Alex Batchelor | @alexbatchelor Chief Operations Officer BrainJuicer On a Quest for Solving Ever More Complex Behavior Change Challenges: Emerging New Tools and Frameworks Joss Tantram | @terrafinity Founding Partner Terrafinity Sille Krukow Chief Behavioral Designer Krukow
27
Embed
On a Quest for Solving Ever More Complex Behavior Change Challenges: Emerging New Tools and Frameworks
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Alex Batchelor | @alexbatchelor Chief Operations Officer BrainJuicer
On a Quest for Solving Ever More Complex Behavior Change Challenges: Emerging New Tools and Frameworks
Source: When More Is Less: The Impact of Base Value Neglect on Consumer Preferences or Bonus Packs over Price Discounts, Haipeng (Allan) Chen, Howard Marmorstein, Michael Tsiros, & Akshay R. Rao, Journal of Marke>ng, 2012
S We do know that our understanding of how people actually behave has changed in the last 20 years
S We want to encourage everyone engaged in sustainability to understand human behaviour bejer using a range of resources beyond just asking direct ques>ons
S We want everyone engaged in sustainability to use their understanding of human behaviour to have greater success in changing behaviour – this will mean that they need to experiment more!
S The paradox of success is that you need some failure to achieve it……
S We aren’t intelligent or ra>onal decision makers – and simply giving us more informa>on doesn’t seem to change our behaviour
S We are influenced by other people – and they unconsciously change our behaviour
S We are oXen bejer at understanding and predic>ng the behaviour of other people than at predic>ng our own behaviour
S Our memories of our behaviour are oXen weak and unreliable
S Context is everything in behaviour
● “If your house burns down in a freak fire you are devastated – but if your whole city is destroyed in an earthquake and hundreds of your neighbours die then you feel lucky to be alive!” (If I want to make this sound smarter I call it the “theory of rela>ve depriva>on”)
S Emo>on drives our behaviour – so if you want to turn human understanding into business advantage then understand emo>on