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- 1. How to influence consumers? Joost Fromberg @joostfromberg
- 2. A little bit of background
- 3. BA
- 4. BA
- 6. We are irrational, because we only recently evolved our rational thinking
- 7. We aren’t as rational as we think
- 8. 2 + 2 = ? Experience your own 2 systems
- 9. 17 x 24 = ? Experience your own 2 systems
- 10. Feel how system 2 can control system 1
- 11. But often system 2 is not in control
- 12. Jan’s vader heeft 3 zoons Kwik, Kwek & . . . . . But often system 2 is not in control
- 13. System 1 & System 2
- 15. 1. Please remember these numbers Group A: Group B: 3852869 39 2. Thank you! Now choose your reward: System 2 has very limited capacity
- 16. At the end of this test, I ask a question. Answer immediately!
- 17. How much is:
- 18. 15 + 6 =
- 19. 24 + 18 =
- 20. 3 + 53 =
- 21. 91 + 14 =
- 22. 75 + 26 =
- 23. 52 + 25 =
- 24. One more!
- 25. 125 + 8
- 26. QUICK! think about a color and a tool
- 28. System 1 is automated Winner
- 29. System 1 is automated BA Winner
- 30. Winner System 2 needs focus & attention BA
- 31. System 2 comes up with reasons alibi’s System 2 is Post-Decision Rationalizing
- 33. BA Winner System 2 often lives in the illusion of control
- 34. Our brain is rationalizing
- 36. we’re extremely irrational K e y t a k e a w a y # 1
- 37. Systeem 1 or Systeem 2? Een dure auto Online batterijen kopen Sony Konion US18650VTC6 3120mAh - 30A Google verkeer dat zoekt op ‘Kaart in Actie Eindhoven’ De checkout van Per Sempre Toys Ammertech, lager- en aandrijftechniek (B2B)
- 41. different system, different design K e y t a k e a w a y # 2
- 47. make choices based on psychology K e y t a k e a w a y # 3
Editor's Notes
- So, how do you become customer centric? That’s why today I’ll be talking about a different IoT:
- The Illusions of Thought. We all have two systems in our head: a rational System and an emotional System. And we need to embrace that we aren’t as rational as we think and that we’re easily manipulated.
- Blijkbaar zijn mensen niet rationeel.
- How can this be? Because we have two Systems in our brain. System 1 and System 2. Let we walk you through the characterstics.
- The Illusions of Thought. We all have two systems in our head: a rational System and an emotional System. And we need to embrace that we aren’t as rational as we think and that we’re easily manipulated.
- So, let’s experience it yourself. What’s the answer to this one? Easy right? You recognize it’s a sum and you’ve automated the response to this sum.
- Let’s try another one. This one is much harder. You immediately recognize it’s a sum (System 1) but solving this requires mental capacity. And we don’t like to spend our mental capacity on something like a dumb sum if we can use the calculator on our cellphone as well.
- So, System 1 and System 2 are in a constant battle. Let’s see how that goes with the Stroop task.
- And here’s another example of how our System 2 isn’t in control. We’ve automated looking at faces, but we have never automated that a person has their mouth and eyes upside down.
- And quite often, our System 2 isn’t in control and we make decisions because it’s just easier to respond this way.
- How can this be? Because we have two Systems in our brain. System 1 and System 2. Let we walk you through the characterstics.
- So, we have two systems. System 1 and System 2. System 1 is always there, responds automatically. Doesn’t think. So when it reads Huey, Dewey it automatically responds Louie. And when it has to read out the color, it automatically reads the words. While System 2 is the lazy controller. It pops up when there are important decisions to be made, but otherwise it prefers to be asleep. You need to know about these two systems, because they require different communication. Is your customer taking a System 1 or System 2 decision? So, let’s see how they influence each other. I’m going to give you a couple of sums, please do the math without speaking. But, at the end I’m going to give you a question and I want you to respond immediately.
- Lang cijfer onthouden = taart door vermoeing Kort cijfer onthouden = gezondere keuze Cognitieve bandbreedte Low processing: low cognitive resources left for decision making. High resources: much resource left for deciosion making.
- Before we get started: who here is a bit of a handyman? Who does the chores in the household?
- Manufacturing a product, building something from scratch. That’s what we’re good at with our Lean and Agile ways of working, our SCRUM teams and our integrations. Yes, we’re excellent and making sure a product sees the light of day. But, 90%! We’re just not good at predicting what we need to do first and what will resonate with the consumer.
- Thoughts are quickly depleted.
- Perception-Behavior Link We automatically look at where other faces are looking: it’s a shortcut.
- We automatically follow lines
- And if you want to make a rational decision, make sure that you give people not too much information, but gives them focus instead.
- Studie naar post-rationalisatie Mensen rationaliseren het gedrag achteraf Studie maakte dat duidelijk door mensen met een “split-brain” plaatjes bij twee afbeeldingen te laten aanwijzen We get beaten by a 1€ calculator Gazzaniga & Le Doux, ALIBI’S !!
- Who here hates popups? Well, data shows that we secretly love popups. With this experiment we showed the most useless popup but we see an increase of 10% in the amount of hotelbeds being booked. Because we already invested time and energy into it, we like it better. So, our ratio often lives in the illusion of control!
- How can this be? Because we have two Systems in our brain. System 1 and System 2. Let we walk you through the characterstics.
- So, this is how our brain works. We have a System 1 and a System 2. And we saw that different decisions, require different systems. System 2 prefers to be asleep, but wakes up when there’s a difficult task at hand. System 2 prefers to be asleep, so we live in this illusion of thought. We think that we think, but in fact we do so much based on our System 1. ---- It’s impossible to predict how we will respond so we need to experiment.
- Situation is extremely important And we don’t seem to know much about it
- Iets zeggen over dat experimenteren voor de aanwezigen hier geen goed idee is wegens power en significantie.
- Situation is extremely important And we don’t seem to know much about it
- Allereerst, wat voor product heb je: Systeem 1 of Systeem 2? Koop je dit emotioneel of rationeel? Keihard rationeel, je koopt dit niet emotioneel. En wat weten we van Systeem 2? Snel uitgeput Weinig capaciteit Heeft focus nodig Als je zoveel producten hebt, toon ofwel de meest verkochte producten gelijk op je homepage of leg heeeel veel nadruk op je zoekfunctie. Nu zit die verstopt in de header en doordat er zoveel afleiding is, is er totaal geen focus op. Het zou me niets verbazen als iemand heel bewust in de zoekfunctie een sleemodeldop 4cm etc neerzet, omdat ze al weten wat ze willen.
- En hier, je komt in de checkout, dat is waar Systeem 2 wakker wordt gemaakt, want je gaat namelijk betalen en moet rationele keuzes maken. Systeem 2 is snel uitgeput en heeft focus nodig: Waar zit de focus, waar moet iemand op klikken?
- Situation is extremely important And we don’t seem to know much about it