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USING
 NEUROSCIENCE
 TO INFLUENCE
HUMAN BEHAVIOR



  “Come on now,
 who do you think
      you are?
  Bless your soul,
  you really think
 you’re in control?”
    - Gnarls Barkley
Welcome to the
 experiment
Assignments
•   Today - Time provided to meet with team, discuss and post
    to Coursework

•   Tuesday - Meet with team after class to build Desire Engine
    for group assignment.

•   Wednesday - Work on team and individual assignments.

•   Thursday - Time provided to meet with team, discuss and
    post to Coursework

•   Friday - Presentations. Present individual assignment (5 min
    each) or group assignment (15-20 min) (but only if entire
    team agrees)
The nature of
  behavior
One brain, two minds

•   Elephant =
    impulsive mind

•   Rider = Rational
    mind

•   Path = the
    environment


     Willpower is the strength of the rider
Where the elephant lives
• “Primitive” parts of brain
• Basal ganglia
  • Storage of instinctual
    habitual behaviors
• Nucleus accumbens
   • Center of reward system
   • Wants immediate
      gratification / satiation
Where the rider lives

• “Newest” part of brain
• Pre-frontal cortex (PFC)
 • Executive function
 • Controls impulses and
    higher level thinking
Think of your behaviors


• What are the routines, habits, skills,
  addictions in one’s life?
Amateur behaviors
          Amateur
 Do



Resist
doing

           Low            High
          Self-Control Required
What defines amateur
       behaviors?

• The rider and elephant are in sync
• Easy to do, but also easy to forget
• Reward, process motivated, “for the love”
• Long-term
Amateur behaviors
How did you create
your amateur behavior?
Creating amateur
       behaviors
• Create a path for the elephant
• Make it simple, easy
• Placing well-timed cues
• “Baby steps”
Skillful behaviors
                            Skillful
 Do



Resist
doing

              Low            High
             Self-Control Required
Skillful behaviors
What defines skillful
     behaviors?

• Rider is steering the elephant
• Outcome, goal driven
• Hard work, grit
How did you create
your skillful behavior?
Creating skillful
         behaviors
• Deliberate practice
• Focus on fixing failures
• Grit and persistence
• Often with coaching
Skillful behaviors
Running

   Amateur             Skillful
     - Casual        - Goal driven
    enjoyment           - Win a
- Jog into old age     marathon
Habitual behaviors

 Do


             Habitual
Resist
doing

              Low            High
             Self-Control Required
Habitual behaviors
What defines habitual
(negative) behaviors?

• The rider tries to control the elephant
• Constant temptation
• Struggle with desire
How did you stop your
  habitual behavior?
Resisting habitual
        behaviors
• Mindfulness
• Surfing the urge, creating space (ex - 10-
  minute rule)
• Reminder of purpose
• Self-compassion
Using Neuroscience to Influence Behavior
Addictive behaviors

 Do


                         Addictive
Resist
doing

           Low             High
           Self-Control Required
Addictive behaviors
What defines addictive
     behaviors?

• The rider has lost control and the elephant
  is charging
• Self-destructive
• Extremely hard to resist
Resisting addictive
        behaviors
• Reigning in the elephant
• Abstinence, removal of cues
• Physical detoxification
• Social support
• Root cause analysis
Behavior types
           Amateur         Skillful
 Do


           Habitual       Addictive
Resist
doing

            Low             High
            Self-Control Required
Matching behavior
types with change
    methods
Change with right tool




Behavior type   Change method
Change methods
              Create         Train the
 Do                        rider to push
             the path
                           the elephant

             Train the
Resist                      Reign the
           rider to pull
doing                       elephant
           the elephant

               Low            High
              Self-Control Required
Does the method
     match the type?
• “No pain, no gain”
• “Never quit”
• “Set strict goals”
• “Hold yourself
  accountable”
Healthy lifestyle
•   Over a lifetime
•   Do (amateur behaviors):
    •   Physical activity
    •   Eating healthy foods
•   Resist doing (habitual behaviors):
    •   Eating unhealthy foods
    •   Overconsumption
Beating yourself up hurts
•      The worse a drinker feels about how much they drank the
       night before, the more they drank the next night. (Muraven et al
       2005)

•      Gamblers who feel most ashamed by losses, most likely to
       “chase” the loss and keep gambling. (Yi and Kanatar 201)

•      Students who feel the worst about procrastinating, put off
       studying the longest for next exam. (Wohl, Pychyl, Bennett
       2010)

•      Addicts who feel most guilt about a minor relapse, were most
       likely to have a major relapse. (Stephens et al 1994)

Source: Kelly McDonigal, “The Willpower Instinct”
The “what-the-hell” effect
•      Dieters and non-dieters
       asked to drink a milkshake
       as part of “taste perception
       study”

•      Then asked to sample as
       much ice cream as “needed”
       for taste test.

•      Dieters ate more than non-
       dieters after drinking the
       milkshake

•      Showed increased activity in
       nucleus accumbens

 Source: Kelly McDonigal, “The Willpower Instinct”, Heatherton & Wagner, 2011
Using Neuroscience to Influence Behavior
One size does not fit all
            Amateur              Skillful
                              - Goal driven
           - Path driven
 Do        - Long-term
                                   - Grit
                              - Hard work
          - Self-directed
                                - Coaching

            Habitual           Addictive
Resist                         - Abstinence
           - Surfing urge
                             - Physical detox
doing       - Mindfulness
                               - Root cause
         - Self-compassion
                             - Social support

              Low                High
            Self-Control Required
In summary

• Rider, elephant and path
• Before changing a behavior:
 • Identify behavior type
 • Match with appropriate change method
Take a break
    and a survey
 www.OpinionTo.us
(and take your stuff)
Why influence
 behavior?
Helping people do what
   they want to do.
Persuasive products
             Amateur        Skillful
 Do


             Habitual      Addictive
Resist
doing

              Low            High
             Self-Control Required
pref· er· ence
               /ˈpref(ə)rəns/

                 Noun, Def:
A greater liking for one alternative over
another or others.
be· hav· ior
               /biˈhāvyər/

                Noun, Def:
The way in which an animal or person acts
in response to a particular situation or
stimulus.
rou· tine
                 /ro͞oˈtēn/

               Noun, Def:
A sequence of actions regularly followed; a
fixed program.
hab· it
                  /ˈhabit/

                Noun, Def:
An behavior that has become nearly or
completely involuntary, without cognition.
ad· dic· tion
               /əˈdikSHən/

                Noun, Def:
A persistent, compulsive dependence on a
behavior or substance.
Are customer habits
    good for business?
• Higher life-time value
• Greater price inelasticity, can charge more
• Word-of-mouth brings down cost of
  acquisition
  = Higher ROI
Why is this graph “smiling”?




