Cognitive Scientist Dr. Maya Shankar on the Power of Change and Habit Formation

Public Programs

Maya Shankar's journey into government work was sparked by her desire to apply behavioral science to real-world problems. She was inspired by the transformation of the school lunch program, which shifted from an opt-in to an opt-out model, significantly increasing participation among eligible children 1. This change removed barriers such as complicated forms and stigma, allowing 12.5 million more kids to access meals at school. Shankar's career path diverged from the traditional academic route, as she sought more human connection and teamwork, leading her to pitch the creation of a behavioral scientist role in the Obama administration 2.

I wanted more teamwork. I wanted more human connection. I wanted to, like, know about the people I was scanning before I looked into their brains.

--- Maya Shankar

   

Veteran Benefits

In her role, Maya Shankar focused on enhancing government programs through behavioral insights, notably improving veteran participation in benefits programs. By changing a single word in a communication to veterans, from 'eligible' to 'earned,' she increased program access by 9% 3. This subtle shift leveraged the endowment effect, highlighting how small, cost-effective changes can have significant impacts. Shankar worked closely with civil servants to ensure these insights were context-specific and validated through experiments.

We simply reminded them that they had earned it through their years of service. And that one word change led to a 9% increase in access to the benefit.

--- Maya Shankar