behavioral psychology lessons for compliance professionals
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Behavioral Psychology Lessons for Compliance ProfessionalsHow You Can Influence People to Do What You Want!
Virginia MacSuibhne, JD, CCEPChief Compliance Officer, Roche Molecular Systems, Inc.SCCE Chicago 2014
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Lessons from Behavioral Psychology
• Interesting lessons from behavioral psychology:▫ Communication tools that can increase positive
responses▫ Framing for Action▫ How Reciprocation Works
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USE POWER FOR GOOD…NOT EVIL
• Any power can be exploited and used unethically…
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GET INTRODUCED
• An introduction by another person can increase your ratings
TAKEAWAY: Always have someone else introduce you.
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HOW TO USE STICKY NOTES
• Handwritten sticky notes can increase response rate
TAKEAWAY: Consider when you want to add the extra touch of a sticky note.
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THANK YOUS• Thank yous (handwritten) can further increase
response
TAKEAWAY: Consider when you want to add the extra touch of a handwritten thank you.
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TELL PEOPLE WHY
• Increases chances of cooperation
”BECAUSE”TAKEAWAY: Accompany requests with a strong rationale (even when the reason might be clear).
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MAKE IT EASY
• To say• To read
TAKEAWAY: Use words that are easy to pronounce and choose fonts that are easy to read.
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RHYME TIME
• Allows the information to be more easily processed and judged as more accurate
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MEMORY AIDS
• Can increase compliance
TAKEAWAY: Integrate essential character or brand components to place where action occurs
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USING MIRRORS/EYES
• Mirrors and eyes can persuade socially desirable behavior
TAKEAWAY: Ask names, use name tags, consider use of mirrors/eyes/reflection in program designs.
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GET ACTIVE PUBLIC COMMITMENT
• Ask potential voters to predict whether they will vote and have them provide a reason for their prediction▫ Publicly state commitment – “we’ll mark you
down as a yes and let others know”▫ “Please call to cancel” vs. “Will you please call if
you have to cancel?”
TAKEAWAY: Get an active, public commitment.
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USE NUMBERS
• Publishing numbers/percentage of those following procedures can increase like action
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GIVE HAPPY FEEDBACK
• Can increase response further
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WHEN USING FEAR…OFFER SPECIFICS• When using fear to activate people, offer specific
ways to counter the threat
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FRAME AS INCOMPLETE
• It can motivate people to help you complete it
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RARE, UNIQUE ITEMS
• Are perceived as more valuable• People are collectors
TAKEAWAY: Focus on what is unique about your company or program and offer “exclusives” and new items annually in series.
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FREE GIFTS AND SERVICES
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MENTIONING SMALL DRAWBACKS
• Early mention of small drawbacks can create a perception of honesty, especially when paired with the silver lining
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PREVENTING CAPTINITIS
• Increased need in situations where persons have perceived authority to seek out and critically assess alternative views
TAKEAWAY: Coach leaders to seek out and critically assess alternatives
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ERROR-BASED TRAINING
• Creates greater improvements in judgment ▫ How have others made errors in the past▫ How to avoid those errors
TAKEAWAY: Create training with real errors.
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EXPLAINING FAILURES
• Attributing failures to internal causes can result in increased public perception and increased profits▫ Annual Report Framing
TAKEAWAY: When bad things happen come clear early and take responsibility.
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LIMIT CHOICES
• The more options people have the less likely they are to make any choice
TAKEAWAY: Limit the options.
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CONSIDER MID-POINTS
• Providing contrast cam drive people to the “magnetic middle”
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CONSIDER ORDER OF OPTIONS
• What you perceive first determines the perception of the next thing you experience because objects are perceived in comparison to other
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TIMING
TAKEAWAY: When stakes are high, reduce multi tasking and make important decisions when most awake
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BEWARE ECOMMUNICATIONS
• E-communications can be misunderstood and mass emails can diffuse responsibility
TAKEAWAY: Engage in multiple methods of communication, especially when call to action.
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KNOW THERE ARE GLOBAL DIFFERENCES
• Direct Reciprocation • Organizational Rules• Loyalty/Friendship• Authority• Individual vs. Collective
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REFERENCE MATERIALS
▫ Yes! 50 secrets from the Science of Persuasion by N. Goldstein, S. Martin and R. Cialdini
▫ Influence The Psychology of Persuasion by. R Cialdini
▫ Methods of Persuasion by N. Kolenda▫ The Art of Thinking Clearly by R. Dobelli▫ Nudge by R. Thaler and C. Sunstein
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PLEASE TAKE A MINUTE TO RATE THIS PRESENTATION BECAUSE YOUR FEEDBACK DETERMINES 2015…THANK YOU!
Virginia MacSuibhne, JD, CCEPChief Compliance Officer, Roche Molecular Systems, Inc.
[email protected] Chicago 2014
PLEASE CONNECT WITH ME ON LINKED IN!
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