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“Come on now, who do you think
you are?Bless your soul, you really think
you’re in control?”- Gnarls Barkley
USING NEUROSCIENCE TO INFLUENCE
HUMAN BEHAVIOR
Welcome to the experiment
Assignments• Today - Time provided to meet with team, discuss and post
to Coursework
• Tuesday - Meet with team after class to build Desire Engine for group assignment.
• Wednesday - Work on team and individual assignments.
• Thursday - Time provided to meet with team, discuss and post to Coursework
• Friday - Presentations. Present individual assignment (5 min each) or group assignment (15-20 min) (but only if entire team agrees)
The nature of behavior
One brain, two minds
• Elephant = impulsive mind
• Rider = Rational mind
• Path = the environment
Willpower is the strength of the rider
Where the elephant lives
• “Primitive” parts of brain
• Basal ganglia
• Storage of instinctual habitual behaviors
• Nucleus accumbens
• Center of reward system
• Wants immediate gratification / satiation
Where the rider lives
• “Newest” part of brain
• Pre-frontal cortex (PFC)
• Executive function
• Controls impulses and higher level thinking
Think of your behaviors
• What are the routines, habits, skills, addictions in one’s life?
HighLow
Do
Resist doing
Amateur behaviors
Self-Control Required
Amateur
What defines amateur behaviors?
• The rider and elephant are in sync
• Easy to do, but also easy to forget
• Reward, process motivated, “for the love”
• Long-term
Amateur behaviors
How did you create your amateur behavior?
Creating amateur behaviors
• Create a path for the elephant
• Make it simple, easy
• Placing well-timed cues
• “Baby steps”
HighLow
Do
Resist doing
Skillful behaviors
Self-Control Required
Skillful
Skillful behaviors
What defines skillful behaviors?
• Rider is steering the elephant
• Outcome, goal driven
• Hard work, grit
How did you create your skillful behavior?
Creating skillful behaviors
• Deliberate practice
• Focus on fixing failures
• Grit and persistence
• Often with coaching
Skillful behaviors
Amateur- Casual
enjoyment- Jog into old age
Skillful- Goal driven
- Win a marathon
Running
HighLow
Do
Resist doing
Self-Control Required
Habitual behaviors
Habitual
Habitual behaviors
What defines habitual (negative) behaviors?
• The rider tries to control the elephant
• Constant temptation
• Struggle with desire
How did you stop your habitual behavior?
Resisting habitual behaviors
• Mindfulness
• Surfing the urge, creating space (ex - 10-minute rule)
• Reminder of purpose
• Self-compassion
HighLow
Do
Resist doing
Self-Control Required
Addictive behaviors
Addictive
Addictive behaviors
What defines addictive behaviors?
• The rider has lost control and the elephant is charging
• Self-destructive
• Extremely hard to resist
Resisting addictive behaviors
• Reigning in the elephant
• Abstinence, removal of cues
• Physical detoxification
• Social support
• Root cause analysis
HighLow
Do
Resist doing
Behavior types
Self-Control Required
Amateur Skillful
Habitual Addictive
Matching behavior types with change
methods
Change with right tool
Behavior type Change method
HighLow
Do
Resist doing
Change methods
Self-Control Required
Create the path
Reign the elephant
Train the rider to push the elephant
Train the rider to pull the elephant
Does the method match the type?
• “No pain, no gain”
• “Never quit”
• “Set strict goals”
• “Hold yourself accountable”
Healthy lifestyle
• Over a lifetime
• Do (amateur behaviors):
• Physical activity
• Eating healthy foods
• Resist doing (habitual behaviors):
• Eating unhealthy foods
• Overconsumption
Beating yourself up hurts
• The worse a drinker feels about how much they drank the night before, the more they drank the next night. (Muraven et al 2005)
• Gamblers who feel most ashamed by losses, most likely to “chase” the loss and keep gambling. (Yi and Kanatar 201)
• Students who feel the worst about procrastinating, put off studying the longest for next exam. (Wohl, Pychyl, Bennett 2010)
• Addicts who feel most guilt about a minor relapse, were most likely to have a major relapse. (Stephens et al 1994)
Source: Kelly McDonigal, “The Willpower Instinct”
The “what-the-hell” effect• Dieters and non-dieters
asked to drink a milkshake as part of “taste perception study”
• Then asked to sample as much ice cream as “needed” for taste test.
