peter harrison - behavior change: 5 things that work
TRANSCRIPT
Some general new template info
Ask the Easy QuestionsBAQMAR 2015 | Peter Harrison
BrainJuicernr.Twitter: @Peter_HarrisonBehavioural economics grew out of a dissatisfaction with the disconnect between economic theory and psychology / reality
Where did behavioural economics come from?
Title and TextTwitter: @Peter_Harrison
BrainJuicernr.Twitter: @Peter_HarrisonEcons | HumansWhat is behavioural economics?
Title and TextTwitter: @Peter_Harrison
BrainJuicernr.Twitter: @Peter_HarrisonThe big drawback with economics is it assume people behave like Econs. Econs are not like you an me, they are entirely rational and always act in their own best interest. They are not influenced by how other people behave, they are consistent and not influenced by emotion and are entirely capable to make rational decisions. The great thing about econs is that they work well in economic model, the drawback is they dont exist. Even economists arent econs!
So what does this have to do with marketing?
Although not quite as dogmatic as economists, marketers often assume people behave like econs. Market Research is perhaps the most guilty culprit, researchers often measure what seems like plausible reasons why people do what they do and on this advice marketers. We assume respondents to be truthful, knowledgeable, rational, predictive and with perfect memories
Persuasion marketing: Assumes that were good at making trade-offs and rational decisions. That models on human behaviour can be built on rational grounds.
This is supported by MR that is all too happy to uncover lots of triggers and barriers for products to outcompete on. If a product fails it is because people didnt realise what made it so good in the first place3
Its useful to understand WHY
But it can be misleading to ask WHY?
Title and TextTwitter: @Peter_Harrison
BrainJuicernr.Twitter: @Peter_Harrison
Which of the following are reasons why you dont buy [product x]? / Which is the main reason?
Which of these words best describe your attitudes towards [category]Why marketing needs behavioural science
Title and TextTwitter: @Peter_Harrison
BrainJuicernr.Twitter: @Peter_HarrisonMarket research is largely to blame5
Why marketing needs behavioural sciencebecause it is the most powerful search engine
Title and TextTwitter: @Peter_Harrison
BrainJuicernr.Twitter: @Peter_Harrison
Why marketing needs behavioural science
Title and TextTwitter: @Peter_Harrison
BrainJuicernr.Twitter: @Peter_HarrisonWhy marketing needs behavioural science
because it is the most effective at cleaning
Title and TextTwitter: @Peter_Harrison
BrainJuicernr.Twitter: @Peter_HarrisonWhy marketing needs behavioural science
Title and TextTwitter: @Peter_Harrison
BrainJuicernr.Twitter: @Peter_Harrison
Researching Humans
Make sure this white line is copied from the master ONTO your slide
BrainJuicernr.Twitter: @Peter_HarrisonCATCH!
BrainJuicernr.Twitter: @Peter_HarrisonLearning to CatchWhen a man throws a ball high in the air and catches it again, he behaves as if he had solved a set of differential equations in predicting the trajectory of the ball. He may neither know nor care what a differential equation is, but this does not affect his skill with the ball. At some subconscious level, something functionally equivalent to the mathematics calculations is going on.Richard Dawkins, A Selfish Gene
BrainJuicernr.Twitter: @Peter_HarrisonThe Gaze Heuristic
Fix your gaze on the ball, start running, and adjust your running speed so that the angle of the gaze remains constantLearning to Catch Source: Gird Gigerenzer, Gut Feelings, 2015
BrainJuicernr.Twitter: @Peter_HarrisonWhich election candidate looks the most competent?
Source: Todorov, Mandisodza, Goren & Hall, Inferences of Competence from Faces Predict Election Outcomes, Science, 2005.
Title and TextTwitter: @Peter_Harrison
BrainJuicernr.Twitter: @Peter_HarrisonWhich election candidate looks the most competent?
50% line equivalent to chanceProportion of most competent candidate winning the Senate seatSource: Todorov, Mandisodza, Goren & Hall, Inferences of Competence from Faces Predict Election Outcomes, Science, 2005.
Title and TextTwitter: @Peter_Harrison
BrainJuicernr.Twitter: @Peter_HarrisonWhich city has the larger population?
A DetroitB MilwaukeeAmerican studentsGerman students60%100%40%0%Source: Goldstein & Gigerenzer, 2002
Title and TextTwitter: @Peter_Harrison
BrainJuicernr.Twitter: @Peter_HarrisonRecognition heuristic: If you recognise the name of one city but not that of the other, then infer that the recognised city has a larger populationSource: Gigerenzer, Gut Feelings, 2015
Title and TextTwitter: @Peter_Harrison
BrainJuicernr.Twitter: @Peter_HarrisonThe answer to an easy question (How do I feel about it?) serves as an answer to a much harder question (What do I think about it?)
Title and TextTwitter: @Peter_Harrison
BrainJuicernr.Twitter: @Peter_HarrisonHow much would you contribute to save an endangered species?
How happy are you with your life these days?
How much should financial predators who prey on the elderly be punished?Hard and easy questionsHow much emotion do I feel when I think of dying dolphins?
What is my mood right now?
Hard Questions (System 2)Easy Questions (System 1)How much anger do I feel when I think of financial predators?Source: Thinking, Fast and Slow, Kahneman, 2011
Title and TextTwitter: @Peter_Harrison
BrainJuicernr.Twitter: @Peter_Harrison
So what are the easy heuristic questions that matter for brands?
Make sure this white line is copied from the master ONTO your slide
BrainJuicernr.Twitter: @Peter_Harrison
Our ModelFameFeelingFluency
Title Only LayoutTwitter: @Peter_Harrison
BrainJuicernr.Twitter: @Peter_Harrison
The Behavioural and Marketing Sciences Tell Us22BrainJuicer
FAMEIf a brand comes readily to mind, its a good choice
FEELING
FLUENCY
BrainJuicernr.Twitter: @Peter_HarrisonFAME: Availability heuristicThe more easily something is recalled from memory the better / more important it is perceivedThink of as many cola brands as you can
BrainJuicernr.Twitter: @Peter_HarrisonThe Behavioural and Marketing Sciences Tell Us
24BrainJuicer
FAMEFLUENCY
FEELINGIf I feel good about a brand, its a good choice
BrainJuicernr.Twitter: @Peter_HarrisonFEELINGAffect heuristicThe more positively we feel towards something the better we think it is
BrainJuicernr.Twitter: @Peter_Harrison
1Le Trefle Emma
BrainJuicernr.Twitter: @Peter_Harrison
The Behavioural and Marketing Sciences Tell Us27BrainJuicer
FAMEFEELING
FLUENCYIf I recognise a brand quickly, its a good choice
BrainJuicernr.Twitter: @Peter_HarrisonFLUENCY: Fluency heuristicThe more easily something is processed the better it is assumed to be
BrainJuicernr.Twitter: @Peter_Harrison
Fame, Feeling and Fluency | The Difference Between Small and Big BrandsFame, Feeling and Fluency PercentilesFameFeelingFluency
Small BrandsMedium BrandsBig Brands
Small : Market Share up to 7% Medium: Market Share >7% < 15% Big: Market Share >15%
BrainJuicernr.Twitter: @Peter_Harrison
Fame, Feeling and Fluency | How Brands Grow and How Brands DeclineFame, Feeling and Fluency PercentilesFameFeelingFluency
GrowingStableDeclining
Growing : >+2% Stable: +2% to -2% Declining: