BEHAVIOURAL ECONOMICSFUN WAYS TO INFLUENCE USERS

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WHO AM I?

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RINGO MOSS STRATEGIST

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WTF IS BEHAVIOURAL ECONOMICS?

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Predicting the irrational - in humans. To make them do what we want.

5 examples of BE theory in 5 minutes (there are loads more)

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THE POWER OF FREE

£0.01 £0.15@positivebristol positivestudio.co.uk

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THE POWER OF FREE

£0.01 - 20% £0.15 - 80%@positivebristol positivestudio.co.uk

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THE POWER OF FREE

£0.00 £0.14@positivebristol positivestudio.co.uk

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THE POWER OF FREE

£0.00 - 80% £0.14 - 20%@positivebristol positivestudio.co.uk

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THE POWER OF FREE

BUY ONE GET ONE FREE

BY TWO AND RECEIVE A 50% DISCOUNT

VS

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DECOY OPTIONS

Online Only - $56 Online +Print - $125@positivebristol positivestudio.co.uk

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DECOY OPTIONS

Online Only - $56 - 73% Online +Print - $125 - 27%@positivebristol positivestudio.co.uk

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DECOY OPTIONS

Online Only $56

Online +Print $125

Print Only $125

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DECOY OPTIONS

Online Only $56 - 32%

Online +Print $125 - 68%

Print Only $125 - 0%

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DECOY OPTIONS

A,B,C - When B and C are similar we ignore A. The online dating test.

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IRRATIONAL VALUE

£45.00 £5.00 £27.00 £13.00 £8.00

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IRRATIONAL VALUE

£45.00 ♥

£5.00 £27.00 £13.00 £8.00

1 1 2 2 3

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IRRATIONAL VALUE

£xx.xx £xx.xx ♥

£xx.xx £xx.xx £xx.xx

1 1 2 2 3

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IRRATIONAL VALUE

They are just wine snobs, right?

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IRRATIONAL VALUE

They are just wine snobs, right?

Wrong - 2 Control groups with energy drinks.

We inherently expect cheaper stuff to be inferior, to the point can have a physical and mental effect on us.

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DECISION PARALYSIS

24 Jams 6 Jams@positivebristol positivestudio.co.uk

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DECISION PARALYSIS

24 Jams 3%

6 Jams 30%@positivebristol positivestudio.co.uk

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DECISION PARALYSIS

Pre-Frontal Cortex

Cognitive Load

7 is the magic number

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ATTRIBUTE PRIMING

RAM Hard Disk Space@positivebristol positivestudio.co.uk

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ATTRIBUTE PRIMING

Yoghurt Fruit@positivebristol positivestudio.co.uk

CHEERS THEN!

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