• Dieters ate more than non-dieters after drinking the milkshake
• Showed increased activity in nucleus accumbens
Source: Kelly McDonigal, “The Willpower Instinct”, Heatherton & Wagner, 2011
One size does not fit all
HighLow
Do
Resist doing
Amateur- Path driven- Long-term
- Self-directed
Skillful- Goal driven
- Grit- Hard work- Coaching
Habitual- Surfing urge- Mindfulness
- Self-compassion
Addictive- Abstinence
- Physical detox- Root cause
- Social support
Self-Control Required
In summary
• Rider, elephant and path
• Before changing a behavior:
• Identify behavior type
• Match with appropriate change method
Take a break and a survey
www.OpinionTo.us(and take your stuff)
Why influence behavior?
Helping people do what they want to do.
HighLow
Do
Resist doing
Persuasive products
Self-Control Required
Amateur Skillful
Habitual Addictive
pref· er· ence/ˈpref(ə)rəns/
Noun, Def: A greater liking for one alternative over another or others.
be· hav· ior/biˈhāvyər/
Noun, Def: The way in which an animal or person acts in response to a particular situation or stimulus.
rou· tine/ro ͞oˈtēn/
Noun, Def: A sequence of actions regularly followed; a fixed program.
hab· it/ˈhabit/
Noun, Def: An behavior that has become nearly or completely involuntary, without cognition.
ad· dic· tion/əˈdikSHən/
Noun, Def: A persistent, compulsive dependence on a behavior or substance.
Are customer habits good for business?
• Higher life-time value
• Greater price inelasticity, can charge more
• Word-of-mouth brings down cost of acquisition
= Higher ROI
Source: Inc. magazine, Dec. 2011
Why is this graph “smiling”?
StackOverflow
• Largest technical QA site
• Alexa rank 93
• 5,000 questions are answered per day
• FT Staff: 66
Holding on to customers by forming habits
Source: Amy Jo Kim, “Community Building on the Web”
To build habits need...
Au· to· ma· ta· city
Noun, Def: The ability to do things without occupying the mind with low-level details, allowing it to become an automatic response pattern.
What is automaticity good for?
• Ability to learn
• Helps us decide
• Saves energy
• Allows multitasking
Impairment of habit system• Trouble performing tasks requiring multi-
step behaviors or where emotion is deciding factor.
• With “elephant” out, the “rider” tries but fails.
• Making simple decisions. (which pen?)
• Ignoring insignificant details. (reading faces)
• Inability to act quickly “from the gut.”
Source: Antonio Demasio via Lehrer "How We Decide"
Decision fatigue• “Rider” gets tired and lazy because decision
making requires effort.
• Prisoners appearing for parole hearings early in the morning granted parole 70% of the time.
• However, those appearing late in the day, when judges were more tired, paroled less than 10% of the time.
• So, making more decisions through habit instead of logic, can leave more resources for important decisions
Source: Levav and Danziger, 2011
How to build automaticity?
Frequency and utility
How do we get users to come back?
Building desire through engagement
Low engagement
High engagement
The Desire Engine
Remember: A TARI
A - A Desire Engine has 4 parts:
T - Trigger
A - Action
R - Reward
I - Investment
In summary• Habits can be good for business.
• Habits require automaticity - action without cognition.
• Leaves us with more “decision making reserve.”
• Creating automaticity is a function of utility and frequency.
• Frequency from creating desire.
Triggers
Habits aren’t created, they are built upon
Where are you sitting?
• Who is sitting where they sat before break?
• Why did you sit there?
• What told you to sit?
• Where did you learn this behavior?
TriggersExternal Internal
AlarmsCalls-to-action
EmailsStores
Authority
What to do next is in the trigger
What to do next is in the user’s head
EmotionsRoutinesSituations
PlacesPeople
TriggersExternal Internal
AlarmsAdvertising
Calls-to-actionEmailsStores
Authority
EmotionsRoutinesSituations
PlacesPeople
What to do next is in the trigger
What to do next is in the user’s head
DissatisfiedIndecisiveLostTenseFatiguedInferior
Fear of lossBored LonesomeConfusedPowerlessDiscouraged
Negative emotions are powerful internal triggers
When I feel... ... I use
LonelyHungryUnsureAnxious
LostMentally fatigued
FacebookYelp
GoogleEmailGPS
ESPN, Glam
Internally triggered technologies
Bored Stressed
ExcitedContent
Emotional triggersShiv x-framework
People with depression check email more.
Source: Kotikalapudi et al 2012,Associating Depressive Symptoms in College Students with Internet Usage Using Real Internet Data
Habits form from frequent problem/solution fit.
• Need to find the existing behavior to attach to.
• Find the behavior that occurs just before.
• “Every time you (verb), use (product).”
