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October 2012

Understanding Behaviour. October 2012. Marketing is the Art of Behaviour Change. We think much less than we think we think. Q. How many patients successfully change their diet and lifestyle as a consequence of heart bypass surgery?. Behaviour change needs to be Fun, Fast & Easy.

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October 2012

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  1. Understanding Behaviour October 2012

  2. Marketing is the Art of Behaviour Change

  3. We think much less than we think we think

  4. Q. How many patients successfully change their diet and lifestyle as a consequence of heart bypass surgery?

  5. Behaviour change needs to be Fun, Fast & Easy

  6. ENVIRONMENTAL SOCIAL DECISIONS PERSONAL

  7. Environmental/Architectural Factors: Surroundings Ave. number of times cleared crumbs from table Holland et al (2005)

  8. Research Approach: Designing & Implementing Interventions

  9. Testing for Behaviour Change Alternate experimental and control weeks Using sales data we are able to judge whether an intervention has been successful or not.

  10. How does the physical and choice environment influence consumers’ behaviour?

  11. Social Proof:We are more likely to behave in a certain way if we know it is the ‘done thing’. High energy users Low energy users Low energy users with a smiley face by their usage 1.22 KwH 0.89 KwH 0.24 KwH Schultz et al, 2007

  12. Design for Sharing: Free! Media Bounce High Potential VW ‘The Bark Side’ 797,648 shares 133 Limited Potential M&M ‘Just My Shell’ 540,185 shares VW ‘The Dog Strikes Back’ 274,040 shares 100 Very Low Potential Chrysler ‘Halftime in America’ 63,566 shares All time shares quoted from Unruly’s Viral Video Chart as of 23/04/2012

  13. (How) Do people share information about our product or brand?

  14. Visceral States The Heat of the Moment: The Effect of Sexual Arousal on Sexual Decision Making, Ariely & Lowenstein, 2006

  15. Visceral States:Physiological states that effect our moods and desires, the goals we pursue and the amount of energy that we can dedicate to thinking. For example hunger, arousal, thirst. Non-Aroused Aroused Mean Score 1-100 Are women’s shoes erotic? 42 Can you imagine having sex with a 50 year old woman? 28 Would you keep trying to have sex after your date says ‘‘no”? 20 65 55 45 The Heat of the Moment: The Effect of Sexual Arousal on Sexual Decision Making, Ariely & Lowenstein, 2006

  16. Emotion – how we feel effects the way we process information and behave

  17. How do people feel whilst they are consuming or buying our product? How does this influence their behaviour?

  18. Our Behaviour Change structure Step 1 – Identify Desired behaviour Who are you trying to influence and what do you want them to do differently? Step 2 – Explain Existing behaviour What are they currently doing instead of your desired behaviour? Step 3 – Understand the Context What are the Environmental, Social & Personal factors that support the existing behaviour or could be used to drive the new one? Step 4 – Create Behavioural Interventions How can you influence people’s behaviour?

  19. Irresponsible DrinkingA self-funded project we ran for DrinkAware Step 1 – Identify Desired behaviour “We want young people to drink less and stay within their alcohol limit on nights out.” Step 2 – Explain Existing behaviour “People drink way beyond their limits without any thought towards personal safety or health. They often start the evening with the intention of getting drunk, other times they do it without thinking.” Step 3 – Understand the Context Step 4 – Create Behavioural Interventions

  20. Consider Ethnographic approaches Look at the context “These places play loud music. If you’re not in a conversation, you are more likely to drink!” “A lot of people knew they'd had enough, but carried on anyway. 'Oh go on then, one more!‘” “Everyone feels they should buy a round and so a lot of booze goes down.”

  21. Nightcap

  22. Behavioural Economics Training & Working Sessions Options 1 Day Customised Working Session 1 Half-day induction 2 Keynote presentation 3

  23. Any behaviours you want to change? Post them on the site now… Or e-mail peter.harrison@brainjuicer.com and will.leach@brainjuicer.com

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