 Source: Inc. magazine, Dec. 2011
StackOverflow
• Largest technical
  QA site
• Alexa rank 93
• 5,000 questions are
  answered per day
• FT Staff: 66
Holding on to customers
         by forming habits




Source: Amy Jo Kim, “Community Building on the Web”
To build habits need...
Au· to· ma· ta· city
                 Noun, Def:
The ability to do things without occupying
the mind with low-level details, allowing it
to become an automatic response pattern.
What is automaticity
     good for?
• Ability to learn
• Helps us decide
• Saves energy
• Allows multitasking
Impairment of habit system
    •       Trouble performing tasks requiring multi-
            step behaviors or where emotion is
            deciding factor.

    •       With “elephant” out, the “rider” tries but
            fails.

    •       Making simple decisions. (which pen?)

    •       Ignoring insignificant details. (reading
            faces)

    •       Inability to act quickly “from the gut.”
 Source: Antonio Demasio via Lehrer "How We Decide"
Decision fatigue
•     “Rider” gets tired and lazy because decision
      making requires effort.

•     Prisoners appearing for parole hearings early
      in the morning granted parole 70% of the
      time.

•     However, those appearing late in the day,
      when judges were more tired, paroled less
      than 10% of the time.

•     So, making more decisions through habit
      instead of logic, can leave more
      resources for important decisions
Source: Levav and Danziger, 2011
How to build
automaticity?
Frequency and utility
How do we get users
  to come back?
Building desire through
             engagement

   Low                          High
engagement                   engagement
The Desire Engine
Remember: A TARI
A - A Desire Engine has 4 parts:
T - Trigger
A - Action
R - Reward
I - Investment
In summary
• Habits can be good for business.
• Habits require automaticity - action
  without cognition.
• Leaves us with more “decision making
  reserve.”
• Creating automaticity is a function of utility
  and frequency.
• Frequency from creating desire.
Triggers
Habits aren’t created,
 they are built upon
Where are you sitting?
• Who is sitting where they sat
  before break?
• Why did you sit there?
• What told you to sit?
• Where did you learn this
  behavior?
Triggers
   External               Internal

    Alarms               Emotions
Calls-to-action          Routines
    Emails               Situations
    Stores                 Places
  Authority                People

What to do next     What to do next is in
is in the trigger     the user’s head
Using Neuroscience to Influence Behavior
Using Neuroscience to Influence Behavior
Triggers
   External               Internal

    Alarms
                         Emotions
 Advertising
                         Routines
Calls-to-action
                         Situations
    Emails
                           Places
    Stores
                           People
  Authority
What to do next     What to do next is in
is in the trigger     the user’s head
Negative emotions are
powerful internal triggers
  Dissatisfied   Fear of loss
  Indecisive    Bored
  Lost          Lonesome
  Tense         Confused
  Fatigued      Powerless
  Inferior      Discouraged
Internally triggered
   technologies
 When I feel...       ... I use

    Lonely           Facebook
   Hungry              Yelp
    Unsure            Google
   Anxious             Email
     Lost              GPS
Mentally fatigued   ESPN, Glam
Emotional triggers
Shiv x-framework

  Content     Excited




   Bored      Stressed
People with depression
             check email more.



Source: Kotikalapudi et al 2012,
Associating Depressive Symptoms in College Students with Internet Usage Using Real Internet Data
Habits form from frequent
  problem/solution fit.
To find the problem,
    know the narrative
• Need to find the existing behavior to
  attach to.

• Find the behavior that occurs just
  before.

• “Every time you (verb), use (product).”
Jack Dorsey
          on narratives




http://www.youtube.com/watch?v=acMXhhdWylQ
The “Instagram moment”
Instagram triggers
     External             Internal

- FB and Twitter     - Fear of loosing
- App notifications   the moment
                     .
                     .
                     .
                     - Bored, lonesome,
                     curious...
Your turn
• Pick an “amateur” behavior you’d like to
  turn into a new routine in your life.
• Brainstorm with the person next to you for
  5 min each about potential triggers.
• Describe the narrative of both external and
  internal triggers.
• Write this down and be prepared to share.
Form teams and complete Coursework assignment
                       (see syllabus)
                     Debrief with team:
               - What resonated with you?
            - What stimulated new thinking?
     - Ideas for personal and professional growth?
                 - Ideas for new ventures?
- What intrigued you, either by creating new questions
            or by kindling a quest for more?

                 30 min discussion
             15 min post to Coursework
Triggers
   External               Internal

    Alarms               Emotions
Calls-to-action          Routines
    Emails               Situations
    Stores                 Places
  Authority                People

What to do next     What to do next is in
is in the trigger     the user’s head
Pharma triggers
    External                Internal




 What to do next      What to do next is in
  is in the trigger     the user’s head
(Designer controls)
Actions
when
doing < thinking = action

   Creating the path
Fogg Behavior Model

                                                          B = m.a.t.
motivation




                                               triggers




  Source: Dr. BJ Fogg, Stanford University   ability
Fogg Behavior Model

                                                          B = m.a.t.
                                               trigger
motivation




                                             (SUCCESS!)

                           trigger
                           (FAIL!)

  Source: Dr. BJ Fogg, Stanford University    ability
mo· ti· va· tion
             /mōtə vāSHən/

                Noun, Def:
The psychological feature that arouses an
organism to action toward a desired goal.
Motivators of
                                                             Behavior
                                                                   Seek:      Avoid:
                                                    Sensation   Pleasure          Pain
                                                 Anticipation   Hope              Fear
motivation



                                             Social Cohesion    Acceptance   Rejection




  Source: Dr. BJ Fogg, Stanford University
Using Neuroscience to Influence Behavior
Using Neuroscience to Influence Behavior
Using Neuroscience to Influence Behavior
Using Neuroscience to Influence Behavior
Using Neuroscience to Influence Behavior
a· bil· i· ty
          /əˈbilitē/

         Noun, Def:
The capacity to do something
How increase
                                            capacity to do
                                            something?