To find the problem, know the narrative
Jack Dorsey on narratives
http://www.youtube.com/watch?v=acMXhhdWylQ
The “Instagram moment”
Instagram triggers
External Internal
- FB and Twitter- App notifications
- Fear of loosing the moment...- Bored, lonesome, curious...
Your turn
• Pick an “amateur” behavior you’d like to turn into a new routine in your life.
• Brainstorm with the person next to you for 5 min each about potential triggers.
• Describe the narrative of both external and internal triggers.
• Write this down and be prepared to share.
Form teams and complete Coursework assignment (see syllabus)
Debrief with team:- What resonated with you?
- What stimulated new thinking?- Ideas for personal and professional growth?
- Ideas for new ventures?- What intrigued you, either by creating new questions
or by kindling a quest for more?
30 min discussion15 min post to Coursework
TriggersExternal Internal
AlarmsCalls-to-action
EmailsStores
Authority
What to do next is in the trigger
What to do next is in the user’s head
EmotionsRoutinesSituations
PlacesPeople
Pharma triggersExternal Internal
What to do next is in the trigger
(Designer controls)
What to do next is in the user’s head
Actions
whendoing < thinking = action
Creating the path
triggers
ability
B = m.a.t.
Fogg Behavior Modelm
otiv
atio
n
Source: Dr. BJ Fogg, Stanford University
trigger(SUCCESS!)
trigger(FAIL!)
ability
mot
ivat
ion
Source: Dr. BJ Fogg, Stanford University
B = m.a.t.
Fogg Behavior Model
mo· ti· va· tion/mōtə vāSHən/
Noun, Def: The psychological feature that arouses an organism to action toward a desired goal.
mot
ivat
ion
Motivators of Behavior
Seek:PleasureHopeAcceptance
Avoid:PainFear
Rejection
SensationAnticipation
Social Cohesion
Source: Dr. BJ Fogg, Stanford University
a· bil· i· ty/əˈbilitē/
Noun, Def: The capacity to do something
ability
How increase capacity to do something?
Source: Dr. BJ Fogg, Stanford University
ability
Factors of ability
TimeMoneyPhysical effortBrain cyclesSocial devianceNon-routine
Source: Dr. BJ Fogg, Stanford University
Simplicity
“Simplicity is a function of your scarcest resource at that moment.”
- BJ Fogg
TimeMoneyPhysical effortBrain cyclesSocial devianceNon-routine
Factors of ability
Differ by person and context
What move first?
triggers
ability
mot
ivat
ion
Move ability before motivation
Source: Dr. BJ Fogg, Stanford University
Focus on ability and triggers before motivation
Focus on ability and triggers before motivation
Which has fewer calories?
Motivated people know healthier option
Source: (Chernov et al. 2011; Chandon & Wansink 2007)
2010
Source: Behavioral Risk Factor Surveillance System, Centers for Disease Control
America the obese
Twitter homepage
2009
2010
Twitter homepage
2012
Twitter homepage
The evolution of Twitter2009 2010
2012
triggers = interface design
ability = product
Behaviors to actions with cross-functional teams
mot
ivat
ion
= m
arke
ting
Your turn• Take out your behavior from yesterday or pick a new one.
• Rate your ability to do your behavior. (1 is not at all able, 10 is very able, easy)
• Rate how motivated you are to do your behavior. (1 is not at all, 10 is very)
• Share with your partner.
• Brainstorm how to increase your partner’s ability (considering your scarcest resource) and / or increase motivation? !! Crazy ideas are encouraged !!
• Write this down and be prepared to share.
Source: Dr. BJ Fogg, Stanford University
Motivators of BehaviorSeek:
PleasureHopeAcceptance
Avoid:PainFear
Rejection
SensationAnticipation
Social Cohesion
Factors of abilityTimeMoneyPhysical effortBrain cyclesSocial devianceNon-routine
Bi· as/ˈbīəs/
Noun, Def: 1. A tendency or inclination; a prejudice
2. A lever to increase motivation or ability
A well-studied bias
Classical biases
• Rational
• Can articulate, “I’d buy it if it were cheaper.”
• Predictable (for the most part)
Cognitive Biases
• Rational or irrational
• Unable to articulate
• Predictable
Scarcity
Source: Worchel, Lee, and Adewole (1975)
• People value cookies more in a nearly empty jar than in a full jar.
Value attribution
Source: Plassmann, O’Doherty. Shiv, and Rangel, 2008
• Wine actually tastes better if you believe it’s more expensive
Remember this?
Source: (Chernov et al. 2011; Chandon & Wansink 2007)
The halo effect
Source: (Chernov et al. 2011; Chandon & Wansink 2007)
Which car owners?
• Are involved in more collisions.
• Receive 65% more traffic tickets.
