Open Brand Summit: Dan Ariely

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Open Brand Summit: Dan Ariely

  1. 1. BrandingA view from a Behavioral Economics perspective
  2. 2. Choice Architecture
  3. 3. 020406080100DenmarkNetherlandsUnitedKingdomGermanyAustriaBelgiumFranceHungaryPolandPortugalSweden86100100100100981001217284%ofdriversdonatingorgans Organ donations?Johnson & Goldstein (2003)
  4. 4. Time Discounting
  5. 5. NowDesireNextweek
  6. 6. NowDesireNextweek
  7. 7. NowDesireNextweek
  8. 8. NowDesireNextweekNextyearYear&week
  9. 9. NowDesireNextweekNextyearYear&week
  10. 10. Choice Architecture+Time Discounting=
  11. 11. Trivial decision
  12. 12. Significant decisionTrivial decision
  13. 13. Significant decisionTrivial decisionEmotional
  14. 14. Significant decisionTrivial decisionEmotional
  15. 15. Significant decisionTrivial decisionEmotionalComputational
  16. 16. Significant decisionTrivial decisionEmotionalComputational
  17. 17. Significant decisionTrivial decisionEmotionalComputational“Emotionalcomputation”
  18. 18. Significant decisionTrivial decisionEmotionalComputational“Emotionalcomputation”
  19. 19. Significant decisionTrivial decisionEmotionalComputational“Emotionalcomputation”External SignalingSelf SignalingSignaling
  20. 20. Signaling
  21. 21. SignalingTo others
  22. 22. SignalingTo others
  23. 23. SignalingTo others To self
  24. 24. Significant decisionTrivial decisionEmotionalComputational“Emotionalcomputation”Social coordination
  25. 25. Social coordination
  26. 26. Significant decisionTrivial decisionEmotionalComputational“Emotionalcomputation”Expectations
  27. 27. Expectations
  28. 28. Expectations
  29. 29. Significant decisionTrivial decisionEmotionalComputational“Emotionalcomputation”Fluency
  30. 30. Fluency
  31. 31. Significant decisionTrivial decisionEmotionalComputational“Emotionalcomputation”RewardSubstitution
  32. 32. Reward substitution
  33. 33. Significant decisionTrivial decisionEmotionalComputational“Emotionalcomputation”Habits
  34. 34. Habits
  35. 35. Significant decisionTrivial decisionEmotionalComputational“Emotionalcomputation”HabitsExternal SignalingSelf SignalingSignalingSocial coordinationExpectationsFluencyRewardSubstitution
  36. 36. Other forces• Defaults*• Emotions*• Spotlight effect• Conceptual consumption• Price quality inference• Encoding / Retrieval Match• Elimination by aspects• Habits
  37. 37. The spotlight effect
  38. 38. The spotlight effect
  39. 39. Final words• Branding taps many aspects of human decisionmaking• Not all brands and not all products tap the samepsychological mechanisms• Understanding where your brand falls on the“significance / computational map” is a crucial firststep*• Once you understand your brand’s location -- itshould be clearer what actions you should take!

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