1.
@danbenyork
DAN BENNETT
Senior Behavioural Strategist
@OgilvyChange
The Science Behind our
Pre-Programming

2.
INFLUENCED IN YOUR HEAD…

3.
INFLUENCED OUT LOUD …

4.
INFLUENCED ON PAPER…

5.
__________ 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.

6.
QUESTION 2.
Which square is lighter?
The A square or the B square?

7.
Finished files are the result of years of
scientific study combined with the experience
of years…
How many f’s?
QUESTION 3.

8.
ANSWERS
1.
2.
3.
10 pence
B
3

9.
__________ 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

10.
Which square is lighter?
The A square or the B square?
QUESTION 2.

11.
QUESTION 2.

12.
QUESTION 2.

13.
QUESTION 2.

14.
QUESTION 2.

15.
Which square is lighter?
The A square or the B square?
QUESTION 2.

16.
The same
effect

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Question1
QUESTION 3
HOW MANY F’S?
6
Finished files are the result of years of scientific
study combined with the experience of years …

18.
Question1
QUESTION 3
Finished files are the result of years of scientific
study combined with the experience of years …
HOW MANY F’S?
6

19.
WHAT IS
BEHAVIOURAL
SCIENCE

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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

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M I N D S P A C E

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MESSENGER
WE ARE HEAVILY INFLUENCED BY WHO COMMUNICATES THE INFORMATION

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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

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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%

25.
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%

26.
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%

27.
Click to add Title
Day Month Year
GOAL GRADIENT EFFECT
vs.

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NORMS
WE ARE STRONGLY INFLUENCED BY WHAT OTHERS DO

29.
COMMITMENTS
WE SEEK TO BE CONSISTENT WITH OUR PUBLIC PROMISES & IDENTITIES, & RECIPROCATE ACTS

30.
AFFECT
OUR EMOTIONAL ASSOCIATIONS CAN POWERFULLY SHAPE OUR ACTIONS

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PRIMING
OUR ACTIONS ARE OFTEN INFLUENCED BY SUBCONSCIOUS CUES

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Dilip Soman, The Last Mile
PRIMING

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Menu B

35.
“UNCHANGING MAN”

36.
WE’VE SUPERCHARGED OBEHAVE
BLOG & TUMBLR

37.
DANIEL.BENNETT@OGILVY.COM
Senior Behavioural Strategist
@OgilvyChange
@Danbenyork
THANK YOU