o h hr ha, parpa r ra -p

ar h ap Prp 5 r h u hr.

Ater thinking about Principle 5, do you think you are more likely to speak

to other people, so that you can get eedback about your abilities and your

predictions o what you will do in the uture?

wh ajr u ar r rar ha a ba ur

ju h b . [P4, Q2]

... har r h a ru par a aa r

ha . [P4, d]

e h h r h hab aa har pra a ha h r b h b

:

0less same

Q14

more

4

8

12

16

20


82/10681

Steer

m i i ha b r a prr u

h hr. Hr, ha ra Ru 5 prhap i hu ha

au a b. [P15, Q2]

Parpa 6 rb u h hr parr a

ha a pra ura prur:

i rar u hah prb h a hr pr, bu h a

a r uu ha ahr p .

i u pra h hr, a h a a u

r u h ua a ha a pa r h uur. [P6, d]

sar, Parpa 7 pr urpr a h ar hr a

b hp:

Ru 5 a h! i a bhr hr pp bu h ar

happ hp! [P7, d]

Parpa 14 rpr hr pr ura hr r

rf hr p a h u Brh. i h a h u ha b b

pa h up a h r h:

Ar h i h hr abu h a bra a. i a ha i

ha r a r pa hr a h u a

p ur a a ua a a p -a.

th hr r r r a ha h a b ru. [P14, d]


83/10682

RSA SOCIAL BRAIN

i a ra a pra ha h pp u r

bh ru a ab. Bu hr uh ru a

a a h a pr a a barrr hr.

4.3 barriers to change

ma parpa a app h ar r

h rhp, bu aa ur u. Ahuh

parpa ra a pr pp r

a abu hr -a. ia h a

ra ra a ra ar ha pr

h r a .

4.3.1 Internal actors: personality

Parpa 18 ha hr b barrr ru hr

ar ra:

th b barrr r Ru 2 . i r-aa a

h h ha ? , a u b a ha a

uu -a pr. [P18, Q2]

Parpa 19 a pr a r, uabuu prrr pu -a. Fr ap, h a h r

quar a a ha ur u

b a ba h a uab :

n - h i f aa .

i ar u h r a rj a

ar a ha ju u h. [P19, Q1]


84/106


85/10684

RSA SOCIAL BRAIN

i ar ha h har a a b ba

a . [P24, d]

4.3.2 Internal actors: medical and psychological conditions

B h pra harar uh a h,

parpa a p rr, a r

ab ha a u r h u h

ar r h rhp.

Parpa 2 h a aar h Prp bu a

ar ab app h. drb ha h rar a ba

ra a -rr h ha h r h

ra Prp, bu a app h:

i huh Ru 3 a u h hab, hr i a

pu.

i h abu Ru 1, a ba hab, bu . [P2, d]

H a ha h ur r AdHd, a rf ha h

a a ur-pru bhaur [P2, Q2]. Hr, hrar a h h ab r h u a

uu app h Prp (uh a r prua r

a r u a h u) [P2, d].

Parpa 5 ha ru pra hr, h h a

ha h ha ur r r a ra h aa (tiA).sh ha h a paruar har r hr Prp 1,

u h ha a h ra ra r [P5, Q2].


86/10685

Steer

4.3.3 Other people: not wanting to hurt others

s parpa ha hr -a a

bau h ha r h pa hr pp,

uua a br r r:

...h hr pp uh a a r br, i a

aa ha i a, ha u .

i ha a br, i ha a pr. s i ha

a a h ha ar h b r [P1, Q2]

s a h ruh hur pp. [P9, Q2]

4.3.4 Other people: social pressures

Prur a aa r p ua. ia

Parpa 23 rr h ra, a a h a,

a ra hr -a:

s i prur b .. h

h i ar ar h h a a -z--a apprah

eua - bu h a: a h ha h. [P23, Q2]

Parpa 5 rb h r a r a uura

u a ar ha a har r hr Prp 4:

cuur a r ha up r ua . hh ra r

a a u r a , h qur ar

a hp r h b. [P5, Q2]


87/10686

RSA SOCIAL BRAIN

Parpa 7 a 14 bh rr h ar, bu aua

rb a a ra ar rahr ha a ra prur:

i a ar b r hh p u r a a a

r pp a . [P7, Q2]

i h i rr abu au a u. [P14, Q2]

Parpa 18 ha h a b h ha aura

b ar a h h ur :

th apa hr a a u b a h

r. Hr, h a a pr h a u a b

ru r pra ha b ru . [P18, Q2]

Parpa 8 a r a h ha u

h appa Prp 4, bu h h h aua

ra h a positiveh:

i au -a a h r (i p ra

ar a r - u nrhr ira). [P8, Q2]

Hr, p h qua, h hr pp

fu hr -a r ar p.


