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Behavioraleconomics 
WHAT IT IS AND HOW IT COULD HELP US DO OUR JOB BETTER
1 
HELLO THERE! 
HERE’S A QUICK QUESTION: 
HAVE YOU EVER WONDERED…
… WHY THE TRAFFIC LIGHTS 
CHANGE TO RED ONLY WHEN YOU 
ARE IN A HURRY?
… WHY WE ARE MORE AFRAID TO DIE IN A PLANE CRASH THAN OF AN 
ASTHMA ATTACK ?
… WHY WE OFTEN REMEMBER 
THE “GOOD OLD DAYS”?
IT’S BECAUSE OUR OPINIONS & BEHAVIOURS SOMETIMES 
RELY ON IRRATIONAL MECHANISMS 
( ALSO CALLED “COGNITIVE BIAS” IN A MORE FANCY WAY)
BEHAVIOURAL ECONOMICS CAN HELP US UNDERSTAND THEM
A GOOD EXAMPLE OF THESE IRRATIONAL MECHANISMS: 
VISUAL ILLUSIONS
ARE THESE TABLES THE SAME LENGTH?
ARE THESE TWO SQUARES THE SAME COLOR ?
THEY’RE PROOF THAT OUR BRAINS SOMETIMES MAKE IRRATIONAL 
JUGEMENT MISTAKES
2 
CASE STUDY: 
DAN ARIELY – 
PRICING THE ECONOMIST 
Predictably irrational, 2007
TWO GROUPS WERE OFFERERED TO SUBSCRIBE TO ‘THE ECONOMIST’ 
… BUT WERE SHOWN DIFFERENT SUBSCRIPTION FORMS 
GROUP 1 GOT THIS FORM: GROUP 2 GOT THIS FORM:
TWO GROUPS WERE OFFERERED TO SUBSCRIBE TO ‘THE ECONOMIST’ 
… BUT WERE SHOWN DIFFERENT SUBSCRIPTION FORMS 
GROUP 1 GOT THIS FORM: GROUP 2 GOT THIS FORM: 
THREE OPTIONS 
ECONOMIST.COM SUBSCRIPTION 59$ 
PRINT SUBSCRIPTION 125$ 
PRINT & WEB SUBSCRIPTION 125$ 
ONLY TWO OPTIONS 
ECONOMIST.COM SUBSCRIPTION 59$ 
PRINT & WEB SUBSCRIPTION 125$
RESULTS 
GROUP 1: GROUP 2:
GROUP 1 
84% CHOSE THE MORE EXPENSIVE 
PRINT & WEB SUBSCRIPTION 
GROUP 2 
ONLY 32% CHOSE THE MORE EXPENSIVE 
PRINT & WEB SUBSCRIPTION 
RESULTS
EXPLANATION 
GROUP 1 
‘THE ECONOMIST’ ADDED THE EXPENSIVE 125$ “PRINT ONLY” OPTION 
FOR GROUP 1 TO COMPARE AGAINST 
IT MADE THE 125$ “PRINT+WEB” APPEAR AS A GOOD DEAL 
THEREFORE SUBJECTS “FORGOT” THE CHEAP 59$ OPTION
EXPLANATION 
GROUP 2 
WHEREAS GROUP 2 WEREN’T BIASED BY THE BAD DEAL 
THEREFORE THEY MADE A MORE RATIONAL CHOICE
CONCLUSION 
THIS IS CALLED ANCHORING 
THE TENDENCY TO RELY ON & BE INFLUENCED BY A KEY PIECE OF INFORMATION 
(« THE ANCHOR ») WHEN MAKING DECISIONS
3 
WHY ARE WE SO IRRATIONAL?
IT’S NOT A MATTER OF INTELLIGENCE
IT’S MORE ABOUT LAZYNESS ACTUALLY…
THE BRAIN WANTS TO SAVE TIME & ENERGY WHEN MAKING A DECISON
HOW?
