My presentation fof the Festival of Learning event

1. Message crafting and
behavioural economics
Dr Darren G. Lilleker

2. Beyond Slogans

3. Message Received?
REJECTIONACCEPTANCE

4. Problems with Acceptance

5. Making your stakeholders care

6. The power of relevance
Cognitive Involvement
Positive Associations with
an organisation
Personal Attachment
Consideration of future
communication

7. Mobilisation
Mobilisation of those interested relies on a
number of pre-conditions
• Positive cognitive associations
• A desire for physical involvement
• Being part of an active community
• A clear route to impact (personal, political,
social, economic)

8. Behavioural Economics
Low cost decision making or action versus
maximum return
• Rewards, POS, special offers all nudges
• Shares and Likes act as nudges within social
networks
• Relevant calls to action nudge people into paying
attention, seeking info, joining….
• Within this context a nudge is part of a
relationship management process – quid pro quo

9. Understanding Behavioural Decisions
Creation of Positive
Outcomes from
Involvement
(Expectancy Value)
Creation of Social
Norms around support
and alliance
(Group Think)
Demonstrate value of
action and reduce
barriers
(Foot-in-the-door)
The Role of Communication
Positive Outcomes
+
Community Spirit
+
Low Barrier to success
Heightened Propensity
to act
=
The Impact on Cognition and Behaviour
Adapted from Azjen’s Theory of Planned Behaviour

10. Any Questions?
If not now, lets chat in small groups
or one to one later