"The EAST approach is a mnemonic for remembering four essential elements of approaching behavior change in practice.

The authors provide further detail at for each of the principles:

Easy
- Harness the power of defaults
- Reduce the 'hassle factor'
- Simplify messages

Attractive
- Attract attention through high salience
- Design rewards and punishments for maximum effect or ROI (e.g. consider lotteries)

Social
- Cue social norms
- Leverage networks
- Encourage public commitments

Timely
- Prompt people when they're likely to be receptive
- Consider immediate costs and benefits (i.e. account for hyperbolic discounting)
- Help people plan their responses to events (i.e. encourage coping plans and implementation intentions)"

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