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“Come on now, who do you think
you are?Bless your soul, you really think
you’re in control?”- Gnarls Barkley
USING NEUROSCIENCE TO INFLUENCE
HUMAN BEHAVIOR
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Welcome to the experiment
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Assignments• Today - Time provided to meet with team, discuss and post
to Coursework
• Tuesday - Meet with team after class to build Desire Engine for group assignment.
• Wednesday - Work on team and individual assignments.
• Thursday - Time provided to meet with team, discuss and post to Coursework
• Friday - Presentations. Present individual assignment (5 min each) or group assignment (15-20 min) (but only if entire team agrees)
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The nature of behavior
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One brain, two minds
• Elephant = impulsive mind
• Rider = Rational mind
• Path = the environment
Willpower is the strength of the rider
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Where the elephant lives
• “Primitive” parts of brain
• Basal ganglia
• Storage of instinctual habitual behaviors
• Nucleus accumbens
• Center of reward system
• Wants immediate gratification / satiation
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Where the rider lives
• “Newest” part of brain
• Pre-frontal cortex (PFC)
• Executive function
• Controls impulses and higher level thinking
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Think of your behaviors
• What are the routines, habits, skills, addictions in one’s life?
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HighLow
Do
Resist doing
Amateur behaviors
Self-Control Required
Amateur
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What defines amateur behaviors?
• The rider and elephant are in sync
• Easy to do, but also easy to forget
• Reward, process motivated, “for the love”
• Long-term
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Amateur behaviors
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How did you create your amateur behavior?
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Creating amateur behaviors
• Create a path for the elephant
• Make it simple, easy
• Placing well-timed cues
• “Baby steps”
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HighLow
Do
Resist doing
Skillful behaviors
Self-Control Required
Skillful
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Skillful behaviors
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What defines skillful behaviors?
• Rider is steering the elephant
• Outcome, goal driven
• Hard work, grit
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How did you create your skillful behavior?
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Creating skillful behaviors
• Deliberate practice
• Focus on fixing failures
• Grit and persistence
• Often with coaching
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Skillful behaviors
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Amateur- Casual
enjoyment- Jog into old age
Skillful- Goal driven
- Win a marathon
Running
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HighLow
Do
Resist doing
Self-Control Required
Habitual behaviors
Habitual
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Habitual behaviors
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What defines habitual (negative) behaviors?
• The rider tries to control the elephant
• Constant temptation
• Struggle with desire
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How did you stop your habitual behavior?
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Resisting habitual behaviors
• Mindfulness
• Surfing the urge, creating space (ex - 10-minute rule)
• Reminder of purpose
• Self-compassion
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HighLow
Do
Resist doing
Self-Control Required
Addictive behaviors
Addictive
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Addictive behaviors
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What defines addictive behaviors?
• The rider has lost control and the elephant is charging
• Self-destructive
• Extremely hard to resist
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Resisting addictive behaviors
• Reigning in the elephant
• Abstinence, removal of cues
• Physical detoxification
• Social support
• Root cause analysis
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HighLow
Do
Resist doing
Behavior types
Self-Control Required
Amateur Skillful
Habitual Addictive
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Matching behavior types with change
methods
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Change with right tool
Behavior type Change method
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HighLow
Do
Resist doing
Change methods
Self-Control Required
Create the path
Reign the elephant
Train the rider to push the elephant
Train the rider to pull the elephant
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Does the method match the type?
• “No pain, no gain”
• “Never quit”
• “Set strict goals”
• “Hold yourself accountable”
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Healthy lifestyle
• Over a lifetime
• Do (amateur behaviors):
• Physical activity
• Eating healthy foods
• Resist doing (habitual behaviors):
• Eating unhealthy foods
• Overconsumption
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Beating yourself up hurts
• The worse a drinker feels about how much they drank the night before, the more they drank the next night. (Muraven et al 2005)
• Gamblers who feel most ashamed by losses, most likely to “chase” the loss and keep gambling. (Yi and Kanatar 201)
• Students who feel the worst about procrastinating, put off studying the longest for next exam. (Wohl, Pychyl, Bennett 2010)
• Addicts who feel most guilt about a minor relapse, were most likely to have a major relapse. (Stephens et al 1994)
Source: Kelly McDonigal, “The Willpower Instinct”
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The “what-the-hell” effect• Dieters and non-dieters
asked to drink a milkshake as part of “taste perception study”
• Then asked to sample as much ice cream as “needed” for taste test.
