why stories matter… monkeytalk 2016 living room edition
TRANSCRIPT
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Why stories matter: How memories influence your future decisions
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Dr. DirkBollen
Ik help bedrijven helpen met het ontwikkelen van nieuwe innovatieve diensten die afgestemd zijn op hun doelpubliek
Thislecturewilltellyouhowyoucreatestoriesfromwhatyouexperience,andhowyourmemoriescandetermineyourfuturebehaviour.TheimplicationsforUserExperienceDesign,ServiceDesign,Designforbehaviourchangeandadvertisementwillbediscussed.
Lecture:
PhD in psychologie - Human Computer Interaction (HCI)
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What if we had no memory?
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No memoryMemory
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What is memory?
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Storage and recall
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Storage
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This is my whole experience
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This is what I attend to
StorageMemory
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StorageMemory
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Bodily states
Emotions
Context
StorageMemory
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StorageMemory
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StorageMemory
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Recall
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RecallMemory
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RecallMemory
Bodily states
Emotions
Context
+
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Memory modelMemory
Sensory memory
Outside world
Experience
Working memory
Long term memory
information loss Error
Error
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Why do we need memory?
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Why do we need memoryMemory
Time
Now Current experience
FuturePast
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The difference between an experience and a memory of an experience
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“how much did you suffered during the procedure?”
Memory of an experienceMemory
Colonoscopy study
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Peak-endrule
Memory of an experienceMemory
Peak - End rule
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Time is not an issue for our memory
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TimeMemory
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False memories and how we shape the memory of our experience
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Deese-Roediger-McDermott (DRM)
bed, rest, awake, tired, dream, wake, snooze, blanket, doze, slumber, snore, nap, peace, yawn, drowsy
False memoriesMemory
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Deese-Roediger-McDermott (DRM)
Sleep
False memoriesMemory
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Deese-Roediger-McDermott (DRM)
Bed, wakker, moe, deken, snurken, rust, gapen, kussen, nacht, dromen
False memoriesMemory
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Deese-Roediger-McDermott (DRM)
Slaap
False memoriesMemory
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“About how fast were the cars going when they hit each other?”
“About how fast were the cars going when they smashed into each other?”
Reportedhigherspeedatimpact
Reported2xmoreglassdebris
Group 1 Group 2
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False memoriesMemory
50% Of participants could
remember part of the balloon
flight, often quite rich in
details
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False memoriesMemory
4x less eating a sandwich with
egg salad
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Consequences
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User Experience DesignMemory
TimeNow
Current experience
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Year
1988 2015
User Experience DesignMemory
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Butmaybethemostimportantthingis
thatawell-craftedstorycaninfluence
theinformationinourmemoryofhow
weseeourselvesinrelationtoagiven
brand.
AdvertisementMemory
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Behaviour changeMemory
Target behaviour
Start behaviour
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Behaviour changeMemory
Large distance / High effort Small distance / Low effort
TargetStartTargetStart
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Behaviour changeMemory
V.S.
Internal Motivated
External Motivated
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Omnichannel experienceMemory
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The end
Questions?