BY FOLLOWING HABITS 
40% of our daily actions are routine
BY LETTING OTHERS CHOOSE FOR US 
The more we doubt, the more we follow other people’s choice : it’s called social validation or Bandwagon effect
950G 
BY TAKING SHORTCUTS 
« Jumbo sizes are always a better deal » 
650G
950G 
650G 
Actually, Jumbo sizes are often more expensive
DON’T WORRY, SOMETIMES THE BRAIN IS OK TO USE A LOT OF ENERGY
LAZY 
BRAIN 
ACTIVE 
BRAIN 
TIME IMPORTANCE INFORMATION IMPLICATION
LAZY 
BRAIN 
ACTIVE 
BRAIN 
IMPLICATION 
IMPORTANCE 
INFORMATION 
TIME 
BUY A CAR 
CHOOSE HOLIDAYS 
INVEST MONEY
NOT 
INVOLVING 
INSIGNIFICANT 
LITTLE 
INFORMATION 
URGENT 
GET YOUR LOCK REPARED 
BUY BREAD 
PICK-UP MILK AT THE 
SUPERMARKET 
LAZY 
BRAIN 
ACTIVE 
BRAIN
WE DON’T WANT TO ADMIT WE ARE TOTALLY IRRATIONAL
BECAUSE WE ARE IN A PERMANENT CONFLICT WITH OURSELVES 
CONFLICT 
COGNITIVE 
DISSONANCE 
= 
NEED TO 
POST-RATIONALISE 
« I said I would start 
exercising » 
« I’ll start next Monday» 
«You only live once! » 
« Today is a special day » 
« But I really want to 
eat ALL THIS »
BECAUSE WE THINK THINGS WORK TH IS WAY 
WHAT WE DO 
(BEHAVIOR) 
WHAT WE THINK 
(OPINION) 
WHAT WE DO 
(BEHAVIOUR) 
WHAT WE THINK 
(OPINION) 
ENVIRONMENT 
WHEN THEY ACTUALLY WORK THIS WAY
4 
HOW TO RESIST?
BY IDENTIFYING THE MOST FREQUENT 
JUDGMENT MISTAKES WE MAKE
HERE ARE SOME OF THEM:
THE ILLUSORY CORRELATION BIAS 
Creating illogical correlation between two events 
THE EXPERIMENT 
Chapman & Chapman (1967) showed students a list of 12 pairs of words based on 7 
different words. Each pair only appeared once in the list. 
They were asked how many times each pair had appeared: 
IN REAL LIFE: 
• PowerPoint seems 
to crash only when 
I’m working on a 
very important deck 
• Traffic lights change 
to red when I’m in a 
hurry 
Tiger 
Egg 
Caravan 
Tiger 
Egg 
Caravan 
Tiger 
Egg 
Caravan 
Tiger 
Egg 
Caravan 
Water 
Lion 
Bacon 
Thermometer 
Water 
Lion 
Bacon 
Thermometer 
Water 
Lion 
Bacon 
Thermometer 
Pairs that seemed correlated 
(e.g. tiger+lion, egg+bacon) were 
mentioned more frequently - 
even though they appeared 
only once
THE AVAILABILITY HEURISTIC 
Tending to overestimate the importance of an event/fact if we remember it 
THE EXPERIMENT 
Tversky & Kahneman, 1974 
IN REAL LIFE 
- We are more afraid to die 
in a plane crash than of 
an asthma attack, 
because we hear more 
about plane crashes on 
TV 
- We overestimate food 
scandals because we 
remember most the few 
ones involving our 
favorite fast-food chains 
If a random word is taken from an English text, is it more likely that the word will start with K 
or that it will have K as the third letter?" 
< 
> 
70% said start with a K 30% said K as the third letter 
Most English-speaking people were immediately able to think of many words that start with the letter 
K (kangaroo, kitchen, kale), but it took a more concentrated effort to think of any words that had K as 
the third letter (acknowledge, ask). 
Results indicated that participants overestimated the number of words that started with the letter K: 
In reality, there are twice as many words that have K as the third letter than words starting with K !
