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New technologies, platforms and social contexts continue to disrupt business decision making. On behalf of brands and other clients the marketing and advertising industry continually seeks to exploit the potential of new targeting and personalisation technologies. Digital marcomms experts are increasingly turning to behavioural sciences to understand and influence consumer behaviour.
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Treat Me Like A Human, Dammit!
The Importance of Behavioural Psychology on Digital Strategy
21 November 2014
Behavioural what now?
Have I heard that somewhere before?
Urgency Comfort
Bargain
Extra Urgency!
Extra Comfort!
But these are tactics not strategies
User-Centric Design
Never the first
First MP3 Player 1998 iPod 2001
First smartphone 1999 iPhone 2007
First tablet Computer 1996 iPad 2010
Just the best to use
Apple understand human beings
Queuing for an iPad
Hang on, understanding humans is a
novel idea?
Unfortunately, yes
Unfortunately, yes
Unfortunately, yes
Behavioural Psychology
Gives us a way to understand humans
Helps us to understand …
Who they are.
Why they behave in the way that they do.
How better to appeal to them.
Expect irrational behaviour.
Fine, but how do we create a strategy
for the irrational?
Enough with the research!
You’re going to trust what people say?Ambiguity effect
Anchoring orfocalism
Attentional bias
Availability heuristic
Availability cascade
Backfire effect
Bandwagon effect
Base rate fallacy or base rate neglect
Belief bias
Bias blind spot
Cheerleader effect
Choice-supportive bias
Clustering illusion
Confirmation bias
Congruence bias
Conjunction fallacy
Conservatism orregressive bias
Conservatism (Bayesian)
Contrast effect
Curse of knowledge
Decoy effect
Denomination effect
Distinction bias
Duration neglect
Empathy gap
Endowment effect
Essentialism
Exaggerated expectation
Experimenter'sor expectation bias
Focusing effect
Forer effect orBarnum effect
Framing effect
Frequency illusion
Functional fixedness
Gambler's fallacy
Hard–easy effect
Hindsight bias
Hostile media effect
Hot-hand fallacy
Hyperbolic discounting
Identifiable victim effect
IKEA effect
Illusion of control
Illusion of validity
Illusory correlation
Impact bias
Information bias
Insensitivity to sample size
Irrational escalation
Less-is-better effect
Loss aversion
Mere exposure effect
Money illusion
Moral credential effect
Negativity effect
Negativity bias
Neglect of probability
Normalcy bias
Not invented here
Observation selection bias
Observer-expectancy effect
Omission bias
Optimism bias
Ostrich effect
Outcome bias
Overconfidence effect
Pareidolia
Pessimism bias
Planning fallacy
Post-purchase rationalization
Pro-innovation bias
Pseudocertainty effect
Reactance
Reactive devaluation
Recency illusion
Restraint bias
Rhyme as reason effect
Risk compensation / Peltzman effect
Selective perception
Semmelweis reflex
Social comparison bias
Social desirability bias
Status quo bias
Stereotyping
Subadditivity effect
Subjective validation
Survivorship bias
Time-saving bias
Unit bias
Well travelled road effect
Zero-risk bias
Zero-sum heuristic
Actor–observer bias
Defensive attribution hypothesis
Dunning–Kruger effect
Egocentric bias
Extrinsic incentives bias
False consensus effect
Forer effect(aka Barnum effect)
Fundamental attribution error
Group attribution error
Halo effect
Illusion of asymmetric insight
Illusion of external agency
Illusion of transparency
Illusory superiority
Ingroup bias
Just-world hypothesis
Moral luck
Naïve cynicism
Naïve realism
Outgroup homogeneity bias
Projection bias
Self-serving bias
Shared information bias
System justification
Trait ascription bias
Ultimate attribution error
Worse-than-average effect
Bizarreness effect
Choice-supportive bias
Change bias
Childhood amnesia
Conservatism or Regressive bias
Consistency bias
Context effect
Cross-race effect
Cryptomnesia
Egocentric bias
Fading affect bias
False memory
Generation effect(Self-generation effect)
Google effect
Hindsight bias
Humor effect
Illusion of truth effect
Illusory correlation
Lag effect
Leveling and Sharpening
Levels-of-processing effect
List-length effect
Misinformation effect
Modality effect
Mood-congruent memory bias
Next-in-line effect
Part-list cueing effect
Peak–end rule
Persistence
Picture superiority effect
Positivity effect
Primacy effectt,
Recency effect & Serial position effect
Processing difficulty effect
Reminiscence bump
Rosy retrospection
Self-relevance effect
Source confusion
Spacing effect
Spotlight effect
Stereotypical bias
Suffix effect
Suggestibility
Telescoping effect
Testing effect
Tip of the tonguephenomenon
Verbatim effect
Von Restorff effect
Zeigarnik effect
“If I had asked people what they
wanted, they would have said …
Review assumptions
Oh look a nice, rational funnel.
I start at the top and consider all the products.
I carefully remove products as we go.
I never add products back in.
And eventually I buy something.
Deliver rational and emotional reasons
Test, learn, do it again!
Test
Learn
Improve
Don’t trust people, trust actions
We can change things
Digital strategy then …
Accept people are irrational.
Give them emotional and rational reasons to purchase.
Observe don’t ask directly.
Test, learn, improve.
Don’t fear change – nothing is ever complete!
