October 2012
Download
1 / 23

October 2012 - PowerPoint PPT Presentation


  • 95 Views
  • Uploaded on

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.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' October 2012' - fergus


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript



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 lifestyle as a consequence of heart bypass surgery?


ENVIRONMENTAL lifestyle as a consequence of heart bypass surgery?

SOCIAL

DECISIONS

PERSONAL


Environmental/Architectural Factors: Surroundings lifestyle as a consequence of heart bypass surgery?

Ave. number of times cleared crumbs from table

Holland et al (2005)


Research approach designing implementing interventions
Research Approach: lifestyle as a consequence of heart bypass surgery?Designing & Implementing Interventions


Testing for behaviour change
Testing for Behaviour Change lifestyle as a consequence of heart bypass surgery?

Alternate experimental and control weeks

Using sales data we are able to judge whether an intervention has been successful or not.



Social Proof: consumers’ behaviour?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


Design for sharing free media bounce
Design for Sharing: consumers’ behaviour?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



Visceral states
Visceral States brand?

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


Visceral States: brand?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


Emotion – brand?how we feel effects the way we process information and behave


How do people brand?feel whilst they are consuming or buying our product?

How does this influence their behaviour?


Our behaviour change structure
Our Behaviour Change structure brand?

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?


Irresponsible drinking a self funded project we ran for drinkaware
Irresponsible Drinking brand?A 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


Consider Ethnographic approaches brand?

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.”


Nightcap brand?


Behavioural economics training working sessions options
Behavioural Economics Training & Working brand?Sessions Options

1 Day Customised Working Session

1

Half-day induction

2

Keynote presentation

3


Any behaviours you want to change

Any behaviours you want to change? brand?

Post them on the site now…

Or e-mail

[email protected] and [email protected]


ad