To BS or Not to BS
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A primer on Behavioral Science and how it can help marketing and product teams in organisations. This primer looks at the BJ Fogg’s model and deep dives on how to improve Motivation and Ability to drive user’s action towards the required behavior.
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To BS or Not to BS
- 1. TO BS OR NOT TO BS
- 3. Marketing and Product Teams What Do We Want?
- 4. Marketing and Product Teams What Do We Want?
- 5. Marketing and Product Teams What Do We Want? Products Services Ideas You
- 6. What is Behavior Science ? Behavior Science is a study of How We Behave 🧠 Why We Behave Like That 🤔 What Triggers Our Behavior ⚡
- 7. What is Behavior Science ? Behavior Science is a study of How We Behave 🧠 Why We Behave Like That 🤔 What Triggers Our Behavior ⚡ Economics Psychology FinanceNeuroscience Anthropology Sociology And Much More!
- 8. Pop Quiz! Question 1: 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?
- 9. Pop Quiz! Question 1: 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? 0.05 cents 95% of all purchase decisions happen in the sub-conscious mind. Source: https://hbswk.hbs.edu/item/the-subconscious-mind-of-the-consumer-and-how-to-reach-it
- 10. Pop Quiz! Question 2: Scotland has over 50 islands as part of its territory. How many islands do you think it has?
- 11. Pop Quiz! Question 2: Scotland has over 50 islands as part of its territory. How many islands do you think it has? A: 900 Companies are using Behavior Science Techniques like Anchoring in their marketing and products. Behavior Science units exist in companies like Netflix, Google, Uber, Grab, AirBnB and more.
- 12. Let me show you an example
- 13. How is Behavior Science Useful For You
- 14. How is Behavior Science Useful For You
- 15. Helps in understanding what’s going on here Helps in understanding what’s stopping her here How to lead her here How is Behavior Science Useful For You
- 17. What we will cover today
- 18. Here’s What We are Going to Do Now MOTIVATION ABILITY PROMPT ACTION (BEHAVIOR) Source: BJ Fogg Model
- 19. Here’s What We are Going to Do Now Source: BJ Fogg Model MOTIVATION ABILITY PROMPT ACTION (BEHAVIOR) Do I want to do it? Am I able to do it? When do I start doing it?
- 21. Types of Ability Blockers
- 22. • • • Beliefs
- 23. Beliefs •
- 24. • Beliefs
- 26. • Barriers
- 27. • Barriers
- 28. • Barriers
- 29. • Barriers
- 30. • Barriers
- 32. • Barriers
- 33. • Barriers
- 34. • Barriers
- 35. • Barriers
- 36. • Barriers
- 38. • Barriers
- 39. • Barriers
- 40. • Barriers
- 41. • ✅ • ✅ • ✅ • • • • • • • • • Barriers
- 42. • Barriers THIS OR THIS→
- 43. • Barriers
- 44. • Barriers
- 45. • Barriers
- 46. • ✅ • ✅ • ✅ • ✅ • • • • • • • • Barriers
- 47. Here’s What We are Going to Do Now MOTIVATION ABILITY Prompt ACTION (BEHAVIOR) Do I want to do it? Am I able to do it? When do I start doing it?
- 50. • Motivation
- 51. • Motivation
- 52. • Motivation
- 53. • Motivation
- 54. • 2014 (Old Branding) | $2 million 2017 (New Branding) | $160 million Motivation
- 56. • Motivation
- 57. • Motivation
- 59. • Motivation
- 60. • Motivation
- 61. • Motivation
- 62. • Motivation
- 64. To Sum It Up Deep Personalization Power of Free Line of Sight Zig when everyone is Zagging Increasing Attention Motivation Action (Behavior) Borrowed Trust – Badges Borrowed Trust – Certifications Social Trust – Friends Social Trust - Influencers Building Trust Messenger Visual Proxy Cultural Social Religious Beliefs Ability Progressive Disclosure Chunking Authority Too Much Information Barriers Chunking Defaults Perceived Effort Lower Commitment Power of Free Perceived Commitment Visual Proxy Anchoring Gamification Difficult to Understand
- 65. Before We End • • • • • →
- 67. We Made IT !!