Learn from Global thought leader on behavioral influence what motivates people and how science is applied to help and influence them, make better decisions in both business and the Public sector.
Keynote by Professor Jeff French at the Mindspark Alexandroupolis 2018:
"Customer is King but...you can always influence Kings & Queens"
Keynote Link: https://youtu.be/frPphlje-nY
Professor Jeff French is a global thought leader in the fields of behavioral influence, Social Marketing, social communication and program planning and evaluation.
More on Prof Jeff French: https://mindspark.gr/professor-jeff-f...
More on the mindspark: www.mindspark.gr
4. My thesis
• Influencing behaviour is a key
goal of all social interactions
• We should use science to
influence behaviour
• It’s not just about awareness.
Customers, clients and
citizens are Kings and Queens
to serve them we need to
understand them
5. Content
1. What influences our behaviour
2. Traditional ways of influencing behaviour
3. New understanding about influencing
behaviour
4. Examples of how to apply the science of
behavioural influence
6. Content: My problem
How to cover
thousands of
years of learning
and multiple
sources of
knowledge
Why have I got
30 minutes?
MY
10. Why do we behave as we do?
–Genetics
–Evolution
–Culture and history
–Physical environment
–Learning
–Economic and resource issues
–Specific contexts and stimulus
28. Norway: ‘Pant’ reward system
97% of plastic bottles in Norway are recycled.
The Pant model is based on a small surcharge being paid on every bottle bought. The surcharge, or deposit, is paid back
to consumers when bottles are returned via specialised machines located at most supermarkets.
The principle is that if drinks firms can get bottles to shops to sell their products, they can also collect those same bottles
Design
36. Our Preference and Bias
• We like
– People (Like us)
– The new and novel
– The easy life
– Things to be fair and to share
– Feedback and rewards
– The familiar
– To have our say and be involved
– Optimism
• We don’t like
– Loss
– Complexity
– Too many choices
– The new and challenging
– Punishment
All can be
used to
influence
behaviour
37. :
• Positive or only
minor penalties
• Avoidable
• Passive and easy
i.e. require little effort
• Low cost
to both the person and to the organisation utilizing them
38. 4 Forms of intervention(French J SMJ Vol 1. No2 20111, P 154 -162)
Incentive
Reward
Disincentive
Penalty
Active
Decision
Conscious / Considered
Automatic / Unconscious
Passive
Decision
HUG
NUDGE
SMACK
SHOVE
43. We also have new
insights about the
influence of:
1. Reflective thinking
Culture
2. Consciousness raising
Engagement
3. Procedural Justice
4. etc...
44. Put your hands up
generation LX
you are the ‘Charmed Generation’
Typically, people born between
1950 and 1970
You want it how
you want it
45.
46. Citizens and Customers want
to be part of the solution
I do not believe you
I do not trust you
Listen to me
I am in control now
Help me solve the problems
57. Social Norms
People who eat with one
other eat 35% more
A group of 4 eat about
75% more
Most people prefer
product X
Everyone is rushing to
buy ...
58.
59. Social Proof / Social Norms
• Robert Cialdini hotel towel reuse experiment.
Two messages:
• Environmental benefit = 35%
• Most people re use = 44%
64. The Pain of Payment
Why do casinos use chips?
People paying with cash typically over
estimate their spend by 9%
Paying with contactless they
underestimated by 5%
Pre-paid gift cards are one step
removed from cash
Removing € sign boosts sales by 8%
$3.99 considered to be much
less than $4
65. Perceptions of value can be influenced
by the competitor comparisons
A £32,000 BMW compared to
a £24,000 Ford Mondeo
–33% of people think it
is good value.
When compared to a
£119,000 Bentley
47% think the BMW is
good value
So position as a luxury vehicle not a family vehicle
67. Expectancy Theory
Wansink’s 2006 brownie experiment
1. Presentation is key
2. Language triggers expectation e.g.:
Fresh local succulent beef out sells
Fresh beef.
3. Price can increase positive expectation
68.
69. Value Attribution
• We imbue someone or
something with qualities or
values
• This alters the way we
perceive them or it
• We are also very reluctant
to change our mind
• Things and people often
live up to the label !
Joshua Bell
71. Reciprocity
The trait of obligation
• Reciprocity plays out
in most social
interactions
• Giving someone
something or paying
forward is a good way
to influence their
behaviour as it sets up
a sense of needing to
give something back
Moosh Boosh Primacy
After Dinner Mints Positive Ending
75. Liking and Trust;
Pick the right face and voice
1. Open communication style
2. Things in common
3. Complements
4. Active listening
76. BRAND
A Brand is a Promise backed
by a product or service that
delivers that promise =
Trust + Reduced risk =
Liking and Loyalty
77. Powerful Brands
1. Build your promise on deep
understanding of what
people want, need respect
and trust
2. Don’t just give facts build a
narrative
3. Know how your Brand fits
with and enhances the
story of peoples lives
78. Brand Building is Key:
1. Add consumer perceived value
2. Help with choice making
3. Create difference and distinctiveness
81. Offer a salad
Make an express line for
healthy products
Pay cash for desert not
accepted on cards
Move salad bar away
from wall
Use glass fruit
bowls not
stainless steel
Hide the ice cream.
Close the lid
Rename the food
Move the broccoli to
the start of the queue
Shrink the bowl
86. Fritz Heider
Humans need to
develop stories
about the world
they inhabit to
make sense of it
The Power of Narrative
87. We are story tellers not
mathematicians
A price cue not the
price is what
matters
A credible story
about the good
price is what
matters e.g.
We give you the
employees price
88. The story:
We are cool, we are international, we
provide a tailored service +
Low cost Big Impact