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Behavioral engineering
Matskevich Dmitry Co-founder: Flocktory.com, Relap.io Advisory board: Chatfuel.com, Finalprice.com
Overview
1. Why understanding human decision making mechanics is so important? 2. Brain science for 15 minutes 3. Cases to the point
Good news to everyone
This will change add new
cognitive toolkit to your pattern
recognition system!
1. Why understanding human decision making mechanics is important? 2. Brain science for 15 minutes 3. Cases to the point
First-Wave View of the Value Proposition
B1 (Vb) + B2 (Vp)
Value from Benefits (tangible/intangible)
Value from Prices
How sensitive is to the benefits and to the price
Second-Wave View of the Value Proposition
B1(C) + B2 (Vb) + B3 (Vp)
• Cognitive value (Emotional) can be shaped by aspects completely unrelated to Vb and to Vp
• One can ignore E and still hope to create a sustainable superior Customer Value Proposition
Third emerging-Wave View of the Value Proposition
B1(C)*{B2 (Vb) + B3 (Vp)}
Interactively shapes Vb, Vp: Not only a superior value proposition, but also Confident decisions, greater commitment, positive word of mouth, and experience utility.
Secrets people don’t know about themselves
Secrets people hide
because they don’t want
others to know
Secrets about people
1. Why understanding human decision making mechanics is important? 2. Brain science for 15 minutes 3. Cases to the point
Energy for decision making could be more limited resource than money
Kahneman
Opt-in organ Donation
Opt-out organ Donation
4% and 12% in two European countries
86% and nearly 100% in two European countries
People always make snap judgements. What do you fear more?
More than 1 million deaths a year
Several deaths a year
People make harsher moral judgments in foul-smelling rooms
(discussed as moral emotion)
Schnall, 2008 in Personality and social psychology
People will judge a stranger to be more generous and carrying than they hold hot coffee vc iced coffee
Williams Senbarg 2008 science
The very labels intended to frighten smokers were, in fact, a cue to smoke
Martin Lindstrom in Buyology notes that tobacco warning labels were found to stimulate craving for tobacco.
Our brain is changing itself
Our brain is constantly changing is response to our experience and behavior, reprograming itself on the fly
This means: Technology influences behavior and shapes our habits
Any flow of events with high variability and low predictability generate stable supply of dopamine
Newsfeeds porn Political porn Apocalyptic porn Sport porn Startup porn
The key factor affecting % of prisoners granted parole - the time that the judge spent after a meal
0%
40%
20%
60%
% o
f p
riso
ne
rs g
ran
ted
par
ole
Time of the day Start of work day End of a day
Morning snack. Lunch
It depends on serotonins level that is influences by age, time of the day, stress
Love formula
1.Stage Oxytocin • Build
relationship • Unlearn
previous habits
2. Stage Dopamine • Craving • Excitement Serotonin • Comfort/Habit • Cognitive ease • Trust
1. Why understanding human decision making mechanics is important? 2. Brain science for 15 minutes 3. Cases to the point
Have you read all these books already?
m.me/dmitry.matskevich telegram.me/dmatskevich
Write me and I will send you more