Predictable irrational behaviour - Jørgen Juul - 2010 03 22


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A presentation on how behavior can be based on habbits or triggered by build in rules. Why do we choose as we do and why do are we willing to walk 10 minutes to save $10 when we buy cheap products but not when we buy expensive products?

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  • Our behavior can be based on habbit or triggered by build in rulesBut very often we compare …we need to compare things to relate to them
  • We are very good at handling relativity. We see this background as black, but it really isn’t. It is a white wall. The projector cannot project black. It just appears black to us because the white is whiter.
  • But our ability to handle relativity can fool us. And it often does. This is a very good example. The two fields A and B look very different in color though they are exactly the same
  • If we cover everything up it is easy to see they are the same color. I guarantee. That I haven’t cheated. You can check them yourself with a color picker
  • If we try to remove the cover again you will see that even though you know now …you really haven’t learned anything. …..and this is what we are best at.
  • The world is full of complex choices to make, where we really don’t have a clue, but still we are constantly looking for a pattern to grab on to that enables us to compare.
  • Here is an interesting example of our wish to compare influencing our choice. These two guys came out approximately 50/50 when 100 girls was asked who the liked the best
  • ..but se what happen when we introduce a third guy, who is really a less attractive Photoshopped version of mr. B. Suddenly a majority prefer the nice version of the one there is two of.
  • This is an interesting real life example from the Econnomist. People can chose between 3 different subscription options. Online subscription at 59 dollars. Print subscription at 125 dollars or both ..also at 125 dollars.
  • No surprise. No one chose the print only subscription, when they could get both at the same price, and as many as 84 percent chose the good offer.
  • So why not just get rid of the option no one wanted. Running the campaign again with only the two options shows that the unpopular option serves its purpose.
  • Note that now when the print issue only option is no longer offered, the print + web subscription suddenly dropped from 84 to 32 percent
  • This is a nose hair clipper …something you need when you approach fifty. A majority of people would find it worthwhile to walk 10 minuttes to save 36 kroner. It is a big difference in price
  • But purchasing a more expensive product as a 4.000 kr watch most people would not find it worthwhile. The question is. Is that rational comparance …Would you walk 10 minutes for 36 kroner or not.
  • We also compare the price of product to the pain we are already in. It is proven that it is a good idea for the salesperson to execute the expensive sale first, will push your limits to a higher level.
  • Most animals have mechanics that trigger their behavior like the turkey that will feed it cheepcheepingchics. It will let them die if they don’t cheep, and it would let the fox in if it cheepcheeped
  • People also have mechanics that trigger our behavior. One of them is expensive equals good. You can claim that it doesn’t go for you, but it is one of our most roothold mechanics.
  • Another one is “because”. Not surprisingly it really affects our behavior to be given a reason, but the funny thing is that the word “because” is proven to have an effect on most people.
  • Lots of test has shown that a small giveaway can have big effect. Most people have a build in mechanic that subconsciously triggers an urge to return the favor …even if it was a favor that wasn’t needed.
  • It can work for you or against you ..Anyway. Be carefull before you kill the option no one wants. It might be the option that makes them want what you want them to want
  • Predictable irrational behaviour - Jørgen Juul - 2010 03 22

    1. 1. Irrational behaviour<br />By Jørgen Juul<br />
    2. 2. How do wemakeour decisions?<br />A lot of our decisions are based on <br />habit<br />mechanics<br />comparison<br />
    3. 3. Handling <br />relativity<br />
    4. 4. Slide 3<br />Our ability to handle relativity can fool us<br />The two fields A and B<br />are exactly the same color<br />
    5. 5. Slide 4<br />Lets cover everything but the two fields<br />
    6. 6. Slide 5<br />You haven’t learnt anything! <br />Graphical comparison is what we do best<br />
    7. 7. Slide 6<br />We don’t always have comparable options <br />…but we subconsciously look for a pattern <br />
    8. 8. Slide 7<br />100 girls asked: Who would you prefer to date? <br />Approximately 50% <br />Approximately 50% <br />
    9. 9. Slide 8<br />Another 100 girls asked who they would prefer to date <br />Approximately 25% <br />Approximately 75% <br />0% <br />
    10. 10. Slide 9<br />If we Photoshop an uglier version of the other guy it will be the other way round. <br />Approximately 25% <br />Approximately 75% <br />0% <br />
    11. 11. Slide 10<br />
    12. 12. Slide 11<br />16%<br />84%<br />0%<br />
    13. 13. Slide 12<br />
    14. 14. Slide 13<br />68%<br />32%<br />
    15. 15. Slide 14<br />99,-<br />135,-<br />10 minuteswalk<br />
    16. 16. 3.959,-<br />3.995,-<br />10 minuteswalk<br />
    17. 17. Slide 15<br />After buying something expensive.. <br />Salesmen knows that it is a good idea to make the expensive sale first. Not the other way round.<br />..people are prepared to pay more for accessories, because they don’t seem so expensive compared to the total cost.<br />
    18. 18. Slide 18<br />Slide 16<br />The mechanics<br />cheepcheep<br />
    19. 19. Slide 17<br />Slide 16<br />The mechanics<br />cheepcheep<br />cheepcheep<br />
    20. 20. Slide 19<br />A mechanic:<br />Expensive=good<br />
    21. 21. Slide 20<br />Predictably irrational<br />It can work for you or against you.<br />Anyway. Be carefull before you kill the option no one wants.<br />It might be the option that makes them want what you want them to want.<br />