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Tuesday, May 19, 5-6pmAlia McKeePrincipal, Sea Change Strategies [email protected]
Homer Leaves a Legacy:A Guide to Behav iora l Economics and Fundra i s ing
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Alittlebitaboutme…
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•Whatwasmostpressingforyouprofessionallypriortothepandemic?
•Hasthatchanged?Ifso,how?
Pleasechatin…
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Behavioralwhat???
Thescienceofhowpeoplereallybehaveandmakedecisions
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ATaleofTwoContrastingEconomicTheoriesRationalChoiceTheory BehavioralEconomics
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Youareinthepersuasionbusiness.
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BehavioralEconomics
FourPersuasionPrinciples
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It’s98%aboutemotion
PrincipleOne
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Confabulation
Socialpsychologistshaveawonderfulwordtodescribeourtendencytomakeemotionaldecisionsandthentorationalizethemafterthefact.Theycallitconfabulation.Theheartdecidesandthebrainjustifies.
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TheElephant,theRiderandthePath
1. Motivatetheelephantwithemotion.
2. Directtheriderwithalittlerationalassurance.
3. Shapethepathwithaclearcalltoaction.
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Kile Ozier’sStanford“ThinkAgain”AlumniFilms
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1. Motivatetheelephantwithemotion:• Videoisfrompointofviewofastudentridinghisbikeonafamiliarroutetocampus.Immersestheaudiencewithnostalgia.
2. Directtheriderwitharationalassurance.• Tuitioncoversonlyabouthalfoftherealcostofundergraduateeducation.• NearlyhalfofallStanfordundergraduatesdependonneed-basedaidfromtheuniversity.
3. Shapethepathwithaclearcalltoaction.• DonatetoStanford.
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Storyismosteffectivetoolforelicitingempathy&compassion
PrincipleTwo
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Frankly, there isn'tanyone youcouldn't learn to love once you'veheardtheir
story.
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Empathy,Neurochemistry,Story,Giving
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WhyStory?
• Cortisol->Getsattention• Oxytocin->Increasesempathy
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DNAofastory
• Relatableprotagonist• Desire• Conflict• Smallstory/Significantsaga
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Doyouwanttoplayagame?
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DNAofStory:OneChatintherelatableprotagonist
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ROSE!
• Chatin:Whyissherelatable?
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DNAofStory:TwoChatinherdesire
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JACK+ESCAPINGHERCLASS&LIVINGAFULFILLINGLIFE
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DNAofStory:ThreeChatinsomeconflictsshefaced
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DNAofStory:FourSmallstory/significantsaga
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Socialnorms
PrincipleThree
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MESSAGEONE:“Reuseyourtoweltosavetheenvironment.”
MESSAGETWO:“Amajorityofguestsinthishotelhavereusedtheirtowels.Jointhemandhelpsavetheenvironment.
MESSAGETHREE:“Amajorityofguestsinthisroomhavereusedtheirtowels.Jointhemandhelpsavetheenvironment.”
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MESSAGETWO:18%moreeffectivethanthefirstmessage.
MESSAGETHREE:33%moreeffectivethanthefirstmessage.
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SocialNormMessagingYou’veSeen
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SocialNormMessagingYou’veSeen
Recordvotingturnoutisexpected!
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SocialNormMessagingYou’veSeen
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SocialNormMessagingYou’veSeen
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Valueistricky
PrincipleFour
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ValueTruthOne
Noonereallyknowswhatanythingshouldcost.
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Anchor
$11,000$20,000$2.9million
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ValueTruthTwo
Marketnormstrumpsocialnorms
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Marketnorms
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ValueTruthThree
Whenitcomestoproblems,thebiggerthenumbers,thesmallerourconcern
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“IfIlookatthemass,Iwillneveract.IfIlookattheone,Iwill.”
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PrinciplesReview&Questions
1. 98%emotion2. Storyelicitsemotions3. Socialnorms4. Valueistricky1. Anchoring2. Marketnorms3. Small,notbig
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Questions…