The document discusses seven triggers that can capture and maintain attention: sensory clue, framing, disruption, rewards, reputation, mystery, and acknowledgement. It provides examples and descriptions of each trigger. For sensory clue, it discusses using specific colors, sounds, and symbols. Framing is adapting perspectives to focus attention. Disruption violates expectations. Rewards leverage intrinsic and extrinsic motivation. Mystery creates uncertainty until resolved. Acknowledgement fosters deeper connections through validation and understanding. The document also includes potential action items to apply each trigger concept.

1. Learning from
Captivology
wow experience

2. Ignition
(immediate attention)
v
Kindle
(short Term Attention)
v
Full-bloom
(Long term interest)

3. 1. Sensory clue
2. Framing
3. Disruption
4. Rewards
5. Reputation
6. Mystery
7. Acknowledgement
Seven Triggers of Automaticity

4. Sensory clue:
Using specific sensory clues like colours, sound and symbol
Colours
• Orange: Create a call to action: subscribe , buy oe sell
• Purple: soothe and calm for beauty and anti aging
product. colour women’s favourite.
• Yellow: optimistic and youthful grab attention of window
shopper.
• Red: colour of romance. create urgency good for
clearance sale. but poor combination with purple.
• Black: Powerful and sleek . to market luxury

5. Action Items-sensory Trigger
• Renovate webpage it is our showroom.
• To remove clutter and pop-ups . imagine it is shop and
each visit should be pleasant experience.
• ..
• …
• ..
• ..
• ..

6. Framing Trigger :
adapting to or changing someone’s view of world so they pay more attention to you.
The bee orchid adapt to shape and texture of bee so
that male bee attracted to flower and help it to pollinate

7. Action Items-Framing Trigger
• To match with local culture.
• …
• ..
• ..
• ..

8. Disruption Trigger:
violating people’s expectation to change what they pay attention to
Ad of the Day: Patagonia
The brand declares war on consumerism gone berserk,
and admits its own environmental failings

9. Disruption Trigger:
violating people’s expectation to change what they pay attention to
Surprise + Simple + significance
Old-spice Mustafa commercial is good example of that
combination. it also contain element of mystery.
https://www.youtube.com/watch?v=owGykVbfgUE

10. Action Items-Disruption Trigger
• Which social value we support how to make bold
appeal? Woman entrepreneur? SME ? Env?
• ..
• ..
• ..

11. Reward Trigger:
leveraging people’s motivation for intrinsic and extrinsic rewards
Extrinsic Reward
Temporary , it is more meaningful with surprise for
example
. beyond the call of duty.

12. Extrinsic Reward
Six main category of Extrinsic rewards are
1) Incentive
2) Post Action reward (if then)
3) Collection (give piece of reward which motivate one to
complete full set of reward)
4) Lottery (base on chance)
5) Random(surprise)
6)Gifting (other user give you reward such as candy
crash game)
Too many extrinsic reward not good for going above and
beyond call of the job.

13. Intrinsic Reward
Motivation such as satisfaction key to capture attention.
Low job satisfaction or unhappy workers leads declining profit.
Ben and Jerry’s Fair trade intrinsic rewards for consumer Video
https://www.youtube.com/watch?v=L1bxBWfwelk

14. Action Items-Reward Trigger
• Random award for repeat customer -surprise
• Value / cause to support
• ..
• ..

15. Mystery Trigger:
crating mystery, uncertainty and suspense to keep an audience intrigue until
very end.
Human brain wired to compulsion for completion
Four stage for mystery triggers are
• Suspense: for short attention
• Emotional Buy in: Hook in Zeigarnik effect
• Plot twist : Disrupt
• Cliff-hanger: Long term attention

16. Acknowledgement Trigger:
, fostering deeper connection because people tend to pay attention to who
provide them validation and understanding
Listen instead of criticise. If we trust, we pay attention.
Reciprocal attention is basic for acknowledgement
trigger.
• Validation, our need for positive affirmation is constant
driver for attention.
• Scale the unscalable. Scale relationship.
• Give power of participation