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6.
(Wiseman, 2007)
RESOLUTIONS ENDING IN FAILURE
88%
7.
resisting temptation !
takes considerable effort and energy!
and after some time !
our capacity to resist is exhausted!
leading to
ego depletion
(Baumaister et al, 1998)
8.
complexity of consumer decisions !
can result in ego depletion!
depleted consumers !
are more likely to become passive!
and make more impulsive decisions !
that may not fall in line with their true values
Baumaister et al (2005)
9.
if you’re ego depleted!
you’re more likely to be !
selfish!
use sexist language!
make superficial judgements
Muraven et al (2003)
Baumaister et al (2005)
Gaillot et al (2007)
10.
judges grant more parole !
in the morning !
and just after lunchtime
Danziger et al (2011)
12.
behaviour economics
with quick introduction to:!
ego depletion!
dual process theory!
priming!
illusion of validity
13.
behaviour economics
“we are not always rational, !
and we often make mistakes”!
we are susceptible to influences!
from our immediate environment,!
irrelevant emotions, stereotypes,!
beliefs, norms, and many other factors
16.
system 1
system 2
automatic & unconscious
rapid & low effort
recognition, perception, orientation
nonverbal
control & conscious
slow & high effort
rule following, comparison
complex computations
linked to language
13 x 24
Dual process theory
Stanovich & West (2000)
17.
priming
implicit (automatic) memory effect !
in which exposure to one stimulus!
influences a response !
to another stimulus
19.
priming people with money!
makes them more selfish
Vochs (2006)
20.
support to increase !
funding for schools !
is higher !
if voting takes place in schools
Berger et al. (2008)
21.
people litter less in the train!
if there is a smell !
of cleaning product
De Lange et al (2012)
22.
women who were exposed !
to flowers!
perceived the man!
to be more attractive!
and sexier
Gueguen (2011)
23.
more donation made !
when word ‘love’!
was added to message
Gueguen (2011)
24.
children consumed !
45% more food !
when exposed to !
food advertising in cartoons
Harris et al (2009)
25.
illusion of validity
or illusion of skill
with example being!
stock traders
26.
shares sold by traders!
did better !
than those they bought!
by 3.2% per year
Barber & Odean (2002)
based on 10,000 accounts
and 163,000 stock trades
27.
most active traders !
had poorest results, !
while the investors !
who traded the least !
earned the highest returns
Barber & Odean (2002)
Trading is Hazardous to your Wealth
28.
the men acted !
on their useless ideas for trading!
significantly more often !
than women, !
and as a consequence !
women achieved !
better results in trading !
than men
Barber & Odean (2006)
Boys Will Be Boys
rifenews.com
29.
online consumption
changed our habits in
entertainment
shopping!
travel!
work
31.
(2013)
NUMBER OF CONSUMERS USING THEIR
SMARTPHONE WHILE SHOPPING IN-STORE
70%
(2012)
NUMBER OF CONSUMERS WHO CALL OR VISIT
A BUSINESS AFTER LOOKING FOR LOCAL INFO
ON THEIR PHONE
77%
32.
consumers!
co-create!
advertising!
and branding
33.
(2014)
MORE VIDEOS UPLOADED TO
every 60 days
than the top three broadcasters produced
in 60 years
(2012)
ONLINE VIDEO ADS RECEIVED
18.3%
more viewer attention than TV commercials
34.
digital traces of!
online behaviour!
search!
click!
view!
like!
share!
follow!
save
35.
FOR $27* YOU CAN BUY
250
1000
5000
likes
followers
views
*boostlikes.com (2014)
36.
TOP 10 ONLINE RETAILERS
in UK, according to D&W (2014)
37.
Value of goods sold
in the last quarter of 2012
$150 bln +
$160 bln
kbcb.com (2013)
38.
physical retail!
is very alive!
and kicking
retaileconomics.co.uk (2014)
39.
CONVERSION RATES FROM GOING TO REAL STORE
TO BUYING SOMETHING
20% in fashion
50% in electronics
95% in groceries
Experian (2014)
40.
CONVERSION RATES FROM GOING TO WEBSITE
TO BUYING SOMETHING
1-5%
Experian (2014)
41.
AVERAGE NUMBER OF ONLINE CUSTOMERS
WHO ABANDON THEIR SHOPPING CART
68%
Experian (2014)
51.
other innovations!
augmented packaging!
intelligent displays and shelves!
radical transparency!
online viral advertising!
consumer-driven advertising!
crowdfunding
52.
examples of persuasive messages!
in campus !
or on your favourite websites!
twit image and description to
@motioninsocial
or e-mail to
lukasz.piwek@uwe.ac.uk
53.
online!
persuasion !
strategies
with examples related to!
Cialdini’s social influence!
Fogg’s persuasive technology
54.
judgement heuristics!
are mental shortcuts!
we employ in making!
our everyday judgements
Kahneman et al (1982)
55.
scarcity a perceived limitation of resources
will generate demand
scarce items are perceived as !
higher in value!
and more attractive !
especially if we compete for them
Ashmore et al (1971)
Worchel (1992)
Cialdini (2001)
58.
scarcity a perceived limitation of resources
Ashmore et al (1971)
Worchel (1992)
will generate demand
example!
nightclub queue!
“deadline tactic”
59.
scarcity a perceived limitation of resources
will generate demand
60.
reciprocity people tend to return a favour
we may feel in debt !
by getting uninvited favour !
small initial favour !
can produce obligation to agree !
to much larger return favour
Pease & Gilin (2000)
61.
reciprocity people tend to return a favour
examples!
mail appeal for donation:!
18% success - mail only!
35% success - mail + gift!
free sample in supermarket
Cialdini (2001)
Wasko et al (2005)
65.
commitment!
consistency
people don’t like to be
self-contradictory
example!
“throwing a low-ball” in car sales!
by adding “surprise” costs !
at the end of transaction !
after initial agreements,!
and test drives
Cialdini (2001)
66.
commitment!
consistency
people don’t like to be
self-contradictory
67.
social proof people will be more open to things
example!
“canned laughter” in a comedy!
makes audience !
laugh longer and more often,!
rate material as funnier!
especially effective for poor jokes!
bystander effect
Provine (2000)
they see others doing
Nosanchuk & Lightstone (1974)
Darley & Lantane (1968)
68.
social proof people will be more open to things
they see others doing
69.
Average industry profit
per commercial-flight passenger
$4
70.
liking people are more easily swayed
by people they like
attractiveness!
attractive individuals are perceived as
talented, kind, honest, intelligent!
similarity!
even small similarities!
produce positive impression!
compliments!
good cop/bad cop
Langlois et al (2000)
Berscheider & Walster (1978)
71.
liking people are more easily swayed
by people they like