Behavioral Grooves Podcast

Covid-19 Crisis: Anurag Vaish on Risk is a Feeling, Not a Number

April 20, 2020

Anurag Vaish is the co-founder and director of The FinalMile in Mumbai, India. In building the company's practice of Behavior Architecture, Anurag led the conceptualization and development of digital games as a platform for research.

Anurag brings over 17 years of experience in strategic planning, research and marketing communication. Our conversation with him allowed him to highlight some of the work FinalMile is doing with the Indian government.

More importantly, Anurag and his team are building a Pandemic Playbook (link below) which is an archive of data points, interventions, communication, trends in activities and observations and it will be available for the world and for future crises.

One of his greatest observations is that because we experience risk as a feeling, not a set of numbers, many world leaders are missing an opportunity to improve the effectiveness of their communication. He’s also looking at how self (distance) learning could be carried on after the virus. 

© 2020 Behavioral Grooves


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General Coronavirus Info:

Daily Newsletter Summarizing data from Johns Hopkins Center for Health Security:


Great videos on the science behind this by Dr. Peter Attia – this is the first in a series:

What is herd immunity?:

A list curated by [email protected]


Coronavirus & Behavioral Science:

Selected Links: The Behavioral Sice of Coronavirus:

Why no one is reading your coronavirus email:

Handwashing can stop a virus, so why don’t we do it?:

The behavioral science of handwashing:

Ideas 42: The Behavioral Side of COVID-19 here:

Greater Good:


How We Can Cope During This Crisis:

Tip Sheet from HUMU:

Resources for learning at home:


General Behavioral Science Links:

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Jonathan Haidt – 5 Moral Foundations:

Annie Duke’s “How To Decide”:

“16 Ways To Promote Hand Washing With Behavioral Science” article by Aline Holzwarth:

Aline Holzwarth’s Playlist on Spotify:

Deontological and Consequential Moralities:

Difference between descriptive and injunctive norms:

Emotion Research from FinalMile:

Pandemic Playbook from FinalMile: neither hosts nor alters podcast files. All content © its respective owners.