© 2017 Ipsos 1
Gentle Nudges: Influencing Behavior UnconsciouslyJESSE ITZKOWITZ, PHDBehavioral ScientistBehavioral Science Center, NA.
Behavioral Science II:
© 2017 Ipsos. All rights reserved.
© 2017 Ipsos 2
Eda CetinokSenior Vice President, Ipsos LoyaltyFinancial Services Team
+1 317.805.4873
Jesse Itzkowitz, PhDBehavioral Scientist Ipsos Behavioral Science Center, NA
+1 646.313.7702
Your Presenters Today
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Contents1 Introduction to Behavioral Science
2 What is Non-Conscious Influence?
3 Store Atmospherics
4 Consumer Goals
5 Social Cues
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A (very brief)INTRODUCTION TO BEHAVIORAL SCIENCE
• What is Behavioral Science?• 2 Systems of Cognition
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What is Behavioral Science?
“Chief Behavioral Officer: It's the new ‘must-have’ role.”~ Crawford Hollingworth
Behavioral Science is an interdisciplinary approach to understanding howconsumers behave, why they do so, and what causes behavioral change
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What is Behavioral Science?
Traditional Economics
• Rational
• Resources available and used to make the best and informed decisions
• Know what’s best
• Predictive models based on mathematics.
• Irrational
• Bounded resources and willpower
• Heuristics
• Don’t Know What’s Best Or What We Want
• Interested In How? & Why?
• Conduct Experiments To Learn About Human Behaviors
Behavioral Economics
How we actually behaveHow we should behave
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A (very brief)INTRODUCTION TO BEHAVIORAL SCIENCE
• What is Behavioral Science?• 2 Systems of Cognition
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Two-System Models of Cognition
• Soul vs. Mind (Aristotle)• Id vs. Ego (Freud)• Lizard brain vs. Monkey brain (pop psychology)• Heart vs. Mind (Your mom, offering advice)
• Tacit vs. Deliberate (Hogarth 2001)• Experiential vs. Rational (Epstein 1994)• Associative vs. Rule Based (Sloman 1996)• System 1 vs. System 2 (Stanovich & West 2002)
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Two-System Models of Cognition
SYSTEM 1• Fast, parallel, automatic, associative, intuitive, effortless,
perceptual• Good at rough estimates, noting correlations, logging
incidences• Slow to learn
SYSTEM 2• Slow, serial, controlled, flexible, effortful, resource-
consuming• Good at precise calculations, forming and following rules,
making tradeoffs• Self-aware
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Two-System Models of Cognition
• Conscious• Logical• Controlled• High effort• Small capacity• Linked language • Provides reasons
Slow Process
System 2
Fast Process
• Unconscious• Non-logical• Automatic • Low Effort• High capacity• Source of Intuition and
Emotion
System 1
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Types of Perception
Objective threshold
Subjective threshold
Stimuli is not detected by the senses
Stimuli is detected by the senses but does not
enter conscious awareness
Stimuli enters conscious awareness
SUBLIMINAL
SUPRALIMINAL
Subjective threshold a function of
attention and motivation
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Types of Perception
Objective threshold
Subjective threshold
Stimuli is not detected by the senses
Stimuli is detected by the senses but does not
enter conscious awareness
Stimuli enters conscious awareness
SUBLIMINAL
SUPRALIMINALConscious (S2)
OR Non-Conscious (S1)
Non-Conscious (S1)
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Gentle Nudges Prime Mental Networks
Freedom
Green
United States
Status
Control
$$$
Power
Bill Gates
Reward
Blue
Yellow
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First “Conclusive” Evidence – People Did Not Believe Him!
Established the Link Between Subliminal Perception and Consumer Behavior
Subliminal Perception and Consumer ResponsePRIMING MENTAL ACTIVATION
(Marcel 1983) Cognitive Psychology
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Subliminal Priming Activates Mental Networks
Priming a Concept or Word Should Activate Associated
Nodes
This Facilitates Response(Quicker Response Time)
Marcel’s Second ExperimentPRIMING MENTAL ACTIVATION
(Marcel 1983) Cognitive Psychology
Freedom
Green
United States
Status
Control
$$$
Power
Bill Gates
Reward
Blue
Yellow
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0
175
350
525
700
875
Related Word Unrelated Word Non-Word
Rea
ctio
n Ti
me
(ms)
Facilitation of Related Word Recognition is Evidence of Subliminal Priming
(Marcel 1983) Cognitive Psychology
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Temperature has been shown to non-consciously influence customer decisions
There is a link between the ambient temperature and individuals feelings of inclusion
Cold and alone, Cold shoulder vs. Warm welcome, The warmth of a friend
TemperatureSTORE ATMOSPHERICS
(Zhong and Leonardelli 2008) Psych Sci
Scientists have linked Temperature to Feeling AloneWhen we are excluded, we feel cold!