• Drive 25% more miles than other drivers.
• Are a more costly risk to insure than other vehicles in its class.
Source: Data from insurance analytics company Quality Planning, reported in “Mitchell Industry Trends Report” 2010
Moral licensing
• We tend to reward ourselves with the freedom to be “bad” when we’re acting “good.”
Anchoring• We tend to rely too heavily on just one trait
of a decision.
• We overvalue things on sale
5 for $34 3 for $29.50
Unit cost = $7.38Unit cost = $6.80so, 6 for $44.25
Jockey only!
• 8 car wash, get one free
• 8 blank squares vs. 10 squares with 2 free punches
• 82% higher completion rate
Completion
• Motivation increases the closer get to a goal
• “Endowed progress effect”
Source: Nunes and Drèze, The Endowed Progress Effect: How Artificial Advancement Increases Effort, 2006
Sequencing
• Tendency to complete complex behavior if parsed into smaller steps
Many more...
• Social proof, framing, reciprocity, relevance, status quo, loss aversion, familiarity bias, regret aversion, peak-end effect, money proxy, authority bias ...
Your turn
• Pick one of the “Mental Notes” cards.
• How could you make use of a cognitive biases to increase your partner’s behavior?
• Brainstorm with the person next to you for 5 min each. !! Go for lots of ideas !!
• Write this down and be prepared to share.
Take a breakand a survey
www.OpinionTo.us
Variable rewards
The brain and rewards
Source: Olds and Milner, 1945
Watch
What triggers the reward system?
• Stimulation of brain’s reward system activates new behaviors
• “Awakening the elephant” is possible through probes or drugs
• What stimulates the brain naturally?
Dopamine triggers
Were Olds and Milner stimulating pleasure?
(not exactly)
“I like pleasure spiked with pain, it’s my aeroplane”
- The Red Hot Chili Peppers
Ann’s story
• Sufferers from Parkinson’s
• Treatment includes dopamine boosters
• Becomes a compulsive gambler
• Why?
The promise of reward• Dopamine system activated by anticipation of
reward
• And dampened when reward achieved
Source: Knutson et al 2001
To supercharge the “stress of desire”... add variability.
We crave predictability
• Variable rewards drive us nuts
• Compulsion to make sense of cause and effect
• Dopamine system drives the search
Curious by nature
“I can’t get no satisfaction”- The Rolling Stones
The search for rewards
the Hunt
the Tribe
the Self
Search for Social Rewards
theTribe
- Acceptance- Sex- Power
Rewards of the tribe
Rewards of the tribe
Search for Resources
theHunt
- Food- Money- Information
Rewards of the hunt: search for resources
Rewards of the hunt: search for information
Dare you not to scroll
Rewards of the hunt: search for resources
Search for Sensation
theSelf
- Mastery- Consistency- Competency- Purpose
Rewards of the self:Search for competency and mastery
Rewards of the self: Search for control
Fish bowl technique• Addiction Recovery Study (Petry 2006)
• Patients earned opportunity to draw a ticket out of a bowl every time they passed a drug test.
• Half of the tickets said “Keep up the good work.” The rest won the patient a nominal prize worth $1 to $20 but one ticket was worth $100 prize.
• 83% of fish bowl patients stayed in treatment for full 12 weeks (vs 20% of standard-care patients).
• 80% of fish bowl patients passed all their drug tests (vs. 40% of standard-care patients).
• Fish bowl group less likely to relapse.
• Technique worked better than paying patients for passing drug tests.
Rewards Decay• As rewards become predictable, they
become less novel
Finite Variability Infinite Variability
- Single-player games- Consumption of media- Finishing a race
- Multi-player games- Creation of content- Communities- Running for pleasure or competition
Who gets hooked?• Pathological gamblers and non-pathological
placed in MRI. See images of win, lose, and “near-miss.”
• Pathological gamblers experienced more “excitement” from seeing win.
• Gamblers brain saw near-miss as near-win.
• Non-pathological experienced near-miss as near-loss.
• Unknown if gambler’s brain is different at birth or if caused by repeated exposure.
Source: Habib, 2010
Variable reward levers
• Type (Tribe, Hunt, Self)
• Frequency
• Amplitude
Keep ‘em guessing
Your turn• How could you use variable rewards to
increase your partner’s behavior?
• How can you add an element of mystery, the unknown, or surprise?
• Consider the search for rewards of the tribe (social), hunt (resources), self (mastery, control) !! Crazy is ok !!
• Brainstorm with the person next to you for 5 min each and prepare to share.
Investments
Investment
• Where user does a bit of “work.”
• “Pays” with something of value: time, money, social capital, effort, emotional commitment, personal data ...
