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/
The Behavioral Science Books We Just Couldn’t Put Down in 2021 With Louise Ward
More Than Just A Checklist: How to Effectively Apply Behavioral Science | Torben Emmerling
Our Love Of Music And The Influence Of The Pandemic With Mark Thorley
Please Help Us by Voting for Behavioral Grooves - it takes 10 seconds
Trust: The Four Key Steps to Genuinely Build It | Sandra Sucher
Focus More on HOW to Think, and Less on WHAT to Think | Dr. Howard Rankin PhD
Need a Laugh to Get Through Your Workday? Dan Hill
Feeling Fearful: Why People Seek Out Conspiracy Theories | Eric Oliver
Why We Are More Vulnerable To Harmful Conspiracy Theories Than We Think | Andy Norman
Conspiracy Theories: How To Talk to A Science Denier | Lee McIntyre
Conspiracy Theories: Hidden Brain‘s Shankar Vedantam | The Delusion of Nations
Halloween Special: Grooving on Scary Biases
Why Does Rude Behavior Really Bother Us So Much? | Trevor Foulk PhD
Helping People To Assemble Better Decisions | Eric J. Johnson
Anxiety at Work: Why We Feel It and How To Manage It | Chester Elton
The 5 Healthy Brain Habits Of A Neuroscientist | Dr Daniel Almeida
Money Does Boost Happiness, But Not The Way We Think It Does | Daniel Crosby
Why You Don‘t Need to be Powerful to be Influential | Vanessa Bohns
Leading Human™: How to Avoid Burnout and Create a Positive Organization
Kwame Christian: On Compassionate Curiosity, Social Justice Conversations, and Cinnamon Toast Crunch [Republish Episode 178]
Create your
podcast in
minutes
It is Free
The Poetry of Science
Hidden Brain
The Science of Happiness
Therapist Uncensored Podcast
The Psychology Podcast