Behavioural Economics:
New or just new to you?
Presented By Annie Pettit

#NetGain8 @LoveStats
Behavioural economics
is the application of
insights and research
from
psychology to economics

#NetGain8 @LoveStats
Tenet of Behavioural Economics
Humans are irrational

#NetGain8 @LoveStats
Behavioural Economics Discovered

#NetGain8 @LoveStats

2012
Adam Smith, 1723-1790
• First acknowledged
behavioral economics
• Human psychology is
imperfect and could
have an impact o...
Irving Fisher, 1867-1947
• “Human" factor in
economic decisionmaking was a potential
explanation for the
stock market cras...
Herbert Simon, 1916-2001
• Coined "bounded
rationality“ in 1955
• Humans don't possess
infinite decisionmaking capabilitie...
Kahneman and Tversky, 1979
• Began significant
research in the field
• Published "Prospect
Theory“ in 1979

1979

#NetGain...
David Laibson
• First conference at
University of Chicago in
1986
• First official behavioral
economics professor in
1994
...
Ground-Breaking Research

http://www.seti.org/seti-institute/news/senior-astronomer-seth-shostak-hollywood-and-science
#Ne...
People always share their
honest opinions with
researchers

False
#NetGain8 @LoveStats
A B C
#NetGain8 @LoveStats
Solomon Asch, 1951
• Asch Conformity Experiments
– People asked to estimate the length of
a line chose the same answer as ...
Candid Camera, 1960s
• People positioned
themselves like
everyone else in
the elevator

#NetGain8 @LoveStats
Jenness, 1932
• People asked to
estimate the number
of beans in a jar
almost always
adjusted their count
close to those of...
The first set of
guesses on the sheet
are fake and
deliberately over
guessed

#NetGain8 @LoveStats

The winner is…
I am the master of my own
domain

False
#NetGain8 @LoveStats
Milgram Obedience, 1963
• Stanley Milgram, Yale University
• People will obey an authority figure who
instructs them to pe...
Zimbardo Experiment, 1971
• Philip Zimbardo,
Stanford University
• Situations determine
human behaviour

19

#NetGain8 @Lo...
I know why I do things

False
#NetGain8 @LoveStats
Cognitive Dissonance, 1959
• Festinger and Carlsmith, Stanford
University
• People who received $1 for a boring
task rated...
Jack Brehm, 1956
• Students rated
desirability of household
items.
• Students chose choose
between two equally
desirable i...
Halo Effect, 1920
• Edward Thorndike
• Our overall
impression can be
based on one trait
• High correlation of
physical, in...
Every behavioural economics
study being imagined today
has been done before.

True
#NetGain8 @LoveStats
What does this mean for
market researchers?

#NetGain8 @LoveStats
Don’t Expect the Truth
• It costs a lot so it must be good
• Everyone else likes it so it must be good.
• I’m sure I like ...
Impact on Market Research
•

Stop asking for opinions:
– Would you pay…
– Why do you like…
– Why do you buy…
– Why would y...
Impact on Market Research
•

Start asking for behaviours:
– Did you buy…
– Have you paid…
– What did you pay…
– When did y...
Behavioural Economics
is a buzz word for…
Market Research

#NetGain8 @LoveStats
Behavioural Economics
Discovered

#NetGain8 @LoveStats

RE

2012
Thank you!
Annie Pettit
Chief Research Officer
Peanut Labs
annie.pettit@peanutlabs.com
@LoveStats on Twitter
www.peanutlab...
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Behavioural Economics: New or Not?

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Behavioral economics has exploded over the last couple of years and market researchers have to begun to explore how it can be used in their work. But is it new or just new to you? This presentation outlines the growth of BE over the last 300 years and also describes some classic psychology experiments over the last 100 years. Moral of the story? If you just heard about a new theory of research, don't conduct research from scratch. Check what's already been done over the last few centuries!

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  • Tell me how you guess the number
    At conferences, you sit there and review the numbers that other people wrote down before adjusting your number and writing it down
  • Behavioural Economics: New or Not?

