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Behavioural
economics
15
by @tjalve - corporate accelerator @boardofinno
lessons from
Within our team @boardofinno,
we give short presentations to each other,
to learn more, to get inspired, to be amazed,…
The following deck was used by @tjalve in our
internal #teachme session.
The basicsA
In this deck:
15 lessonsB
of behavioural 

economics
to use in your

next project!
Avoid your Kodak or Nokia moment…
hire our team
info@boardofinnovation.com
Behavioral Economics 101
A. The basics
Behavioral economics attempts to
address irrational human behavior
in light of limited cognitive capacity
and inherent cognitive failings.
(taken from Joshua D. Wright, Judd E. Stone II, "Misbehavioral Economics: The Case Against Behavioral Antitrust", 33 Cardozo L. Rev. 1517 Cardozo Law Review April, 2012.)
in a nutshell:
We are clearly getting
more irrational!?
“Behavioural Economics” in U.S. scholar papers
Why this teach me!?
Treat your customers, 

colleagues or friends as
scientific animals
Show off you superior 

knowledge & become an
innovation general/hustler!!
Download the template. Yes,
you should print it!
1 Download!
JUST FOLLOW THESE 3 EASY STEPS
After having read the concept,
give yourself 20 seconds to
apply it to a current project
you are working on… before
you move on to next concept!
2 Do!
If you follow these 3 steps,
you can now go on with the
day and apply at least 15
awesome ideas in your work!
3 Enjoy!
Why not increase the value of
this Teach Me?
Click to download
the template
Before you start!
In case you didn’t print it already…
B. 15 concepts
We are often ascribing more value to things merely
because we own them.
For example, we are generally demanding much
more to give up an object than we are willing to pay
to acquire it.
Read more on Wikipedia
The Endowment Effect
1
We’ll accept smaller payoffs now over larger
payoffs later on.
If you were offered $50 now or $100 in a year,
you’d likely take the $50 now. But what about $50
in five years or $100 in six years? We’ve only
added a delay, but now it feels just as natural to
wait for the $100.
Read more on Coglode
Hyperbolic discounting &
intertemporal choices
2
We place disproportionately-high value on self-
made products.
Two groups were given IKEA boxes, with one group
given fully-assembled versions, and the other given
unassembled boxes, which they were told to put
together. This second group were willing to pay
much more for their box during the subsequent
bidding process than those with pre-assembled
boxes.
Read more on Coglode
The IKEA effect & DIY
3
We tend to rely too heavily on the first piece of
information seen.
Setting a high price for one item makes all others
seem cheaper, though only when the price shown is
actually plausible (and not some silly amount!)
Read more on Coglode
Anchoring Bias
4
Items that stand out from their peers are more
memorable.
But different doesn’t necessarily mean better. Being
different is more memorable, but you need to be
positively remembered for standing out from the
crowd.
Read more on Coglode
The Von Restorff Effect
&The Isolation Effect
5
We tend to prefer avoiding losses to
acquiring gains.
Read more on Wikipedia
We tend to like things to stay relatively
the same.
Read more on Wikipedia.
Loss Aversion &
Status Quo Bias
6
Restricting pleasure increases pleasure.
Enjoyment of a television program is actually
enhanced by commercial interruptions, despite
what viewers say.
Read more on Coglode
Hedonic Adaption
7
As more people come to believe in something, we
will ourselves also hop on the bandwagon
regardless of the underlying value.
We do this because we a) prefer to conform and/or
b) we derive information from others.
Read more on Wikipedia.
The Bandwagon Effect
8
Missing an offer means you're less likely to buy in the
future.
Foregoing a very attractive opportunity decreases our
willingness to go for subsequent opportunities.
Rad more on Coglode.
The Inaction Inertia Effect
9
Uncompleted tasks stick in your mind more than
completed ones.
Whether it’s a waiter recalling a long order, a
meaningful consumer transaction or a cliffhanger
on Netflix, tasks heavily occupy our minds until
complete.
Read more on Coglode
The Zeigarnik Effect
10
We are reacting in different ways to a particular
choice depending on whether it is presented as a
loss or as a gain.
We tend to avoid risk when a positive frame is
presented (e.g save 200 lives > save 33%), but seek
risks when a negative frame is presented (e.g. 400
people will die < 33% chance no people will die).
Read more on Wikipedia.
The Framing Effect
11
We purchase faster if the task is already started for
us.
A 10-space coffee card pre-stamped twice will be
completed faster than an 8 with no pre-stamps.
Read more on Coglode.
The Goal Gradient Effect
12
Too many choices will lead to indecision and lower
sales.
In a study of jam, consumers were more likely to buy
when offered 6 jams (40%) instead of 24 jams (3%).
Consumers also reported greater buying
satisfaction.
Read more on Coglode
The Choice Paradox
13
We perceive round numbers as more trustworthy
and representing higher quality.
Mounting evidence suggests that consumers’ desire
to deal in clean, round numbers trumps their hope
that odd prices signal some kind of sale.
Read more on Coglode.
Round Pricing Preference
14
We tend to respond friendly & cooperative to
friendly actions; conversely, we tend to react much
more nasty & brutal to hostile actions.
Read more on Wikipedia.
Reciprocity
15
If you want more of this…
Stunning (!!) Teach Me by @tjalve!
Don’t lose out on his wisdom
before its too late :-D
Wikipedia’s amazing
list of cognitive
biases
Visit coglode.com (!!)
Read the book:
Predictably
Irrational
Read the book:
Thinking, Fast &
Slow

