Susan Weinschenk - How to get people to do stuff

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Presented by Susan Weinschenk, PhD, on September 26, 2013 at the fourth annual Center for Health Literacy Conference: Plain Talk in Complex Times.

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Susan Weinschenk - How to get people to do stuff

  1. 1. How To Get People To Do Stuff Susan Weinschenk, Ph.D. @thebrainlady susan@theteamw.co m
  2. 2. 1. The Power of Stories
  3. 3. 2. Tricks of the Mind
  4. 4. 17 x 24 = ?
  5. 5. Most mental processing is unconscious
  6. 6. In a lake there is a patch of lily pads. Every day the patch doubles in size. If it takes 48 days for the patch to cover the entire lake, how long would it take for the patch to cover half of the lake? 24 days or 47 days?
  7. 7. In a lake there is a patch of lily pads. Every day the patch doubles in size. If it takes 48 days for the patch to cover the entire lake, how long would it take for the patch to cover half of the lake? 24 days or 47 days?
  8. 8. Sale on Soup Limit of 10 cans per person
  9. 9. Sale on Soup No limit per person
  10. 10. Sale on Soup Limit of 10 cans per person
  11. 11. Sale on Soup No limit per person
  12. 12. Platinum: $55.95 Gold: $35.95 Silver: $15.95 Silver: $15.95 Gold: $35.95 Platinum: $55.95
  13. 13. 3. Instincts
  14. 14. 60% stopped to taste 40% stopped to taste
  15. 15. 40% stopped to taste 30% of them purchased 100 people = 12 sales 60% stopped to taste 3% of them purchased 100 people = 2 sales
  16. 16. 40% stopped to taste 30% of them purchased 100 people = 12 sales 60% stopped to taste 3% of them purchased 100 people = 2 sales Iyengar, Sheena S. and Mark R. Lepper. 2000. When choice is demotivating: Can one desire too much of a good thing? Journal of Personality and Social Psychology. 79: 995-1006.
  17. 17. 7 + or - 2
  18. 18. 7 + or - 2 is a MYTH
  19. 19. Baddeley, A. D. (1994). The magical number seven: Still magic after all these years? Psychological Review, 101, 353-356. Broadbent, D. (1975). The magic number seven after fifteen years. In: Studies in long-term memory, ed. A. Kennedy & A. Wilkes. Wiley. Cowan, N. (2001). The magical number 4 in short-term memory: A reconsideration of mental storage capacity. Behavioral and Brain Sciences, 24, 87-185. People Can Remember/Deal with 3-4 Things at a Time
  20. 20. Choice = Control = Survival
  21. 21. We are more motivated by fear of loss than by anticipation of gain
  22. 22. 4. Carrots and Sticks
  23. 23. Behavior Reinforcement More behavior Skinner’s Operant Conditioning
  24. 24. “A” on report card $5 More “A’s” Skinner’s Operant Conditioning Behavior Reinforcement More behavior
  25. 25. “A” on report card $5 More “A’s” Skinner’s Operant Conditioning Behavior Reinforcement More behavior Push button Win money Push button Report on time Praise More reports on time
  26. 26. 5. The Need to Belong
  27. 27. 6. Habits
  28. 28. Pavlov’s Classical Conditioning Stimulus Respons e
  29. 29. Pavlov’s Classical Conditioning Stimulus Respons eMeat Salivate
  30. 30. Pavlov’s Classical Conditioning Stimulus Respons e Meat + Bell Salivate Meat Salivate
  31. 31. Pavlov’s Classical Conditioning Stimulus Respons e Meat + Bell Salivate Bell Salivate Meat Salivate
  32. 32. Habits Stimulus Respons eCue Respons e
  33. 33. Habits Stimulus Respons eCue Respons eWake up Brush teeth
  34. 34. To Create a NEW Habit Cue Respons eWake up Brush teeth Existing response becomes the new cue: Brush teeth Take vitamins B.J. Fogg: tinyhabits.com
  35. 35. 7. The Desire for Mastery
  36. 36. How To Get People To Do Stuff 1. The Power of Stories 2. Tricks of the Mind 3. Instincts 4. Carrots and Sticks 5. The Need to Belong 6. Habits 7. The Desire for Mastery
  37. 37. “Motivation is the art of getting people to do what you want them to do because they want to do it.” ...Dwight D. Eisenhower
  38. 38. THANK YOU! Susan Weinschenk, Ph.D. @thebrainlady susan@theteamw.com www.theteamw.com

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