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9th mktg director's conference oct. 20th 2011 - final

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9th mktg director's conference oct. 20th 2011 - final

  1. 1. Helena Chari | TNS ICAP twitter: @helena_chari9th Marketing Directors’ Forum October 20th 2011 http://st4tik.deviantart.com/art/Talking-Heads-32971290
  2. 2. theres a party in my mind…and it never stopstheres a party up there all the time... talking heads – memories can’t wait http://st4tik.deviantart.com/art/Talking-Heads-32971290
  3. 3. http://en.wikipedia.org/wiki/Tear_down_this_wall!
  4. 4. which is thethinnest?
  5. 5. http://piccsy.com/2011/02/dont-believe-everything-you-think/
  6. 6. where has “homo economicus” gone?driven by self-interestrational http://www.paulgravett.com/index.php/articles/article/carl_barks_conversations/
  7. 7. cooperationhttp://www.novasoftware.com/magazine/periodical003/outdoor_training.aspx
  8. 8. predictably irrational http://www.facebook.com/profile.php?id=568136031
  9. 9. irrational human traits are ingrained in ourbrainsanchor effect collecting social validation reciprocityconfabulation commitment placebo effect discovery fear ofloss concession scarcity endowment effect choice Hawthorneeffect clustering illusion keeping doors open availabilitycascade authority bias procrastination reciprocity competitionzero-risk bias
  10. 10. why do our headaches persist after taking a one-cent aspirin butdisappear when we take a 50-cent aspirin?why do we prefer €120 in 31 days over €100 in 28 days yet we prefer€100 today over €120 in 3 days?why do we prefer an 80% chance of success versus a 20% chance offailure?why will taxi drivers work long hours if business is slow and shorthours if business is good?why will we change stores to save €8 on a €25 purchase but won’t dothe same to save €8 on a €500 purchase?
  11. 11. why are we more likely to buy German wine if German music is playingin a wine store and French wine if French music is playing?why are youth notoriously not prone to charity yet when via sms theyhave proven to be very receptive?why is organ donation after death only 12% in Germany and 99.9% inAustria?why do we recall with accuracy a certain behavior yet when observedwe do something completely different?why was Obama’s simple use of “a record turnout is expected” as acommunication message 2 weeks before the election pivotal inwinning?
  12. 12. why are youth notoriously not prone to charity yet when via sms theyhave proven to be very receptive? http://culturelabcreative.blogspot.com/2008_08_01_archive.html
  13. 13. why is organ donation after death only 12% in Germany and 99.9% inAustria? 12% 99.9% Germany Austria
  14. 14. framing http://daniellezack.com/how-to-create-an-opt-in-box-to-capture-your-following/
  15. 15. why do we recall with accuracy a certain behavior yet when observedwe do something completely different? http://sepiamutiny.com/blog/2007/01/02/are_we_monkeys/
  16. 16. we actfirst, think later
  17. 17. why was Obama’s simple use of “a record turnout is expected” as acommunication message 2 weeks before the election pivotal inwinning? http://www.politico.com/news/stories/1108/15355.html
  18. 18. herd-effect http://karnatakatravelblog.wordpress.com/
  19. 19. who knowswho knows what shes thinking? talking heads – the lady don’t mind

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