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Irrational behavior & social influence

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A small introduction op Irrational behavior & Social Influence. I gave this introduction at Kana Benelux for the sales managers, consultants and marketing department

A small introduction op Irrational behavior & Social Influence. I gave this introduction at Kana Benelux for the sales managers, consultants and marketing department


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  • 1] Wieheeftzo’nstommechineesekalander in huis, waarhangt die? Waaromneem je hem mee2] Nootjes in de bar? Zijn die welzolekker en eetje die danook3] Voelttochreleaxedals het woord FREE er in staat ;-)
  • Rationeledenkend! Verschil in prijs!
  • Oude discussie… Beideclaimentewinnen…Onderwelkecondities
  • Dezekomenjullievolgensmijoveraltegen….
  • Transcript

    • 1. Irrational behavior& Social Influencea small introdutionChris van den BergBusiness Consultant Good Experiences. On Brand. On Budget. | 1
    • 2. Start with a small test• Half of the group – close you eyes Good Experiences. On Brand. On Budget. | 2
    • 3. Start with a small test• Other Group Good Experiences. On Brand. On Budget. | 3
    • 4. So….• Top level bullet 24 point • Second level bullet 20 point • Third level bullet 18 point — Fourth level (smallest) bullet 16 point From Predictably Irrational, Dan Good Experiences. On Brand. On Budget. Ariely |4
    • 5. Another Example• Top level bullet 24 point • Second level bullet 20 point • Third level bullet 18 point — Fourth level (smallest) bullet 16 point Good Experiences. On Brand. On Budget. | 5
    • 6. Question• Mooie pen – Prijs 14 euro, je wilt hem! echter je weet dat hij 15 minuten verder op 7 euro is …. Ga je die 15 minuten op de fiets?• Mooi pak – Prijs 350 euro, je wilt hem! Echter je weet dat hij 15 minuten verder op 343 euro is … Ga je die 15 minuten op de fiets?• Waarom ga je de ene keer voor 7 euro op de fiets en de andere keer niet ?!?!? Good Experiences. On Brand. On Budget. | 6
    • 7. A research by Ariely (2003)• Top level bullet 24 point • Second level bullet 20 point • Third level bullet 18 point — Fourth level (smallest) bullet 16 point Good Experiences. On Brand. On Budget. | 7
    • 8. Anchoring• Tom Sawyer and the construction of value (Dan Ariely a, George Loewenstein, Drazen Prelec) Good Experiences. On Brand. On Budget. | 8
    • 9. Zero-Price Model Good Experiences. On Brand. On Budget. | 9
    • 10. Zero-Price Model• Top level bullet 24 point • Second level bullet 20 point • Third level bullet 18 point — Fourth level (smallest) bullet 16 point Good Experiences. On Brand. On Budget. | 10
    • 11. Zero-Price Model• Free … PING!• More: Zero as a Special Price : The True Value of Free Products, Shampanier, Kristina, Mazar, Nina, Ariely, Dan Good Experiences. On Brand. On Budget. | 11
    • 12. Cola vs Pepsi Good Experiences. On Brand. On Budget. | 12
    • 13. Research on beer Good Experiences. On Brand. On Budget. | 13
    • 14. Research on beer Good Experiences. On Brand. On Budget. | 14
    • 15. Outcome Good Experiences. On Brand. On Budget. | 15
    • 16. • Influence of expectation!• More: Try It, Youll Like It: The Influence of Expectation, Consumption, and Revelation on Preferences for Beer (Lee, L Frederick, S Ariely, D) Good Experiences. On Brand. On Budget. | 16
    • 17. Placebo effect on Price• People know that energy drink -> postive effect on puzzles• Group 1: Get an energy drink• Group 2: Get the same drink but discounted!• Who will perform better? Good Experiences. On Brand. On Budget. | 17
    • 18. Results Good Experiences. On Brand. On Budget. | 18
    • 19. Results• Conclusion: Consumers who pay a discounted price for a product may derive less actual benefit form consuming this product!• More: • Placebo Effects of marketing Actions : Consumers They get what they pay for. (Shiv, Baba, Carmon, Z, Ariely, D) Good Experiences. On Brand. On Budget. | 19
    • 20. More on this topic: Good Experiences. On Brand. On Budget. | 20
    • 21. Social Influence Good Experiences. On Brand. On Budget. | 21
    • 22. Lift – Candid camera (1962)• Example:• http://youtu.be/ltaUpq_26Us Good Experiences. On Brand. On Budget. | 22
    • 23. Social Influence – Asch Conformity Experiment• Example:• http://youtu.be/--NjJygJxPc Good Experiences. On Brand. On Budget. | 23
    • 24. Towel reuse Good Experiences. On Brand. On Budget. | 24
    • 25. Social norm message• Industry standard vs Social Norm Message• Can we (if we change the message) get more towels reuse?• Change the message to a “social norm” Message IS: Importance of environment Protection SN: Majority of guest do participate at lease once Good Experiences. On Brand. On Budget. | 25
    • 26. Outcome Good Experiences. On Brand. On Budget. | 26
    • 27. EXP2: Other groups? Better results? Good Experiences. On Brand. On Budget. | 27
    • 28. More:• A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels (Goldstein, Noah J., Cialdini, Robert B., Griskevicius, Vladas) Good Experiences. On Brand. On Budget. | 28
    • 29. Affect• Emotions influence the effectiveness of persuasion heuristics• “Social Proof”: If may others are doing it must be good• “Scarcity”: If a product of opportunity is rare it must be good• Who know’s booking.com? Good Experiences. On Brand. On Budget. | 29
    • 30. Examples… Good Experiences. On Brand. On Budget. | 30
    • 31. Evolutionary Approach• Fear -> Want to be with the group• Romance -> Want to be unique• Research…• Social proof condition “Visited by over a Million People Each Year.”• Scarcity: “Stand Out from the Crowd.” Good Experiences. On Brand. On Budget. | 31
    • 32. Outcome Good Experiences. On Brand. On Budget. | 32
    • 33. More:• Fear and Loving in Las Vegas: Evolution, Emotion, and Persuasion. (Griskevicius, Vladas, Goldstein, Noah J, Mortensen, Chad R, Sundie, Jill M, Cialdini, Robert B, Kenrick, Douglas T Good Experiences. On Brand. On Budget. | 33
    • 34. More on this topic Good Experiences. On Brand. On Budget. | 34
    • 35. The End…• Will put the presentation on slideshare! Good Experiences. On Brand. On Budget. | 35