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15 Lessons from Behavioural Economics - by @tjalve @boardofinno - Board of Innovation

  • 1. Behavioural economics 15 by @tjalve - corporate accelerator @boardofinno lessons from
  • 2. Within our team @boardofinno, we give short presentations to each other, to learn more, to get inspired, to be amazed,… The following deck was used by @tjalve in our internal #teachme session.
  • 3. The basicsA In this deck: 15 lessonsB of behavioural 
 economics to use in your
 next project!
  • 4. Avoid your Kodak or Nokia moment… hire our team info@boardofinnovation.com
  • 6. Behavioral economics attempts to address irrational human behavior in light of limited cognitive capacity and inherent cognitive failings. (taken from Joshua D. Wright, Judd E. Stone II, "Misbehavioral Economics: The Case Against Behavioral Antitrust", 33 Cardozo L. Rev. 1517 Cardozo Law Review April, 2012.) in a nutshell:
  • 7. We are clearly getting more irrational!? “Behavioural Economics” in U.S. scholar papers
  • 8. Why this teach me!? Treat your customers, 
 colleagues or friends as scientific animals Show off you superior 
 knowledge & become an innovation general/hustler!!
  • 9. Download the template. Yes, you should print it! 1 Download! JUST FOLLOW THESE 3 EASY STEPS After having read the concept, give yourself 20 seconds to apply it to a current project you are working on… before you move on to next concept! 2 Do! If you follow these 3 steps, you can now go on with the day and apply at least 15 awesome ideas in your work! 3 Enjoy! Why not increase the value of this Teach Me? Click to download the template Before you start!
  • 10. In case you didn’t print it already…
  • 12. We are often ascribing more value to things merely because we own them. For example, we are generally demanding much more to give up an object than we are willing to pay to acquire it. Read more on Wikipedia The Endowment Effect 1
  • 13. We’ll accept smaller payoffs now over larger payoffs later on. If you were offered $50 now or $100 in a year, you’d likely take the $50 now. But what about $50 in five years or $100 in six years? We’ve only added a delay, but now it feels just as natural to wait for the $100. Read more on Coglode Hyperbolic discounting & intertemporal choices 2
  • 14. We place disproportionately-high value on self- made products. Two groups were given IKEA boxes, with one group given fully-assembled versions, and the other given unassembled boxes, which they were told to put together. This second group were willing to pay much more for their box during the subsequent bidding process than those with pre-assembled boxes. Read more on Coglode The IKEA effect & DIY 3
  • 15. We tend to rely too heavily on the first piece of information seen. Setting a high price for one item makes all others seem cheaper, though only when the price shown is actually plausible (and not some silly amount!) Read more on Coglode Anchoring Bias 4
  • 16. Items that stand out from their peers are more memorable. But different doesn’t necessarily mean better. Being different is more memorable, but you need to be positively remembered for standing out from the crowd. Read more on Coglode The Von Restorff Effect &The Isolation Effect 5
  • 17. We tend to prefer avoiding losses to acquiring gains. Read more on Wikipedia We tend to like things to stay relatively the same. Read more on Wikipedia. Loss Aversion & Status Quo Bias 6
  • 18. Restricting pleasure increases pleasure. Enjoyment of a television program is actually enhanced by commercial interruptions, despite what viewers say. Read more on Coglode Hedonic Adaption 7
  • 19. As more people come to believe in something, we will ourselves also hop on the bandwagon regardless of the underlying value. We do this because we a) prefer to conform and/or b) we derive information from others. Read more on Wikipedia. The Bandwagon Effect 8
  • 20. Missing an offer means you're less likely to buy in the future. Foregoing a very attractive opportunity decreases our willingness to go for subsequent opportunities. Rad more on Coglode. The Inaction Inertia Effect 9
  • 21. Uncompleted tasks stick in your mind more than completed ones. Whether it’s a waiter recalling a long order, a meaningful consumer transaction or a cliffhanger on Netflix, tasks heavily occupy our minds until complete. Read more on Coglode The Zeigarnik Effect 10
  • 22. We are reacting in different ways to a particular choice depending on whether it is presented as a loss or as a gain. We tend to avoid risk when a positive frame is presented (e.g save 200 lives > save 33%), but seek risks when a negative frame is presented (e.g. 400 people will die < 33% chance no people will die). Read more on Wikipedia. The Framing Effect 11
  • 23. We purchase faster if the task is already started for us. A 10-space coffee card pre-stamped twice will be completed faster than an 8 with no pre-stamps. Read more on Coglode. The Goal Gradient Effect 12
  • 24. Too many choices will lead to indecision and lower sales. In a study of jam, consumers were more likely to buy when offered 6 jams (40%) instead of 24 jams (3%). Consumers also reported greater buying satisfaction. Read more on Coglode The Choice Paradox 13
  • 25. We perceive round numbers as more trustworthy and representing higher quality. Mounting evidence suggests that consumers’ desire to deal in clean, round numbers trumps their hope that odd prices signal some kind of sale. Read more on Coglode. Round Pricing Preference 14
  • 26. We tend to respond friendly & cooperative to friendly actions; conversely, we tend to react much more nasty & brutal to hostile actions. Read more on Wikipedia. Reciprocity 15
  • 27. If you want more of this… Stunning (!!) Teach Me by @tjalve! Don’t lose out on his wisdom before its too late :-D Wikipedia’s amazing list of cognitive biases Visit coglode.com (!!) Read the book: Predictably Irrational Read the book: Thinking, Fast & Slow