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changing Behaviour
Dr Peter Steidl
April 2014

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System 1 System 2
Fast Slow
Multi-tasker Serial-tasker
Automatic Controlled
Effortless Effortful
Habitual Deliberate
Emotional Neutral
Kahneman’s System 1 / System 2

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Kahneman’s System 1 / System 2
System 1 System 2
Fast Slow
Multi-tasker Serial-tasker
Automatic Controlled
Effortless Effortful
Habitual Deliberate
Emotional Neutral

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THINKING vs DOING
We have two ‘circuits’ in our mind…

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How our brain works…
Stimuli
(including digital
media exposures)
Determine
meaning
and value
System 2 =
deliberate
& analyse
System 1 =
implicit /
intuitive
Change /
don’t change
behaviour

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How our brain really works…
Shortcuts
(motivational and associative
primes, alert triggers)
Stimuli
(including digital
media exposures)
Determine
meaning
and value
System 2 =
deliberate
& analyse
System 1 =
implicit /
intuitive
Change /
don’t change
behaviour

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Conscious
(thinking) mind
Non-conscious
(doing) mind

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SAVE ENERGY!

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Social validation
What’s this
line for?
I don’t know, I just
saw everyone standing
here and figured it
must be good!

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Activating Relevant Goals
100%higher
participation
rate

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Activating the drive to compete

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Delivering immediate rewards

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MinimiSing diversity…

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MOOD CONGRUENCE

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fit between mood and the brand message lifts effectiveness
Suitable
environment
Unsuitable
environment
Unsuitable
environment
Suitable
environment
n
=
50
n
=
50
n
=
50
n
=
50
n
=
200
100
100
Questions on the brand perception
and buying habits
Questions on the series as well as the spot –
and brand perception

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THE Ad EFFECT IS Significantly BETTER IN A SUITABLE ENVIRONMENT
Improvement of the ad effect with a motivational environment fit
^ Question: Please state the extent to which the following statements agree with the commercial that was shown.
^ Values are average values and refer to the difference between the values in the T2B (agree entirely or alternatively agree) for broadcasting in a suitable vs.
unsuitable environment.
+
19
PP
+
17
PP
+
19
PP
0
10
20
30
I
really
liked
the
commercial
The
commercial
is
relevant
to
me
personally
The
commercial
is
different
from
other
commercials

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Going
Shopping… Doing
the
Shopping…

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Digital media
Search
Seeking answers
Exploration
Seeking stimulation

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Digital media
SYSTEM 2
Rational
SYSTEM 1
Emotional

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What have these in common?

26. Heading
Accelerator
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recognition, rewards,
feel important, be part of
a community
Opioids and Dopamine
drive behavior….
‘likes’, ‘friends’, comments
or downloads of something
I posted …

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^ Social media is highly engaging
^ But user is typically NOT receptive to
unrelated/ advertising messages
^ Message has to be surprising or intriguing,
allow for exploration and/or sharing
^ Discovery and surprise are effective elements
Conclusions

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But even then it may not lead
to a change in behavior
unless the brand or behavior is
an integral part of the story...

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BUD LIGHT

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Dumb ways to die

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Action Points
^ Consider the mood state your target is in when
using digital media
^ Keep in mind that somebody looking for information
(search) is in a very different mood compared to
somebody exploring (social media)
^ Ensure your communication is in tune with the
mood state
^ Ensure that the brand or desired behavior plays
a central and meaningful role in the story or
engagement opportunity

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Do not evaluate success on the
basis of simple engagement
metrics such as ‘likes’, ‘friends’,
nUMBER of downloads, etc;

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Behavioural Change

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The problem
An analysis of $1 billion worth of US anti-drug
abuse advertising from 1998 to 2004 showed
these campaigns had no effect.
The British government did a similar analysis
of advertising expenditure across many public
health problems and found no impact.

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I don’t need
to change
Activate a
different goal
or activate
goal
differently
I want to
change – but
can’t make it
happen...
Help the
individual
to deal with
barriers to
change
Relevance and immediacy depends on the target group...

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Smoking and your health
It won’t happen to me
Smoking and your unborn /
baby Any risk is unacceptable
and the threat is immediate...
Activating different goals....

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Obesity
Road Safety
Smoking
I don’t need
to change
X
X younger
I want to
change –
but can’t make
it happen...
X
X older

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Helps me change Makes it difficult to change
I really, really want to
lose weight...
I have bad eating habits
that are hard to change....
When I get stressed I find myself
needing to eat comfort food...
When I get tired I get weak
and just binge eat...

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Bad habits –
alert and
repeat triggers

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Chronic Stress –
managing or eliminating
chronic stress

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Willpower –
training willpower and
managing depletion

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The company line‘driven to invent’can be us
www.accelcoms.com