88/10687

Steer

Do you think that on the whole other people have a negative or positive aect

on your decision-making?

4.3.5 Other people: not getting the right advice

s parpa r a u hr, bu ha h

pp h a u abu p

u.

sar, Parpa 5 a p abu h Prp,

bu ha:

...h b Ru 5 appab bau i ha a a

- i ha ua [P5, Q2]

Parpa 8 a paruar auu abu h uu

a r hr:

Pp ar uua ruhu r aura abu hr pu, bau

h a up u (.. br pu h

0negative positive both neither blank

Q22

4

8

12

16

20


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RSA SOCIAL BRAIN

, bau h ara a uprab ra r ). th h

a r hp, bu h ha hr aa. [P8, Q2]

4.4 Motivation to change

A h parpa hr a r ra h a

h ara h rhp, a a a r ab ar

hab ha h h ha a a ha

ha ba h pa. Hr, a r parpa r

u abu h uu h ara r a a

ar ubr ar ur ha h hqu r

uu r ra h pra.

4.4.1 Undecided about the useulness o the Principles

Ahuh h p ra ar r Parpa 8 rar

ha h Prp ha a ha hr bhaur.

Hr, h appar p ap app h Prp:

nra i har bu i r h a ha happ.

i h ar h r h a, bu ra b . [P8, d]

wh Parpa 8 rb raa ha hr

urr bhaur h a ha h u h rhp

r a a uu a hr pa bhaur

h qu .

Parpa 10 a ra r p abu h Prp, bu ar r app r a pr h r aba

abu hr u:


90/10689

Steer

B rpra Ru 5, aa ab a a bj

a ra ab B rpra Ru 5 i ha

a a a hh i ha ara a. [P10, d]

Parpa 24 ha h rhp r r r, bu

h a u abu hr ra uu:

i u ha ha a r h r h

bra. i h ru r appab, bu uur i u u h a

a ba. [P24, Q2]

Parpa 19 a a ar p, a u ha h h

uh r ha rr r a p

a h:

i ha b r r a aa r ha a ar pr.

w a h i a h uur? Har ra. Prhap

hu u a r abu a ar ar ha r aura. i

ha har ha a h hr p. [P19, Q2]

4.4.2 Not seeing the material as relevant or helpul

wh a h h abu h auh Parpa 9

ha:

i app . [P9, Q2]


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92/10691

Steer

th u a a pb hh ar uua

u. th parpa h pra h h

Prp uu a p a ab-ara ab a

a prb. Ara, hr a ha b

a a h ra hr ab a

ura ha pp ra.

thr a rh uppr a parpa r h F

Prp b auh r ra.

Do you think most people would benet rom thinking about their decision-

making in terms o the Five Principles?

th uppr hu b aa h baru ha h

parpa b ha pp ara pra h

h F Prp.

0yes no both blank

Q26

4

8

12

16

20


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RSA SOCIAL BRAIN

Do you think people tend to think in terms o the Five Principles?

i hu a b aa h baru ha a

parpa b ha h h Brh

uppr -a.

Do you think British society as a whole encourages good decision-making?

0yes no

Q25

4

8

12

16

20

0 yes no both unsure blank

Q24

4

8

12

16

20


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Steer

4.5 research relections: conidence in steer

th rarh u ha h sr apprah a

ha pa r ab rf ar rr pr

ua. i ar abu h har ha hab,

h pra ra ar ar u h, a

h ra ha hruh rpa r h b a

ha h, parpa r h r sr

hr bhaur bh ra a ra. th

h a h a abu u hr bhaur r

ra hr .

th hr -a hr parpa pr

h b ap r bh -r a

rf aur: rbr b ar rp

ua abh a, a rbr u r

u . i h r -a pr,

pa ab ar bruh pa, rr

ra a h hruh h ua a ha. i h

pr h aup h aua bra a

u r a h a a pra , ahuh

u b h bra a r ra h ra a h.

th rf pr a pha (rp)

h p a aup, r, pu r h rr a h

pha. i h r h rr r h hua h

pha rp habua a ua. i h hpha a r r u ha , a h rr ha

a r h b a a h prpa. th aur


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RSA SOCIAL BRAIN

h pr aa u ha h sr apprah ap

ab a rf rahp bhaur. i bh a

r ra sr ha ar rua. mrr, h

quaa aa r ur u uppr h

ha parpa u ha bh h rf ra

h h h a hr br .