THE CONFIRMATION BIAS 
Interpreting information in a way that confirms our preconceptions 
Discrediting information that does not support our views 
IN REAL LIFE 
- Smokers believe studies 
showing smoking isn’t 
that risky 
- We read and remember 
more articles about ideas 
we agree with 
- When it comes to politics, 
we think the other camp 
is ALWAYS WRONG 
THE EXPERIMENT 
Lord, Ross & Lepper (1979) 
GROUP 1 
(AGAINST DEATH PENALTY) 
GROUP 2 
(FOR DEATH PENALTY) 
“THE STUDY hasn’t been 
conducted properly and isn’t 
convincing” 
STUDY 
SUPPORTING 
DEATH 
PENALTY 
STUDY 
OPPOSED TO 
DEATH 
PENALTY 
“THE STUDY hasn’t been 
conducted properly and isn’t 
convincing” 
STUDY 
SUPPORTING 
DEATH 
PENALTY 
STUDY 
OPPOSED TO 
DEATH 
PENALTY 
STUDY EVALUATION
SEE ALSO… 
BARNUM/FORER EFFECT 
FALSE MEMORY 
CONTRAST EFFECT 
FRAMING EFFECT 
FUNDAMENTAL ATTRIBUTION ERROR 
CONJUNCTION FALLACY 
FALSE CONSENSUS BIAS 
SELF-SERVING BIAS 
LOSS AVERSION 
IMPOSTOR SYNDROME 
…
5 
HOW DOES THIS APPLY TO DIGITAL 
MARKETING?
INTERFACE DESIGN, 
WEB DESIGN, 
SOCIAL MEDIA STRATEGIES, 
…
BY LEVERAGING THEM IN THE RIGHT WAY, 
IT’S POSSIBLE TO INFLUENCE USERS’ 
DECISIONS AND ACTIONS
WHAT TO LEVERAGE ? 
1. LIMIT CHOICE 
2. LEVERAGE SOCIAL PROOF 
3. LEVERAGE RECIPROCATION 
4. USE THE SCARCITY PRINCIPLE 
5. LEVERAGE COMMITMENT 
6. SET UP A PROGRESSION DYNAMIC 
7. TALK ABOUT SEX (OH YEAH BABY!) 
Inspired by “Behavioural economics and digital marketing” 
by Vyshnavi Doss , 2012
1. LIMIT CHOICE 
Instead of implementing every single social network 
plug-ins to encourage content sharing, use only the ones 
relevant – e.g. Facebook & Twitter first on Mashable 
In a supermarket, study shows: 
24 types of beers: 
3% purchase 
9 types of beers: 
30% purchase
2. LEVERAGE SOCIAL PROOF 
Amazon set up the standards of cross-sell 
based on other customers purchase 
Linkedin emailing strategy is based on social 
proof. It invites you to do what your professional 
network has also done
3. LEVERAGE RECIPROCATION 
RockCorps produces some of the hottest gigs in the 
music calendar. Here’s the deal: You can’t buy a ticket. 
You can’t win a ticket. You have to earn a ticket. The 
user has to give 4 hours of his/her time to the 
RockCorps community to get a concert ticket in return. 
One of the things that prevents lead gen content from going viral is that 
anyone wanting to access it has to fill out a form. Pay with a Tweet is a 
service that lets visitors access lead gen content without having to “pay” 
for it by giving up any personal information on a form - all they have to 
do is share it with their own networks or Facebook, Twitter or LinkedIn.
4. USE THE SCARCITY PRINCIPLE 
“The last 
reservation at 
this price 
happened five 
minutes ago” 
“Hurry up, only 
1 seat left at 
this price”
How to make you quit smoking? 