• Dieters ate more than non-dieters after drinking the milkshake
• Showed increased activity in nucleus accumbens
Source: Kelly McDonigal, “The Willpower Instinct”, Heatherton & Wagner, 2011
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One size does not fit all
HighLow
Do
Resist doing
Amateur- Path driven- Long-term
- Self-directed
Skillful- Goal driven
- Grit- Hard work- Coaching
Habitual- Surfing urge- Mindfulness
- Self-compassion
Addictive- Abstinence
- Physical detox- Root cause
- Social support
Self-Control Required
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In summary
• Rider, elephant and path
• Before changing a behavior:
• Identify behavior type
• Match with appropriate change method
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Take a break and a survey
www.OpinionTo.us(and take your stuff)
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Why influence behavior?
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Helping people do what they want to do.
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HighLow
Do
Resist doing
Persuasive products
Self-Control Required
Amateur Skillful
Habitual Addictive
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pref· er· ence/ˈpref(ə)rəns/
Noun, Def: A greater liking for one alternative over another or others.
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be· hav· ior/biˈhāvyər/
Noun, Def: The way in which an animal or person acts in response to a particular situation or stimulus.
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rou· tine/ro ͞oˈtēn/
Noun, Def: A sequence of actions regularly followed; a fixed program.
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hab· it/ˈhabit/
Noun, Def: An behavior that has become nearly or completely involuntary, without cognition.
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ad· dic· tion/əˈdikSHən/
Noun, Def: A persistent, compulsive dependence on a behavior or substance.
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Are customer habits good for business?
• Higher life-time value
• Greater price inelasticity, can charge more
• Word-of-mouth brings down cost of acquisition
= Higher ROI
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Source: Inc. magazine, Dec. 2011
Why is this graph “smiling”?
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StackOverflow
• Largest technical QA site
• Alexa rank 93
• 5,000 questions are answered per day
• FT Staff: 66
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Holding on to customers by forming habits
Source: Amy Jo Kim, “Community Building on the Web”
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To build habits need...
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Au· to· ma· ta· city
Noun, Def: The ability to do things without occupying the mind with low-level details, allowing it to become an automatic response pattern.
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What is automaticity good for?
• Ability to learn
• Helps us decide
• Saves energy
• Allows multitasking
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Impairment of habit system• Trouble performing tasks requiring multi-
step behaviors or where emotion is deciding factor.
• With “elephant” out, the “rider” tries but fails.
• Making simple decisions. (which pen?)
• Ignoring insignificant details. (reading faces)
• Inability to act quickly “from the gut.”
Source: Antonio Demasio via Lehrer "How We Decide"
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Decision fatigue• “Rider” gets tired and lazy because decision
making requires effort.
• Prisoners appearing for parole hearings early in the morning granted parole 70% of the time.
• However, those appearing late in the day, when judges were more tired, paroled less than 10% of the time.
• So, making more decisions through habit instead of logic, can leave more resources for important decisions
Source: Levav and Danziger, 2011
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How to build automaticity?
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Frequency and utility
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How do we get users to come back?
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Building desire through engagement
Low engagement
High engagement
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The Desire Engine
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Remember: A TARI
A - A Desire Engine has 4 parts:
T - Trigger
A - Action
R - Reward
I - Investment
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In summary• Habits can be good for business.
• Habits require automaticity - action without cognition.
• Leaves us with more “decision making reserve.”
• Creating automaticity is a function of utility and frequency.
