Documenti di Didattica
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Come on now, who do you think you are? Bless your soul, you really think youre in control?
- Gnarls Barkley
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)
Amateur behaviors
Amateur Do
Self-Control Required
Amateur behaviors
Skillful behaviors
Skillful Do
Self-Control Required
Skillful behaviors
Skillful behaviors
Running
Amateur
- Casual enjoyment - Jog into old age
Skillful
- Goal driven - Win a marathon
Habitual behaviors
Do
Resist doing
Habitual
Low
High
Self-Control Required
Habitual behaviors
Addictive behaviors
Do
Addictive
High
Self-Control Required
Addictive behaviors
Behavior types
Amateur Do Skillful
Resist doing
Habitual
Addictive
Low
High
Self-Control Required
Behavior type
Change method
Change methods
Do
Resist doing
Self-Control Required
Healthy lifestyle
Over a lifetime Do (amateur behaviors):
Source: Kelly McDonigal, The Willpower Instinct, Heatherton & Wagner, 2011
Amateur
- Goal driven - Grit - Hard work - Coaching - Abstinence - Physical detox - Root cause - Social support
Skillful
Resist doing
Habitual
Addictive
Low
High
Self-Control Required
In summary
Rider, elephant and path Before changing a behavior: Identify behavior type Match with appropriate change method
Persuasive products
Amateur Do Skillful
Resist doing
Habitual
Addictive
Low
High
Self-Control Required
pref er ence
/pref()rns/ Noun, Def: A greater liking for one alternative over another or others.
be hav ior
/bihvyr/ Noun, Def: The way in which an animal or person acts in response to a particular situation or stimulus.
rou tine
/rootn/ Noun, Def: A sequence of actions regularly followed; a xed program.
hab it
/habit/ Noun, Def: An behavior that has become nearly or completely involuntary, without cognition.
ad dic tion
/dikSHn/ Noun, Def: A persistent, compulsive dependence on a behavior or substance.
StackOverow
Largest technical
QA site
FT Staff: 66
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.
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
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. reserve.
Triggers
Why did you sit there? What told you to sit? Where did you learn this
behavior?
Triggers
External Alarms Calls-to-action Emails Stores Authority What to do next is in the trigger Internal Emotions Routines Situations Places People What to do next is in the users head
Triggers
External Alarms Advertising Calls-to-action Emails Stores Authority What to do next is in the trigger Internal Emotions Routines Situations Places People What to do next is in the users head
Bored
Stressed
Source: Kotikalapudi et al 2012, Associating Depressive Symptoms in College Students with Internet Usage Using Real Internet Data
Find the behavior that occurs just Every time you (verb), use (product).
http://www.youtube.com/watch?v=acMXhhdWylQ
Instagram triggers
External - FB and Twitter - App notications Internal - Fear of loosing the moment . . . - Bored, lonesome, curious...
Your turn
Pick an amateur behavior youd like to
turn into a new routine in your life.
Describe the narrative of both external and 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 discussion 15 min post to Coursework
Triggers
External Alarms Calls-to-action Emails Stores Authority What to do next is in the trigger Internal Emotions Routines Situations Places People What to do next is in the users head
Pharma triggers
External Internal
Actions
ability
mo ti va tion
/mt vSHn/ Noun, Def: The psychological feature that arouses an organism to action toward a desired goal.
Motivators of Behavior
Sensation Anticipation Social Cohesion Seek: Pleasure Hope Acceptance Avoid: Pain Fear Rejection
motivation
Source: Dr. BJ Fogg, Stanford University
a bil i ty
/bilit/ Noun, Def: The capacity to do something
ability
Factors of ability
Time Money Physical effort Brain cycles Social deviance Non-routine
ability
Simplicity
Simplicity is a function of your scarcest resource at that moment. - BJ Fogg
Factors of ability
Time Money Physical effort Brain cycles Social deviance Non-routine
triggers
ability
2010
Source: Behavioral Risk Factor Surveillance System, Centers for Disease Control
Twitter homepage
2009
Twitter homepage
2010
Twitter homepage
2012
2012
ability = product
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 partners ability (considering your scarcest resource) and / or increase motivation? !! Crazy ideas are encouraged !! Write this down and be prepared to share.
Factors of ability
Time Money Physical effort Brain cycles Social deviance Non-routine
Motivators of Behavior
Sensation Anticipation Social Cohesion
Source: Dr. BJ Fogg, Stanford University
Bi as
/bs/ 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, Id buy it if it were cheaper. Predictable (for the most part)
Cognitive Biases
Rational or irrational Unable to articulate Predictable
Scarcity
People value cookies
more in a nearly empty jar than in a full jar.
Value attribution
Wine actually
Remember this?
Moral licensing
We tend to reward
ourselves with the freedom to be bad when were acting good.
Anchoring
We tend to rely too heavily on just one trait
of a decision.
Jockey only!
3 for $29.50 5 for $34 so, 6 for $44.25 Unit cost = $6.80 Unit cost = $7.38
Completion
Motivation
effect increases the closer get to a goal
Endowed progress
82% higher
Source: Nunes and Drze, The Endowed Progress Effect: How Articial Advancement Increases Effort, 2006
Sequencing
Tendency to
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
5 min each. !! Go for lots of ideas !!
Brainstorm with the person next to you for Write this down and be prepared to share.
Variable rewards
Watch
Source: Olds and Milner, 1945
Dopamine triggers
Anns story
Sufferers from
Parkinsons
Treatment includes
gambler
dopamine boosters
We crave predictability
Variable rewards
drive us nuts
Compulsion to make
sense of cause and effect drives the search
Dopamine system
Curious by nature
Rewards Decay
As rewards become predictable, they
become less novel
Finite Variability
- Single-player games - Consumption of media - Finishing a race
Innite Variability
- Multi-player games - Creation of content - Communities - Running for pleasure or competition
Your turn
How could you use variable rewards to
increase your partners behavior? unknown, or surprise?
How can you add an element of mystery, the Consider the search for rewards of the tribe
(social), hunt (resources), self (mastery, control) !! Crazy is ok !! 5 min each and prepare to share.
Investments
Investment
Where user does a bit
of work.
of value: time, money, social capital, effort, emotional commitment, personal data ...
Investment is about future rewards that makes the next action more likely.
Twitter (consumer)
T
Facebook, friend, email ...
A
Scroll
Boredom, curiosity
I
Follow Information (Hunt)
Twitter (creator)
T
Mention, message
A
Open app
Boredom, curiosity, lonesome
I
Tweet or RT (build following)
R
Social feedback (Tribe)
Labor is love
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) the joy of gaining. (Kahneman and Tversky, 1984) dissonance leads to rationalization.
Loss aversion. Loosing feels twice as bad as Need for consistency causes cognitive
Acquiring taste
Think of the rst 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. Im a ____ drinker.
In summary:
We over value the results of our labor
(endowment effect)
Your turn
How could you use small investments and
commitments to make your partners behavior more likely to occur? 5 min each.
Brainstorm with the person next to you for Write this down and be prepared to share.
Email
T
Icon on phone Procrastinate, anxiety, thoughts of others.... Open unread messages
I
Write back Tribe, hunt and self
Spectator sports
T
Everywhere Monday, boredom, anxiety ... Watch
I
Identify self as fan Buy stuff Attend events
VR
Outcome (Self) Fandom - belonging (Tribe) Capturing the win (Hunt)