COPYRIGHT ACCELERATOR COMMUNICATIONS 2014 changing Behaviour Dr
Peter Steidl April 2014
COPYRIGHT ACCELERATOR COMMUNICATIONS 2014 / Changing Behaviour 2
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System 1 System 2 Fast Slow Multi-tasker Serial-tasker Automatic
Controlled Effortless Effortful Habitual Deliberate Emotional
Neutral Kahnemans System 1 / System 2 COPYRIGHT ACCELERATOR
COMMUNICATIONS 2014 / Changing Behaviour 5 Kahnemans System 1 /
System 2 System 1 System 2 Fast Slow Multi-tasker Serial-tasker
Automatic Controlled Effortless Effortful Habitual Deliberate
Emotional Neutral COPYRIGHT ACCELERATOR COMMUNICATIONS 2014 /
Changing Behaviour 6 THINKING vs DOING We have two circuits in our
mind COPYRIGHT ACCELERATOR COMMUNICATIONS 2014 / Changing Behaviour
7 How our brain works Stimuli (including digital media exposures)
Determine meaning and value System 2 = deliberate & analyse
System 1 = implicit / intuitive Change / dont change behaviour
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COPYRIGHT ACCELERATOR COMMUNICATIONS 2014 / Changing Behaviour 9
How our brain really works Shortcuts (motivational and associative
primes, alert triggers) Stimuli (including digital media exposures)
Determine meaning and value System 2 = deliberate & analyse
System 1 = implicit / intuitive Change / dont change behaviour
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Conscious (thinking) mind Non-conscious (doing) mind COPYRIGHT
ACCELERATOR COMMUNICATIONS 2014 / Changing Behaviour 11 SAVE
ENERGY! COPYRIGHT ACCELERATOR COMMUNICATIONS 2014 / Changing
Behaviour 12 Social validation Whats this line for? I dont know, I
just saw everyone standing here and figured it must be good!
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Activating Relevant Goals 100%higher participation rate COPYRIGHT
ACCELERATOR COMMUNICATIONS 2014 / Changing Behaviour 14 COPYRIGHT
ACCELERATOR COMMUNICATIONS 2014 / Changing Behaviour 15 Activating
the drive to compete COPYRIGHT ACCELERATOR COMMUNICATIONS 2014 /
Changing Behaviour 16 Delivering immediate rewards COPYRIGHT
ACCELERATOR COMMUNICATIONS 2014 / Changing Behaviour 17 MinimiSing
diversity COPYRIGHT ACCELERATOR COMMUNICATIONS 2014 / Changing
Behaviour 18 COPYRIGHT ACCELERATOR COMMUNICATIONS 2014 / Changing
Behaviour 19 MOOD CONGRUENCE COPYRIGHT ACCELERATOR COMMUNICATIONS
2014 / Changing Behaviour 20 fit between mood and the brand message
lifts effectiveness Suitable environment Unsuitable environment
Unsuitable environment Suitable environment n=50 n=50 n=50 n=50
n=200 100 100 Questions on the brand perception and buying habits
Questions on the series as well as the spot and brand perception
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THE Ad EFFECT IS Significantly BETTER IN A SUITABLE ENVIRONMENT
Improvement of the ad effect with a motivational environment fit ^
Question: Please state the extent to which the following statements
agree with the commercial that was shown. ^ Values are average
values and refer to the difference between the values in the T2B
(agree entirely or alternatively agree) for broadcasting in a
suitable vs. unsuitable environment. +19PP +17PP +19PP 0 10 20 30
Ireallylikedthecommercial Thecommercialisrelevanttomepersonally
Thecommercialisdierentfromother commercials COPYRIGHT ACCELERATOR
COMMUNICATIONS 2014 / Changing Behaviour 22 GoingShopping
DoingtheShopping COPYRIGHT ACCELERATOR COMMUNICATIONS 2014 /
Changing Behaviour 23 Digital media Search Seeking answers
Exploration Seeking stimulation COPYRIGHT ACCELERATOR
COMMUNICATIONS 2014 / Changing Behaviour 24 Digital media SYSTEM 2
Rational SYSTEM 1 Emotional COPYRIGHT ACCELERATOR COMMUNICATIONS
2014 / Changing Behaviour 25 What have these in common? Heading