Source: Dr. BJ Fogg, Stanford University   ability
Factors of ability
                                                Time
                                                Money
                                                Physical effort
                                                Brain cycles
                                                Social deviance
                                                Non-routine




Source: Dr. BJ Fogg, Stanford University   ability
Simplicity
“Simplicity is a      Factors of ability
function of your      Time
scarcest resource     Money
at that moment.”      Physical effort
                      Brain cycles
- BJ Fogg             Social deviance
                      Non-routine


    Differ by person and context
What move first?
Move ability before motivation
  motivation




                                              triggers




 Source: Dr. BJ Fogg, Stanford University   ability
Focus on ability and triggers
    before motivation
Focus on ability and triggers
    before motivation
Which has fewer calories?
Motivated people know
   healthier option




Source: (Chernov et al. 2011; Chandon & Wansink 2007)
America the obese



                                                                                  2010




Source: Behavioral Risk Factor Surveillance System, Centers for Disease Control
Twitter homepage




     2009
Twitter homepage




     2010
Twitter homepage




     2012
The evolution of Twitter
2009
              2010




       2012
Behaviors to actions with
       cross-functional teams
= marketing
motivation


                      triggers =
                   interface design




              ability = product
Your turn
•   Take out your behavior from yesterday or pick a new one.

•   Rate your ability to do your behavior. (1 is not at all able, 10
    is very able, easy)

•   Rate how motivated you are to do your behavior. (1 is not at
    all, 10 is very)

•   Share with your partner.

•   Brainstorm how to increase your partner’s ability
    (considering your scarcest resource) and / or increase
    motivation? !! Crazy ideas are encouraged !!

•   Write this down and be prepared to share.
Factors of ability
                                             Time
                                             Money
                                             Physical effort
                                             Brain cycles
                                             Social deviance
                                             Non-routine
                                      Motivators of Behavior
                                                   Seek:        Avoid:
                     Sensation                  Pleasure            Pain
                  Anticipation                  Hope                Fear
              Social Cohesion                   Acceptance     Rejection


Source: Dr. BJ Fogg, Stanford University
Bi· as
                   /ˈbīəs/

                Noun, Def:
1. A tendency or inclination; a prejudice

2. A lever to increase motivation or ability
A well-studied bias
Classical biases

• Rational
• Can articulate, “I’d buy it if it were cheaper.”
• Predictable (for the most part)
Cognitive Biases

• Rational or irrational
• Unable to articulate
• Predictable
Scarcity

• People value cookies
       more in a nearly
       empty jar than in a
       full jar.



Source: Worchel, Lee, and Adewole (1975)
Value attribution

• Wine actually
       tastes better if
       you believe it’s
       more expensive



Source: Plassmann, O’Doherty. Shiv, and Rangel, 2008
Remember this?




Source: (Chernov et al. 2011; Chandon & Wansink 2007)
The halo effect




Source: (Chernov et al. 2011; Chandon & Wansink 2007)
Which car owners?

    • Are involved in more collisions.
    • Receive 65% more traffic tickets.
    • Drive 25% more miles than other drivers.
    • Are a more costly risk to insure than other
            vehicles in its class.


Source: Data from insurance analytics company Quality Planning, reported in “Mitchell Industry Trends Report” 2010
Moral licensing

• We tend to reward
  ourselves with the
  freedom to be
  “bad” when we’re
  acting “good.”
Anchoring
• We tend to rely too heavily on just one trait
  of a decision.
• We overvalue things on sale


  Jockey only!       3 for $29.50       5 for $34
                   so, 6 for $44.25 Unit cost = $6.80
                   Unit cost = $7.38
Completion
    • Motivation                                                             • 8 car wash, get one
           increases the                                                             free
           closer get to a goal
                                                                             • 8 blank squares vs.
    • “Endowed progress                                                              10 squares with 2
                                                                                     free punches
           effect”
                                                                             • 82% higher
                                                                                     completion rate


Source: Nunes and Drèze, The Endowed Progress Effect: How Artificial Advancement Increases Effort, 2006
Sequencing

• Tendency to
  complete complex
  behavior if parsed
  into smaller steps
Many more...

• Social proof, framing, reciprocity, relevance,
  status quo, loss aversion, familiarity bias,
  regret aversion, peak-end effect, money
  proxy, authority bias ...
Your turn
• Pick one of the “Mental Notes” cards.
• How could you make use of a cognitive
  biases to increase your partner’s behavior?
• Brainstorm with the person next to you for
  5 min each. !! Go for lots of ideas !!
• Write this down and be prepared to share.
Take a break
  and a survey
www.OpinionTo.us
Variable rewards
The brain and rewards




                                Watch
Source: Olds and Milner, 1945
What triggers the
    reward system?
• Stimulation of brain’s reward system
  activates new behaviors
• “Awakening the elephant” is possible
  through probes or drugs
• What stimulates the brain naturally?
Dopamine triggers
Were Olds and Milner
stimulating pleasure?
    (not exactly)
“I like pleasure spiked with
  pain, it’s my aeroplane”
- The Red Hot Chili Peppers
Ann’s story
• Sufferers from
  Parkinson’s
• Treatment includes
  dopamine boosters
• Becomes a compulsive
  gambler
• Why?
The promise of reward
    •      Dopamine system activated by anticipation of
           reward

    •      And dampened when reward achieved




Source: Knutson et al 2001
To supercharge the
 “stress of desire”
  ... add variability.
We crave predictability

• Variable rewards
  drive us nuts
• Compulsion to make
  sense of cause and
  effect
• Dopamine system
  drives the search
Curious by nature
“I can’t get no satisfaction”
    - The Rolling Stones
The search for rewards

             the
            Tribe

      the           the
     Hunt           Self
Search for Social
     Rewards

 the     - Acceptance
         - Sex
Tribe    - Power
Rewards of the tribe
Rewards of the tribe
Search for Resources


  the     - Food
          - Money
 Hunt     - Information
Rewards of the hunt:
search for resources
Rewards of the hunt:
search for information
Dare you not to scroll
Rewards of the hunt:
search for resources
Search for Sensation

          - Mastery
 the      - Consistency
 Self     - Competency
          - Purpose
Rewards of the self:
Search for competency and mastery
Rewards of the self:
Search for control
Fish bowl technique
•   Addiction Recovery Study (Petry 2006)

•   Patients earned opportunity to draw a ticket out of a bowl every
    time they passed a drug test.

