When you're trying to change your user's behavior, you can't just create any old kind of content. You need to understand how people make decisions, how we build [and unbuild] habits, and what shortcuts our brain uses that sometimes trip us up.
13. Decisionmaking
Dual process theory
Our decision making process can be
described in a couple of main ways:
Deliberative or intuitive.
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14. Decisionmaking
Dual process theory cognitive bias
Our decision making process can be
described in a couple of main ways:
Deliberative or intuitive.
Our brain uses shortcuts to help us
make decisions. They work — mostly.
12
15. Decisionmaking
Dual process theory cognitive bias
Our decision making process can be
described in a couple of main ways:
Deliberative or intuitive.
Our brain uses shortcuts to help us
make decisions. They work — mostly.
choice overload
We are overwhelmed by too much
information or too many choices.
12
16. Decisionmaking
Dual process theory cognitive bias
Our decision making process can be
described in a couple of main ways:
Deliberative or intuitive.
Our brain uses shortcuts to help us
make decisions. They work — mostly.
context
No one decides anything in a vacuum.
choice overload
We are overwhelmed by too much
information or too many choices.
12
21. my rider is going nuts
https://www.flickr.com/photos/adoseofshipboy/
22. Decisionmaking
Dual process theory cognitive bias
Our decision making process can be
described in a couple of main ways:
Deliberative or intuitive.
Our brain uses shortcuts to help us
make decisions. They work — mostly.
context
No one decides anything in a vacuum.
choice overload
We are overwhelmed by too much
information or too many choices.
18
24. Decisionmaking
Dual process theory cognitive bias
Our decision making process can be
described in a couple of main ways:
Deliberative or intuitive.
Our brain uses shortcuts to help us
make decisions. They work — mostly.
context
No one decides anything in a vacuum.
choice overload
We are overwhelmed by too much
information or too many choices.
20
31. Decisionmaking
Dual process theory cognitive bias
Our decision making process can be
described in a couple of main ways:
Deliberative or intuitive.
Our brain uses shortcuts to help us
make decisions. They work — mostly.
context
No one decides anything in a vacuum.
choice overload
We are overwhelmed by too much
information or too many choices.
24
37. behavior change
stages of
change triggers shaping the
content
Understanding when the If this, then that
time is right
Communicating for
effectiveness
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68. THANK YOU
HOW TO CONTACT ME
Changing behavior? Content strategy?
Health care? Cards baseball?
I’m your woman.
EMAIL: laura@creekcontent.com
TWITTER: @lauracreekmore
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