ECONOMICS: 
CONSUMERS ARE RATIONAL 
PSYCHOLOGY/ADVERTISING 
PEOPLE REACT TO THEIR 
EMOTIONS 
BEHAVIOURAL ECONOMICS: 
PEOPLE ARE PREDICTABILY 
IRRATIONAL 
Prohibitive pricing for 
cigarettes 
Provoke fear and guilt Pledge to give up smoking in a 
digital public place eg. Facebook 
5. LEVERAGE COMMITMENT
6. SET UP A PROGRESSION DYNAMIC 
VS 
Regular one piece form with many 
boxes in a single interface 
The goal-gradient effect: the smaller the goal, the 
closer and more reachable it seems 
Linkedin 
profile 
registration 
Dropbox: rewarding 
step-by-step sign in
8. TALK ABOUT SEX (OR AT LEAST SHOW SOME)
8. ALSO WORKS FOR: 
FOOD
8. ALSO WORKS FOR: 
DANGERS & 
ACCIDENTS
We have an “old” brain: the reptilian complex. It used to be responsible for instinctive behaviours to ensure 
human survival. The reptilian complex basically asks itself three questions: 
CAN I EAT IT? 
WHY? 
CAN I HAVE SEX WITH IT? 
CAN I DIE BECAUSE OF IT?
WHY? 
We have an “old” brain: the reptilian complex. It used to be responsible for instinctive behaviours to ensure 
human survival. The reptilian complex basically asks itself three questions: 
THAT’S WHY WE ARE STILL INEVITABLY 
ATTRACTED TO PICTURES OF SEXY 
MEN/WOMEN, 
MOUTH-WATERING FOOD 
OR DANGERS/ACCIDENTS… 
IT’S OUR OLD BRAIN REACTING
OK, THIS LAST EXAMPLE HAS NOTHING TO DO 
WITH DIGITAL MARKETING…
OR MAYBE IT DOES…
6 
CONCLUSION
NOPE, THE DECISIONS WE MAKE ARE NOT RATIONAL 
THIS IS NOT A SCIENCE, IT’S JUST AN ALTERNATIVE WAY TO ANALYSE CONSUMER 
BEHAVIOUR 
AND CONSUMER BEHAVIOUR IS A BIG CHALLENGE FOR THOSE WORKING 
TO BUILD USER-FRIENDLY EXPERIENCES ONLINE
THANKS 
HOPE YOU LIKED IT!

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Behavioral economics : what it is and how it could help us do our job better

  • 1. Behavioraleconomics WHAT IT IS AND HOW IT COULD HELP US DO OUR JOB BETTER
  • 2. 1 HELLO THERE! HERE’S A QUICK QUESTION: HAVE YOU EVER WONDERED…
  • 3. … WHY THE TRAFFIC LIGHTS CHANGE TO RED ONLY WHEN YOU ARE IN A HURRY?
  • 4. … WHY WE ARE MORE AFRAID TO DIE IN A PLANE CRASH THAN OF AN ASTHMA ATTACK ?
  • 5. … WHY WE OFTEN REMEMBER THE “GOOD OLD DAYS”?
  • 6. IT’S BECAUSE OUR OPINIONS & BEHAVIOURS SOMETIMES RELY ON IRRATIONAL MECHANISMS ( ALSO CALLED “COGNITIVE BIAS” IN A MORE FANCY WAY)
  • 7. BEHAVIOURAL ECONOMICS CAN HELP US UNDERSTAND THEM
  • 8. A GOOD EXAMPLE OF THESE IRRATIONAL MECHANISMS: VISUAL ILLUSIONS
  • 9. ARE THESE TABLES THE SAME LENGTH?
  • 10. ARE THESE TWO SQUARES THE SAME COLOR ?
