Dan hill behavioural economics - 2012

A  Presenta*on  from  The  NewMR  Behaviour  Economics  Event  

19  April  2012  

Why  Bad  Can  Be  Be+er  Than  Good:    Naviga5ng  the  Dynamics  of  On-­‐Emo5on  Marke5ng    Dan  Hill,  Sensory  Logic    

Event  sponsored  by  Greenbook  All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material  

For  more  informa>on  about  Greenbook  visit  www.greenbookblog.org  For  more  informa>on  about  NewMR  events  visit  newmr.org  

Why  Bad  Can  Be  BeDer  Than  Good:    Naviga*ng  the  Dynamics  of  On-­‐Emo*on  Marke*ng  

Dan  Hill  –  President,  Sensory  Logic  New  MR  Webinar:  Behavioral  Economics  April  19,  2012  

Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

EMOTIONS AS BAD (NOW GOOD)

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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

Overturning a Long-Term Bias Aristotle to Decartes Kahneman & Others

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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

Darwin: Emotions as Crucial Disney: Emotions as Profitable

Emotion Pioneers

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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

Neurobiology of Facial Coding

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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

Neurobiology of Facial Coding

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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

Facial Coding & Seven Core Emotions

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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

The Limitations of Happiness

Apple Pie, Apple Sauce Malevich’s “White on White”

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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

Daisy - On-Emotion, Off-Emotion

10

Emotional Profile

5%

11%

16%

4%

2%

17%

12%

5%

23%

5%

0.0% 50.0%

True Smile

Robust Smile

Weak Smile

Micro Smile

Surprise

Skeptical

Dislike

Sadness

Frustration

Anxiety

© 2011. All Rights Reserved.

Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

Smiles & Quest for Authenticity

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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

BAD AS THE NEW GOOD

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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

Behavioral Economic Principles

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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

•  Emotion •  Meaning

1.  Fulfillment 2.  Attention 3.  Risk 4.  Control 5.  Rejection 6.  Disappointment 7.  Distrust

A.  Contempt B.  Fear C.  Happiness D.  Surprise E.  Anger F.  Sadness G. Disgust

What Do Emotions Mean?

© 2011. All Rights Reserved.

Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

What Do Emotions Mean?

•  Emotion

A.  Sadness B.  Fear C.  Happiness D.  Disgust E.  Anger F.  Contempt G.  Surprise

•  Meaning

1.  Fulfillment 2.  Attention 3.  Risk 4.  Control 5.  Rejection 6.  Disappointment 7.  Distrust

© 2011. All Rights Reserved.

Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

Emotional Storyline

Emotion Judgment Action Purpose Experience

Joy Mate/Ally Possess Reproduction Desire

Surprise Gain or Risk Freeze Orientation Novelty

Fear Danger Withdraw/ Escape

Protection Death/Loss

Sadness Abandonment Seek Help Reintegration Death/Loss

Anger Enemy Attack/Bite Destruction Frustration & Inhibitions

Disgust Poison Loathe/ Expel

Rejection Disease/ Illness

© 2011. All Rights Reserved.

Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

ON-EMOTION MARKETING (GOOD)

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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

21st Century Marketing

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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

Six Degrees of Separate Engagement

High  Frustra>on  

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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

On-Emotion Low Frustration

Low  Frustra>on  

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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

V & D Emotions

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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

Six Degrees of Separate Engagement

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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

Off-Emotion Anxiety

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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

Off-Emotion Sadness

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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

Off-Emotion Sadness

Sadness  

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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

CONCLUSION

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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

Your Choice

Bland Consistency Feel Problem, Solution is Gold

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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

Q & A

Lenny Murphy Greenbook

Dan Hill Sensory Logic

© 2011. All Rights Reserved.

Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3

Thanks!

Dan Hill, President dhill@sensorylogic.com

(651) 224-7647 www.sensorylogic.com

A  Presenta*on  from  The  NewMR  Behaviour  Economics  Event  

19  April  2012  

Why  Bad  Can  Be  Be+er  Than  Good:    Naviga5ng  the  Dynamics  of  On-­‐Emo5on  Marke5ng    Dan  Hill,  Sensory  Logic    

Event  sponsored  by  Greenbook  All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material  

For  more  informa>on  about  Greenbook  visit  www.greenbookblog.org  For  more  informa>on  about  NewMR  events  visit  newmr.org