June 16, 2019
The role of the User Experience (UX) designer is growing in corporations around the world. UX Designers have a great deal of influence over how a customer CAN take an action. Relatedly, behavioral scientists are interested in addressing the issue of WILL a customer take an action. What if the two were fused?
In this episode, Jonathan Mann explores ways in which the UX designer and the behavioral scientist can merge into one, combining the CAN and WILL elements for more effective – and ethical – marketing messages. He relates his experiences from studies he performed at PayPal under the direction of renowned researcher Robert Cialdini, PhD. Their work applied the element of social proof to advertising that increased validation – the act of connecting a bank account to a PayPal account – with a dramatic effect. Millions of dollars of compounding annual revenue materialized after A/B testing a variety of messages.
Jonathan cleverly leverages The Year of the Shark and the terrific elephant & rider metaphor to drive home the important message that marketing will be most successful when it appeals to both the rider (the rational part of the brain) and the elephant (the emotional part of the brain).
In the grooving session, Kurt & Tim discuss the ethical application of such powerful tools and what songs we might use for priming in particular situations.
Special thanks to Stefani Simon, president of Inprela Public Relations, for hosting this event: https://inprela.com/
Jonathan Mann: https://www.linkedin.com/in/jdmann/
Jonathan’s Deck from the presentation: https://drive.google.com/open?id=1pa1CvMOQzWUpreQpirDGSjTEoDl3gPCg
Robert Cialdini, PhD: https://www.influenceatwork.com/
Summer of the Shark Video: https://www.youtube.com/watch?v=YzVC6tBTaQ8
Jonathan Haidt / Elephant and the Rider: https://www.youtube.com/watch?v=X9KP8uiGZTs
Ovid, Metamorphisis: https://en.wikipedia.org/wiki/Metamorphoses
Discount Distance Congruity Effect (Coulter & Norberg): https://www.sciencedirect.com/science/article/abs/pii/S1057740809000266
Visual Depiction Event (Coulter): https://pdfs.semanticscholar.org/3760/a10d0adf5636bbd18f9804fb11ce77a02195.pdf
Auditory Price Perception Effect (Coulter): https://onlinelibrary.wiley.com/doi/abs/10.1016/j.jcps.2011.11.005
All definitions of Behavioral Science Principles including Present Bias, Availability Heuristic, Social Proof among others can be found at: https://docs.google.com/document/d/1XHpBr0VFcaT8wIUpr-9zMIb79dFMgOVFRxIZRybiftI/edit#
Cialdini Hotel Towel reuse: https://assets.csom.umn.edu/assets/118359.pdf
Cialdini 6 Principles of Persuasion: https://www.influenceatwork.com/principles-of-persuasion/
“Don’t Make Me Think,” by Steve Krug: https://en.wikipedia.org/wiki/Don%27t_Make_Me_Think
“People are People,” By Depeche Mode: https://www.youtube.com/watch?v=MzGnX-MbYE4
Check out the Behavioral Grooves website: https://behavioralgrooves.com/