  • 11. THEY’RE PROOF THAT OUR BRAINS SOMETIMES MAKE IRRATIONAL JUGEMENT MISTAKES
  • 12. 2 CASE STUDY: DAN ARIELY – PRICING THE ECONOMIST Predictably irrational, 2007
  • 13. TWO GROUPS WERE OFFERERED TO SUBSCRIBE TO ‘THE ECONOMIST’ … BUT WERE SHOWN DIFFERENT SUBSCRIPTION FORMS GROUP 1 GOT THIS FORM: GROUP 2 GOT THIS FORM:
  • 14. TWO GROUPS WERE OFFERERED TO SUBSCRIBE TO ‘THE ECONOMIST’ … BUT WERE SHOWN DIFFERENT SUBSCRIPTION FORMS GROUP 1 GOT THIS FORM: GROUP 2 GOT THIS FORM: THREE OPTIONS ECONOMIST.COM SUBSCRIPTION 59$ PRINT SUBSCRIPTION 125$ PRINT & WEB SUBSCRIPTION 125$ ONLY TWO OPTIONS ECONOMIST.COM SUBSCRIPTION 59$ PRINT & WEB SUBSCRIPTION 125$
  • 15. RESULTS GROUP 1: GROUP 2:
  • 16. GROUP 1 84% CHOSE THE MORE EXPENSIVE PRINT & WEB SUBSCRIPTION GROUP 2 ONLY 32% CHOSE THE MORE EXPENSIVE PRINT & WEB SUBSCRIPTION RESULTS
  • 17. EXPLANATION GROUP 1 ‘THE ECONOMIST’ ADDED THE EXPENSIVE 125$ “PRINT ONLY” OPTION FOR GROUP 1 TO COMPARE AGAINST IT MADE THE 125$ “PRINT+WEB” APPEAR AS A GOOD DEAL THEREFORE SUBJECTS “FORGOT” THE CHEAP 59$ OPTION
  • 18. EXPLANATION GROUP 2 WHEREAS GROUP 2 WEREN’T BIASED BY THE BAD DEAL THEREFORE THEY MADE A MORE RATIONAL CHOICE
  • 19. CONCLUSION THIS IS CALLED ANCHORING THE TENDENCY TO RELY ON & BE INFLUENCED BY A KEY PIECE OF INFORMATION (« THE ANCHOR ») WHEN MAKING DECISIONS
  • 20. 3 WHY ARE WE SO IRRATIONAL?
  • 21. IT’S NOT A MATTER OF INTELLIGENCE
  • 22. IT’S MORE ABOUT LAZYNESS ACTUALLY…
  • 23. THE BRAIN WANTS TO SAVE TIME & ENERGY WHEN MAKING A DECISON
  • 24. HOW?
  • 25. BY FOLLOWING HABITS 40% of our daily actions are routine
  • 26. BY LETTING OTHERS CHOOSE FOR US The more we doubt, the more we follow other people’s choice : it’s called social validation or Bandwagon effect
  • 27. 950G BY TAKING SHORTCUTS « Jumbo sizes are always a better deal » 650G
  • 28. 950G 650G Actually, Jumbo sizes are often more expensive
  • 29. DON’T WORRY, SOMETIMES THE BRAIN IS OK TO USE A LOT OF ENERGY
  • 30. LAZY BRAIN ACTIVE BRAIN TIME IMPORTANCE INFORMATION IMPLICATION
  • 31. LAZY BRAIN ACTIVE BRAIN IMPLICATION IMPORTANCE INFORMATION TIME BUY A CAR CHOOSE HOLIDAYS INVEST MONEY
  • 32. NOT INVOLVING INSIGNIFICANT LITTLE INFORMATION URGENT GET YOUR LOCK REPARED BUY BREAD PICK-UP MILK AT THE SUPERMARKET LAZY BRAIN ACTIVE BRAIN
  • 33. WE DON’T WANT TO ADMIT WE ARE TOTALLY IRRATIONAL
  • 34. BECAUSE WE ARE IN A PERMANENT CONFLICT WITH OURSELVES CONFLICT COGNITIVE DISSONANCE = NEED TO POST-RATIONALISE « I said I would start exercising » « I’ll start next Monday» «You only live once! » « Today is a special day » « But I really want to eat ALL THIS »
  • 35. BECAUSE WE THINK THINGS WORK TH IS WAY WHAT WE DO (BEHAVIOR) WHAT WE THINK (OPINION) WHAT WE DO (BEHAVIOUR) WHAT WE THINK (OPINION) ENVIRONMENT WHEN THEY ACTUALLY WORK THIS WAY
  • 36. 4 HOW TO RESIST?