Ahuh parpa ar b r a

hruh h hr, hr a ar a r

h rar rr h ba - a uur-a

ju, ha hr a h rar ha hab,

r u a u h r.

A r pr r a fu, parpa

ar r h a hr pp ha r hr h. th

appa Prp 4 a a ra r

abu a hr bu h a rf pra rua,

uh a ha a ru r ab h h

a (ra parpa ra h).

i urpr ha Prp 1 3 r p rrf ha Prp 4. A rf apprah u

bhaur b pb h urhr a fu ar

ar r a pr a. A aa h

ha aru hr ru a ab pp. th

rp Prp 5 ra r aa. th a ha

parpa r abu r a prurar h rhp u h ra a

quar h h ra a. Prhap parpa a


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Steer

ha b a b hr h u

pa u a a bau pr ruur, a prur

r pra barrr.

th a ra a u h h sr

apprah bhaur ha. Pp a b rf abu

ha h a ura, a h a b pr

u bhaur a r r hh h ha

r. ma fu bhaur ar ruura ha ,

aur h b h a ua z.

t r h sr apprah b b h

r ruura ha r ap, rua r ba ra

a.

s hu b a ha hr ar h uu

sr. nrh, ra uu uh b ra

aru p ara. i h a hr

h b b app.


97/10696

RSA SOCIAL BRAIN

section 5

steeRing A BetteR coURse?

th rp r parpa ur rarh u

a p ar h qu hhr abu

bra a bhaur ra a uu pp. th a

u hr p r a hhr a sr

apprah bhaur ha h b ruu. B a

a ara hh h b urhr .

Fr, huh, rh u brf h pa rf

r. wh g r abu rf h 1990

h ra pp raa. H a a rf, ha , a

aar h ur prp a raa, a b

aura rf, ha ar a aar h urprp , r ap, r u. Bu h aura rf,

b aar ur prp uh a h a

r a b p h a ha ura ha

necessarily. o ar p, a r, hr ba

h a a au r ha pa p.

Bu a rf r. g au ha , r

ap, z ba aar h a ha arra a h


98/10697

Steer

a r a -r rahp, h hr r ura

arra u ha ar, ju a h r a r

ha h a h ar ha r a b p.

Bu h pp h uh rf pr: a

r rf a r clever people,58 g

r u. y h a. wh har ap

a rf h r r, a pp p hr

b aar h rqu ur prp a a, r h

h r h. g ha au ha h

ara pr p r hh hra ,

a u ha a a ua u a

urraua h . Bu ra ha.

our rarh, hr , u ha h ara bra

a bhaur, hr p r rf a z.

sr, a a ara h Rf H m, u b

ruu a h arra bhaur ha apprah.

th b ap sr h b r bhaur

ha h par z, hruh ha r bhaurar r h a uppr . Ju h h b

u b ra hruh ha p a pra b

brf a b.

o pa prb h a sr h ara

ar ha u h ur

58 g, Ah (1994) Beyond Let and Right the Future o Radical Politics.

cabr, p7.


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RSA SOCIAL BRAIN

prp bhaur. i h rarh arr u ba

h F Prp ap bra a bhaura ha

qu abh b . Bu, a , h

rh h ab. A huh r

h Prp r ha ur b h ba a

abu bra a bhaur, h ur urhr rarh, h

a a ur u b pra ha pru huh.

A rf apprah bhaur ha ar a

h prb hh a ar a.

w a r ha h qu h rpr a

ua h Prp r r h a a p

hh b a ru a a a rf

apprah bhaur ha. w prr a u hr.

5.1 a steer or better policy

ou b ar a u r h appa

h sr apprah ara pub p.

The Steer approach could be taken into the mainstream through

education.

A u arr, mar sa a Ah s ha

ara a h Rf H m h ara

hruh ua. thr rab ra hr

r a r h hrapu a a hrapu

ua.59 suh r ra au h h a h a

ah pp h b happ. th uh pa a

59 s r ap, kahr e a d Ha, The Dangerous Rise o Therapeutic

Education, Ru (2008).