•   Half of the tickets said “Keep up the good work.” The rest won the
    patient a nominal prize worth $1 to $20 but one ticket was worth
    $100 prize.

•   83% of fish bowl patients stayed in treatment for full 12 weeks
    (vs 20% of standard-care patients).

•   80% of fish bowl patients passed all their drug tests
    (vs. 40% of standard-care patients).

•   Fish bowl group less likely to relapse.

•   Technique worked better than paying patients for passing drug tests.
Using Neuroscience to Influence Behavior
Rewards Decay
• As rewards become predictable, they
  become less novel

    Finite Variability    Infinite Variability

 - Single-player games   - Multi-player games
 - Consumption of        - Creation of content
 media                   - Communities
 - Finishing a race      - Running for pleasure
                         or competition
Who gets hooked?
       •     Pathological gamblers and non-pathological
             placed in MRI. See images of win, lose, and
             “near-miss.”

       •     Pathological gamblers experienced more
             “excitement” from seeing win.

       •     Gamblers brain saw near-miss as near-win.

       •     Non-pathological experienced near-miss as
             near-loss.

       •     Unknown if gambler’s brain is different at
             birth or if caused by repeated exposure.
Source: Habib, 2010
Variable reward levers

• Type (Tribe, Hunt, Self)
• Frequency
• Amplitude

         Keep ‘em guessing
Your turn
• How could you use variable rewards to
  increase your partner’s behavior?
• How can you add an element of mystery, the
  unknown, or surprise?
• Consider the search for rewards of the tribe
  (social), hunt (resources), self (mastery,
  control) !! Crazy is ok !!
• Brainstorm with the person next to you for
  5 min each and prepare to share.
Investments
Investment

     • Where user does a bit
       of “work.”
     • “Pays” with something
       of value: time, money,
       social capital, effort,
       emotional commitment,
       personal data ...
Investment is about
  future rewards that
      makes the
next action more likely.
Twitter (consumer)
T                                               A
    Facebook, friend, email ...
                                  Scroll
    Boredom, curiosity



I                                               R
                                  Information
        Follow
                                  (Hunt)
Twitter (creator)
T                                        A
    Mention, message
                           Open app
    Boredom, curiosity,
    lonesome


I                                        R
       Tweet or RT         Social feedback
       (build following)   (Tribe)
Labor is love




                                              The IKEA effect
Source: Dan Ariely, Upside of Irrationality
People value their labor




• Value own work almost as much as an expert’s.
• Even if other’s don’t.
Source: Ariely, Mochon and Norton, 2012
Labor increases
                         motivation
       • People who pick
             lottery numbers
             more likely to play.
       • Assign greater
             odds.


Source: Langer, 1975
Value labor
                                 done for us




Source: Buell and Norton, 2011
Others’ labor increases
           value too
    • Search took same
         time.
    • People “seeing” the
         work perceived
         more value.


Source: Buell and Norton, 2011
As we invest,
we endow and tend to
     overvalue.
The endowment effect
       •     When chimps given juice bar
             and peanut butter, 50/50
             preference split.

       •     When given PB first, 80% chose
             to keep rather than exchange.

       •     The “endowed” item was
             preferred

       •     Only worked for food

Source: Brosnan et al 2007
Humans endow things
•   Endowed mugs vs pens worth twice as much
    (Kahneman, Knetsch & Thaler,1990)

•   Endowed final four tickets worth 14 times more
    (Carmon and Ariely, 2000)

•   Employees worked harder to maintain a
    provisional bonus than a potential yet-to-be-
    awarded prize (Hossain and List, 2010)

•   Universal behavior across different populations and
    with different goods (Hoffman and Spitzer,1993)
    including children (Harbaugh et al, 2001)
Why do we endow?
• Improved bargaining position in bilateral
  trades. If I act like I love it, maybe you will
  too. (Huck, Kirchsteiger & Oechssler 2005)
• Loss aversion. Loosing feels twice as bad as
  the joy of gaining. (Kahneman and Tversky,
  1984)
• Need for consistency causes cognitive
  dissonance leads to rationalization.
Rationalization and
   commitment




 Jesse Schell, Professor of game design,
      Carnegie Mellon University
The preference cycle
                    Investment:
                  “Should I ‘spend’
                      on this?”

     Confirmation:                Rationalization:
  “Since I spent on it         “Only an idiot would
before, and I am not an           have ‘spent’ on
idiot, it must be good.”       something not good.”
Little investments,
                      big results

                                  Group 1:
                                       17% accepted
                                  Group 2:
                                       76% accepted



Source: Freedman & Fraser, 1966
Adaptive preference
                 formation
       • Changing preferences to be
              more compatible with the
              situation.
       • We acquire preferences to serve
              our need to be consistent.
       • Relieve pain of cognitive
              dissonance.
Source: Jon Esler, 1983
Acquiring taste

•   Think of the first time you
    tried spicy food or alcohol.

•   Acquiring taste follows similar
    patterns of rationalization to
    avoid cognitive dissonance.

•   Change ourselves as we
    change our preferences.

•   “I’m a ____ drinker.”
Motivating through
                    identity
       •     Registered voters completed survey
             the day before or the morning of the
             election.

       •     “How important is it to you to be a
             voter in the upcoming
             election?” (Noun)

       •     “How important is it to you to vote
             in the upcoming election?” (Verb)

       •     Tracked who actually voted.

