Dan Bennett - How to use Behavioural Insight to change people’s behaviour

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Ins’t it stargne how you can raed tihs snetnece eevn tguohh the wdros mkae no sesne? Our brains are processing the world in ways we are not aware of. Every day hundreds of psychological principles that have been pre-programmed into your brain are governing your decision making and behaviour in ways you might not expect.

Technology

@danbenyork
DAN BENNETT
Senior Behavioural Strategist
@OgilvyChange
The Science Behind our
Pre-Programming

__________ pence
A bat and a ball cost £1.10 in total.
The bat costs £1.00 more than the ball.
How much does the ball cost?
QUESTION 1.

QUESTION 2.
Which square is lighter?
The A square or the B square?

Finished files are the result of years of
scientific study combined with the experience
of years…
How many f’s?
QUESTION 3.

__________ pence
A bat and a ball cost £1.10 in total.
The bat costs £1.00 more than the ball.
How much does the ball cost?
QUESTION 1.
£0.10 + £1.10 = £1.20
£0.05 + £1.05 = £1.10
5

Which square is lighter?
The A square or the B square?
QUESTION 2.

Question1
QUESTION 3
HOW MANY F’S?
6
Finished files are the result of years of scientific
study combined with the experience of years …

Question1
QUESTION 3
Finished files are the result of years of scientific
study combined with the experience of years …
HOW MANY F’S?
6

SYSTEM 1 – AUTOMATIC SYSTEM 2 - REFLECTIVE
Uncontrolled Controlled
Effortless / Parallel Effortful / Serial
Emotional Deductive
Fast Slow
Unconscious Self-aware
WHY WE’RE ALWAYS IN TWO MINDS

MESSENGER
WE ARE HEAVILY INFLUENCED BY WHO COMMUNICATES THE INFORMATION

INCENTIVES
OUR RESPONSES TO (NON FINANCIAL) INCENTIVES ARE SHAPED BY
PREDICTABLE MENTAL SHORTCUTS
LOSS AVERSIONANCHORING
O U R P E R C E P T I O N S C A N B E
A N C H O R E D B Y R E L AT I V E
C O M PA R I S O N S
L O S S E S A R E T W I C E
A S P O W E R F U L A S
G A I N S

EXTREMENESS AVERSION
WE OFTEN PREFER THE MIDDLE OPTION
A B C D
B and C 33% 67%
A, B and C 0% 47% 53%
B, C and D 0% 90% 10%

Click to add Title
Day Month Year
GOAL GRADIENT EFFECT
vs.

NORMS
WE ARE STRONGLY INFLUENCED BY WHAT OTHERS DO

COMMITMENTS
WE SEEK TO BE CONSISTENT WITH OUR PUBLIC PROMISES & IDENTITIES, & RECIPROCATE ACTS

AFFECT
OUR EMOTIONAL ASSOCIATIONS CAN POWERFULLY SHAPE OUR ACTIONS

PRIMING
OUR ACTIONS ARE OFTEN INFLUENCED BY SUBCONSCIOUS CUES

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Menu B

WE’VE SUPERCHARGED OBEHAVE
BLOG & TUMBLR

DANIEL.BENNETT@OGILVY.COM
Senior Behavioural Strategist
@OgilvyChange
@Danbenyork
THANK YOU

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Dan Bennett - How to use Behavioural Insight to change people’s behaviour

1. @danbenyork DAN BENNETT Senior Behavioural Strategist @OgilvyChange The Science Behind our Pre-Programming

5. INFLUENCED IN YOUR HEAD…

7. INFLUENCED OUT LOUD …

10.

11.

12.

13. INFLUENCED ON PAPER…

14. __________ pence A bat and a ball cost £1.10 in total. The bat costs £1.00 more than the ball. How much does the ball cost? QUESTION 1.

15. QUESTION 2. Which square is lighter? The A square or the B square?

16. Finished files are the result of years of scientific study combined with the experience of years… How many f’s? QUESTION 3.

17. ANSWERS 1. 2. 3. 10 pence B 3

18. __________ pence A bat and a ball cost £1.10 in total. The bat costs £1.00 more than the ball. How much does the ball cost? QUESTION 1. £0.10 + £1.10 = £1.20 £0.05 + £1.05 = £1.10 5

19. Which square is lighter? The A square or the B square? QUESTION 2.

20. QUESTION 2.

21. QUESTION 2.

22. QUESTION 2.

23. QUESTION 2.

24. Which square is lighter? The A square or the B square? QUESTION 2.

25. The same effect

26. Question1 QUESTION 3 HOW MANY F’S? 6 Finished files are the result of years of scientific study combined with the experience of years …

27. Question1 QUESTION 3 Finished files are the result of years of scientific study combined with the experience of years … HOW MANY F’S? 6

28. WHAT IS BEHAVIOURAL SCIENCE

29. SYSTEM 1 – AUTOMATIC SYSTEM 2 - REFLECTIVE Uncontrolled Controlled Effortless / Parallel Effortful / Serial Emotional Deductive Fast Slow Unconscious Self-aware WHY WE’RE ALWAYS IN TWO MINDS

30.

31.

32.

33. M I N D S P A C E

34. MESSENGER WE ARE HEAVILY INFLUENCED BY WHO COMMUNICATES THE INFORMATION

35. INCENTIVES OUR RESPONSES TO (NON FINANCIAL) INCENTIVES ARE SHAPED BY PREDICTABLE MENTAL SHORTCUTS LOSS AVERSIONANCHORING O U R P E R C E P T I O N S C A N B E A N C H O R E D B Y R E L AT I V E C O M PA R I S O N S L O S S E S A R E T W I C E A S P O W E R F U L A S G A I N S

36. EXTREMENESS AVERSION WE OFTEN PREFER THE MIDDLE OPTION A B C D B and C 33% 67% A, B and C 0% 47% 53% B, C and D 0% 90% 10%

37. EXTREMENESS AVERSION WE OFTEN PREFER THE MIDDLE OPTION A B C D B and C 33% 67% A, B and C 0% 47% 53% B, C and D 0% 90% 10%

38. EXTREMENESS AVERSION WE OFTEN PREFER THE MIDDLE OPTION A B C D B and C 33% 67% A, B and C 0% 47% 53% B, C and D 0% 90% 10%

39. Click to add Title Day Month Year GOAL GRADIENT EFFECT vs.

40. NORMS WE ARE STRONGLY INFLUENCED BY WHAT OTHERS DO

41. COMMITMENTS WE SEEK TO BE CONSISTENT WITH OUR PUBLIC PROMISES & IDENTITIES, & RECIPROCATE ACTS

42. AFFECT OUR EMOTIONAL ASSOCIATIONS CAN POWERFULLY SHAPE OUR ACTIONS

43. PRIMING OUR ACTIONS ARE OFTEN INFLUENCED BY SUBCONSCIOUS CUES

44. Dilip Soman, The Last Mile PRIMING

45.

46. £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £ £

47.