Accelerator COPYRIGHT ACCELERATOR COMMUNICATIONS 2014 / Changing
Behaviour 26 recognition, rewards, feel important, be part of a
community Opioids and Dopamine drive behavior. likes, friends,
comments or downloads of something I posted COPYRIGHT ACCELERATOR
COMMUNICATIONS 2014 / Changing Behaviour 27 ^ Social media is
highly engaging ^ But user is typically NOT receptive to unrelated/
advertising messages ^ Message has to be surprising or intriguing,
allow for exploration and/or sharing ^ Discovery and surprise are
effective elements Conclusions COPYRIGHT ACCELERATOR COMMUNICATIONS
2014 / Changing Behaviour 28 But even then it may not lead to a
change in behavior unless the brand or behavior is an integral part
of the story... COPYRIGHT ACCELERATOR COMMUNICATIONS 2014 /
Changing Behaviour 29 BUD LIGHT COPYRIGHT ACCELERATOR
COMMUNICATIONS 2014 / Changing Behaviour 30 Dumb ways to die
COPYRIGHT ACCELERATOR COMMUNICATIONS 2014 / Changing Behaviour 31
Action Points ^ Consider the mood state your target is in when
using digital media ^Keep in mind that somebody looking for
information (search) is in a very different mood compared to
somebody exploring (social media) ^ Ensure your communication is in
tune with the mood state ^ Ensure that the brand or desired
behavior plays a central and meaningful role in the story or
engagement opportunity COPYRIGHT ACCELERATOR COMMUNICATIONS 2014 /
Changing Behaviour 32 Do not evaluate success on the basis of
simple engagement metrics such as likes, friends, nUMBER of
downloads, etc; COPYRIGHT ACCELERATOR COMMUNICATIONS 2014 /
Changing Behaviour 33 Behavioural Change COPYRIGHT ACCELERATOR
COMMUNICATIONS 2014 / Changing Behaviour 34 The problem An analysis
of $1 billion worth of US anti-drug abuse advertising from 1998 to
2004 showed these campaigns had no effect. The British government
did a similar analysis of advertising expenditure across many
public health problems and found no impact. COPYRIGHT ACCELERATOR
COMMUNICATIONS 2014 / Changing Behaviour 35 COPYRIGHT ACCELERATOR
COMMUNICATIONS 2014 / Changing Behaviour 36 COPYRIGHT ACCELERATOR
COMMUNICATIONS 2014 / Changing Behaviour 37 COPYRIGHT ACCELERATOR
COMMUNICATIONS 2014 / Changing Behaviour 38 I dont need to change
Activate a different goal or activate goal differently I want to
change but cant make it happen... Help the individual to deal with
barriers to change Relevance and immediacy depends on the target
group... COPYRIGHT ACCELERATOR COMMUNICATIONS 2014 / Changing
Behaviour 39 Smoking and your health It wont happen to me Smoking
and your unborn / baby Any risk is unacceptable and the threat is
immediate... Activating different goals.... COPYRIGHT ACCELERATOR
COMMUNICATIONS 2014 / Changing Behaviour 40 Obesity Road Safety
Smoking I dont need to change X X younger I want to change but cant
make it happen... X X older COPYRIGHT ACCELERATOR COMMUNICATIONS
2014 / Changing Behaviour 41 COPYRIGHT ACCELERATOR COMMUNICATIONS
2014 / Changing Behaviour 42 Helps me change Makes it difficult to
change I really, really want to lose weight... I have bad eating
habits that are hard to change.... When I get stressed I find
myself needing to eat comfort food... When I get tired I get weak
and just binge eat... COPYRIGHT ACCELERATOR COMMUNICATIONS 2014 /
Changing Behaviour 43 Bad habits alert and repeat triggers
COPYRIGHT ACCELERATOR COMMUNICATIONS 2014 / Changing Behaviour 44
Chronic Stress managing or eliminating chronic stress COPYRIGHT
ACCELERATOR COMMUNICATIONS 2014 / Changing Behaviour 45 Willpower
training willpower and managing depletion COPYRIGHT ACCELERATOR
COMMUNICATIONS 2014 / Changing Behaviour 46 The company linedriven
to inventcan be us www.accelcoms.com