       •     How we see ourselves (the nouns)       “the largest experimental effects
             shape what we do.                        ever observed on objectively
                                                        measured voter turnout.”
Source: Bryan, Walton, Rogers, and Dweck, 2011
In summary:
• We over value the results of our labor
  (endowment effect)
• But need to rationalize this irrational value
  (cognitive dissonance)
• One way to do this is to change our taste
  (adaptive preference formation)
• And behave in line with how we see
  ourselves (identity shaping)
Your turn

• How could you use small investments and
  commitments to make your partner’s
  behavior more likely to occur?
• Brainstorm with the person next to you for
  5 min each.
• Write this down and be prepared to share.
Desire Engines
             create routines

   Low                            High
engagement                     engagement

- External                      - Internal
 triggers                        triggers
  - Low                           - High
preference                     preference
Email
  T                                             A
Icon on phone
                                  Open unread
Procrastinate, anxiety,           messages
thoughts of others....

  I                                                 R
                                  Tribe, hunt and
         Write back
                                  self
Spectator sports
  T                                                       A
Everywhere
                                      Watch
Monday, boredom,
anxiety ...

 I                                                   VR

      Identify self as fan   Outcome (Self)
      Buy stuff              Fandom - belonging (Tribe)
      Attend events          Capturing the win (Hunt)
With more cycles
            Increase motivation
           and difficulty of action




         Greater loyalty, increased
         price inelasticity, greater
                satisfaction
Using neuroscience to
influence human behavior

• Preferences to behaviors.
• Behaviors to routines.
• Routines to habits.
• Habits become who we are.
What are you going to
   do with this?

• When is it right to “give people what they
  want?”
• When are people really in control?
• When is it ok to manipulate?
Use this for good.

and take a survey
www.OpinionTo.us

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Using Neuroscience to Influence Behavior