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Temperature Affects Product EvaluationSTORE ATMOSPHERICS: TEMPERATURE
Please Rate The Following 12 Movies(Romance, Action, Comedy, Thriller)
OR
Hong & Sun (2012) JCR
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Cold Customers Look to “Warm Things Up”
Hong & Sun (2012) JCR
$20
$25
$30
$35
$40
$45
$50
$55
Romance Action Thriller Comedy
Willingness to Pay (HK$)
Room temp: 59-62 F Room temp: 72-75 F
STORE ATMOSPHERICS: TEMPERATURE
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IPSOS CASE STUDY: AUTOMOTIVE
WE WORKED WITH A LARGE AUTO MANUFACTURER TO CHANGE CUSTOMERS:
ENGAGEMENT WITH SALES STAFFRECOMMENDED WARM DRINKS
PERCEPTIONS OF TECHNOLOGICAL/PROCESS EXPERTISE
PRIMES FOR TECH: SHOWROOM TABLETS AND MOBILE INTERFACES
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Processing Type Affects Everything Consumer Do
Consumers Have 2 Processing Types:
Analytic vs. Abstract
Priming Consumer MindsetsSTORE ATMOSPHERICS
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Rally Racing
Table Tennis
DivingVolleyball
Curling Golf
Swimming
Cycling
Judo
Lacrosse
Baseball
Soccer
TasksSTORE ATMOSPHERICS: CEILING HEIGHT
Meyers-Levy & Zhu (2007) JCR
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High Ceiling: Abstract Thinkers
Listed MoreShared Attributes
Listed DeeperAttributes
STORE ATMOSPHERICS: CEILING HEIGHT
Meyers-Levy & Zhu (2007) JCR
OverlookedDesign Flaws
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Triggering Consumer Goals
• Like Concepts, Goals can also be Primed
• Primes Actions Related to Goal Achievement• Primes Senses/Perceptual Effects
• Goal Based Primes Persist – Until They Don’t
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Marketing Implication: Perceived Goal ProgressCONSUMER GOALS
Individuals are motivated to increase goal-consistient behaviors as they approach goalsCreating a perception of progress towards a goal creates consumer motivation and sustains focus on goal achievement because the goal seems “within reach”
First cardSecond card
• As customers accumulated more stamps their speed of consumption accelerated
• 20% decrease in purchase times from first to last stamp implies that in a typical month, members purchased two more coffees than they would have without the program
(Kivetz, Urminsky & Zheng 2006) JMR
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Artificial Goal ProgressCONSUMER GOALS
Illusions of progress toward a goal speeds consumption
Regular Card = 15.6 Days“Fake Progress” Card = 12.7 Days
Both Cards Need
10 Stamps
to Reach
the Goal
Control Group (10 Stamps)
Exp Group (12 Stamps, 2 filled)
(Kivetz, Urminsky & Zheng 2006) JMR
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Marketing Implications
Activating Impatience
STORE ATMOSPHERICS: CONSUMER GOALS
(Van den Bergh, Dewitte, and Warlop2008) JCR
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Activating Goals Leads to Goal Pursuit: We behave in ways that attempt to fulfill the goal.
This leads to Goal-Prime consistent decisions
UNTIL THE GOAL IS ACHEIVED
TakeawaysCONSUMER GOALS
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We define ourselves in many ways – but all are
CONTEXTUAL
When and Where we Are
Who is Around Us
Nudging us Back to OurselvesSOCIAL CUES
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Identity is Contextual
Situations and Environments Prime Different Identities
SOCIAL CUES
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Identity Affects Choice
Scholars SocialitesLeBoeuf, Shafir, Belyavsky (2010)
SOCIAL CUES
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How do world issuesaffect the University?
How do men/womenfeel about campus issues?
SOCIAL CUES
LeBoeuf, Shafir, Belyavsky (2010)
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Information Processing Ability
Steele & Ambady (2006)Ability Impairment
OverconfidenceDuttle & Shichijo (2015)
Memory RetrievalWang and Ross (2010)
Marketing ImplicationsSOCIAL CUES
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Much Behavior is Non-Conscious
Gentle Nudges Provide a Way of Engaging System 1 without System 2 AwarenessThese Nudges Work By Priming Cognitive Structures
Small Environmental Changes and Cues Can Have Large Behavioral Effects
BUT – Malleability Means Context and Salience Are KeyAND- Consumer Awareness Makes Them All Go Away
Gentle NudgesWRAP-UP
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Eda CetinokSenior Vice President, Ipsos LoyaltyFinancial Services Team
+1 317.805.4873
Jesse Itzkowitz, PhDBehavioral Scientist Ipsos Behavioral Science Center, NA
+1 646.313.7702
Thank You!