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/
LinksJonathan 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/
Galeophobia: https://www.medicinenet.com/script/main/art.asp?articlekey=12518
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
EDM: https://en.wikipedia.org/wiki/Electronic_dance_music
Kurt Nelson: @motivationguru and https://www.linkedin.com/in/kurtwnelson/
Tim Houlihan: @THoulihan and https://www.linkedin.com/in/tim-houlihan-b-e/
Check out the Behavioral Grooves website: https://behavioralgrooves.com/
How the Right Journal Can Help You Reach Your Goals in 2023
How Game Theory Can Be Used To Explain Human Behavior | Erez Yoeli
Do One Small Thing Every Day That Scares You | Scott Simon
Want To Join A Secret Club? With Michael F. Schein
How To Redesign Social Media Better So That It’s Actually Sociable
Groove Track | Tale of Two Markets: Do We Help People Only For Money Or Candy?
Why Do Good People Let Bad Things Happen? With Max Bazerman
A Proven Way Expectations Can Unlock A More Positive Life | David Robson
Grooving on Cheating: Kurt, Tim, Christian Hunt, and Koen Smets
Can You Unlearn History And Still Love Your Country? With Dolly Chugh
How To Get Comfortable With Uncertainty: The Ambiguity Mindset with Debbie Sutherland
Quit: Why We Do It Too Late and How To Get Better At It with Annie Duke
Four Steps To More Effective Conversations | Chuck Wisner
How To Have A Conversation About Racism | Robert Livingston
Visualize A Horse...But What If You Actually Can’t? Aphantasia Explained With Dr Adam Zeman
Want to Know How Priming Works? It Starts With Your Conscious, Not Your Unconscious | John Bargh PhD
Rory Sutherland: The Opposite of a Good Idea is a Good Idea [Republish]
How Good People Fight Bias | Dolly Chugh [Republish]
Groove Track | No, Short-Term Rewards Don’t Drain Long-Term Motivation
The Power of Unity: Robert Cialdini Expands His Best Selling Book Influence [Republish]
Create your
podcast in
minutes
It is Free
The Poetry of Science
Hidden Brain
Mysterious Radio: Paranormal, UFO & Lore Interviews
The Science of Happiness
Choiceology with Katy Milkman