  • 1. USING NEUROSCIENCE TO INFLUENCE HUMAN BEHAVIOR “Come on now, who do you think you are? Bless your soul, you really think you’re in control?” - Gnarls Barkley
  • 2. Welcome to the experiment
  • 3. Assignments • Today - Time provided to meet with team, discuss and post to Coursework • Tuesday - Meet with team after class to build Desire Engine for group assignment. • Wednesday - Work on team and individual assignments. • Thursday - Time provided to meet with team, discuss and post to Coursework • Friday - Presentations. Present individual assignment (5 min each) or group assignment (15-20 min) (but only if entire team agrees)
  • 4. The nature of behavior
  • 5. One brain, two minds • Elephant = impulsive mind • Rider = Rational mind • Path = the environment Willpower is the strength of the rider
  • 6. Where the elephant lives • “Primitive” parts of brain • Basal ganglia • Storage of instinctual habitual behaviors • Nucleus accumbens • Center of reward system • Wants immediate gratification / satiation
  • 7. Where the rider lives • “Newest” part of brain • Pre-frontal cortex (PFC) • Executive function • Controls impulses and higher level thinking
  • 8. Think of your behaviors • What are the routines, habits, skills, addictions in one’s life?
  • 9. Amateur behaviors Amateur Do Resist doing Low High Self-Control Required
  • 10. What defines amateur behaviors? • The rider and elephant are in sync • Easy to do, but also easy to forget • Reward, process motivated, “for the love” • Long-term
  • 12. How did you create your amateur behavior?
  • 13. Creating amateur behaviors • Create a path for the elephant • Make it simple, easy • Placing well-timed cues • “Baby steps”
  • 14. Skillful behaviors Skillful Do Resist doing Low High Self-Control Required
  • 16. What defines skillful behaviors? • Rider is steering the elephant • Outcome, goal driven • Hard work, grit
  • 17. How did you create your skillful behavior?
  • 18. Creating skillful behaviors • Deliberate practice • Focus on fixing failures • Grit and persistence • Often with coaching
  • 20. Running Amateur Skillful - Casual - Goal driven enjoyment - Win a - Jog into old age marathon
  • 21. Habitual behaviors Do Habitual Resist doing Low High Self-Control Required
  • 23. What defines habitual (negative) behaviors? • The rider tries to control the elephant • Constant temptation • Struggle with desire
  • 24. How did you stop your habitual behavior?
  • 25. Resisting habitual behaviors • Mindfulness • Surfing the urge, creating space (ex - 10- minute rule) • Reminder of purpose • Self-compassion
  • 27. Addictive behaviors Do Addictive Resist doing Low High Self-Control Required
  • 29. What defines addictive behaviors? • The rider has lost control and the elephant is charging • Self-destructive • Extremely hard to resist
  • 30. Resisting addictive behaviors • Reigning in the elephant • Abstinence, removal of cues • Physical detoxification • Social support • Root cause analysis
  • 31. Behavior types Amateur Skillful Do Habitual Addictive Resist doing Low High Self-Control Required
  • 33. Change with right tool Behavior type Change method
  • 34. Change methods Create Train the Do rider to push the path the elephant Train the Resist Reign the rider to pull doing elephant the elephant Low High Self-Control Required
  • 35. Does the method match the type? • “No pain, no gain” • “Never quit” • “Set strict goals” • “Hold yourself accountable”
  • 36. Healthy lifestyle • Over a lifetime • Do (amateur behaviors): • Physical activity • Eating healthy foods • Resist doing (habitual behaviors): • Eating unhealthy foods • Overconsumption
  • 37. Beating yourself up hurts • The worse a drinker feels about how much they drank the night before, the more they drank the next night. (Muraven et al 2005) • Gamblers who feel most ashamed by losses, most likely to “chase” the loss and keep gambling. (Yi and Kanatar 201) • Students who feel the worst about procrastinating, put off studying the longest for next exam. (Wohl, Pychyl, Bennett 2010) • Addicts who feel most guilt about a minor relapse, were most likely to have a major relapse. (Stephens et al 1994) Source: Kelly McDonigal, “The Willpower Instinct”
  • 38. The “what-the-hell” effect • Dieters and non-dieters asked to drink a milkshake as part of “taste perception study” • Then asked to sample as much ice cream as “needed” for taste test. • Dieters ate more than non- dieters after drinking the milkshake • Showed increased activity in nucleus accumbens Source: Kelly McDonigal, “The Willpower Instinct”, Heatherton & Wagner, 2011
  • 40. One size does not fit all Amateur Skillful - Goal driven - Path driven Do - Long-term - Grit - Hard work - Self-directed - Coaching Habitual Addictive Resist - Abstinence - Surfing urge - Physical detox doing - Mindfulness - Root cause - Self-compassion - Social support Low High Self-Control Required
  • 41. In summary • Rider, elephant and path • Before changing a behavior: • Identify behavior type • Match with appropriate change method
  • 42. Take a break and a survey www.OpinionTo.us (and take your stuff)
  • 44. Helping people do what they want to do.
  • 45. Persuasive products Amateur Skillful Do Habitual Addictive Resist doing Low High Self-Control Required
  • 46. pref· er· ence /ˈpref(ə)rəns/ Noun, Def: A greater liking for one alternative over another or others.
  • 47. be· hav· ior /biˈhāvyər/ Noun, Def: The way in which an animal or person acts in response to a particular situation or stimulus.
  • 48. rou· tine /ro͞oˈtēn/ Noun, Def: A sequence of actions regularly followed; a fixed program.
  • 49. hab· it /ˈhabit/ Noun, Def: An behavior that has become nearly or completely involuntary, without cognition.
  • 50. ad· dic· tion /əˈdikSHən/ Noun, Def: A persistent, compulsive dependence on a behavior or substance.
  • 51. Are customer habits good for business? • Higher life-time value • Greater price inelasticity, can charge more • Word-of-mouth brings down cost of acquisition = Higher ROI
  • 52. Why is this graph “smiling”? Source: Inc. magazine, Dec. 2011
  • 53. StackOverflow • Largest technical QA site • Alexa rank 93 • 5,000 questions are answered per day • FT Staff: 66
  • 54. Holding on to customers by forming habits Source: Amy Jo Kim, “Community Building on the Web”
  • 55. To build habits need...
  • 56. Au· to· ma· ta· city Noun, Def: The ability to do things without occupying the mind with low-level details, allowing it to become an automatic response pattern.
  • 57. What is automaticity good for? • Ability to learn • Helps us decide • Saves energy • Allows multitasking
  • 58. Impairment of habit system • Trouble performing tasks requiring multi- step behaviors or where emotion is deciding factor. • With “elephant” out, the “rider” tries but fails. • Making simple decisions. (which pen?) • Ignoring insignificant details. (reading faces) • Inability to act quickly “from the gut.” Source: Antonio Demasio via Lehrer "How We Decide"
  • 59. Decision fatigue • “Rider” gets tired and lazy because decision making requires effort. • Prisoners appearing for parole hearings early in the morning granted parole 70% of the time. • However, those appearing late in the day, when judges were more tired, paroled less than 10% of the time. • So, making more decisions through habit instead of logic, can leave more resources for important decisions Source: Levav and Danziger, 2011
  • 62. How do we get users to come back?
  • 63. Building desire through engagement Low High engagement engagement
  • 65. Remember: A TARI A - A Desire Engine has 4 parts: T - Trigger A - Action R - Reward I - Investment
  • 66. In summary • Habits can be good for business. • Habits require automaticity - action without cognition. • Leaves us with more “decision making reserve.” • Creating automaticity is a function of utility and frequency. • Frequency from creating desire.
