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Perception of ease – minimise friction
• If it looks easy to do – it must be easy to
do: scannability, everyday language
• Show how long things really take
• People more likely to buy if returns
process look easy / sign up to an email if
unsubscribe process looks easy
• Avoid unnecessary fields in data capture
form
Loss aversion
• The desire to avoid loss is twice as
powerful as the desire to seek gain
• We will behave irrationally to avoid loss
• Framing a product, service or offer in a
way that encourages consumers to act
now to avoid loss (or missing out) can be
very powerful
Anchoring
• Our perceptions are often defined by context
– a £200 handbag might seem ridiculously
indulgent… until you walk into Gucci.
• You can often encourage a higher
spend/donation by playing with the range of
options in a range – one very expensive
option can make others look like good value.
• It doesn’t have to be just about price –
perceived value can be just as powerful.
Reciprocity
• We all like to get something in return for
our efforts
• Free gifts, samples, discounts etc are all
common ways to do this
• Showing what your donation will tangibly
buy is another example
Internal consistency
• Once we make a choice or take a stand,
we tend to behave consistently with that
commitment
• Petitions are a good example – they set us
up to take a bigger commitment further
down the line
Affinity
• The more familiar we are with a brand the
more we like it
• The more we like it, the warmer we feel
towards the brand
• When we like someone, we prefer to say
‘yes’
Authority
• We trust people with perceived knowledge
so making the most of your experts can be
a powerful nudge
• Well-chosen stats convey authority too
• Articles by experts or recommendations
from trusted sources can build authority
Further reading
• Influence, The psychology of persuasion, Robert Cialdini
• Yes! 50 secrets from the science of persuasion, Noah Goldstein, Steve Martin, Robert Cialdini
• Nudge: Improving decisions about health, wealth and happiness, Richard Thaler and Cass R Sunstein
• Predictably Irrational: The hidden forces that shape our decisions, Dan Ariely
• Thinking, Fast and Slow, Daniel Kahneman
Websites
• www.inudgeyou.com/
• http://nudges.org/
• www.behaviouralinsights.co.uk/blog/
• http://economicspsychologypolicy.blogspot
.ie/2013/03/nudge-database_3441.html
Dan Brotzel
@stickycontent / @danbrotzel
www.stickycontent.com
Visit the CharityComms website to
view slides from past events, see what
events we have coming up and to
check out what else we do.
www.charitycomms.org.uk