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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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