social media snow camp 2017 - radu atanasiu
TRANSCRIPT
www.msmro.orgMaastricht School of Management Romania
www.msmro.orgMaastricht School of Management Romania
Putem să clienţii?
www.msmro.orgMaastricht School of Management Romania
Fără să fim...
www.msmro.orgMaastricht School of Management Romania
www.msmro.orgMaastricht School of Management Romania
Cognitive Biases
• Loss Aversion/Aversiunea la pierdere• Priming• Framing• Paradox of Choice/Paradoxul alegerii
www.msmro.orgMaastricht School of Management Romania
www.msmro.orgMaastricht School of Management Romania
Loss Aversion/Aversiunea la pierdere
www.msmro.orgMaastricht School of Management Romania
Loss Aversion
Neplăcerea de apierde ceva e dedouă ori mai maredecât bucuria de a-ldobândi.
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Loss Aversion
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Loss Aversion
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Loss Aversion va continua după aceste mesaje:
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www.msmro.orgMaastricht School of Management Romania
Ce procent din deciziile voastre se bazează
pe raţiune?
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Ce procent din comportamentul
consumatorului credeţi că se bazează pe raţiune?
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*Journal of Personality and Social Psychology https://dornsife.usc.edu/assets/sites/208/docs/Wood.Quinn.Kashy.2002.pdf
Între 57% şi 65% din comportament
se bazează pe raţiune.*
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Cognitive Biases. Cogni – ce?
Câteodată, natura umană ne face să ne comportăm iraţional
în mod sistematic.
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Cognitive Biases
Putem folosi asta în marketing?
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Loss Aversion /Aversiunea la pierdere
Bine aţi revenit!
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O putem folosi?
Loss Aversion
www.msmro.orgMaastricht School of Management Romania
Loss Aversion
www.msmro.orgMaastricht School of Management Romania
Loss Aversion
www.msmro.orgMaastricht School of Management Romania
Loss Aversion
www.msmro.orgMaastricht School of Management Romania
Loss Aversion
www.msmro.orgMaastricht School of Management Romania
Loss Aversion
www.msmro.orgMaastricht School of Management Romania
O folosiţi?Cum aţi folosi-o?
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Framing
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Framing
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Framing
Oamenii reacţionează diferit în faţa unei alegeri în funcţie de felul în care
le e prezentată.
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Framing
Ce aţi cumpăra?
95% eficient 5% risc de eşec
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Framing
www.msmro.orgMaastricht School of Management Romania
Framing
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Framing
500 ml 750 ml 1000 ml
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Framing
www.msmro.orgMaastricht School of Management Romania
Framing
O folosiţi?Cum aţi folosi-o?
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Priming
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Priming
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Priming
Memorie? Procesor?
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Priming
www.msmro.orgMaastricht School of Management Romania
Priming
O folosiţi?Cum aţi folosi-o?
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Paradox of Choice/Paradoxul alegerii
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Paradox of Choice
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Paradox of Choice
• Opţiuni satisfacţie • Less is more
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Paradox of Choice
“On QuickSprout, I only offer three socialsharing options: Facebook, Twitter andGoogle Plus. I recently did a test where Ioffered five options, in which I addedLinkedIn and Pinterest. The end result was adecrease in social sharing by 29%.”
Nick Patel, QuickSprout
www.msmro.orgMaastricht School of Management Romania
Paradox of Choice
www.msmro.orgMaastricht School of Management Romania
Paradox of Choice
www.msmro.orgMaastricht School of Management Romania
Paradox of Choice
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The Paradox of Choice
O folosiţi?Cum aţi folosi-o?
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Q&A
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www.msmro.orgMaastricht School of Management Romania
www.msmro.orgMaastricht School of Management Romania
Mulţumesc!