Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Behavioral Economics - Help vs. Hype

439 views

Published on

Behavioral Economics - Help vs. Hype

  1. 1. BEHAVIORIAL ECONOMICS
  2. 2. HAVE YOU EVER PAID UPFRONT FOR A GYM MEMBERSHIP AND THEN NOT GONE? BOUGHT A LOTTERY TICKET? NOT TAKEN YOUR MEDICATION? SMOKED TOBACCO? NOT PAID OFF YOUR CREDIT CARD BILL? GIVEN IN TO TEMPTATION?
  3. 3. IF YES IF NO YOU ARE A YOU ARE A HOMO SAPIENS HOMO ECONOMICUS
  4. 4. DAN ARIELY CALLS US
  5. 5. BE BECOME MORE MAINSTREAM
  6. 6. WE ALL ENCOUNTER BE EACH & EVERY DAY...
  7. 7. BE COMBINES
  8. 8. KEY BE PRINCIPLES MARKETERS SHOULD THINK ABOUT
  9. 9. WHICH ONE PROBABLY TASTES BETTER? IRRATIONAL VALUE ASSESSMENT $5 bottle of wine $45 bottle of wine
  10. 10. AND NOW? IRRATIONAL VALUE ASSESSMENT
  11. 11. IRRATIONAL VALUE ASSESSMENT SELF FULFULLING PROPHECY OF CHEAPER STUFF
  12. 12. WHICH WOULD YOU CHOOSE? THE POWER OF FREE Hershey Kisses chocolate for 1 cent Lindt Lindor chocolate truffle for 15 cents
  13. 13. WHICH WOULD YOU CHOOSE NOW? THE POWER OF FREE Hershey Kisses chocolate for 0 cents Lindt Lindor chocolate truffle for 14 cents
  14. 14. THE POWER OF FREE WE JUST LOVE THE WORD FREE
  15. 15. WHERE ARE YOU MORE LIKELY TO STOP TO TASTE A JAM? DECISION PARALYSIS 6 varieties on display 24 varieties on display
  16. 16. WHERE ARE YOU MORE LIKELY TO BUY A JAM? DECISION PARALYSIS 6 varieties on display 10X MORE PURCHASES 24 varieties on display
  17. 17. DECISION PARALYSIS MORE CHOICE IS NOT WHAT WE WANT
  18. 18. WARNING: YOU HAVE BEEN A PART OF A SMALL BE EXPERIMENT
  19. 19. HEALTH HALO EFFECT
  20. 20. SO WHAT?
  21. 21. BE HELPS TO EXPLAIN WHY WE SHOP & BUY THE THINGS THAT WE DO WHAT INFLUENCES US IN OUR PURCHASING DECISIONS HOW THESE AFFECT THE MARKET HOW PEOPLE MAKE CHOICES
  22. 22. BE CAN HELP BRANDS 4P´s FB post
  23. 23. BE CAN HELP BRANDS DRIVE ENGAGEMENT DRIVE CONSIDERATION DRIVE CONVERSION DRIVE RESPONSE DRIVE LOYALTY
  24. 24. www.ogilvychange.com
  25. 25. THANK YOU. Kamila Janečková kamila.janeckova@ogilvy.com

×