hacking the human operating system
DESCRIPTION
Our understanding of why people make the decisions they do has greatly increased. We also now have even better technology to influence people. Put the two together and there is a huge opportunity for brands online to influence customer decisions.TRANSCRIPT
Hacking the
human operating
system: using
digital to influence
consumers
decision making
Martin Talks
@talksy
We’re all in the business of trying to influence decisions – in our favour or in favour of our clients
messaging
Just shouting at people has a limited effect on pursuading people – can work a bit – but doesn’t buy much love
4
That is
highly
logical
Rational argument – also can leave people rather cold
The old models will lead to only accidental success
• AIDA
• AKLPCP
• Persuasion Model
• Saliency Model
• Involvement Model
• Single Minded Proposition
• Reinforcement
Understand the human operating system
New hacking
Then hack it.
5%
95%
Source: Daniel Kahneman, Nobel Laureate for Economics, 2002
Autopilot: Unconscious ImplicitEmotional, decisive, trusting
Pilot: Conscious ExplicitRational, balances factors, critical
#1 Now, not the future
#2 Recency
#3 Ownership and loss
#4 Herd instinct
#1 Now, not the future
#1
Recency
#1
Ownership and loss
#1
Herd instinct
Your mom hates
Dead Space
#1 Now, not the future
#2 Recency
#3 Ownership and loss
#4 Herd instinct
5%
95%
Source: Daniel Kahneman, Nobel Laureate for Economics, 2002
Autopilot:
Unconscious ImplicitEmotional, decisive, trusting
Pilot:
Conscious ExplicitRational, balances factors, critical
31
Emotional Journey: Cadbury Dairy Milk Gorilla
0%
10%
20%
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50%
60%
70%
80%
90%
100%
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90
seconds
Surprise
Happy
Neutral
Sadness
Fear
Anger
Disgust
Contempt
Brooding
uncertainty:
“Unsure”
“Music”
“Feel good advert”
“Don't understand what the
advert is for”
“Funny to see the gorilla”
“Not sure what i expected”
“Don't like a close up of the
gorillas nostrils!!”
“Love it”
“An ape playing the drums”
“Good music, good
chocolate!”
“Love Cadbury's
Chocolate!”
“It’s funny”
“It all comes together
and is amusing”
“Intrigued about how the
gorilla relates to the slogan at
the end” “What’s it got to do
with chocolate?”
32
Digital provides new
ways to hack the age-
old human operating
system and so
influence consumer
decision making
It’s a no-brainer
Martin Talks – [email protected]
@talksy
Martin [email protected]@talksy
Simon WhitePlanning Director, Draftfcb [email protected]@SimonHWhite
