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Predictably Irrational
- 1. Predictably Irrational Robin Deering Predictably Irrational By Dan Ariely h"ps://www.amazon.com/Predictably-‐Irra:onal-‐ Revised-‐Expanded-‐Decisions/dp/0061353248
- 2. Predictably Irrational Robin Deering Dan Ariely • James B. Duke Professor of Psychology and Behavior Economics • Ph.D. in cognitive psychology & business administration • http://danariely.com/ h"p://www.scienceofrela:onships.com/home/ 2012/7/6/dan-‐ariely-‐on-‐chea:ng-‐and-‐infidelity.html
- 3. Predictably Irrational Robin Deering Why this book? • Accident causing third-degree burns • Pain associated with recovery • Are we irrational & why? h"p://www.:mesofisrael.com/think-‐youre-‐honest-‐dan-‐ ariely-‐will-‐make-‐you-‐squirm/
- 4. Predictably Irrational Robin Deering Relativity • Everything relative to each other • Example: Print vs. online offer • Searching for a guide h"p://conversionxl.com/pricing-‐experiments-‐you-‐might-‐ not-‐know-‐but-‐can-‐learn-‐from/
- 5. Predictably Irrational Robin Deering Supply & Demand • Market dictated • Example: Diamonds & the DeBeers • Supply & Demand- Dependent h"p://www.lifehack.org/ar:cles/ communica:on/heart-‐melt-‐10-‐proposal-‐ ideas-‐from-‐movies-‐you-‐should-‐copy-‐and-‐ paste.html
- 6. Predictably Irrational Robin Deering Zero • Paying more to pay nothing • Emotional Surge • Example: $0 shipping h"p://www.apmex.com/freeshipping
- 7. Predictably Irrational Robin Deering Social Norms/Favors • Can money be offensive? • Example: Moving • Example: Dog sitting h"ps://www.pinterest.com/densgrl4ever/?redirected=1
- 8. Predictably Irrational Robin Deering Free • Self implemented restrictions • Example: 1 cent vs. free Starbursts • Promotional ideas: buy 2 get 1 free
- 9. Predictably Irrational Robin Deering Arousal • Decisions differ from predictions • High emotions = impaired judgment • Sex Sells h"p://www.geenamatuson.com/blog/2014/7/15/norma-‐jeanes-‐crazed-‐seduc:on
- 10. Predictably Irrational Robin Deering Procrastination • Self control • Long-term thinking needed • Positives of deadlines h"p://www.cinemalaya.org/films/new-‐breed/quick-‐change
- 11. Predictably Irrational Robin Deering Value & Ownership • Value what we already own more • Need to make people feel they already own something h"p://www.fandango.com/movie-‐news/news-‐briefs-‐see-‐new-‐jurassic-‐ world-‐dinosaurs-‐kristen-‐stewart-‐joining-‐michelle-‐williams-‐for-‐indie-‐ drama-‐748963
- 12. Predictably Irrational Robin Deering Options • Can be good or overwhelming • Example: College • At risk with too many design options?
- 13. Predictably Irrational Robin Deering Expectations • What we expect dictates what we pay • Key to branding & character development
- 14. Predictably Irrational Robin Deering Expectations h"p://yeahthatskosher.com/2014/12/brasserie-‐ halevi-‐cedarhurst-‐ny-‐review/ h"p://www.weekendnotes.com/suez-‐delights-‐malaysian-‐ restaurant/
- 15. Predictably Irrational Robin Deering Placebo • Are placebo’s ethical? • Price effects placebo • Don’t take away my placebo! h"ps://www.sciencebasedmedicine.org/placebo-‐are-‐you-‐there/
- 16. Predictably Irrational Robin Deering Distrusting Marketers • How does a designer get around that? • Branding as family company • Branding as an artist • Honesty h"p://www.indiewire.com/2015/06/adam-‐driver-‐ and-‐alba-‐rohrwacher-‐on-‐nightmarish-‐hungry-‐ hearts-‐and-‐why-‐star-‐wars-‐feels-‐indie-‐61295/
- 17. Predictably Irrational Robin Deering Dishonesty • People will cheat if they can • How to prevent that • Codes of conduct • Signing off • Religion h"ps://helloworldciv.com/blog/why-‐ ten-‐commandments-‐why-‐not-‐fiTeen
- 18. Predictably Irrational Robin Deering Cash & Honesty • Example: Steal a pencil or a dollar • Difficult with online market • Stealing designs vs. stealing money h"p:// www.avclub.com/ review/writer-‐ nebraska-‐gets-‐ religion-‐ confirma:on-‐233733
- 19. Predictably Irrational Robin Deering Behavior Economics • New field • Other’s choices influence own • Example: Ordering food • Want designs to be seen used by others h"p://hookedonhouses.net/ 2009/05/10/movie-‐monday-‐the-‐ french-‐village-‐of-‐chocolat/
- 20. Predictably Irrational Robin Deering Recap • Irrational decision making • Repetitive decision making • Ability to change
- 21. Predictably Irrational Robin Deering Personal Implications • Think through decisions • Evaluate decisions at multiple steps • Question things h"p://steponmagazine.com/big-‐eyes-‐kitsch-‐and-‐realism-‐create-‐:m-‐burtons-‐best-‐ work-‐in-‐a-‐decade/
- 22. Predictably Irrational Robin Deering Design Implications • Target decision making patterns • Be willing to change h"ps://worldonafork.com/2013/01/27/movies-‐about-‐art-‐ar:sts-‐and-‐painters/