A primer on Behavioral Science and how it can help marketing and product teams in organisations. This primer looks at the BJ Fogg’s model and deep dives on how to improve Motivation and Ability to drive user’s action towards the required behavior.
6. What is Behavior Science ?
Behavior Science is a study of
How We Behave 🧠
Why We Behave Like That 🤔
What Triggers Our Behavior ⚡
7. What is Behavior Science ?
Behavior Science is a study of
How We Behave 🧠
Why We Behave Like That 🤔
What Triggers Our Behavior ⚡
Economics Psychology
FinanceNeuroscience
Anthropology Sociology
And Much More!
8. Pop Quiz!
Question 1: A bat and a ball cost $1.10 in
total. The bat costs $1.00 more than the ball.
How much does the ball cost?
9. Pop Quiz!
Question 1: A bat and a ball cost $1.10 in
total. The bat costs $1.00 more than the ball.
How much does the ball cost? 0.05 cents
95% of all purchase decisions happen in
the sub-conscious mind.
Source: https://hbswk.hbs.edu/item/the-subconscious-mind-of-the-consumer-and-how-to-reach-it
10. Pop Quiz!
Question 2: Scotland has over 50 islands as
part of its territory. How many islands do you
think it has?
11. Pop Quiz!
Question 2: Scotland has over 50 islands as
part of its territory. How many islands do you
think it has?
A: 900
Companies are using Behavior Science
Techniques like Anchoring in their
marketing and products.
Behavior Science units exist in
companies like Netflix, Google,
Uber, Grab, AirBnB and more.
15. Helps in understanding what’s going on here
Helps in understanding what’s stopping her here
How to lead her here
How is Behavior Science Useful For You
18. Here’s What We are Going to Do Now
MOTIVATION ABILITY PROMPT
ACTION
(BEHAVIOR)
Source: BJ Fogg Model
19. Here’s What We are Going to Do Now
Source: BJ Fogg Model
MOTIVATION ABILITY PROMPT
ACTION
(BEHAVIOR)
Do I want to do it? Am I able to do it?
When do I start doing
it?
64. To Sum It Up
Deep Personalization
Power of Free
Line of Sight
Zig when everyone is Zagging
Increasing Attention
Motivation
Action
(Behavior)
Borrowed Trust – Badges
Borrowed Trust – Certifications
Social Trust – Friends
Social Trust - Influencers
Building Trust
Messenger
Visual Proxy
Cultural
Social
Religious
Beliefs
Ability
Progressive Disclosure
Chunking
Authority
Too Much Information
Barriers
Chunking
Defaults Perceived Effort
Lower Commitment
Power of Free
Perceived Commitment
Visual Proxy
Anchoring
Gamification
Difficult to Understand