Irrational behaviourBy Jørgen Juul

How do we make our decisions?

habitmechanics

comparison

A lot of our decisions are based on

Handling relativity

Slide 3Our ability to handle relativity can fool us

The two fields A and Bare exactly the same color

Slide 4Lets cover everything but the two fields

Slide 5You haven’t learnt anything!

Graphical comparison is what we do best

Slide 6We don’t always have comparable options

…but we subconsciously look for a pattern

Slide 7100 girls asked: Who would you prefer to date?

Approximately 50% Approximately 50%

Slide 8

Approximately 25% Approximately 75% 0%

Another 100 girls asked who they would prefer to date

Slide 9

Approximately 25% Approximately 75% 0%

If we Photoshop an uglier version of the other guy it will be the other way round.

Slide 10

Slide 11

16%

84%

0%

Slide 12

Slide 13

68%

32%

Slide 14

135,- 99,-

10 minutes walk

3.995,- 3.959,-

10 minutes walk

Slide 15After buying something expensive..

..people are prepared to pay more for accessories, because they don’t seem so expensive compared to the total cost.

Salesmen knows that it is a good idea to make the expensive sale first. Not the other way round.

Slide 18Slide 16The mechanics

cheepcheep

Slide 17Slide 16The mechanics

cheepcheep

cheepcheep

Slide 19

Expensive=good

A mechanic:

Slide 20Predictably irrationalIt can work for you or against you.

Anyway. Be carefull before you kill the option no one wants.

It might be the option that makes them want what you want them to want.