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 Good People Fight Bias | Dolly Chugh
From Holding the Mic to Theory of Mind: Rob Leonard's Love of Language
Getting to Yes, And...Behavioral Grooves: Two Podcasts in One
Get More from Reading your Favorite Books with Pique founder Bec Weeks
The Power of Unity: Robert Cialdini Expands His Best Selling Book Influence
Behind NOISE and Beyond The Book: Linnea Gandhi Shares her New Course on Noise
Why Is Noise Worse Than Bias? Olivier Sibony Explains
How Behavioral Science Can Impact Nonprofits: The Inspiring Story at Save The Children
How Delusions Can Actually Be Useful: Shankar Vedantam Reveals How
Donating Our Money Is Irrational, So Why Do We Do It? Tim Kachuriak Explains Our Motivations
How Do You Become Influential? Jon Levy Reveals His Surprising Secrets
Why Music Makes You Feel Better with Pablo Ripollés and Ernest Mas Herrero
Share, Like, Comment: Sandra Matz PhD Exposes The Truth Behind your Digital Footprint
3 Ways to have a Positive Chat About Vaccine Hesitancy with Friends and Family
How a Compelling Story Packs a Persuasive Punch with Melanie Green
Secrets of Subtraction: Donut Holes, Lego and Bruce Springsteen with Leidy Klotz
Observing the Non-Obvious: How to Spot Trends Around You with Rohit Bhargava
Why It's Astoundingly Easy, But Not Better, to Be Tribal with Tim Ash
Scrutinizing Hype: Powerful lessons from The Hype Handbook with Michael F. Schein
A Thousand Thanks: A Lifetime of Experiments and Gratitude with AJ Jacobs
Create your
podcast in
minutes
It is Free
The Poetry of Science
Hidden Brain
The Science of Happiness
The Psychology Podcast
Therapist Uncensored Podcast