ucd2015 the sociology and psychology closure experiences
TRANSCRIPT
The Sociology and Psychology of Closure Experiences
@mrmacleod www.closureexperiences.com
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What1. Define what a Closure Experience is 2. Why the customer life cycle is biased 3. The Social context of Closure 4. The Psychological impact of Closure
UCD15. Conference 23.10.2015
“The satisfactory conclusion to a product or service relationship. Each party feeling satisfied with the completed transaction, it being a fair, just conclusion without consequence.”
Closure
UCD15. Conference 23.10.2015
Any consumer experience can be broken down into 3 stages
UCD15. Conference 23.10.2015
1. 2. 3.
Any consumer experience can be broken down into 3 stages
On-Boarding Off-BoardingUsageThe stable, committed relationship between the user and the service they use, or the product they own.
It is the effort it takes to get the customer to commit to the product or service relationship.
The start of the relationship.
It is the effort it takes to neutralise the effects of the engagement. To complete the agreed engagement. It is the conclusion of the relationship.
UCD15. Conference 23.10.2015
On-Boarding Off-BoardingUsage
enga
gem
ent
time
The stable, committed relationship between the user and the service they use, or the product they own.
It is the effort it takes to get the customer to commit to the product or service relationship.
The start of the relationship.
It is the effort it takes to neutralise the effects of the engagement. To complete the agreed engagement. It is the conclusion of the relationship.
Starting Experiences
Closure Experiences
Fuelled by commerce Fuelled by societyLanguage of self actualisation Language of safety and security
the biased customer life-cycle
UCD15. Conference 23.10.2015
On-Boarding Off-BoardingUsage
Packaging that reveals the beautiful product you have bought
Advertising that attracts you to a product or service relationship
Marketing that orientates you towards the right decision
enga
gem
ent
time
The stable, committed relationship between the user and the service they use, or the product they own.
It is the effort it takes to get the customer to commit to the product or service relationship.
The start of the relationship.
It is the effort it takes to neutralise the effects of the engagement. To complete the agreed engagement. It is the conclusion of the relationship.
Starting Experiences
Closure Experiences
Fuelled by commerce Fuelled by society
Examples include…
T&Cs that lock down the agreement between parties
Inactivity / dormancy. App not in use. Product at back of cupboard
Withdrawal. Break the contract.
Examples include…
Recycle. Break down the product materials
Language of self actualisation Language of safety and security
the biased customer life-cycle
UCD15. Conference 23.10.2015
On-Boarding Off-BoardingUsage
Packaging that reveals the beautiful product you have bought
Advertising that attracts you to a product or service relationship
Marketing that orientates you towards the right decision
enga
gem
ent
time
The stable, committed relationship between the user and the service they use, or the product they own.
It is the effort it takes to get the customer to commit to the product or service relationship.
The start of the relationship.
It is the effort it takes to neutralise the effects of the engagement. To complete the agreed engagement. It is the conclusion of the relationship.
Starting Experiences
Closure Experiences
Fuelled by commerce Fuelled by society
The interest gap
Examples include…
T&Cs that lock down the agreement between parties
Inactivity / dormancy. App not in use. Product at back of cupboard
Withdrawal. Break the contract.
Examples include…
Recycle. Break down the product materials
Language of self actualisation Language of safety and security
the biased customer life-cycle
UCD15. Conference 23.10.2015
On-Boarding Off-BoardingUsage
Packaging that reveals the beautiful product you have bought
Advertising that attracts you to a product or service relationship
Marketing that orientates you towards the right decision
enga
gem
ent
time
The stable, committed relationship between the user and the service they use, or the product they own.
It is the effort it takes to get the customer to commit to the product or service relationship.
The start of the relationship.
It is the effort it takes to neutralise the effects of the engagement. To complete the agreed engagement. It is the conclusion of the relationship.
Starting Experiences
Closure Experiences
Fuelled by commerce Fuelled by society
The interest gap
the biased customer life-cycle
Examples include…
T&Cs that lock down the agreement between parties
Inactivity / dormancy. App not in use. Product at back of cupboard
Withdrawal. Break the contract.
Examples include…
Recycle. Break down the product materials
Language of self actualisation Language of safety and security
UCD15. Conference 23.10.2015
The customer life cycle is biased
There is a gap of interest
Consumers and industry in codependent denial
The consequences are all around us
UCD15. Conference 23.10.2015
The Social context of Closure
UCD15. Conference 23.10.2015
Life was hard,
El Ángelus. Jean-François Millet. CCUCD15. Conference 23.10.2015
death was familiar,
Ars Moriendi. Meister E.S.UCD15. Conference 23.10.2015
heaven was an attractive reward,
Belshazzar’s Feast. John MartinUCD15. Conference 23.10.2015
religion owned the rule book to get in.
A Burial at Ornans by Gustave Courbet. CCUCD15. Conference 23.10.2015
Comfort came with industrialisation,
Eisenwalzwerk. Adolph MenzelUCD15. Conference 23.10.2015
and Heaven emerged on earth for many.
Luncheon of the Boating Party. Pierre-Auguste RenoirUCD15. Conference 23.10.2015
Medicine learnt to control death,
Portrait of Dr. Samuel D. Gross. Thomas EakinsUCD15. Conference 23.10.2015
and hid it away.
