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Dan Bennett: Ny adferdsforskning: Hvordan små endringer gir store resultater

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Dan Bennett er ekspert på hva som skal til for å få folk til å endre atferd, uten en gang å endre hva de tenker. Han leder avdelingen i Ogilvy Change som bruker atferdsvitenskap for å påvirke forbrukeradferd.

Med basis i kunnskap fra atferdsøkonomi, sosialpsykologi og kognitiv psykologi, har Dan organisert atferdseksperimenter for merkevarer i 11 land. Han er utdannet innen eksperimentell psykologi ved universitetet i York og har publisert flere artikler.

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Dan Bennett: Ny adferdsforskning: Hvordan små endringer gir store resultater

  1. 1. HVORDAN SMÅ ENDRINGER GIR STORE RESULTATER How small changes can yield huge results!
  2. 2. Answer out loud …
  3. 3. Dan Bennett Choice Architect of Behavioural Merchandising 9 years of psych 4 years applying 40 different brands 11 international behaviour change experiments Brain Geek
  4. 4. 40 of the worlds biggest brands daniel.bennett@ogilvy.com / @danbenyork
  5. 5. You have been Nudged!
  6. 6. On the healthy table you ate TWICE AS MUCH FRUIT On the unhealthy table you ate 78% more muffins
  7. 7. Daring to be Trivial daniel.bennett@ogilvy.com / @danbenyork
  8. 8. BEING HUMAN AND MAKING QUICK DECISIONS daniel.bennett@ogilvy.com / @danbenyork
  9. 9. daniel.bennett@ogilvy.com / @danbenyork
  10. 10. daniel.bennett@ogilvy.com / @danbenyork
  11. 11. daniel.bennett@ogilvy.com / @danbenyork
  12. 12. daniel.bennett@ogilvy.com / @danbenyork
  13. 13. $0.05 + $1.05=$1.10 daniel.bennett@ogilvy.com / @danbenyork
  14. 14. daniel.bennett@ogilvy.com / @danbenyork
  15. 15. daniel.bennett@ogilvy.com / @danbenyork
  16. 16. daniel.bennett@ogilvy.com / @danbenyork
  17. 17. daniel.bennett@ogilvy.com / @danbenyork
  18. 18. daniel.bennett@ogilvy.com / @danbenyork
  19. 19. daniel.bennett@ogilvy.com / @danbenyork
  20. 20. daniel.bennett@ogilvy.com / @danbenyork
  21. 21. 80% more efficient toilet… at no extra cost… daniel.bennett@ogilvy.com / @danbenyork
  22. 22. 80% more efficient toilet… at no extra cost… daniel.bennett@ogilvy.com / @danbenyork
  23. 23. Perrier daniel.bennett@ogilvy.com / @danbenyork
  24. 24. Case Study : Getting the French to drink more Perrier daniel.bennett@ogilvy.com / @danbenyork
  25. 25. Spot the Difference
  26. 26. Menu A £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £
  27. 27. £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ Menu B
  28. 28. A series of nudges … Priming -Removing £ signs Defaults -Fallacy of Exhaustive Hypothesis Loss Aversion -Bottles on Table Nudge 3 Nudge 5 Nudge 8 daniel.bennett@ogilvy.com / @danbenyork
  29. 29. Daring to be trivial works X 2 X 3 Base Paris London Sales + + daniel.bennett@ogilvy.com / @danbenyork
  30. 30. Inferential statistics +116 % +220% Chi squared = 1 . 0966 P Value = 0.0295004 1 in 30 chance this was due to chance Sales daniel.bennett@ogilvy.com / @danbenyork
  31. 31. The Psychology of Happiness daniel.bennett@ogilvy.com / @danbenyork
  32. 32. Case Study : Making people happy daniel.bennett@ogilvy.com / @danbenyork
  33. 33. daniel.bennett@ogilvy.com / @danbenyork
  34. 34. daniel.bennett@ogilvy.com / @danbenyork
  35. 35. Keep up to date daily with @ogilvychange daniel.bennett@ogilvy.com / @danbenyork
  36. 36. daniel.bennett@ogilvy.com / @danbenyork
  37. 37. Reading List daniel.bennett@ogilvy.com daniel.bennett@ogilvy.com / @danbenyork

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