1. BEHAVIORIAL
ECONOMICS

2. HAVE YOU EVER
PAID UPFRONT FOR A GYM MEMBERSHIP AND THEN NOT GONE?
BOUGHT A LOTTERY TICKET?
NOT TAKEN YOUR MEDICATION?
SMOKED TOBACCO?
NOT PAID OFF YOUR CREDIT CARD BILL?
GIVEN IN TO TEMPTATION?

3. IF YES
IF NO
YOU ARE A
YOU ARE A
HOMO SAPIENS
HOMO ECONOMICUS

4. DAN ARIELY CALLS US

5. BE BECOME MORE MAINSTREAM

6. WE ALL ENCOUNTER BE
EACH & EVERY DAY...

12. BE COMBINES

13. KEY BE PRINCIPLES MARKETERS
SHOULD THINK ABOUT

14. WHICH ONE PROBABLY TASTES BETTER?
IRRATIONAL
VALUE
ASSESSMENT
$5 bottle of wine
$45 bottle of wine

15. AND NOW?
IRRATIONAL
VALUE
ASSESSMENT

16. IRRATIONAL
VALUE
ASSESSMENT
SELF FULFULLING PROPHECY OF CHEAPER STUFF

17. WHICH WOULD YOU CHOOSE?
THE
POWER
OF FREE
Hershey Kisses
chocolate for 1 cent
Lindt Lindor chocolate
truffle for 15 cents

18. WHICH WOULD YOU CHOOSE NOW?
THE
POWER
OF FREE
Hershey Kisses
chocolate for 0 cents
Lindt Lindor chocolate
truffle for 14 cents

19. THE
POWER
OF FREE
WE JUST LOVE THE WORD FREE

20. WHERE ARE YOU MORE LIKELY TO STOP TO TASTE A JAM?
DECISION
PARALYSIS
6 varieties on display
24 varieties on display

21. WHERE ARE YOU MORE LIKELY TO BUY A JAM?
DECISION
PARALYSIS
6 varieties on display
10X MORE PURCHASES
24 varieties on display

22. DECISION
PARALYSIS
MORE CHOICE IS NOT WHAT WE WANT

23. WARNING:
YOU HAVE BEEN A PART OF
A SMALL BE EXPERIMENT

24. HEALTH HALO EFFECT

25. SO WHAT?

26. BE HELPS TO EXPLAIN
WHY WE SHOP & BUY THE THINGS THAT WE DO
WHAT INFLUENCES US IN OUR PURCHASING DECISIONS
HOW THESE AFFECT THE MARKET
HOW PEOPLE MAKE CHOICES

27. BE CAN HELP BRANDS
4P´s
FB post

28. BE CAN HELP BRANDS
DRIVE ENGAGEMENT
DRIVE CONSIDERATION
DRIVE CONVERSION
DRIVE RESPONSE
DRIVE LOYALTY

29. www.ogilvychange.com

30. THANK YOU.
Kamila Janečková
kamila.janeckova@ogilvy.com