Behavioral Psychology Lessons for Compliance Professionals

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Behavioral Psychology Lessons for Compliance ProfessionalsHow You Can Influence People to Do What You Want!

Virginia MacSuibhne, JD, CCEPChief Compliance Officer, Roche Molecular Systems, Inc.SCCE Chicago 2014

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Lessons from Behavioral Psychology

• Interesting lessons from behavioral psychology:▫ Communication tools that can increase positive

responses▫ Framing for Action▫ How Reciprocation Works

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USE POWER FOR GOOD…NOT EVIL

• Any power can be exploited and used unethically…

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GET INTRODUCED

• An introduction by another person can increase your ratings

TAKEAWAY: Always have someone else introduce you.

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HOW TO USE STICKY NOTES

• Handwritten sticky notes can increase response rate

TAKEAWAY: Consider when you want to add the extra touch of a sticky note.

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THANK YOUS• Thank yous (handwritten) can further increase

response

TAKEAWAY: Consider when you want to add the extra touch of a handwritten thank you.

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TELL PEOPLE WHY

• Increases chances of cooperation

”BECAUSE”TAKEAWAY: Accompany requests with a strong rationale (even when the reason might be clear).

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MAKE IT EASY

• To say• To read

TAKEAWAY: Use words that are easy to pronounce and choose fonts that are easy to read.

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RHYME TIME

• Allows the information to be more easily processed and judged as more accurate

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MEMORY AIDS

• Can increase compliance

TAKEAWAY: Integrate essential character or brand components to place where action occurs

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USING MIRRORS/EYES

• Mirrors and eyes can persuade socially desirable behavior

TAKEAWAY: Ask names, use name tags, consider use of mirrors/eyes/reflection in program designs.

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GET ACTIVE PUBLIC COMMITMENT

• Ask potential voters to predict whether they will vote and have them provide a reason for their prediction▫ Publicly state commitment – “we’ll mark you

down as a yes and let others know”▫ “Please call to cancel” vs. “Will you please call if

you have to cancel?”

TAKEAWAY: Get an active, public commitment.

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USE NUMBERS

• Publishing numbers/percentage of those following procedures can increase like action

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GIVE HAPPY FEEDBACK

• Can increase response further

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WHEN USING FEAR…OFFER SPECIFICS• When using fear to activate people, offer specific

ways to counter the threat

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FRAME AS INCOMPLETE

• It can motivate people to help you complete it

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RARE, UNIQUE ITEMS

• Are perceived as more valuable• People are collectors

TAKEAWAY: Focus on what is unique about your company or program and offer “exclusives” and new items annually in series.

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FREE GIFTS AND SERVICES

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MENTIONING SMALL DRAWBACKS

• Early mention of small drawbacks can create a perception of honesty, especially when paired with the silver lining

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PREVENTING CAPTINITIS

• Increased need in situations where persons have perceived authority to seek out and critically assess alternative views

TAKEAWAY: Coach leaders to seek out and critically assess alternatives

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ERROR-BASED TRAINING

• Creates greater improvements in judgment ▫ How have others made errors in the past▫ How to avoid those errors

TAKEAWAY: Create training with real errors.

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EXPLAINING FAILURES

• Attributing failures to internal causes can result in increased public perception and increased profits▫ Annual Report Framing

TAKEAWAY: When bad things happen come clear early and take responsibility.

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LIMIT CHOICES

• The more options people have the less likely they are to make any choice

TAKEAWAY: Limit the options.

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CONSIDER MID-POINTS

• Providing contrast cam drive people to the “magnetic middle”

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CONSIDER ORDER OF OPTIONS

• What you perceive first determines the perception of the next thing you experience because objects are perceived in comparison to other

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TIMING

TAKEAWAY: When stakes are high, reduce multi tasking and make important decisions when most awake

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BEWARE ECOMMUNICATIONS

• E-communications can be misunderstood and mass emails can diffuse responsibility

TAKEAWAY: Engage in multiple methods of communication, especially when call to action.

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KNOW THERE ARE GLOBAL DIFFERENCES

• Direct Reciprocation • Organizational Rules• Loyalty/Friendship• Authority• Individual vs. Collective

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REFERENCE MATERIALS

▫ Yes! 50 secrets from the Science of Persuasion by N. Goldstein, S. Martin and R. Cialdini

▫ Influence The Psychology of Persuasion by. R Cialdini

▫ Methods of Persuasion by N. Kolenda▫ The Art of Thinking Clearly by R. Dobelli▫ Nudge by R. Thaler and C. Sunstein

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PLEASE TAKE A MINUTE TO RATE THIS PRESENTATION BECAUSE YOUR FEEDBACK DETERMINES 2015…THANK YOU!

Virginia MacSuibhne, JD, CCEPChief Compliance Officer, Roche Molecular Systems, Inc.

[email protected] Chicago 2014

PLEASE CONNECT WITH ME ON LINKED IN!

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