Dan Bennett - How to use Behavioural Insight to change people’s behaviour
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Ins’t it stargne how you can raed tihs snetnece eevn tguohh the wdros mkae no sesne? Our brains are processing the world in ways we are not aware of. Every day hundreds of psychological principles that have been pre-programmed into your brain are governing your decision making and behaviour in ways you might not expect.
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Dan Bennett - How to use Behavioural Insight to change people’s behaviour
- 1. @danbenyork DAN BENNETT Senior Behavioural Strategist @OgilvyChange The Science Behind our Pre-Programming
- 5. INFLUENCED IN YOUR HEAD…
- 7. INFLUENCED OUT LOUD …
- 14. __________ pence A bat and a ball cost £1.10 in total. The bat costs £1.00 more than the ball. How much does the ball cost? QUESTION 1.
- 15. QUESTION 2. Which square is lighter? The A square or the B square?
- 16. Finished files are the result of years of scientific study combined with the experience of years… How many f’s? QUESTION 3.
- 18. __________ pence A bat and a ball cost £1.10 in total. The bat costs £1.00 more than the ball. How much does the ball cost? QUESTION 1. £0.10 + £1.10 = £1.20 £0.05 + £1.05 = £1.10 5
- 19. Which square is lighter? The A square or the B square? QUESTION 2.
- 20. QUESTION 2.
- 21. QUESTION 2.
- 22. QUESTION 2.
- 23. QUESTION 2.
- 24. Which square is lighter? The A square or the B square? QUESTION 2.
- 25. The same effect
- 26. Question1 QUESTION 3 HOW MANY F’S? 6 Finished files are the result of years of scientific study combined with the experience of years …
- 27. Question1 QUESTION 3 Finished files are the result of years of scientific study combined with the experience of years … HOW MANY F’S? 6
- 29. SYSTEM 1 – AUTOMATIC SYSTEM 2 - REFLECTIVE Uncontrolled Controlled Effortless / Parallel Effortful / Serial Emotional Deductive Fast Slow Unconscious Self-aware WHY WE’RE ALWAYS IN TWO MINDS
- 33. M I N D S P A C E
- 34. MESSENGER WE ARE HEAVILY INFLUENCED BY WHO COMMUNICATES THE INFORMATION
- 35. INCENTIVES OUR RESPONSES TO (NON FINANCIAL) INCENTIVES ARE SHAPED BY PREDICTABLE MENTAL SHORTCUTS LOSS AVERSIONANCHORING O U R P E R C E P T I O N S C A N B E A N C H O R E D B Y R E L AT I V E C O M PA R I S O N S L O S S E S A R E T W I C E A S P O W E R F U L A S G A I N S
- 36. EXTREMENESS AVERSION WE OFTEN PREFER THE MIDDLE OPTION A B C D B and C 33% 67% A, B and C 0% 47% 53% B, C and D 0% 90% 10%
- 37. EXTREMENESS AVERSION WE OFTEN PREFER THE MIDDLE OPTION A B C D B and C 33% 67% A, B and C 0% 47% 53% B, C and D 0% 90% 10%
- 38. EXTREMENESS AVERSION WE OFTEN PREFER THE MIDDLE OPTION A B C D B and C 33% 67% A, B and C 0% 47% 53% B, C and D 0% 90% 10%
- 39. Click to add Title Day Month Year GOAL GRADIENT EFFECT vs.
- 40. NORMS WE ARE STRONGLY INFLUENCED BY WHAT OTHERS DO
- 41. COMMITMENTS WE SEEK TO BE CONSISTENT WITH OUR PUBLIC PROMISES & IDENTITIES, & RECIPROCATE ACTS
- 42. AFFECT OUR EMOTIONAL ASSOCIATIONS CAN POWERFULLY SHAPE OUR ACTIONS
- 43. PRIMING OUR ACTIONS ARE OFTEN INFLUENCED BY SUBCONSCIOUS CUES
- 44. Dilip Soman, The Last Mile PRIMING
- 50. “UNCHANGING MAN”
- 51. WE’VE SUPERCHARGED OBEHAVE BLOG & TUMBLR