Dan Monheit, Co-Founder, Hardhat, presented 'Behavior Change (Or Not) in 2021' at CommsCon 2021

1. BUILT ON
BEHAVIOUR
MUMBRELLA
COMMSCON

2. PRE-
FRONTAL
CORTEX

3. REPTILIAN
BRAIN

4. BEHAVIOURA
L
ECONOMICS

5. BUILT ON BEHAVIOUR
09
SCARCITY
BIAS
01
SOCIAL
PROOF
06
LICENSIN
G EFFECT
10
PROJECTIO
N BIAS
02
HALO
EFFECT
07
EFFORT
BIAS
03
MERE
EXPOSUR
E
04
ZERO
RISK
BIAS
08
LOSS
AVERSIO
N
05
CHOICE
PARADOX
11
PEAK
END
RULE
12
TEMPORAL
DISCOUNTIN
G

6. TODAY’S PRESENTATION
SOCIAL
PROOF
01
HALO
EFFECT
02
MERE
EXPOSURE
EFFECT
03

7. BUILT ON BEHAVIOUR
SOCIAL
PROOF
01

8. OUR BRAINS
ARE WIRED TO
IMITATE
OTHERS
“
“
SOCIAL
PROOF

9. SOCIAL
PROOF
ASCH
1951

10. COMPARISON
A B C
SOCIAL
PROOF

11. TARGE
T LINE
SOCIAL
PROOF
A B C
COMPARISON

12. TAX
COMPLIANCE
SOCIAL
PROOF

13. 101
NIGHTCLUB
SOCIAL
PROOF

14. PEOPL
E
OTHER
SHOPPIN
G
SOCIAL
PROOF

15. REVIEWS
AMAZON
SOCIAL
PROOF

16. SOCIAL
PROOF
SHOW
THE
HERD
LESSON 01

17. BUILT ON BEHAVIOUR
HALO
EFFECT
02

18. HALO
EFFECT
THORNDIKE
1920

19. HE MAN
SHE RA
HALO
EFFECT

20. THE
HALO
EFFECT
EFFECT
SHOX

21. WHAT WE SELL
AND WHAT THEY
BUY
ARE RARELY THE
SAME THING
“
“

22. TESLA
C
HALO
EFFECT
ROADSTER

23. BRICKS
HALO
EFFECT
DRIVE
CLICKS

24. LEADING
HALO
EFFECT
FROM THE
FRONT
HALO
EFFECT

25. HALO
EFFECT
THE BOT
SAYS IT ALL

26. WHEN
SEARCH
SUCKS
HALO
EFFECT

27. MAKE THE
COVER
SH*T HOT
LESSON 02
HALO
EFFECT

28. BUILT ON BEHAVIOUR
MERE
EXPOSURE
EFFECT
03

29. TURNING UP
- SERIOUSLY -
IS HALF THE
BATTLE
“
“
MERE
EXPOSURE
EFFECT

30. ZAJONC
MERE
EXPOSURE
EFFECT

31. ZAJONC
1961
MERE
EXPOSURE
EFFECT

32. MERE
EXPOSURE
EFFECT
ZAJONC
1968

33. THE
MERE
EXPOSURE
EFFECT
EUROVISION

34. PERSONAL
NEWSFEED
MERE
EXPOSURE
EFFECT

35. SHARE
MERE
EXPOSURE
EFFECT
TRADING

36. MERE
EXPOSURE
EFFECT
RETRO
FASHION

37. C
COKE’S
MERE
EXPOSURE
EFFECT
NEW CANS

38. MERE
EXPOSURE
EFFECT
BE
THERE
EARLY &
OFTEN
LESSON 03

39. TODAY’S PRESENTATION
SOCIAL
PROOF
01
HALO
EFFECT
02
MERE
EXPOSURE
EFFECT
03

40. BUILT ON BEHAVIOUR
09
SCARCITY
BIAS
01
SOCIAL
PROOF
06
LICENSIN
G EFFECT
10
PROJECTIO
N BIAS
02
HALO
EFFECT
07
EFFORT
BIAS
03
MERE
EXPOSUR
E
04
ZERO
RISK
BIAS
08
LOSS
AVERSIO
N
05
CHOICE
PARADOX
11
PEAK
END
RULE
12
TEMPORAL
DISCOUNTIN
G

41. baddecisions-podcast.com
WANT MORE?
BUILT ON
BEHAVIOUR
2020
hardhat.com.au/
built-on-behaviour-guide/

42. THANK
Y U