• Frequency from creating desire.
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Triggers
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Habits aren’t created, they are built upon
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Where are you sitting?
• Who is sitting where they sat before break?
• Why did you sit there?
• What told you to sit?
• Where did you learn this behavior?
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TriggersExternal Internal
AlarmsCalls-to-action
EmailsStores
Authority
What to do next is in the trigger
What to do next is in the user’s head
EmotionsRoutinesSituations
PlacesPeople
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TriggersExternal Internal
AlarmsAdvertising
Calls-to-actionEmailsStores
Authority
EmotionsRoutinesSituations
PlacesPeople
What to do next is in the trigger
What to do next is in the user’s head
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DissatisfiedIndecisiveLostTenseFatiguedInferior
Fear of lossBored LonesomeConfusedPowerlessDiscouraged
Negative emotions are powerful internal triggers
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When I feel... ... I use
LonelyHungryUnsureAnxious
LostMentally fatigued
FacebookYelp
GoogleEmailGPS
ESPN, Glam
Internally triggered technologies
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Bored Stressed
ExcitedContent
Emotional triggersShiv x-framework
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People with depression check email more.
Source: Kotikalapudi et al 2012,Associating Depressive Symptoms in College Students with Internet Usage Using Real Internet Data
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Habits form from frequent problem/solution fit.
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• Need to find the existing behavior to attach to.
• Find the behavior that occurs just before.
• “Every time you (verb), use (product).”
To find the problem, know the narrative
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Jack Dorsey on narratives
http://www.youtube.com/watch?v=acMXhhdWylQ
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The “Instagram moment”
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Instagram triggers
External Internal
- FB and Twitter- App notifications
- Fear of loosing the moment...- Bored, lonesome, curious...
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Your turn
• Pick an “amateur” behavior you’d like to turn into a new routine in your life.
• Brainstorm with the person next to you for 5 min each about potential triggers.
• Describe the narrative of both external and internal triggers.
• Write this down and be prepared to share.
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Form teams and complete Coursework assignment (see syllabus)
Debrief with team:- What resonated with you?
- What stimulated new thinking?- Ideas for personal and professional growth?
- Ideas for new ventures?- What intrigued you, either by creating new questions
or by kindling a quest for more?
30 min discussion15 min post to Coursework
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TriggersExternal Internal
AlarmsCalls-to-action
EmailsStores
Authority
What to do next is in the trigger
What to do next is in the user’s head
EmotionsRoutinesSituations
PlacesPeople
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Pharma triggersExternal Internal
What to do next is in the trigger
(Designer controls)
What to do next is in the user’s head
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Actions
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whendoing < thinking = action
Creating the path
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triggers
ability
B = m.a.t.
Fogg Behavior Modelm
otiv
atio
n
Source: Dr. BJ Fogg, Stanford University
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trigger(SUCCESS!)
trigger(FAIL!)
ability
mot
ivat
ion
Source: Dr. BJ Fogg, Stanford University
B = m.a.t.
Fogg Behavior Model
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mo· ti· va· tion/mōtə vāSHən/
Noun, Def: The psychological feature that arouses an organism to action toward a desired goal.
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mot
ivat
ion
Motivators of Behavior
Seek:PleasureHopeAcceptance
Avoid:PainFear
Rejection
SensationAnticipation
Social Cohesion
Source: Dr. BJ Fogg, Stanford University
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a· bil· i· ty/əˈbilitē/
Noun, Def: The capacity to do something
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ability
How increase capacity to do something?
Source: Dr. BJ Fogg, Stanford University
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ability
Factors of ability
TimeMoneyPhysical effortBrain cyclesSocial devianceNon-routine
Source: Dr. BJ Fogg, Stanford University
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Simplicity
“Simplicity is a function of your scarcest resource at that moment.”
- BJ Fogg
TimeMoneyPhysical effortBrain cyclesSocial devianceNon-routine
Factors of ability
Differ by person and context
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What move first?