Investment is about future rewards that
makes the next action more likely.
T A
RI
Facebook, friend, email ...
Scroll
Information(Hunt)Follow
Twitter (consumer)
Boredom, curiosity
T A
RI
Mention, message
Open app
Social feedback(Tribe)
Tweet or RT(build following)
Boredom, curiosity, lonesome
Twitter (creator)
Labor is love
The IKEA effectSource: Dan Ariely, Upside of Irrationality
People value their labor
• Value own work almost as much as an expert’s.
• Even if other’s don’t.
Source: Ariely, Mochon and Norton, 2012
Source: Langer, 1975
• People who pick lottery numbers more likely to play.
• Assign greater odds.
Labor increases motivation
Value labor done for us
Source: Buell and Norton, 2011
Others’ labor increases value too
• Search took same time.
• People “seeing” the work perceived more value.
Source: Buell and Norton, 2011
As we invest, we endow and tend to
overvalue.
The endowment effect• When chimps given juice bar
and peanut butter, 50/50 preference split.
• When given PB first, 80% chose to keep rather than exchange.
• The “endowed” item was preferred
• Only worked for food
Source: Brosnan et al 2007
Humans endow things• Endowed mugs vs pens worth twice as much
(Kahneman, Knetsch & Thaler,1990)
• Endowed final four tickets worth 14 times more (Carmon and Ariely, 2000)
• Employees worked harder to maintain a provisional bonus than a potential yet-to-be-awarded prize (Hossain and List, 2010)
• Universal behavior across different populations and with different goods (Hoffman and Spitzer,1993) including children (Harbaugh et al, 2001)
Why do we endow?
• Improved bargaining position in bilateral trades. If I act like I love it, maybe you will too. (Huck, Kirchsteiger & Oechssler 2005)
• Loss aversion. Loosing feels twice as bad as the joy of gaining. (Kahneman and Tversky,1984)
• Need for consistency causes cognitive dissonance leads to rationalization.
Jesse Schell, Professor of game design, Carnegie Mellon University
Rationalization and commitment
The preference cycleInvestment:
“Should I ‘spend’ on this?”
Rationalization:“Only an idiot would
have ‘spent’ on something not good.”
Confirmation:“Since I spent on it
before, and I am not an idiot, it must be good.”
Little investments, big results
Group 1: 17% accepted
Group 2: 76% accepted
Source: Freedman & Fraser, 1966
Adaptive preference formation
• Changing preferences to be more compatible with the situation.
• We acquire preferences to serve our need to be consistent.
• Relieve pain of cognitive dissonance.
Source: Jon Esler, 1983
Acquiring taste
• Think of the first time you tried spicy food or alcohol.
• Acquiring taste follows similar patterns of rationalization to avoid cognitive dissonance.
• Change ourselves as we change our preferences.
• “I’m a ____ drinker.”
Motivating through identity
• Registered voters completed survey the day before or the morning of the election.
• “How important is it to you to be a voter in the upcoming election?” (Noun)
• “How important is it to you to vote in the upcoming election?” (Verb)
• Tracked who actually voted.
• How we see ourselves (the nouns) shape what we do.
Source: Bryan, Walton, Rogers, and Dweck, 2011
“the largest experimental effects ever observed on objectively
measured voter turnout.”
In summary:• We over value the results of our labor
(endowment effect)
• But need to rationalize this irrational value (cognitive dissonance)
• One way to do this is to change our taste (adaptive preference formation)
• And behave in line with how we see ourselves (identity shaping)
Your turn
• How could you use small investments and commitments to make your partner’s behavior more likely to occur?
• Brainstorm with the person next to you for 5 min each.
• Write this down and be prepared to share.
Desire Engines create routines
- External triggers- Low
preference
- Internal triggers- High
preference
Low engagement
High engagement
T A
RI
Icon on phoneOpen unread messages
Write back
Procrastinate, anxiety, thoughts of others....
Tribe, hunt and self
Spectator sportsT A
VRI
Watch
Outcome (Self)Fandom - belonging (Tribe)Capturing the win (Hunt)
Monday, boredom, anxiety ...
Everywhere
Identify self as fanBuy stuffAttend events
With more cyclesIncrease motivation
and difficulty of action
Greater loyalty, increased price inelasticity, greater
satisfaction
Using neuroscience to influence human behavior
• Preferences to behaviors.
• Behaviors to routines.
• Routines to habits.
• Habits become who we are.
What are you going to do with this?
• When is it right to “give people what they want?”
• When are people really in control?
• When is it ok to manipulate?
Use this for good.
and take a survey www.OpinionTo.us