Why We Do What We Do: Understanding Behavioral Influences for Business Success
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Our brains are wired to make most decisions automatically through emotional and social influences rather than rational deliberation. Priming, social norms, sensory language and who communicates messages can all subtly shape behaviors. A study found that telling hotel guests 75% of others reused towels was more effective at encouraging reuse than messages about saving the environment. Understanding how the unconscious mind works allows for better influencing behaviors.
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Why We Do What We Do: Understanding Behavioral Influences for Business Success
- 1. Why we do what we do & why it matters for Business
- 2. Leaders, governments, business owners & marketers all have the same basic desire
- 4. …participate, follow, engage, buy, tell, stop doing, do more of…
- 5. Ultimately we are seeking to Influence behaviour
- 6. So how can we do that?
- 7. Often people think we make decisions like this
- 8. So they use these kind of things to try to influence us
- 9. But really we make decisions with this
- 11. Because If we had to think through every decision
- 12. We’d be exhausted most of the time
- 13. . Our brains are pretty efficient and like to find patterns and routines to follow.
- 14. Most of our decision making is automatic.
- 16. Simple, routine decisions How our brains really make Stanford Centre for mind, brain decisions and computation
- 17. Simple, routine decisions Pre -Frontal cortex responsible for Rational planning is active How our brains really make Stanford Centre for mind, brain decisions and computation
- 18. Simple, routine decisions Pre -Frontal cortex responsible for Rational planning is active Exciting, interesting, shiny activities, such as buying an ipad or fabulous shoes How our brains really make Stanford Centre for mind, brain decisions and computation
- 19. Simple, routine decisions Pre -Frontal cortex Mid-brain responsible for dopamine system Rational planning is active is active Exciting, interesting, shiny activities, such as buying an ipad or fabulous shoes How our brains really make Stanford Centre for mind, brain decisions and computation
- 20. Emotions, Simple, feelings, moods routine gut reactions – decisions sometimes seen Pre -Frontal cortex as irrational! Mid-brain responsible for dopamine system Rational planning is active is active Exciting, interesting, shiny activities, such as buying an ipad or fabulous shoes How our brains really make Stanford Centre for mind, brain decisions and computation
- 21. Images, colours, music, even social discussion activates the midbrain
- 22. Images, colours, music, even social When the midbrain discussion activates emotional area is the midbrain active
- 23. Images, colours, music, even social When the midbrain discussion activates emotional area is the midbrain active The rational part of the brain is tricked into supporting the emotional brain and searches for reasons why the emotional choice is a good one!
- 24. If we acknowledge these automatic responses in decision making we can better influence behaviour
- 25. Here are some of the quirky things that make us do what we do
- 26. #1 Social Norms
- 27. We all like to think we are individual
- 28. But when it comes to action we tend to do what those around us are already doing
- 29. Social Norms are behaviours and rules implicit or explicit within a community of people.
- 31. How do you get more hotel guests to re-use their towels to support the environment?
- 32. In a study 3 different room card messages were placed at random across 190 rooms and actual recycling behaviour was tracked Robert Cialdini – Arizona University
- 33. 1. HELP SAVE THE ENVIRONMENT You can show your respect for nature and help save the environment by reusing your towels during your stay 2. PARTNER WITH US TO HELP SAVE THE ENVIRONMENT In exchange for recycling your towel, the hotel will donate a percentage of the energy savings to a non-profit environmental organization. 3. JOIN YOUR FELLOW GUESTS IN HELPING TO SAVE THE ENVIRONMENT Almost 75% of guests who are asked to participate in our new resource savings program do help by using their towels more than once.
- 34. Which message was most effective?
- 35. 3. JOIN YOUR FELLOW GUESTS IN HELPING TO SAVE THE ENVIRONMENT Almost 75% of guests who are asked to participate in our new resource savings program do help by using their towels more than once.
- 36. Examples of Social Norm marketing in action
- 37. People’s behaviours, attitudes or opinions could be shifted by messages that realign their perceptions with reality, because people actively strive to emulate what they “believe” is typical of their peers.
- 38. No. 2 Priming
- 39. Our acts are often influenced by non-conscious cues
- 40. In a Study People asked to list attributes of this type of person before doing a creative activity were 2 x more creative than....
- 41. In a Study People asked to list attributes of this type of person before doing a creative activity were 2 x more creative than.... People asked to list attributes of this type of person
- 42. Subjects asked to unscramble words about superheroes
- 43. Volunteered TWICE as many hours as those who saw neutral words
- 44. And after 90 days, those primed with superhero words were 4x more likely to volunteer
- 45. A Utrecht study showed that something as simple as holding a hot or cold beverage before an interview could result in a pleasant or negative opinion of the interviewer
- 46. A 2006 study showed that the sound of laughter produces a reflexive/unconscious response in the premotor cortical region of the brain, which prepares the muscles in the face to laugh
- 47. Priming can’t make people do anything against their will.
- 48. But it can predispose people to be creative, collaborative, altruistic, happy, perform better, achieve goals ...and elicit any other behaviour you can imagine ...both negative and positive.
- 49. 3. The messenger
- 51. We are open to messages from those we perceive as experts
- 52. We listen more to messengers who are similar to us
- 53. How we feel about the messenger affects how we regard the message
- 54. 4. Sensory words
- 55. Are you having a “Rough” day Or are you having Bad a day?
- 56. The brain relives experiences of rough textures & activates the part of the brain That senses texture through touch (the parietal operculum)
- 57. Words that light up these sensory areas of the brain are likely to be more memorable and impactful.
- 58. So choose copy such as Silky voice vs great voice Smooth vs Easy Sharp vs Severe Soothes pain vs reduces pain* *In a quantitative research study conducted at a medical company I worked for (2009) soothes pain lead to a 20% increase in value perceptions amongst surgeons than reduces pain
- 59. Need help to move your business to the next LEVEL?
- 60. We’re pros in marketing, leadership and business strategy. We coach, train, prod, facilitate, encourage, support, inspire & energise to help you move from Good to Awesome.
- 61. How to find us info@provadisgroup.com @myprovadis 0161 980 1371 (Manchester, UK) www.provadisgroup.com www.provadisblogspot.com
- 62. References • Bypassing the Will: Toward Demystifying the Nonconscious Control of SociaI Behavior John A. Bargh • Mindspace: influencing behaviour through public policy. Institute for government. • The Automated Will: Nonconscious Activation and Pursuit of Behavioral Goals John A. Bargh • Don't Throw in the Towel: Use Social Influence Research – Association for psychological science. Robert B. Cialdini • IJerman, Hans; Semin, Gun R. (2009). "The Thermometer of Social Relations: Mapping Social Proximity on Temperature". Psychological Science 20 (10): 1214– 1220. • Winkleman, Berridge, Wilbarger (2005) Unconscious affective reactions to masked happy versus angry faces influence consumption behavior and judgments of value. Personality and Social Psychology Bulletin 31(1):121-135. • Laugh and the whole world laughs with you -- Why the brain just can't help itself. Institute of Cognitive Neuroscience – Sophie Scott
- 63. Photos Thanks to Compfight and the following photo sharers: carbonNYC, davedudaley, edenlay, mdanys, moriza, satoru, superfantastic, tambakothejaguar, jdhancock, jiimywee, chrstphr, dierkschaefer, elbibliomata, faungg, ma1974, kellbailey, kevindooley,larsploughmann, helgabj, helgaweber, jesse.millan, liquene, TravisIsaacs, unhindered talent.