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Steer

para bhaur r h ah pa hqu

p h a qu, r prhap a a papr

r p a prb.

s h a cBt r h a-hrapu a urr

a b ju: h a h a a ah pp

hr bhaur, ahuh ar ha h

ar par r r. i h ju b ahr

pr u pp aa hr . Bu ha

aaab h ua u ha h r hhr

cBt r pru apab hr ha ru

ha u.

i ra, ar abu hua b ur Ah s

ua ar a bra arra a hqu ha

p qup a pup h r hr r a

a happ . i hr r, s r ar a

harar a bhaur r a ar prhap r paaab

a a pr ua hruh rf . y

a r h a ha s w c h

-pa, hh a a r happ ha arra a raua w c a b p u

h afu h a.

th rr ha, hr a b p pu

ara ua a r sr r h

a h h F Prp pr hr. th u pup a r ra a h hr bhaur pra, ur

pa h br r r . our rarh u


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Steer

fu, a pr h a a rar-ju,

b pu ur ru. Pr ha u h

ar aa a rr a h p, a a ahr a

aa rr. sruur pr--pr uprr pr

h b ap h pr, ha ura r

uh aup u b ha, h a h a

ua u uppr pa u aa ruph r

a ua a. ta h ap a r

aa, ru pr--pr upr h a a a h a

baa a ha a a arr r r u ju.

th upr u ha p a ruur ra ha

ura ra bu uppr u ju a.

Ura h bra aura p pp b ba a

u ruph u pr a ura u r a

-r h a uppr .

Proessions that deal with rehabilitation, and people that are

rehabilitating themselves.

th sr apprah ra hr u h ha

hab, r pu a u r pra -ha

. our rarh a ha ar abu h hab arr b h bra pp r abu ha

h, prhap pr a uu -a ha a aa

-ah. A h a r pp abu h b

ha r aa hab.

th rarh a a ha h sr apprah h hppp -r habua bhaur ha apprpra

ua. mrr, ar h- r a pra


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RSA SOCIAL BRAIN

a u h r h b a uu ar r

pp r a h -ha

ar h ra rhaba. our rarh a ha h

sr apprah h b a uu a ar h pra

u.

Behaviours, such as those relating to health, where habits are changed

slowly.

th sr apprah paruar apprpra hr. cha

bhaur r h a br hah rqur ha hab.

Parpa ur rarh h a ar r

abu h ar ar abu h ur ha

ha r bhaur. th a happ r hr

pu . th a u ha h sr apprah

h hpu b u a pp ha hr

hah-ra bhaur. g ha parpa a pr

h r ab a ru a h h

u b u, a a r

hr hah pra h pa h ru r, h a

h a ah abu h ur prp

hr bhaur.


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Steer

section 6

wHeRe next FoR tHe sociAl

BRAin PRoJect?

Jonathan Rowson, Senior Researcher, RSA Projects

i h h rarh u h paph ar p

ra r ha pr h r a a h

sr apprah, a a a pr h Rf

H m pub r , u p, hah

a ua. w a u p a r ur

hra au bhaur ha h paruar rr

ha Harar ph Rbr ka a la la a

ur iu cha, a h p a

h aup ha a a a ru ra h

sr apprah.

A reexive approach to changing health-related behaviours

A r u h ha h r har pa h

h ha hr hab, b ab

hruh uu. i uh b a

ha; u a apprpra a uppr. wrh parr, hp p a prj ha rru

ur (a) : ha h sr apprah a


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RSA SOCIAL BRAIN

pp rar pr pr hr hah b ha hr

hab.

Taking metacognition seriously in education

A u ab, h pup j ar abu hr

bra a bhaur, a uh ar ha a p pa

ar u. wr h parr, u h RsA

tp Aa, pa b a

paruar a, a a h aur a hr

rar hr a a b h.

Deliberative and ethnographic work with the Police

w ar hp r h p r hhr h

sr apprah h b a uu r hr ua

a -a, a pr h qua hr

rahp h ah hr a h h pub. w apa

ha h ra r pr a ba bra

rarh ar h r ara u h h ra pub,

b h bra parpa p r a.

th ra r h appab h sr apprah bh pr a bhaur. Ab r h uur h

prj a u r h a a r ra a

a h f , h a p ur ab

abra h pub r. w a hp a ur

a h a ra b, aa r ura a

pr h r prp bra a bhaur ha.


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RSA STEER: Mastering our behaviour through instinct, environment and reason

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Transcript of RSA STEER: Mastering our behaviour through instinct, environment and reason