  • 37. BY IDENTIFYING THE MOST FREQUENT JUDGMENT MISTAKES WE MAKE
  • 38. HERE ARE SOME OF THEM:
  • 39. THE ILLUSORY CORRELATION BIAS Creating illogical correlation between two events THE EXPERIMENT Chapman & Chapman (1967) showed students a list of 12 pairs of words based on 7 different words. Each pair only appeared once in the list. They were asked how many times each pair had appeared: IN REAL LIFE: • PowerPoint seems to crash only when I’m working on a very important deck • Traffic lights change to red when I’m in a hurry Tiger Egg Caravan Tiger Egg Caravan Tiger Egg Caravan Tiger Egg Caravan Water Lion Bacon Thermometer Water Lion Bacon Thermometer Water Lion Bacon Thermometer Pairs that seemed correlated (e.g. tiger+lion, egg+bacon) were mentioned more frequently - even though they appeared only once
  • 40. THE AVAILABILITY HEURISTIC Tending to overestimate the importance of an event/fact if we remember it THE EXPERIMENT Tversky & Kahneman, 1974 IN REAL LIFE - We are more afraid to die in a plane crash than of an asthma attack, because we hear more about plane crashes on TV - We overestimate food scandals because we remember most the few ones involving our favorite fast-food chains If a random word is taken from an English text, is it more likely that the word will start with K or that it will have K as the third letter?" < > 70% said start with a K 30% said K as the third letter Most English-speaking people were immediately able to think of many words that start with the letter K (kangaroo, kitchen, kale), but it took a more concentrated effort to think of any words that had K as the third letter (acknowledge, ask). Results indicated that participants overestimated the number of words that started with the letter K: In reality, there are twice as many words that have K as the third letter than words starting with K !
  • 41. THE CONFIRMATION BIAS Interpreting information in a way that confirms our preconceptions Discrediting information that does not support our views IN REAL LIFE - Smokers believe studies showing smoking isn’t that risky - We read and remember more articles about ideas we agree with - When it comes to politics, we think the other camp is ALWAYS WRONG THE EXPERIMENT Lord, Ross & Lepper (1979) GROUP 1 (AGAINST DEATH PENALTY) GROUP 2 (FOR DEATH PENALTY) “THE STUDY hasn’t been conducted properly and isn’t convincing” STUDY SUPPORTING DEATH PENALTY STUDY OPPOSED TO DEATH PENALTY “THE STUDY hasn’t been conducted properly and isn’t convincing” STUDY SUPPORTING DEATH PENALTY STUDY OPPOSED TO DEATH PENALTY STUDY EVALUATION
  • 42. SEE ALSO… BARNUM/FORER EFFECT FALSE MEMORY CONTRAST EFFECT FRAMING EFFECT FUNDAMENTAL ATTRIBUTION ERROR CONJUNCTION FALLACY FALSE CONSENSUS BIAS SELF-SERVING BIAS LOSS AVERSION IMPOSTOR SYNDROME …
  • 43. 5 HOW DOES THIS APPLY TO DIGITAL MARKETING?
