1. Crazy
Your Customers Are
Marketing to Humans
By Ross Johnson @3PointRoss
Wednesday, March 14, 12
2. Thank You
For Coming
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12
3. First... some little
known HISTORY.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12
4. How much do you
know about our
presidents?
Your Customers are Crazy - Design and Marketing for Humans.
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5. Abraham Lincoln and
John F. Kennedy were
both US presidents,
elected one hundred
years apart.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12
6. Both were killed by
assassins who were
called by three names.
Your Customers are Crazy - Design and Marketing for Humans.
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7. John Wilkes Booth
Your Customers are Crazy - Design and Marketing for Humans.
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8. Lee Harvey Oswald
Your Customers are Crazy - Design and Marketing for Humans.
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9. Both of those
names have
fifteen letters.
Your Customers are Crazy - Design and Marketing for Humans.
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10. Neither killer made
it to trial.
Your Customers are Crazy - Design and Marketing for Humans.
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11. They were both
killed on a Friday,
sitting next to their
wives.
Your Customers are Crazy - Design and Marketing for Humans.
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12. Lincoln in the Ford
Theater.
Your Customers are Crazy - Design and Marketing for Humans.
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13. Kennedy in a
Lincoln made by
Ford.
Your Customers are Crazy - Design and Marketing for Humans.
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14. Both were
succeeded by a
someone with the
last name of
"Johnson"
Your Customers are Crazy - Design and Marketing for Humans.
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15. Andrew Johnson
for Lincoln
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12
16. Lyndon Johnson
For Kennedy
Your Customers are Crazy - Design and Marketing for Humans.
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17. Andrew was born in 1808,
Lyndon in 1908
Your Customers are Crazy - Design and Marketing for Humans.
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18. What are the odds?
Your Customers are Crazy - Design and Marketing for Humans.
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19. Why haven’t you
herd these facts
before?
Your Customers are Crazy - Design and Marketing for Humans.
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20. Your Customers are Crazy - Design and Marketing for Humans.
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21. Your Customers are Crazy - Design and Marketing for Humans.
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22. A bit about me...
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23. Your Customers are Crazy - Design and Marketing for Humans.
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24. Your Customers are Crazy - Design and Marketing for Humans.
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25. • Graphic Design
• Computer Science
• Computer Information Systems
• Network Information Technology
Administration
• Social Science
• Business
Your Customers are Crazy - Design and Marketing for Humans.
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26. Social Science
+ Business
Your Customers are Crazy - Design and Marketing for Humans.
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27. Your Customers are Crazy - Design and Marketing for Humans.
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28. Help You Succeed
Through Design and the Web
Your Customers are Crazy - Design and Marketing for Humans.
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29. Speaker at
CreateYourWPWebsite.com
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30. Your Customers are Crazy - Design and Marketing for Humans.
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31. Marketing Success.
Your Customers are Crazy - Design and Marketing for Humans.
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32. Target Market
Your Customers are Crazy - Design and Marketing for Humans.
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33. Decisions & Behavior
Your Customers are Crazy - Design and Marketing for Humans.
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34. There is a problem..
Your Customers are Crazy - Design and Marketing for Humans.
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35. Your Customers are Crazy - Design and Marketing for Humans.
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36. Your Customers are Crazy - Design and Marketing for Humans.
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37. We think we are
rational...
Your Customers are Crazy - Design and Marketing for Humans.
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38. We think we make
decisions based on
logic.
Your Customers are Crazy - Design and Marketing for Humans.
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39. We think we know
why we behave the
way we do.
Your Customers are Crazy - Design and Marketing for Humans.
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40. But we are wrong.
Your Customers are Crazy - Design and Marketing for Humans.
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41. Our minds play
tricks on us and we
don’t realize it.
Your Customers are Crazy - Design and Marketing for Humans.
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42. Our behavior and
perceptions are
altered by
Your Customers are Crazy - Design and Marketing for Humans.
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43. Emotion
All decisions are made first
with emotion. Logic is
used as justification.
Your Customers are Crazy - Design and Marketing for Humans.
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44. Cognitive Biases
Predictable patterns of
thought that lead to
incorrect conclusions.
Your Customers are Crazy - Design and Marketing for Humans.
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45. Heuristics
Mental shortcuts used to
solve problems. Often
missing key information.
Your Customers are Crazy - Design and Marketing for Humans.
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46. Logical Fallacies
Reaching conclusions with
out all the facts or a real
understanding of the
situation.
Your Customers are Crazy - Design and Marketing for Humans.
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47. We don’t realize
this is happening.
Your Customers are Crazy - Design and Marketing for Humans.
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48. To be great
marketers we need
to understand these
illogical thought
patterns
Your Customers are Crazy - Design and Marketing for Humans.
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49. Otherwise you end
up promoting
things that don’t
matter.
Your Customers are Crazy - Design and Marketing for Humans.
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50. In ways that people
don’t understand.
Your Customers are Crazy - Design and Marketing for Humans.
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51. We differ culturally, but
genetically our minds
are very similar
Your Customers are Crazy - Design and Marketing for Humans.
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52. Because of this, we
behave in similar
ways.
Your Customers are Crazy - Design and Marketing for Humans.
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53. But we are blind to it.
Your Customers are Crazy - Design and Marketing for Humans.
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54. Decisions are Made
Using Emotion.
Your Customers are Crazy - Design and Marketing for Humans.
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55. Then justified
with logic.
Your Customers are Crazy - Design and Marketing for Humans.
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56. When logic had
nothing to do with it.
Your Customers are Crazy - Design and Marketing for Humans.
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57. Let’s look at some
examples of
irrational behavior
Your Customers are Crazy - Design and Marketing for Humans.
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58. Example #1
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59. Harvard & Alberta
Higher Ed. Study
Your Customers are Crazy - Design and Marketing for Humans.
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60. True or False:
“When I learn new things I
assume I already
knew them.”
Your Customers are Crazy - Design and Marketing for Humans.
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61. True!
Your Customers are Crazy - Design and Marketing for Humans.
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62. Hindsight Bias
Your Customers are Crazy - Design and Marketing for Humans.
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63. Karl Teigen’s Study
Your Customers are Crazy - Design and Marketing for Humans.
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64. True or False:
“I base my beliefs on a
strong understanding of
the subject at hand.”
Your Customers are Crazy - Design and Marketing for Humans.
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65. False!
Your Customers are Crazy - Design and Marketing for Humans.
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66. The availability
heuristic.
Your Customers are Crazy - Design and Marketing for Humans.
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67. The more you are
exposed to something,
the more important
you perceive it to be.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12
68. Marketing plays a
large role in available
information.
Your Customers are Crazy - Design and Marketing for Humans.
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69. KEY TAKE AWAY
We base our beliefs off of what
information is readily available, not
what information might be available.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12
70. Example #2
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71. Count how many
times the players
wearing white pass
the basketball.
http://www.youtube.com/watch?v=IGQmdoK_Zf
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12
72. True or False:
“I am in touch with the
reality around me.”
Your Customers are Crazy - Design and Marketing for Humans.
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73. False!
Your Customers are Crazy - Design and Marketing for Humans.
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74. Things you focus on
create your perception
of reality.
Your Customers are Crazy - Design and Marketing for Humans.
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75. Much of “reality” is
missed & overlooked.
Your Customers are Crazy - Design and Marketing for Humans.
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76. Commonly seen
things are missed
more often.
Your Customers are Crazy - Design and Marketing for Humans.
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77. People notice
what’s different,
ignoring what’s
normal.
Your Customers are Crazy - Design and Marketing for Humans.
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78. Selective Disregard
ie: Banner Blindness
Your Customers are Crazy - Design and Marketing for Humans.
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79. Confirmation Bias
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80. KEY TAKE AWAYS
No one perceives true
reality. It’s all relative to
what’s important to them.
People miss or ignore
everything else.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12
81. Example #3
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82. True or False:
“I am aware of attempts
to influence my thoughts
and behavior.”
Your Customers are Crazy - Design and Marketing for Humans.
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83. False!
Your Customers are Crazy - Design and Marketing for Humans.
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84. The Art of Priming
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85. Aaron Kay, Christian
Wheeler, John Barghand
and Lee Ross.
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86. Your Customers are Crazy - Design and Marketing for Humans.
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87. Your Customers are Crazy - Design and Marketing for Humans.
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88. People are more likely to
judge a person as
“warmer” after holding a
warm cup (compared to a
cold one)
(Williams & Bargh 2008)
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12
89. Job candidates whose
resumes were seen on a
heavy (vs light) clipboard
were rated as better
qualified for a job
(Ackerman 2010)
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12
90. The hotter the
temperature in a room (or
outside) the more people
are likely to believe in
global warming.
(Li 2011)
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12
91. Everything you see has
associations tied to it.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12
92. Those associations effect
your behavior on a
subconscious level.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12
93. Your Customers are Crazy - Design and Marketing for Humans.
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94. KEY TAKE AWAY
The images you show people, the
words you use and the items you have
in your store/office/etc will influence
your customers behavior.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12
95. Example #4
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12
96. True or False:
“I think judge the value of
things in a rational,
logical way.”
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12
97. False!
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12
98. Rational Economics
Your Customers are Crazy - Design and Marketing for Humans.
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99. We are irrational
about money and
value.
Your Customers are Crazy - Design and Marketing for Humans.
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100. Relative is Not
Always Relative
Your Customers are Crazy - Design and Marketing for Humans.
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101. Fancy Pen
Office Max: $30
Office Depot: $15
Your Customers are Crazy - Design and Marketing for Humans.
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102. iPad2
BestBuy: $699
Apple Store: $684
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12
103. What is 15 minutes
of your time worth?
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12
104. Your Items Feel
More Valuable
Your Customers are Crazy - Design and Marketing for Humans.
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105. Your Customers are Crazy - Design and Marketing for Humans.
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106. True or False:
The population of
Uzbekistan is
13,260,310
Your Customers are Crazy - Design and Marketing for Humans.
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107. Anchoring
Your Customers are Crazy - Design and Marketing for Humans.
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108. The Social Security
Auction Study
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109. KEY TAKE AWAY
Emotion and logical fallacies get’s in
the way of peoples ability to think
about money in a rational way.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12
110. True or False:
“Other people might fall for these
things, but not me.”
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12
111. False!
Your Customers are Crazy - Design and Marketing for Humans.
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112. The Third Person Effect
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113. Your Customers are Crazy - Design and Marketing for Humans.
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114. Your Customers are Crazy - Design and Marketing for Humans.
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115. Your Customers are Crazy - Design and Marketing for Humans.
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116. Your Customers are Crazy - Design and Marketing for Humans.
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117. You are “everyone
else” to everyone else
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118. KEY TAKE AWAY
Most people think they are unique,
independent and avoid persuasion. In
reality, people behave in very
predictable ways... including you.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12
119. In Short...
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12
120. Thank You!
Follow me on the Twitters @3PointRoss
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12