The Fun Theory The Fun Theory is an initiative by Volkswagen to identify ways to persuade people to engage in activities that are good for them or for the environment. When the stairs next to an escalator were turned into piano keys that played musical notes, the rate of people taking the stairs was 66% higher than when they were regular stairs. The researchers gathered data by counting people in the two conditions—those climbing the stairs and those riding the escalator. This is a nominal variable, so the researchers would have used a chi-square test. But they reported their findings in terms of relative likelihood, an easy-to-understand single number.
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