人類並非完美的「理性人」，我們的行為受到諸多認知偏誤影響。行為經濟學的原理，以及實驗方法，可應用於產品設計中，藉以驅動用戶的關鍵行為。

1. Hacking Human Nature for Good
Using Behavioral Economics to Drive Positive Change

2. Sixnology Inc.
https://fb.me/hungcheng.tu
https://medium.com/@hongsengto

3. ...
• Landing page
• CTA
•
• A/B Test

4. ...
•
•
•

5. Outline
1.
2.
3.
4.

6. •
•
•
•
•
•

7. •
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•
•
•
•

9. •
•
1. 300
300
2. 300
300

10. •
• vs.
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• Google
•

11. • Spotify
•

12. •
• K
• K
•

13. •
•
1. 55
2. 55
•

14. •
• 8x7x6x5x4x3x2x1 = ?

15. •
• 1x2x3x4x5x6x7x8 = ?

16. •

17. • 600
•
• A 200
• B 33% 600 66%
0

18. • 600
•
• A 400
• B 33% 0 66%
600

19. •
•
•
• Loss aversion

20. •
•
•

22. •
• Timely
•
•
•
•

23. • Path of Least Resistance
• Social Proof
• Concreteness
• Incentives
• Pricing
• Loss Aversion

24. 1. Path of Least Resistance
2. Social Proof
3. Concreteness
4. Incentives
5. Pricing
6. Loss Aversion

26. •
•
•

27. • 6 24

28. Opt-in vs. Opt-out
•

29. •
•
•
•
• Pre-filled Options
• Pre-selected Options
• Radio Buttons

30. Pre-filled Options

31. Pre-selected Options

32. Radio Buttons

33. 1. Path of Least Resistance
2. Social Proof
3. Concreteness
4. Incentives
5. Pricing
6. Loss Aversion

34. •
•
•
•
•

35. A, B, C

36. 1.
2.
3.

37. •
•
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38. Social Proof
•
• (Yelp, Amazon)
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•
•
•

43. Social Proof

44. Social Proof

45. 1. Path of Least Resistance
2. Social Proof
3. Concreteness
4. Incentives
5. Pricing
6. Loss Aversion

46. vs.

47. Identifiable Victim Effect
•

48. Calls to Action
•
(Calls to Action)
•
•

49. Calls to Action
•

50. Calls to Action
• CTA

51. 1. Path of Least Resistance
2. Social Proof
3. Concreteness
4. Incentives
5. Pricing
6. Loss Aversion

52. •
•
• Money:
• Social:
• Things:
• Points:

53. •
•
• bias
• TutorABC PS4

54. •
•
•
•

55. Foursquare

56. Run keeper

57. TripAdvisor

58. •
•
• (hyperbolic
discounting)
•

59. 1. Path of Least Resistance
2. Social Proof
3. Concreteness
4. Incentives
5. Pricing
6. Loss Aversion

60. •
• or
• ( concreteness )
•
• Uber vs.
•
•

61. •
•
•
• Uber
•

62. • $59.00
• $125.00
• + $125.00
• $59.00
• + $125.00
• A, B A- A

63. 1. Path of Least Resistance
2. Social Proof
3. Concreteness
4. Incentives
5. Pricing
6. Loss Aversion

67. •
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•
•
•
•
•

68. Timely
• Timely
•
•
social proof

69. vs.
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•
•
•
•
•

70. •
•
•

72. •
• A
• B
• C
vs.

73. Choice Architect

74. Daniel Kahneman
•
Richard Thaler
•
•
Dan Ariely
•
•
•
John List
•