    1. 1. Behavioural Economics: New or just new to you? Presented By Annie Pettit #NetGain8 @LoveStats
    2. 2. Behavioural economics is the application of insights and research from psychology to economics #NetGain8 @LoveStats
    3. 3. Tenet of Behavioural Economics Humans are irrational #NetGain8 @LoveStats
    4. 4. Behavioural Economics Discovered #NetGain8 @LoveStats 2012
    5. 5. Adam Smith, 1723-1790 • First acknowledged behavioral economics • Human psychology is imperfect and could have an impact on economic decisions 1700’s #NetGain8 @LoveStats
    6. 6. Irving Fisher, 1867-1947 • “Human" factor in economic decisionmaking was a potential explanation for the stock market crash of 1929 and the great depression 1930’s #NetGain8 @LoveStats
    7. 7. Herbert Simon, 1916-2001 • Coined "bounded rationality“ in 1955 • Humans don't possess infinite decisionmaking capabilities • Nobel Prize in 1978 1955 #NetGain8 @LoveStats
    8. 8. Kahneman and Tversky, 1979 • Began significant research in the field • Published "Prospect Theory“ in 1979 1979 #NetGain8 @LoveStats
    9. 9. David Laibson • First conference at University of Chicago in 1986 • First official behavioral economics professor in 1994 • Quarterly Journal of Economics devoted an entire issue in 1999 #NetGain8 @LoveStats 1990’s
    10. 10. Ground-Breaking Research http://www.seti.org/seti-institute/news/senior-astronomer-seth-shostak-hollywood-and-science #NetGain8 @LoveStats
    11. 11. People always share their honest opinions with researchers False #NetGain8 @LoveStats
    12. 12. A B C #NetGain8 @LoveStats
    13. 13. Solomon Asch, 1951 • Asch Conformity Experiments – People asked to estimate the length of a line chose the same answer as other people who were obviously wrong #NetGain8 @LoveStats
    14. 14. Candid Camera, 1960s • People positioned themselves like everyone else in the elevator #NetGain8 @LoveStats
    15. 15. Jenness, 1932 • People asked to estimate the number of beans in a jar almost always adjusted their count close to those of other people #NetGain8 @LoveStats
    16. 16. The first set of guesses on the sheet are fake and deliberately over guessed #NetGain8 @LoveStats The winner is…
    17. 17. I am the master of my own domain False #NetGain8 @LoveStats
    18. 18. Milgram Obedience, 1963 • Stanley Milgram, Yale University • People will obey an authority figure who instructs them to perform acts that conflict with their conscience #NetGain8 @LoveStats
    19. 19. Zimbardo Experiment, 1971 • Philip Zimbardo, Stanford University • Situations determine human behaviour 19 #NetGain8 @LoveStats
    20. 20. I know why I do things False #NetGain8 @LoveStats
    21. 21. Cognitive Dissonance, 1959 • Festinger and Carlsmith, Stanford University • People who received $1 for a boring task rated it more positively than those in the $20 and control groups. #NetGain8 @LoveStats
    22. 22. Jack Brehm, 1956 • Students rated desirability of household items. • Students chose choose between two equally desirable items • When asked to rate all items again, everyone increased the ratings of the items they had chosen and downgraded the ratings of their second-choice items. #NetGain8 @LoveStats = >
    23. 23. Halo Effect, 1920 • Edward Thorndike • Our overall impression can be based on one trait • High correlation of physical, intellect, leadership skills, and personal qualities of soldiers. #NetGain8 @LoveStats
    24. 24. Every behavioural economics study being imagined today has been done before. True #NetGain8 @LoveStats
    25. 25. What does this mean for market researchers? #NetGain8 @LoveStats
    26. 26. Don’t Expect the Truth • It costs a lot so it must be good • Everyone else likes it so it must be good. • I’m sure I like it. The package is really nice. • I NEED it now. I can’t wait for a sale. • This Christmas music has no effect on my purchases. • Knowing Justin Bieber likes this has no effect on my purchases. • Advertising doesn’t affect me. #NetGain8 @LoveStats
    27. 27. Impact on Market Research • Stop asking for opinions: – Would you pay… – Why do you like… – Why do you buy… – Why would you switch… – How much would you pay… – Do you care if your best friends buys… – Will you wait for the sale or buy it now… – Do you care if the package is red or blue… – Would you buy products made by children… – Would you pay more for products made by Canadians… #NetGain8 @LoveStats
    28. 28. Impact on Market Research • Start asking for behaviours: – Did you buy… – Have you paid… – What did you pay… – When did you pay… – Did your friend buy… – Where did you pay… – What did you buy on sale… – What coupons did you use… – What did you buy at full price… – Did you buy products made by… #NetGain8 @LoveStats
    29. 29. Behavioural Economics is a buzz word for… Market Research #NetGain8 @LoveStats
    30. 30. Behavioural Economics Discovered #NetGain8 @LoveStats RE 2012
    31. 31. Thank you! Annie Pettit Chief Research Officer Peanut Labs annie.pettit@peanutlabs.com @LoveStats on Twitter www.peanutlabs.com #NetGain8 @LoveStats

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