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triggers
ability
mot
ivat
ion
Move ability before motivation
Source: Dr. BJ Fogg, Stanford University
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Focus on ability and triggers before motivation
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Focus on ability and triggers before motivation
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Which has fewer calories?
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Motivated people know healthier option
Source: (Chernov et al. 2011; Chandon & Wansink 2007)
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2010
Source: Behavioral Risk Factor Surveillance System, Centers for Disease Control
America the obese
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Twitter homepage
2009
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2010
Twitter homepage
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2012
Twitter homepage
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The evolution of Twitter2009 2010
2012
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triggers = interface design
ability = product
Behaviors to actions with cross-functional teams
mot
ivat
ion
= m
arke
ting
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Your turn• Take out your behavior from yesterday or pick a new one.
• Rate your ability to do your behavior. (1 is not at all able, 10 is very able, easy)
• Rate how motivated you are to do your behavior. (1 is not at all, 10 is very)
• Share with your partner.
• Brainstorm how to increase your partner’s ability (considering your scarcest resource) and / or increase motivation? !! Crazy ideas are encouraged !!
• Write this down and be prepared to share.
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Source: Dr. BJ Fogg, Stanford University
Motivators of BehaviorSeek:
PleasureHopeAcceptance
Avoid:PainFear
Rejection
SensationAnticipation
Social Cohesion
Factors of abilityTimeMoneyPhysical effortBrain cyclesSocial devianceNon-routine
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Bi· as/ˈbīəs/
Noun, Def: 1. A tendency or inclination; a prejudice
2. A lever to increase motivation or ability
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A well-studied bias
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Classical biases
• Rational
• Can articulate, “I’d buy it if it were cheaper.”
• Predictable (for the most part)
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Cognitive Biases
• Rational or irrational
• Unable to articulate
• Predictable
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Scarcity
Source: Worchel, Lee, and Adewole (1975)
• People value cookies more in a nearly empty jar than in a full jar.
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Value attribution
Source: Plassmann, O’Doherty. Shiv, and Rangel, 2008
• Wine actually tastes better if you believe it’s more expensive
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Remember this?
Source: (Chernov et al. 2011; Chandon & Wansink 2007)
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The halo effect
Source: (Chernov et al. 2011; Chandon & Wansink 2007)
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Which car owners?
• Are involved in more collisions.
• Receive 65% more traffic tickets.
• Drive 25% more miles than other drivers.
• Are a more costly risk to insure than other vehicles in its class.
Source: Data from insurance analytics company Quality Planning, reported in “Mitchell Industry Trends Report” 2010
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Moral licensing
• We tend to reward ourselves with the freedom to be “bad” when we’re acting “good.”
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Anchoring• We tend to rely too heavily on just one trait
of a decision.
• We overvalue things on sale
5 for $34 3 for $29.50
Unit cost = $7.38Unit cost = $6.80so, 6 for $44.25
Jockey only!
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• 8 car wash, get one free
• 8 blank squares vs. 10 squares with 2 free punches
• 82% higher completion rate
Completion
• Motivation increases the closer get to a goal
• “Endowed progress effect”
Source: Nunes and Drèze, The Endowed Progress Effect: How Artificial Advancement Increases Effort, 2006
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Sequencing
• Tendency to complete complex behavior if parsed into smaller steps
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Many more...
• Social proof, framing, reciprocity, relevance, status quo, loss aversion, familiarity bias, regret aversion, peak-end effect, money proxy, authority bias ...
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Your turn
• Pick one of the “Mental Notes” cards.
• How could you make use of a cognitive biases to increase your partner’s behavior?
• Brainstorm with the person next to you for 5 min each. !! Go for lots of ideas !!
• Write this down and be prepared to share.
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Take a breakand a survey
www.OpinionTo.us
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Variable rewards
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The brain and rewards
Source: Olds and Milner, 1945
Watch
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What triggers the reward system?
