peter harrison - behavior change: 5 things that work

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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?


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?


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


BrainJuicernr.Twitter: @Peter_HarrisonMarket research is largely to blame5

Why marketing needs behavioural sciencebecause it is the most powerful search engine



Why marketing needs behavioural science


BrainJuicernr.Twitter: @Peter_HarrisonWhy marketing needs behavioural science

because it is the most effective at cleaning


BrainJuicernr.Twitter: @Peter_HarrisonWhy marketing needs behavioural science



Researching Humans

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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.


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.


BrainJuicernr.Twitter: @Peter_HarrisonWhich city has the larger population?

A DetroitB MilwaukeeAmerican studentsGerman students60%100%40%0%Source: Goldstein & Gigerenzer, 2002


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


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?)


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



So what are the easy heuristic questions that matter for brands?

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Our ModelFameFeelingFluency

Title Only LayoutTwitter: @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


1Le Trefle Emma


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


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%


Fame, Feeling and Fluency | How Brands Grow and How Brands DeclineFame, Feeling and Fluency PercentilesFameFeelingFluency

GrowingStableDeclining

Growing : >+2% Stable: +2% to -2% Declining: