This document discusses the psychology of how humans make decisions compared to robots and provides 3 neuroscience principles and research that can be used to appeal to customers' emotional decision making. It notes that while robots make logical, rational decisions, humans rely more on their emotional brain which is responsible for 95% of decisions. Three principles that influence the emotional brain are highlighted: 1) the paradox of choices where too many options reduces purchasing, 2) the principle of scarcity where limited items create urgency, and 3) a sense of urgency where buyers act when they could lose a benefit. The document encourages appealing to customers' emotions rather than logical thinking.

1. The psychology of robots Reading time : 1 min. 23
And how it’s impacting
your Sales
by Philippe
Conversion Optimisation Expert

2. If robots were your customers
they would act logically and rationally

3. But your current customers (the humans)
do not really follow a structured process
Framing
Analysis
Conclusion
Decision
*

4. The truth is that your customers
are more like this…

5. The difference with robots, is that
your customers have a brain
A brain made of
2 systems
1
2

6. Nobel prize, Daniel Kahneman, introduced
the concept of 2 systems in 2011

7. Research has proven that 95% of our decisions
are taken by the « emotional brain »
Sub-concious
Fast, Automatic,
Instinctive, Emotional
Logical
Emotional
Conscious
Slow, Deliberate, Effortful Logical
95%

8. Robots are logical
they have no emotion
Logical Emotional
Actions are driven by
emotions

9. Speak to emotions
The « emotional brain »
that takes 95% of our
decisions
Don’t speak to the robot side of your clients

10. 3 neuroscience principles you can use
to convince the « emotional brain »

11. Principle 1
The paradox of choices
Related research: Iyengar and Lepper, 2000 - Johnson and Goldstein, 2003 - Schwartz, 2004
Too much choice reduces
the motivation to purchase

12. Principle 2
The principle of scarcity
Related research: Worchel, Lee and Adewole (1975) - Tversky & Kahneman, 1991 - Cialdini, 1993
Limited stock, and risk
of NOT getting it

13. Principle 3
The sense of urgency
Related research: Tversky & Kahneman, 1991 - Cialdini, 1993 - Kirby and Herrnstein, 1995
Buyers take action when
they can loose a benefit

14. There are more than
200 neuroscience principles
Some of them are covered
into these books

15. Thank you
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Philippe

16. Congratulations!
By reaching this page you
have discovered the
Zeigarnik effect.
Application of the
Zeigarnik effect
To know more about the
Zeigarnik effect and all
principles you can apply to
your website, contact me by
email cro@convertize.com or
at +44 (0)20 3675 9000
Philippe