The document discusses how advertising focuses on communication to change behavior, while behavioral economics focuses on triggering behavior by taking human psychology into account. It provides examples of how designing for word of mouth, excitement, and behavioral change can be more effective than traditional advertising. The document advocates that creatives focus on three areas: behavioral economics, game design, and persuasion design to better influence decisions and behavior.

1. THE REASON WHY
persuasion
EATS ADVERTISING FOR BREAKFAST
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Wednesday, May 30, 2012

2. Digital is a revolution in buying behaviour
not media.
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3. We should be obsessed with one question:
how do we trigger behaviour.
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4. Let’s start with an anecdote
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5. Design for word of mouth:
It’s called “keep the change”, not Design for behavioral change:
“debet gold plus service” triggering automatic saving behavior
Design for excitement:
People connect with the idea, recommend it
and actuallystarted to follow their progress.
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6. h"p://gabrielutasi.com/comic/2008/12/10/dear-­‐bank-­‐of-­‐america-­‐keep-­‐the-­‐change/
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7. Advertising versus Behavioral
Advertising Behavioral economics
Clings itself onto the naive conviction that Takes humans and their shortcuts, their routines,
people will change their behavior as long as their small neuroses and unconscious impulses and
we communicate enough with them. resistances as point of departure.
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Wednesday, May 30, 2012

8. The best anti-smoking campaign is
about manipulating the choice architecture
Advertising
Smoking kills
Behavioral economics
Make smoking very expensive
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Wednesday, May 30, 2012

9. The seduction project for HIVOS: How to design energy efficient behavior in
Holland? Given that Energy spillage here, causes natural disasters in the South.
Adver&sing
idea
(2010) Behavioral
economics
(2011-­‐12)
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Wednesday, May 30, 2012

10. Tell me and I will forget
Show me and I may remember
Involve me and I will understand
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11. How to convince ignorant online buyers of the danger of online counterfeit medicines
h"p://www.stuffworthsharing.com/medi-­‐plaza/
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12. All value is perceived value
Mustafa Kemal Atatürk, the first president of Turkey wanted
to make the country more modern by discouraging the
wearing of a veil. Instead of simply banning the veil, which
would incite anger among the people, he made a law that
prostitutes had to wear the veil. “There is your
environmental problem solved, by the way, guys: All convicted
child molesters have to drive a Porsche Cayenne.
h"p://www.youtube.com/watch?v=dkLcwHmnPV4
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13. Three areas of inspiration every creative
should get maniacal about
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14. 1. Behavioral Economics
"Help Save the Environment.
Show your respect for nature by reusing towels”
vs
“75% of guests in this room participated in our
towel reuse program”
Improving
decisions
about
wealth,
health
and
happiness
www.nudges.org
Buy
the
book
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Wednesday, May 30, 2012

15. 2. Game Design
h"p://codingconduct.cc/Don-­‐t-­‐Play-­‐Games-­‐With-­‐Me When
a
game
designer
looks
at
a
music
academy,
h"p://www.slideshare.net/dings/pawned-­‐gamificaNon-­‐and-­‐its-­‐discontents he
sees
a
broken
game
design.
Compare
that
to
Guitar
Hero.
h"p://www.youtube.com/watch?v=6Hafzkwdwho
(Dutch)
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17. 3. Persuasion Design
How to get more tips?
How to get more callers?
How to reduce non-show up?
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21. Stop playing the game of seducing
Start to direct seductiveness
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Wednesday, May 30, 2012

22. We are not advertising creatives, we are creatives
that design for behavioral change
based on human understanding
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Wednesday, May 30, 2012

23. SUE AMSTERDAM
@SUEAMSTERDAM
HELLO@SUEAMSTERDAM.COM
WWW.SUEAMSTERDAM.COM
AUTHOR: TOM DE BRUYNE
TOM@SUEAMSTERDAM.COM
SUEAMSTERDAM
Wednesday, May 30, 2012