• Stimulation of brain’s reward system activates new behaviors
• “Awakening the elephant” is possible through probes or drugs
• What stimulates the brain naturally?
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Dopamine triggers
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Were Olds and Milner stimulating pleasure?
(not exactly)
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“I like pleasure spiked with pain, it’s my aeroplane”
- The Red Hot Chili Peppers
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Ann’s story
• Sufferers from Parkinson’s
• Treatment includes dopamine boosters
• Becomes a compulsive gambler
• Why?
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The promise of reward• Dopamine system activated by anticipation of
reward
• And dampened when reward achieved
Source: Knutson et al 2001
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To supercharge the “stress of desire”... add variability.
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We crave predictability
• Variable rewards drive us nuts
• Compulsion to make sense of cause and effect
• Dopamine system drives the search
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Curious by nature
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“I can’t get no satisfaction”- The Rolling Stones
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The search for rewards
the Hunt
the Tribe
the Self
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Search for Social Rewards
theTribe
- Acceptance- Sex- Power
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Rewards of the tribe
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Rewards of the tribe
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Search for Resources
theHunt
- Food- Money- Information
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Rewards of the hunt: search for resources
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Rewards of the hunt: search for information
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Dare you not to scroll
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Rewards of the hunt: search for resources
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Search for Sensation
theSelf
- Mastery- Consistency- Competency- Purpose
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Rewards of the self:Search for competency and mastery
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Rewards of the self: Search for control
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Fish bowl technique• Addiction Recovery Study (Petry 2006)
• Patients earned opportunity to draw a ticket out of a bowl every time they passed a drug test.
• Half of the tickets said “Keep up the good work.” The rest won the patient a nominal prize worth $1 to $20 but one ticket was worth $100 prize.
• 83% of fish bowl patients stayed in treatment for full 12 weeks (vs 20% of standard-care patients).
• 80% of fish bowl patients passed all their drug tests (vs. 40% of standard-care patients).
• Fish bowl group less likely to relapse.
• Technique worked better than paying patients for passing drug tests.
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Rewards Decay• As rewards become predictable, they
become less novel
Finite Variability Infinite Variability
- Single-player games- Consumption of media- Finishing a race
- Multi-player games- Creation of content- Communities- Running for pleasure or competition
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Who gets hooked?• Pathological gamblers and non-pathological
placed in MRI. See images of win, lose, and “near-miss.”
• Pathological gamblers experienced more “excitement” from seeing win.
• Gamblers brain saw near-miss as near-win.
• Non-pathological experienced near-miss as near-loss.
• Unknown if gambler’s brain is different at birth or if caused by repeated exposure.
Source: Habib, 2010
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Variable reward levers
• Type (Tribe, Hunt, Self)
• Frequency
• Amplitude
Keep ‘em guessing
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Your turn• How could you use variable rewards to
increase your partner’s behavior?
• How can you add an element of mystery, the unknown, or surprise?
• Consider the search for rewards of the tribe (social), hunt (resources), self (mastery, control) !! Crazy is ok !!
• Brainstorm with the person next to you for 5 min each and prepare to share.
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Investments
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Investment
• Where user does a bit of “work.”
• “Pays” with something of value: time, money, social capital, effort, emotional commitment, personal data ...
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Investment is about future rewards that
makes the next action more likely.
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T A
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Facebook, friend, email ...
Scroll
Information(Hunt)Follow
Twitter (consumer)
Boredom, curiosity
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T A
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Mention, message
Open app
Social feedback(Tribe)
Tweet or RT(build following)
Boredom, curiosity, lonesome
Twitter (creator)
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Labor is love
The IKEA effectSource: Dan Ariely, Upside of Irrationality
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People value their labor
• Value own work almost as much as an expert’s.
• Even if other’s don’t.
Source: Ariely, Mochon and Norton, 2012
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Source: Langer, 1975
• People who pick lottery numbers more likely to play.
• Assign greater odds.
