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Your customers are crazy
 

Your customers are crazy

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Ross Johnson: Your Customers Are Crazy

Ross Johnson: Your Customers Are Crazy

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    Your customers are crazy Your customers are crazy Presentation Transcript

    • Crazy Your Customers Are Marketing to Humans By Ross Johnson @3PointRossWednesday, March 14, 12
    • Thank You For Coming Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • First... some little known HISTORY. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • How much do you know about our presidents? Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Abraham Lincoln and John F. Kennedy were both US presidents, elected one hundred years apart. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Both were killed by assassins who were called by three names. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • John Wilkes Booth Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Lee Harvey Oswald Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Both of those names have fifteen letters. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Neither killer made it to trial. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • They were both killed on a Friday, sitting next to their wives. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Lincoln in the Ford Theater. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Kennedy in a Lincoln made by Ford. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Both were succeeded by a someone with the last name of "Johnson" Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Andrew Johnson for Lincoln Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Lyndon Johnson For Kennedy Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Andrew was born in 1808, Lyndon in 1908 Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • What are the odds? Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Why haven’t you herd these facts before? Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • A bit about me... Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • • Graphic Design • Computer Science • Computer Information Systems • Network Information Technology Administration • Social Science • Business Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Social Science + Business Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Help You Succeed Through Design and the Web Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Speaker at CreateYourWPWebsite.com Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Marketing Success. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Target Market Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Decisions & Behavior Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • There is a problem.. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • We think we are rational... Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • We think we make decisions based on logic. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • We think we know why we behave the way we do. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • But we are wrong. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Our minds play tricks on us and we don’t realize it. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Our behavior and perceptions are altered by Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Emotion All decisions are made first with emotion. Logic is used as justification. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Cognitive Biases Predictable patterns of thought that lead to incorrect conclusions. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Heuristics Mental shortcuts used to solve problems. Often missing key information. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Logical Fallacies Reaching conclusions with out all the facts or a real understanding of the situation. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • We don’t realize this is happening. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • To be great marketers we need to understand these illogical thought patterns Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Otherwise you end up promoting things that don’t matter. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • In ways that people don’t understand. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • We differ culturally, but genetically our minds are very similar Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Because of this, we behave in similar ways. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • But we are blind to it. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Decisions are Made Using Emotion. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Then justified with logic. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • When logic had nothing to do with it. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Let’s look at some examples of irrational behavior Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Example #1 Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Harvard & Alberta Higher Ed. Study Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • True or False: “When I learn new things I assume I already knew them.” Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • True! Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Hindsight Bias Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Karl Teigen’s Study Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • True or False: “I base my beliefs on a strong understanding of the subject at hand.” Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • False! Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • The availability heuristic. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • The more you are exposed to something, the more important you perceive it to be. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Marketing plays a large role in available information. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • KEY TAKE AWAY We base our beliefs off of what information is readily available, not what information might be available. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Example #2 Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Count how many times the players wearing white pass the basketball. http://www.youtube.com/watch?v=IGQmdoK_Zf Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • True or False: “I am in touch with the reality around me.” Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • False! Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Things you focus on create your perception of reality. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Much of “reality” is missed & overlooked. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Commonly seen things are missed more often. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • People notice what’s different, ignoring what’s normal. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Selective Disregard ie: Banner Blindness Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Confirmation Bias Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • KEY TAKE AWAYS No one perceives true reality. It’s all relative to what’s important to them. People miss or ignore everything else. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Example #3 Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • True or False: “I am aware of attempts to influence my thoughts and behavior.” Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • False! Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • The Art of Priming Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Aaron Kay, Christian Wheeler, John Barghand and Lee Ross. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • People are more likely to judge a person as “warmer” after holding a warm cup (compared to a cold one) (Williams & Bargh 2008) Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Job candidates whose resumes were seen on a heavy (vs light) clipboard were rated as better qualified for a job (Ackerman 2010) Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • The hotter the temperature in a room (or outside) the more people are likely to believe in global warming. (Li 2011) Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Everything you see has associations tied to it. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Those associations effect your behavior on a subconscious level. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • KEY TAKE AWAY The images you show people, the words you use and the items you have in your store/office/etc will influence your customers behavior. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Example #4 Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • True or False: “I think judge the value of things in a rational, logical way.” Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • False! Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Rational Economics Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • We are irrational about money and value. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Relative is Not Always Relative Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Fancy Pen Office Max: $30 Office Depot: $15 Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • iPad2 BestBuy: $699 Apple Store: $684 Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • What is 15 minutes of your time worth? Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Your Items Feel More Valuable Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • True or False: The population of Uzbekistan is 13,260,310 Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Anchoring Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • The Social Security Auction Study Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • KEY TAKE AWAY Emotion and logical fallacies get’s in the way of peoples ability to think about money in a rational way. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • True or False: “Other people might fall for these things, but not me.” Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • False! Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • The Third Person Effect Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • You are “everyone else” to everyone else Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • KEY TAKE AWAY Most people think they are unique, independent and avoid persuasion. In reality, people behave in very predictable ways... including you. Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • In Short... Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12
    • Thank You! Follow me on the Twitters @3PointRoss Your Customers are Crazy - Design and Marketing for Humans.Wednesday, March 14, 12