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Open Brand Summit: Dan Ariely
- 1. Branding A view from a Behavioral Economics perspective
- 3. 0 20 40 60 80 100 D enm arkN etherlands U nited K ingdom G erm anyAustriaBelgium FranceH ungaryPolandPortugalSw eden 86 10010010010098100 1217 28 4 %ofdriversdonatingorgans Organ donations? Johnson & Goldstein (2003)
- 13. Trivial decision
- 21. Significant decision Trivial decision Emotional Computational “Emotional computation” External Signaling Self Signaling Signaling
- 22. Signaling
- 25. Signaling To others To self
- 26. Significant decision Trivial decision Emotional Computational “Emotional computation” Social coordination
- 28. Significant decision Trivial decision Emotional Computational “Emotional computation” Expectations
- 29. Expectations
- 30. Expectations
- 32. Fluency
- 36. Habits
- 37. Significant decision Trivial decision Emotional Computational “Emotional computation”Habits External Signaling Self Signaling Signaling Social coordination Expectations Fluency Reward Substitution
- 38. Other forces • Defaults* • Emotions* • Spotlight effect • Conceptual consumption • Price quality inference • Encoding / Retrieval Match • Elimination by aspects • Habits
- 41. Final words • Branding taps many aspects of human decision making • Not all brands and not all products tap the same psychological mechanisms • Understanding where your brand falls on the “significance / computational map” is a crucial first step* • Once you understand your brand’s location -- it should be clearer what actions you should take!