2014 power of habits - best marketing biz 21 mai 2014
TRANSCRIPT
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P O W E R O F H A B I T S B E S T M A R K E T I N G 2 1 M AY 2 0 1 4
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P O W E R O F H A B I T S B E S T M A R K E T I N G 2 1 M AY 2 0 1 4
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H A B I T S
an acquired behavior pattern regularly followed until it has become almost involuntary
the habit of looking both ways before crossing the street.
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H A B I T S
an acquired behavior pattern regularly followed until it has become almost involuntary
the habit of looking both ways before crossing the street.
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H A B I T S
an acquired behavior pattern regularly followed until it has become almost involuntary
the habit of looking both ways before crossing the street.
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– B A S V E R P L A N K E N & W E N D Y W O O D
“Interventions to change everyday behaviors often attempt to change
people’s beliefs and intentions.”
M A R C H 2 0 0 6 , J O U R N A L O F P U B L I C P O L I C Y & M A R K E T I N G “ I N T E R V E N T I O N S T O B R E A K A N D C R E AT E C O N S U M E R H A B I T S ”
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– D E R Z O N A N D L I P S E Y ( 2 0 0 2 )
“For the duration of the campaigns, on average, viewers’ levels of abuse actually
increased, even though their attitudes toward abuse became more negative.”
A M E TA - A N A LY S I S O F T H E E F F E C T I V E N E S S O F M A S S - C O M M U N I C AT I O N F O R C H A N G I N G S U B S TA N C E - U S E K N O W L E D G E , AT T I T U D E S A N D B E H AV I O R .
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H A B I T S R E S I S T I N F O R M AT I O N A L I N T E R V E N T I O N S
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– B A S V E R P L A N K E N & W E N D Y W O O D
“ Because habits are linked to recurring performance environments, they are not easily changed with only downstream,
informational interventions.”
M A R C H 2 0 0 6 , J O U R N A L O F P U B L I C P O L I C Y & M A R K E T I N G “ I N T E R V E N T I O N S T O B R E A K A N D C R E AT E C O N S U M E R H A B I T S ”
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T H E S T R O N G E R T H E H A B I T, T H E W E A K E R I N T E N T I O N E F F E C T
O N B E H AV I O R .
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I N S T E A D O F R E LY I N G O N E X P E N S I V E M A R K E T I N G , H A B I T- F O R M I N G C O M PA N I E S L I N K T H E I R S E R V I C E S T O T H E U S E R S D A I LY R O U T I N E S A N D E M O T I O N S
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CABLE
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CABLE
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HOW?
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R E V E R S E E N G I N E E R I N G H A B I T S
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H E I D I G R A N T H A LV O R S O N - H B R 2 0 1 4 M AY
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H I G H E R C U S T O M E R L I F E T I M E VA L U E
C R E AT I N G C U S T O M E R H A B I T S D R I V E S
N I R E YA L - H O O K E D : H O W T O B U I L D H A B I T- F O R M I N G P R O D U C T S
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G R E AT E R F L E X I B I L I T Y T O I N C R E A S E P R I C E S
C R E AT I N G C U S T O M E R H A B I T S D R I V E S
N I R E YA L - H O O K E D : H O W T O B U I L D H A B I T- F O R M I N G P R O D U C T S
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F O R A N Y B E H AV I O R T O O C C U R : A B I L I T Y, M O T I VAT I O N & T R I G G E R
A C C O R D I N G T O B J F O G G
b=a+m+t
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W H E N D E S I G N I N G P R O D U C T S T O C R E AT E H A B I T S , S TA R T W I T H A B I L I T Y B E F O R E M O T I VAT I O N
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M O T I VAT I O NA C C O R D I N G T O B J F O G G
Seeking Avoiding
Pleasure Pain
Hope Fear
Acceptance Rejection
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N I R E YA L - H O O K E D : H O W T O B U I L D H A B I T- F O R M I N G P R O D U C T S
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T R I G G E R
1 .
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T R I G G E R
1 .
Facilitator trigger
Signal triggers
Spark trigger
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A C T I O N
2 .
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R E W A R D
3 .
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3 T Y P E S O F VA R I A B L E R E W A R D S
T R I B E H U N T S E L F
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S E A R C H F O R S O C I A L R E WA R D S
T R I B E
• empathetic joy
• recognition
• partnership
• competition
• cooperation
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S E A R C H F O R S O C I A L R E WA R D S
T R I B E
• empathetic joy
• recognition
• partnership
• competition
• cooperation
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S E A R C H F O R R E S O U R C E S
H U N T• material rewards
• information rewards
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S E A R C H F O R R E S O U R C E S
H U N T• material rewards
• information rewards
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S E A R C H F O R M A S T E RY
S E L F• competency
• consistency
• completion
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S E A R C H F O R M A S T E RY
S E L F• competency
• consistency
• completion
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I N V E S T M E N T
4 .
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W E I N V E S T F O R F U T U R E B E N E F I T S
P E R S O N A L D ATA
E F F O RT / T I M E
E M O T I O N A L C O M M I T M E N T
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I N V E S T M E N T S S T O R E VA L U E I M P R O V I N G T H E P R O D U C T W I T H U S E
network effect
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I N V E S T M E N T S S T O R E VA L U E I M P R O V I N G T H E P R O D U C T W I T H U S E
network effect
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I N V E S T M E N T S C R E AT E P R E F E R E N C E
We value things more when put work in them.
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A S W E I N V E S T, W E S E E K T O B E C O N S I S T E N T
Changing attitude and perception to avoid COGNITIVE DISSONANCE
Source: Jon Esler, 1983
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N I R E YA L - H O O K E D : H O W T O B U I L D H A B I T- F O R M I N G P R O D U C T S
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E A C H PA S S T H R O U G H T H E H O O K H E L P S S H A P E U S E R P R E F E R E N C E S A N D AT T I T U D E S
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T H A N K S