  • 68. Habits aren’t created, they are built upon
  • 69. Where are you sitting? • Who is sitting where they sat before break? • Why did you sit there? • What told you to sit? • Where did you learn this behavior?
  • 70. Triggers External Internal Alarms Emotions Calls-to-action Routines Emails Situations Stores Places Authority People What to do next What to do next is in is in the trigger the user’s head
  • 73. Triggers External Internal Alarms Emotions Advertising Routines Calls-to-action Situations Emails Places Stores People Authority What to do next What to do next is in is in the trigger the user’s head
  • 74. Negative emotions are powerful internal triggers Dissatisfied Fear of loss Indecisive Bored Lost Lonesome Tense Confused Fatigued Powerless Inferior Discouraged
  • 75. Internally triggered technologies When I feel... ... I use Lonely Facebook Hungry Yelp Unsure Google Anxious Email Lost GPS Mentally fatigued ESPN, Glam
  • 76. Emotional triggers Shiv x-framework Content Excited Bored Stressed
  • 77. People with depression check email more. Source: Kotikalapudi et al 2012, Associating Depressive Symptoms in College Students with Internet Usage Using Real Internet Data
  • 78. Habits form from frequent problem/solution fit.
  • 79. To find the problem, know the narrative • Need to find the existing behavior to attach to. • Find the behavior that occurs just before. • “Every time you (verb), use (product).”
  • 80. Jack Dorsey on narratives http://www.youtube.com/watch?v=acMXhhdWylQ
  • 82. Instagram triggers External Internal - FB and Twitter - Fear of loosing - App notifications the moment . . . - Bored, lonesome, curious...
  • 83. Your turn • Pick an “amateur” behavior you’d like to turn into a new routine in your life. • Brainstorm with the person next to you for 5 min each about potential triggers. • Describe the narrative of both external and internal triggers. • Write this down and be prepared to share.
  • 84. Form teams and complete Coursework assignment (see syllabus) Debrief with team: - What resonated with you? - What stimulated new thinking? - Ideas for personal and professional growth? - Ideas for new ventures? - What intrigued you, either by creating new questions or by kindling a quest for more? 30 min discussion 15 min post to Coursework
  • 85. Triggers External Internal Alarms Emotions Calls-to-action Routines Emails Situations Stores Places Authority People What to do next What to do next is in is in the trigger the user’s head
  • 86. Pharma triggers External Internal What to do next What to do next is in is in the trigger the user’s head (Designer controls)
  • 88. when doing < thinking = action Creating the path
  • 89. Fogg Behavior Model B = m.a.t. motivation triggers Source: Dr. BJ Fogg, Stanford University ability
  • 90. Fogg Behavior Model B = m.a.t. trigger motivation (SUCCESS!) trigger (FAIL!) Source: Dr. BJ Fogg, Stanford University ability
  • 91. mo· ti· va· tion /mōtə vāSHən/ Noun, Def: The psychological feature that arouses an organism to action toward a desired goal.
  • 92. Motivators of Behavior Seek: Avoid: Sensation Pleasure Pain Anticipation Hope Fear motivation Social Cohesion Acceptance Rejection Source: Dr. BJ Fogg, Stanford University
  • 98. a· bil· i· ty /əˈbilitē/ Noun, Def: The capacity to do something
  • 99. How increase capacity to do something? Source: Dr. BJ Fogg, Stanford University ability
  • 100. Factors of ability Time Money Physical effort Brain cycles Social deviance Non-routine Source: Dr. BJ Fogg, Stanford University ability
  • 101. Simplicity “Simplicity is a Factors of ability function of your Time scarcest resource Money at that moment.” Physical effort Brain cycles - BJ Fogg Social deviance Non-routine Differ by person and context
  • 103. Move ability before motivation motivation triggers Source: Dr. BJ Fogg, Stanford University ability
  • 104. Focus on ability and triggers before motivation
  • 105. Focus on ability and triggers before motivation
  • 106. Which has fewer calories?
  • 107. Motivated people know healthier option Source: (Chernov et al. 2011; Chandon & Wansink 2007)
  • 108. America the obese 2010 Source: Behavioral Risk Factor Surveillance System, Centers for Disease Control
  • 112. The evolution of Twitter 2009 2010 2012
  • 113. Behaviors to actions with cross-functional teams = marketing motivation triggers = interface design ability = product
  • 114. Your turn • Take out your behavior from yesterday or pick a new one. • Rate your ability to do your behavior. (1 is not at all able, 10 is very able, easy) • Rate how motivated you are to do your behavior. (1 is not at all, 10 is very) • Share with your partner. • Brainstorm how to increase your partner’s ability (considering your scarcest resource) and / or increase motivation? !! Crazy ideas are encouraged !! • Write this down and be prepared to share.
  • 115. Factors of ability Time Money Physical effort Brain cycles Social deviance Non-routine Motivators of Behavior Seek: Avoid: Sensation Pleasure Pain Anticipation Hope Fear Social Cohesion Acceptance Rejection Source: Dr. BJ Fogg, Stanford University
  • 116. Bi· as /ˈbīəs/ Noun, Def: 1. A tendency or inclination; a prejudice 2. A lever to increase motivation or ability
  • 118. Classical biases • Rational • Can articulate, “I’d buy it if it were cheaper.” • Predictable (for the most part)
  • 119. Cognitive Biases • Rational or irrational • Unable to articulate • Predictable
  • 120. Scarcity • People value cookies more in a nearly empty jar than in a full jar. Source: Worchel, Lee, and Adewole (1975)
  • 121. Value attribution • Wine actually tastes better if you believe it’s more expensive Source: Plassmann, O’Doherty. Shiv, and Rangel, 2008
  • 122. Remember this? Source: (Chernov et al. 2011; Chandon & Wansink 2007)
  • 123. The halo effect Source: (Chernov et al. 2011; Chandon & Wansink 2007)
  • 124. Which car owners? • Are involved in more collisions. • Receive 65% more traffic tickets. • Drive 25% more miles than other drivers. • Are a more costly risk to insure than other vehicles in its class. Source: Data from insurance analytics company Quality Planning, reported in “Mitchell Industry Trends Report” 2010
  • 125. Moral licensing • We tend to reward ourselves with the freedom to be “bad” when we’re acting “good.”
  • 126. Anchoring • We tend to rely too heavily on just one trait of a decision. • We overvalue things on sale Jockey only! 3 for $29.50 5 for $34 so, 6 for $44.25 Unit cost = $6.80 Unit cost = $7.38
  • 127. Completion • Motivation • 8 car wash, get one increases the free closer get to a goal • 8 blank squares vs. • “Endowed progress 10 squares with 2 free punches effect” • 82% higher completion rate Source: Nunes and Drèze, The Endowed Progress Effect: How Artificial Advancement Increases Effort, 2006
  • 128. Sequencing • Tendency to complete complex behavior if parsed into smaller steps
  • 129. Many more... • Social proof, framing, reciprocity, relevance, status quo, loss aversion, familiarity bias, regret aversion, peak-end effect, money proxy, authority bias ...
  • 130. Your turn • Pick one of the “Mental Notes” cards. • How could you make use of a cognitive biases to increase your partner’s behavior? • Brainstorm with the person next to you for 5 min each. !! Go for lots of ideas !! • Write this down and be prepared to share.
  • 131. Take a break and a survey www.OpinionTo.us
  • 133. The brain and rewards Watch Source: Olds and Milner, 1945
  • 134. What triggers the reward system? • Stimulation of brain’s reward system activates new behaviors • “Awakening the elephant” is possible through probes or drugs • What stimulates the brain naturally?
  • 136. Were Olds and Milner stimulating pleasure? (not exactly)
  • 137. “I like pleasure spiked with pain, it’s my aeroplane” - The Red Hot Chili Peppers
  • 138. Ann’s story • Sufferers from Parkinson’s • Treatment includes dopamine boosters • Becomes a compulsive gambler • Why?
