A small introduction op Irrational behavior & Social Influence. I gave this introduction at Kana Benelux for the sales managers, consultants and marketing department

1. Irrational behavior
& Social Influence
a small introdution
Chris van den Berg
Business Consultant
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2. Start with a small test
• Half of the group – close you eyes
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3. Start with a small test
• Other Group
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4. So….
• Top level bullet 24 point
• Second level bullet 20 point
• Third level bullet 18 point
— Fourth level (smallest) bullet 16 point
From Predictably Irrational, Dan Good Experiences. On Brand. On Budget.
Ariely |4

5. Another Example
• Top level bullet 24 point
• Second level bullet 20 point
• Third level bullet 18 point
— Fourth level (smallest) bullet 16 point
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6. Question
• Mooie pen – Prijs 14 euro, je wilt hem! echter je weet dat hij 15
minuten verder op 7 euro is …. Ga je die 15 minuten op de fiets?
• Mooi pak – Prijs 350 euro, je wilt hem! Echter je weet dat hij 15
minuten verder op 343 euro is … Ga je die 15 minuten op de
fiets?
• Waarom ga je de ene keer voor 7 euro op de fiets en de andere
keer niet ?!?!?
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7. A research by Ariely (2003)
• Top level bullet 24 point
• Second level bullet 20 point
• Third level bullet 18 point
— Fourth level (smallest) bullet 16 point
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8. Anchoring
• Tom Sawyer and the construction of value (Dan Ariely a, George
Loewenstein, Drazen Prelec)
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9. Zero-Price Model
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10. Zero-Price Model
• Top level bullet 24 point
• Second level bullet 20 point
• Third level bullet 18 point
— Fourth level (smallest) bullet 16 point
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11. Zero-Price Model
• Free … PING!
• More: Zero as a Special Price : The True Value of Free Products,
Shampanier, Kristina, Mazar, Nina, Ariely, Dan
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12. Cola vs Pepsi
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13. Research on beer
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14. Research on beer
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15. Outcome
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16. • Influence of expectation!
• More: Try It, You'll Like It: The Influence of Expectation,
Consumption, and Revelation on Preferences for Beer (Lee, L
Frederick, S Ariely, D)
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17. Placebo effect on Price
• People know that energy drink -> postive effect on puzzles
• Group 1: Get an energy drink
• Group 2: Get the same drink but discounted!
• Who will perform better?
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18. Results
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19. Results
• Conclusion: Consumers who pay a discounted price for a product
may derive less actual benefit form consuming this product!
• More:
• Placebo Effects of marketing Actions : Consumers They get what they pay
for. (Shiv, Baba, Carmon, Z, Ariely, D)
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20. More on this topic:
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21. Social Influence
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22. Lift – Candid camera (1962)
• Example:
• http://youtu.be/ltaUpq_26Us
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23. Social Influence – Asch Conformity Experiment
• Example:
• http://youtu.be/--NjJygJxPc
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24. Towel reuse
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25. Social norm message
• Industry standard vs Social Norm Message
• Can we (if we change the message) get more towels reuse?
• Change the message to a “social norm” Message
IS: Importance of environment Protection
SN: Majority of guest do participate at lease once
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26. Outcome
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27. EXP2: Other groups? Better results?
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28. More:
• A Room with a Viewpoint: Using Social Norms to Motivate
Environmental Conservation in Hotels (Goldstein, Noah J.,
Cialdini, Robert B., Griskevicius, Vladas)
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29. Affect
• Emotions influence the effectiveness of persuasion heuristics
• “Social Proof”: If may others are doing it must be good
• “Scarcity”: If a product of opportunity is rare it must be good
• Who know’s booking.com?
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30. Examples…
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31. Evolutionary Approach
• Fear -> Want to be with the group
• Romance -> Want to be unique
• Research…
• Social proof condition “Visited by over a Million People Each
Year.”
• Scarcity: “Stand Out from the Crowd.”
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32. Outcome
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33. More:
• Fear and Loving in Las Vegas: Evolution, Emotion, and Persuasion.
(Griskevicius, Vladas, Goldstein, Noah J, Mortensen, Chad R,
Sundie, Jill M, Cialdini, Robert B, Kenrick, Douglas T
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34. More on this topic
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35. The End…
• Will put the presentation on slideshare!
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