Labor increases motivation
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Value labor done for us
Source: Buell and Norton, 2011
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Others’ labor increases value too
• Search took same time.
• People “seeing” the work perceived more value.
Source: Buell and Norton, 2011
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As we invest, we endow and tend to
overvalue.
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The endowment effect• When chimps given juice bar
and peanut butter, 50/50 preference split.
• When given PB first, 80% chose to keep rather than exchange.
• The “endowed” item was preferred
• Only worked for food
Source: Brosnan et al 2007
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Humans endow things• Endowed mugs vs pens worth twice as much
(Kahneman, Knetsch & Thaler,1990)
• Endowed final four tickets worth 14 times more (Carmon and Ariely, 2000)
• Employees worked harder to maintain a provisional bonus than a potential yet-to-be-awarded prize (Hossain and List, 2010)
• Universal behavior across different populations and with different goods (Hoffman and Spitzer,1993) including children (Harbaugh et al, 2001)
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Why do we endow?
• Improved bargaining position in bilateral trades. If I act like I love it, maybe you will too. (Huck, Kirchsteiger & Oechssler 2005)
• Loss aversion. Loosing feels twice as bad as the joy of gaining. (Kahneman and Tversky,1984)
• Need for consistency causes cognitive dissonance leads to rationalization.
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Jesse Schell, Professor of game design, Carnegie Mellon University
Rationalization and commitment
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The preference cycleInvestment:
“Should I ‘spend’ on this?”
Rationalization:“Only an idiot would
have ‘spent’ on something not good.”
Confirmation:“Since I spent on it
before, and I am not an idiot, it must be good.”
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Little investments, big results
Group 1: 17% accepted
Group 2: 76% accepted
Source: Freedman & Fraser, 1966
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Adaptive preference formation
• Changing preferences to be more compatible with the situation.
• We acquire preferences to serve our need to be consistent.
• Relieve pain of cognitive dissonance.
Source: Jon Esler, 1983
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Acquiring taste
• Think of the first time you tried spicy food or alcohol.
• Acquiring taste follows similar patterns of rationalization to avoid cognitive dissonance.
• Change ourselves as we change our preferences.
• “I’m a ____ drinker.”
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Motivating through identity
• Registered voters completed survey the day before or the morning of the election.
• “How important is it to you to be a voter in the upcoming election?” (Noun)
• “How important is it to you to vote in the upcoming election?” (Verb)
• Tracked who actually voted.
• How we see ourselves (the nouns) shape what we do.
Source: Bryan, Walton, Rogers, and Dweck, 2011
“the largest experimental effects ever observed on objectively
measured voter turnout.”
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In summary:• We over value the results of our labor
(endowment effect)
• But need to rationalize this irrational value (cognitive dissonance)
• One way to do this is to change our taste (adaptive preference formation)
• And behave in line with how we see ourselves (identity shaping)
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Your turn
• How could you use small investments and commitments to make your partner’s behavior more likely to occur?
• Brainstorm with the person next to you for 5 min each.
• Write this down and be prepared to share.
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Desire Engines create routines
- External triggers- Low
preference
- Internal triggers- High
preference
Low engagement
High engagement
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T A
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Icon on phoneOpen unread messages
Write back
Procrastinate, anxiety, thoughts of others....
Tribe, hunt and self
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Spectator sportsT A
VRI
Watch
Outcome (Self)Fandom - belonging (Tribe)Capturing the win (Hunt)
Monday, boredom, anxiety ...
Everywhere
Identify self as fanBuy stuffAttend events
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With more cyclesIncrease motivation
and difficulty of action
Greater loyalty, increased price inelasticity, greater
satisfaction
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Using neuroscience to influence human behavior
• Preferences to behaviors.
• Behaviors to routines.
• Routines to habits.
• Habits become who we are.
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What are you going to do with this?
• When is it right to “give people what they want?”
• When are people really in control?
• When is it ok to manipulate?
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Use this for good.
and take a survey www.OpinionTo.us