  • 44. INTERFACE DESIGN, WEB DESIGN, SOCIAL MEDIA STRATEGIES, …
  • 45. BY LEVERAGING THEM IN THE RIGHT WAY, IT’S POSSIBLE TO INFLUENCE USERS’ DECISIONS AND ACTIONS
  • 46. WHAT TO LEVERAGE ? 1. LIMIT CHOICE 2. LEVERAGE SOCIAL PROOF 3. LEVERAGE RECIPROCATION 4. USE THE SCARCITY PRINCIPLE 5. LEVERAGE COMMITMENT 6. SET UP A PROGRESSION DYNAMIC 7. TALK ABOUT SEX (OH YEAH BABY!) Inspired by “Behavioural economics and digital marketing” by Vyshnavi Doss , 2012
  • 47. 1. LIMIT CHOICE Instead of implementing every single social network plug-ins to encourage content sharing, use only the ones relevant – e.g. Facebook & Twitter first on Mashable In a supermarket, study shows: 24 types of beers: 3% purchase 9 types of beers: 30% purchase
  • 48. 2. LEVERAGE SOCIAL PROOF Amazon set up the standards of cross-sell based on other customers purchase Linkedin emailing strategy is based on social proof. It invites you to do what your professional network has also done
  • 49. 3. LEVERAGE RECIPROCATION RockCorps produces some of the hottest gigs in the music calendar. Here’s the deal: You can’t buy a ticket. You can’t win a ticket. You have to earn a ticket. The user has to give 4 hours of his/her time to the RockCorps community to get a concert ticket in return. One of the things that prevents lead gen content from going viral is that anyone wanting to access it has to fill out a form. Pay with a Tweet is a service that lets visitors access lead gen content without having to “pay” for it by giving up any personal information on a form - all they have to do is share it with their own networks or Facebook, Twitter or LinkedIn.
  • 50. 4. USE THE SCARCITY PRINCIPLE “The last reservation at this price happened five minutes ago” “Hurry up, only 1 seat left at this price”
  • 51. How to make you quit smoking? ECONOMICS: CONSUMERS ARE RATIONAL PSYCHOLOGY/ADVERTISING PEOPLE REACT TO THEIR EMOTIONS BEHAVIOURAL ECONOMICS: PEOPLE ARE PREDICTABILY IRRATIONAL Prohibitive pricing for cigarettes Provoke fear and guilt Pledge to give up smoking in a digital public place eg. Facebook 5. LEVERAGE COMMITMENT
  • 52. 6. SET UP A PROGRESSION DYNAMIC VS Regular one piece form with many boxes in a single interface The goal-gradient effect: the smaller the goal, the closer and more reachable it seems Linkedin profile registration Dropbox: rewarding step-by-step sign in
  • 53. 8. TALK ABOUT SEX (OR AT LEAST SHOW SOME)
  • 54. 8. ALSO WORKS FOR: FOOD
  • 55. 8. ALSO WORKS FOR: DANGERS & ACCIDENTS
  • 56. We have an “old” brain: the reptilian complex. It used to be responsible for instinctive behaviours to ensure human survival. The reptilian complex basically asks itself three questions: CAN I EAT IT? WHY? CAN I HAVE SEX WITH IT? CAN I DIE BECAUSE OF IT?
  • 57. WHY? We have an “old” brain: the reptilian complex. It used to be responsible for instinctive behaviours to ensure human survival. The reptilian complex basically asks itself three questions: THAT’S WHY WE ARE STILL INEVITABLY ATTRACTED TO PICTURES OF SEXY MEN/WOMEN, MOUTH-WATERING FOOD OR DANGERS/ACCIDENTS… IT’S OUR OLD BRAIN REACTING
  • 58. OK, THIS LAST EXAMPLE HAS NOTHING TO DO WITH DIGITAL MARKETING…
  • 59. OR MAYBE IT DOES…
  • 61. NOPE, THE DECISIONS WE MAKE ARE NOT RATIONAL THIS IS NOT A SCIENCE, IT’S JUST AN ALTERNATIVE WAY TO ANALYSE CONSUMER BEHAVIOUR AND CONSUMER BEHAVIOUR IS A BIG CHALLENGE FOR THOSE WORKING TO BUILD USER-FRIENDLY EXPERIENCES ONLINE
  • 62. THANKS HOPE YOU LIKED IT!

Hinweis der Redaktion

  1. Plus tu t’approches de l’objectif plus tu t’actives pour l‘atteindre, d’ou l’interet de montrer la progression: the goal gradient effect Plus l’objectif est proche, plus les utilisateurs sont motivés, surtout si ils voient leur progression (visuellement sur une interface) ----- Notes de la réunion (15/07/14 10:49) ----- PLUS LES OBJECTIFS PARAISSENT PETITS PLUS ILS SEMBLENT ATTEIGNABLES