P O W E R O F H A B I T S B E S T M A R K E T I N G 2 1 M AY 2 0 1 4

P O W E R O F H A B I T S B E S T M A R K E T I N G 2 1 M AY 2 0 1 4

H A B I T S

an acquired behavior pattern regularly followed until it has become almost involuntary

the habit of looking both ways before crossing the street.

H A B I T S

an acquired behavior pattern regularly followed until it has become almost involuntary

the habit of looking both ways before crossing the street.

H A B I T S

an acquired behavior pattern regularly followed until it has become almost involuntary

the habit of looking both ways before crossing the street.

– B A S V E R P L A N K E N & W E N D Y W O O D

“Interventions to change everyday behaviors often attempt to change

people’s beliefs and intentions.”

M A R C H 2 0 0 6 , J O U R N A L O F P U B L I C P O L I C Y & M A R K E T I N G “ I N T E R V E N T I O N S T O B R E A K A N D C R E AT E C O N S U M E R H A B I T S ”

– D E R Z O N A N D L I P S E Y ( 2 0 0 2 )

“For the duration of the campaigns, on average, viewers’ levels of abuse actually

increased, even though their attitudes toward abuse became more negative.”

A M E TA - A N A LY S I S O F T H E E F F E C T I V E N E S S O F M A S S - C O M M U N I C AT I O N F O R C H A N G I N G S U B S TA N C E - U S E K N O W L E D G E , AT T I T U D E S A N D B E H AV I O R .

H A B I T S R E S I S T I N F O R M AT I O N A L I N T E R V E N T I O N S

– B A S V E R P L A N K E N & W E N D Y W O O D

“ Because habits are linked to recurring performance environments, they are not easily changed with only downstream,

informational interventions.”

M A R C H 2 0 0 6 , J O U R N A L O F P U B L I C P O L I C Y & M A R K E T I N G “ I N T E R V E N T I O N S T O B R E A K A N D C R E AT E C O N S U M E R H A B I T S ”

T H E S T R O N G E R T H E H A B I T, T H E W E A K E R I N T E N T I O N E F F E C T

O N B E H AV I O R .

I N S T E A D O F R E LY I N G O N E X P E N S I V E M A R K E T I N G , H A B I T- F O R M I N G C O M PA N I E S L I N K T H E I R S E R V I C E S T O T H E U S E R S D A I LY R O U T I N E S A N D E M O T I O N S

CABLE

CABLE

HOW?

R E V E R S E E N G I N E E R I N G H A B I T S

H E I D I G R A N T H A LV O R S O N - H B R 2 0 1 4 M AY

H I G H E R C U S T O M E R L I F E T I M E VA L U E

C R E AT I N G C U S T O M E R H A B I T S D R I V E S

N I R E YA L - H O O K E D : H O W T O B U I L D H A B I T- F O R M I N G P R O D U C T S

G R E AT E R F L E X I B I L I T Y T O I N C R E A S E P R I C E S

C R E AT I N G C U S T O M E R H A B I T S D R I V E S

N I R E YA L - H O O K E D : H O W T O B U I L D H A B I T- F O R M I N G P R O D U C T S

F O R A N Y B E H AV I O R T O O C C U R : A B I L I T Y, M O T I VAT I O N & T R I G G E R

A C C O R D I N G T O B J F O G G

b=a+m+t

W H E N D E S I G N I N G P R O D U C T S T O C R E AT E H A B I T S , S TA R T W I T H A B I L I T Y B E F O R E M O T I VAT I O N

M O T I VAT I O NA C C O R D I N G T O B J F O G G

Seeking Avoiding

Pleasure Pain

Hope Fear

Acceptance Rejection

N I R E YA L - H O O K E D : H O W T O B U I L D H A B I T- F O R M I N G P R O D U C T S

T R I G G E R

1 .

T R I G G E R

1 .

Facilitator trigger

Signal triggers

Spark trigger

A C T I O N

2 .

R E W A R D

3 .

3 T Y P E S O F VA R I A B L E R E W A R D S

T R I B E H U N T S E L F

S E A R C H F O R S O C I A L R E WA R D S

T R I B E

• empathetic joy

• recognition

• partnership

• competition

• cooperation

S E A R C H F O R S O C I A L R E WA R D S

T R I B E

• empathetic joy

• recognition

• partnership

• competition

• cooperation

S E A R C H F O R R E S O U R C E S

H U N T• material rewards

• information rewards

S E A R C H F O R R E S O U R C E S

H U N T• material rewards

• information rewards

S E A R C H F O R M A S T E RY

S E L F• competency

• consistency

• completion

S E A R C H F O R M A S T E RY

S E L F• competency

• consistency

• completion

I N V E S T M E N T

4 .

W E I N V E S T F O R F U T U R E B E N E F I T S

P E R S O N A L D ATA

E F F O RT / T I M E

E M O T I O N A L C O M M I T M E N T

I N V E S T M E N T S S T O R E VA L U E I M P R O V I N G T H E P R O D U C T W I T H U S E

network effect

I N V E S T M E N T S S T O R E VA L U E I M P R O V I N G T H E P R O D U C T W I T H U S E

network effect

I N V E S T M E N T S C R E AT E P R E F E R E N C E

We value things more when put work in them.

A S W E I N V E S T, W E S E E K T O B E C O N S I S T E N T

Changing attitude and perception to avoid COGNITIVE DISSONANCE

Source: Jon Esler, 1983

N I R E YA L - H O O K E D : H O W T O B U I L D H A B I T- F O R M I N G P R O D U C T S

E A C H PA S S T H R O U G H T H E H O O K H E L P S S H A P E U S E R P R E F E R E N C E S A N D AT T I T U D E S

T H A N K S