  • 139. The promise of reward • Dopamine system activated by anticipation of reward • And dampened when reward achieved Source: Knutson et al 2001
  • 140. To supercharge the “stress of desire” ... add variability.
  • 141. We crave predictability • Variable rewards drive us nuts • Compulsion to make sense of cause and effect • Dopamine system drives the search
  • 143. “I can’t get no satisfaction” - The Rolling Stones
  • 144. The search for rewards the Tribe the the Hunt Self
  • 145. Search for Social Rewards the - Acceptance - Sex Tribe - Power
  • 146. Rewards of the tribe
  • 147. Rewards of the tribe
  • 148. Search for Resources the - Food - Money Hunt - Information
  • 149. Rewards of the hunt: search for resources
  • 150. Rewards of the hunt: search for information
  • 151. Dare you not to scroll
  • 152. Rewards of the hunt: search for resources
  • 153. Search for Sensation - Mastery the - Consistency Self - Competency - Purpose
  • 154. Rewards of the self: Search for competency and mastery
  • 155. Rewards of the self: Search for control
  • 156. Fish bowl technique • Addiction Recovery Study (Petry 2006) • Patients earned opportunity to draw a ticket out of a bowl every time they passed a drug test. • Half of the tickets said “Keep up the good work.” The rest won the patient a nominal prize worth $1 to $20 but one ticket was worth $100 prize. • 83% of fish bowl patients stayed in treatment for full 12 weeks (vs 20% of standard-care patients). • 80% of fish bowl patients passed all their drug tests (vs. 40% of standard-care patients). • Fish bowl group less likely to relapse. • Technique worked better than paying patients for passing drug tests.
  • 158. Rewards Decay • As rewards become predictable, they become less novel Finite Variability Infinite Variability - Single-player games - Multi-player games - Consumption of - Creation of content media - Communities - Finishing a race - Running for pleasure or competition
  • 159. Who gets hooked? • Pathological gamblers and non-pathological placed in MRI. See images of win, lose, and “near-miss.” • Pathological gamblers experienced more “excitement” from seeing win. • Gamblers brain saw near-miss as near-win. • Non-pathological experienced near-miss as near-loss. • Unknown if gambler’s brain is different at birth or if caused by repeated exposure. Source: Habib, 2010
  • 160. Variable reward levers • Type (Tribe, Hunt, Self) • Frequency • Amplitude Keep ‘em guessing
  • 161. Your turn • How could you use variable rewards to increase your partner’s behavior? • How can you add an element of mystery, the unknown, or surprise? • Consider the search for rewards of the tribe (social), hunt (resources), self (mastery, control) !! Crazy is ok !! • Brainstorm with the person next to you for 5 min each and prepare to share.
  • 163. Investment • Where user does a bit of “work.” • “Pays” with something of value: time, money, social capital, effort, emotional commitment, personal data ...
  • 164. Investment is about future rewards that makes the next action more likely.
  • 165. Twitter (consumer) T A Facebook, friend, email ... Scroll Boredom, curiosity I R Information Follow (Hunt)
  • 166. Twitter (creator) T A Mention, message Open app Boredom, curiosity, lonesome I R Tweet or RT Social feedback (build following) (Tribe)
  • 167. Labor is love The IKEA effect Source: Dan Ariely, Upside of Irrationality
  • 168. People value their labor • Value own work almost as much as an expert’s. • Even if other’s don’t. Source: Ariely, Mochon and Norton, 2012
  • 169. Labor increases motivation • People who pick lottery numbers more likely to play. • Assign greater odds. Source: Langer, 1975
  • 170. Value labor done for us Source: Buell and Norton, 2011
  • 171. Others’ labor increases value too • Search took same time. • People “seeing” the work perceived more value. Source: Buell and Norton, 2011
  • 172. As we invest, we endow and tend to overvalue.
  • 173. The endowment effect • When chimps given juice bar and peanut butter, 50/50 preference split. • When given PB first, 80% chose to keep rather than exchange. • The “endowed” item was preferred • Only worked for food Source: Brosnan et al 2007
  • 174. Humans endow things • Endowed mugs vs pens worth twice as much (Kahneman, Knetsch & Thaler,1990) • Endowed final four tickets worth 14 times more (Carmon and Ariely, 2000) • Employees worked harder to maintain a provisional bonus than a potential yet-to-be- awarded prize (Hossain and List, 2010) • Universal behavior across different populations and with different goods (Hoffman and Spitzer,1993) including children (Harbaugh et al, 2001)
  • 175. Why do we endow? • Improved bargaining position in bilateral trades. If I act like I love it, maybe you will too. (Huck, Kirchsteiger & Oechssler 2005) • Loss aversion. Loosing feels twice as bad as the joy of gaining. (Kahneman and Tversky, 1984) • Need for consistency causes cognitive dissonance leads to rationalization.
  • 176. Rationalization and commitment Jesse Schell, Professor of game design, Carnegie Mellon University
  • 177. The preference cycle Investment: “Should I ‘spend’ on this?” Confirmation: Rationalization: “Since I spent on it “Only an idiot would before, and I am not an have ‘spent’ on idiot, it must be good.” something not good.”
  • 178. Little investments, big results Group 1: 17% accepted Group 2: 76% accepted Source: Freedman & Fraser, 1966
  • 179. Adaptive preference formation • Changing preferences to be more compatible with the situation. • We acquire preferences to serve our need to be consistent. • Relieve pain of cognitive dissonance. Source: Jon Esler, 1983
  • 180. Acquiring taste • Think of the first time you tried spicy food or alcohol. • Acquiring taste follows similar patterns of rationalization to avoid cognitive dissonance. • Change ourselves as we change our preferences. • “I’m a ____ drinker.”
  • 181. Motivating through identity • Registered voters completed survey the day before or the morning of the election. • “How important is it to you to be a voter in the upcoming election?” (Noun) • “How important is it to you to vote in the upcoming election?” (Verb) • Tracked who actually voted. • How we see ourselves (the nouns) “the largest experimental effects shape what we do. ever observed on objectively measured voter turnout.” Source: Bryan, Walton, Rogers, and Dweck, 2011
  • 182. In summary: • We over value the results of our labor (endowment effect) • But need to rationalize this irrational value (cognitive dissonance) • One way to do this is to change our taste (adaptive preference formation) • And behave in line with how we see ourselves (identity shaping)
  • 183. Your turn • How could you use small investments and commitments to make your partner’s behavior more likely to occur? • Brainstorm with the person next to you for 5 min each. • Write this down and be prepared to share.
  • 184. Desire Engines create routines Low High engagement engagement - External - Internal triggers triggers - Low - High preference preference
  • 185. Email T A Icon on phone Open unread Procrastinate, anxiety, messages thoughts of others.... I R Tribe, hunt and Write back self
  • 186. Spectator sports T A Everywhere Watch Monday, boredom, anxiety ... I VR Identify self as fan Outcome (Self) Buy stuff Fandom - belonging (Tribe) Attend events Capturing the win (Hunt)
  • 187. With more cycles Increase motivation and difficulty of action Greater loyalty, increased price inelasticity, greater satisfaction
  • 188. Using neuroscience to influence human behavior • Preferences to behaviors. • Behaviors to routines. • Routines to habits. • Habits become who we are.
  • 189. What are you going to do with this? • When is it right to “give people what they want?” • When are people really in control? • When is it ok to manipulate?
  • 190. Use this for good. and take a survey www.OpinionTo.us