Gross Clinic on display at the Army Post HospitalUCD15. Conference 23.10.2015
Freeing us to indulge Heaven on earth without end.
Chanel Shopping CentreUCD15. Conference 23.10.2015
Closure was respected, familiar and expected.
Closure is distant, alien and avoided
…and consumer experiences have mimicked this.
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The Psychological impact of Closure
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Ernest Becker Denial of Death
Terror Management Theory
“most human action is taken to ignore or avoid the inevitability of death”
UCD15. Conference 23.10.2015
Terror Management Theory
We are all in denial that things end.
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Terror Management TheoryKasser and Sheldon 2000
Researchers attempted to connect consumption to Terror Management Theory
Liberation. M.C. Escher 1955UCD15. Conference 23.10.2015
Terror Management TheoryKasser and Sheldon 2000
“suggested that concerns about mortality, although sub-conscious, strongly influence our behaviour and aspirations about material goods and economic status”
UCD15. Conference 23.10.2015
Terror Management TheoryKasser and Sheldon 2000
“suggested that concerns about mortality, although sub-conscious, strongly influence our behaviour and aspirations about material goods and economic status”
this impacts our relationship with consumption
UCD15. Conference 23.10.2015
Need for Cognitive ClosureArie Kruglanski, Donna Webster 1996
“people have a definitive need to seek out information and find an answer to ambiguous situations”
UCD15. Conference 23.10.2015
“people have a definitive need to seek out information and find an answer to ambiguous situations”
Need for Cognitive ClosureArie Kruglanski, Donna Webster 1996
Liberation. M.C. Escher 1955UCD15. Conference 23.10.2015
Need for Cognitive ClosurePermanence tendency Urgency tendency
UCD15. Conference 23.10.2015
We have varying needs for Closure.
Need for Cognitive ClosureArie Kruglanski, Donna Webster 1996
UCD15. Conference 23.10.2015
Peak End Rule
“people judge experiences based on their Peak (an intense moment of the experience) and at their End”
Daniel Kaheman 1990
UCD15. Conference 23.10.2015
time
feel
ing
in-different
agony
joy+peak
end-peak
Peak End RuleDaniel Kaheman. 1990
UCD15. Conference 23.10.2015
Peak End RuleDaniel Kaheman. 1990
UCD15. Conference 23.10.2015
Closure is a powerful memory moment
Peak End RuleDaniel Kaheman. 1990
UCD15. Conference 23.10.2015
The Remembering Self and the Experiencing SelfDaniel Kaheman 1990
“The experiencing self is the one that answers the question “Does it hurt now?”. The remembering self is the one that answers the question “How was it on the whole?”
UCD15. Conference 23.10.2015
The Remembering Self and the Experiencing Self
UCD15. Conference 23.10.2015
“The experiencing self is the one that answers the question “Does it hurt now?”. The remembering self is the one that answers the question “How was it on the whole?”
The Remembering Self and the Experiencing Self
UCD15. Conference 23.10.2015
We remember and experience in 2 different modes
First Stage of Role Exit
Helen Rose Fuchs Ebaugh 1988
“doubts are often ignited from organisational changes, personal burnout, a change in relationships, or the effect of some event. These doubts are then reflected to peers or friends as cuing behaviour.”
UCD15. Conference 23.10.2015
first doubts
cuing behaviour
• Organisational changes • Burnout • Changes in relationships • Events
negative reactions of others
seeking out individuals who will reinforce doubts
re-evaluation of the situation and temporary halting of the doubting process
negative interpretation of subsequent events
seeking role alternatives
further reinforcement of doubts
positive reaction of others
reinforcement of doubts
Seek alternatives
First Stage of Role Exit
UCD15. Conference 23.10.2015
Closure is started with a doubt
First Stage of Role Exit
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Marie Kondo Tidying Technique
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The Life-Changing Magic of Tidying 2010
Marie Kondo Tidying Technique
UCD15. Conference 23.10.2015
The Life-Changing Magic of Tidying 2010
end
Or fear of the future and/or attachment to the past
start touch each one
do you feel joy?
Your life is cluttered with products
gather items of same category
reduce clutter
No
Yes real joy? Yes
No
say goodbye & wish the product well
dispose of appropriately
value and respect your
product
Marie Kondo Tidying Technique
UCD15. Conference 23.10.2015
‘thank you for giving me joy when I bought you’
or ‘thank you for teaching
me what doesn’t suit me’ and let it go.
Respect the products life Thank it.
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6 Cognitive issues that effect Closure ExperiencesWe are all in denial that things end. This impacts our relationship with consumption. Terror Management Theory
We have varying needs for Closure. Need for Cognitive Closure
Closure is a powerful memory moment. Peek End Rule
We remember and experience in 2 different modes. The Remembering Self and the Experiencing Self
Closure is started with a doubt. First Stage of Role Exit
Respect the products life - Thank it. Marie Kondo Tidying Technique
UCD15. Conference 23.10.2015
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…recap1. Define what a Closure Experience is 2. Why the customer life cycle is biased 3. The Social context of Closure 4. The Psychological impact of Closure
UCD15. Conference 23.10.2015
fin
www.closureexperiences.com@mrmacleod