NEDMA15: 7 Decision Science Secrets that Drive Digital Behavior - Nancy Harhut

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New England Direct Marketing Association

The emerging field of decision-science will soon have a game-changing effect on how marketers communicate. More and more evidence is uncovered every day by social scientists, neuroscientists, and behavioral economists that proves people are hard-wired to behave in certain ways. Even though customers THINK they are in control, the fact is they make UP TO 95% of their purchase decisions subconsciously – automatically and instinctively. And these automatic behaviors can be prompted! This has huge implications for how we market – how we design pages and online ads, structure offers, write subject lines and content, etc. By injecting these proven principles of social science into our digital/social creative, we can increase engagement and response. This presentation will explore how to incorporate this emerging field into the work of interactive marketers – leveraging surprisingly persuasive scientific principles like choice architecture, priming, loss aversion & cognitive fluency. This presentation was given by Nancy Harhut, Chief Creative Officer of Wilde Agency, at NEDMA's 2015 Annual Conference.

7 Decision Science Secrets that Drive Digital
Behavior
Nancy Harhut
May 27, 2015

@nharhut #persuasion
1. Harder to reach people
– Crowded inboxes
– Surging unsubscribes
– Banner blindness
– 27 million pieces of content/day (NewsCred)
– 10 seconds on a page (Nielsen Norman Group)
2

@nharhut #persuasion
2. Waning attention spans
(National Center for Biotechnology Information)
Average human attention span = 8 seconds
3
Average goldfish attention span = 9 seconds

@nharhut #persuasion
3. 95 % of decision- making takes place in the
subconscious mind.
--- Gerald Zaltman, Harvard Business School,
“How Customers Think”
4

@nharhut #persuasion
DECISION MAKING SHORTCUTS
5

@nharhut #persuasion 6
The brain doesn’t like logical,
rational, conscious thinking-
and will take any shortcut it can

@nharhut #persuasion
COMMITMENT / CONSISTENCY
8

@nharhut #persuasion
Pledge
Register
Trial Membership
Answer question
20

@nharhut #persuasion
CHOICE ARCHITECTURE
28

@nharhut #persuasion
COGNITIVE FLUENCY
36

@nharhut #persuasion 45
Woes unite foes
Vs.
Woes unite enemies

@nharhut #persuasion
PRICING PERCEPTIONS
51

@nharhut #persuasion
Money prime:
• More selfish
• Less likely to help others
• More self-reliant
56

@nharhut #persuasion 62
Is it
ok to
smoke while
you pray?

@nharhut #persuasion 63
Is it
ok to
pray while
you smoke?

@nharhut #persuasion 88
Nancy Harhut
Chief Creative Officer
Nancy.Harhut@WildeAgency.com
781-251-2853
WildeAgency.com
Thank you!

From establishing a genuine voice to listening to your customers and staying engaged over time, you will gain incredible insight into building a more personalized connection with your audience and developing customer relationships that will last. Co-hosted by Social123 and Insightpool, tune into to hear Special Guest Megan Eisenberg, CMO of MongoDB, Aaron Biddar, CEO of Social123 and Devon Wijesinghe, Insightpool CEO share their expert insights on the significant impact data can have when personalizing your brand. Highlight Topics Include: 1. Building a deeper connection with your audience 2. Listening to your customers and responding with actions 3. Engaging with potential customers and activating those relationships

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