Behavioural Model BrainJuicer Labs

Brand Card GameName the brands on your cards as quickly as you can

In pairs discuss which were easy and which were hard why was that? What did you do when you came across a hard one?

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# 2 There are two players. You are A. You are given $10 and told you are free to keep it.However, if you send the other player your money, the moderator will quadruple the amount the recipient gets (so he will have $50 in total)The other player will then have the choice to keep their $50 or return half ($25)What happens in most cases? Do you hang on to your $10 or not?Jan 113

We think much less than we think we think#3Human behaviour driven by two decision-making Systems, 1 & 2 Logical

Deliberative

Slow

Tiring

VigilanceSystem 2Intuitive

Learned

Fast

Effortless

EmotionalSystem 1# 5 A bat and a ball cost $1.10 in total. The bat costs $1 more than the ball. How much does the ball cost?People are not accustomed to thinking hard, and are often content to trust a plausible judgement that quickly comes to mind.

Daniel Kahneman, Nobel Prize Winner

Logical - Intuitive# 6 Deliberative - Learned

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Slow - Fast#Tiring - Effortless

Case number across the dayProportion of favourable decisionsDanziger et al, 2011

# 13

Vigilance Emotion / Desire63%37%41%59%XXXXXXXXXShiv & Fedorikhin (1999) #System 2System 1Complete the phrase bread andReading a mapReciting your times tablesFind a strong move in chess (if youre a chess master)Remembering the name of someone new#15Discussion

Do research and marketing have the balance right in how they address System 1 & 2? What does it mean for research?

What are effective ways of understanding System 1 responses?

Do you have any good examples?

#Cognitive EaseThinking is to humans as swimming is to cats#EASEREPEATED EXPERIENCECLEAR DISPLAYPRIMED IDEAGOOD MOODFEELS FAMILIARFEELS TRUEFEELS GOODFEELS EFFORTLESSKahneman, 2011#QWERTY

REPEATED EXPERIENCE#

Can you tie your shoe-laces with your right hand doing the job of the left hand, and the left hand the job of the right?REPEATED EXPERIENCE#Alta Vista 1999

CLEAR DISPLAY#Google

CLEAR DISPLAY#Alta Vista, 2012

CLEAR DISPLAY#

CLEAR DISPLAY#

5:11:2 A. North, D. Hargreaves and J. McKendrick (1997)

Sales

Sales

PRIMED IDEA# 25 Our physical environment influences us enormously26

Base size = 80, February 2012Understand the Purchase Context

GOOD MOOD#Personal: Feel Do Think

Buy fewer impulse itemsAnxiousHappyBuy fewer items on promotion

Anxiety makes us more cautious and more likely to use System 2GOOD MOOD# 27 Discussion

Which of these packs are cognitively easy?

Why?

Is there a Marketers Dilemma in balancing information and aesthetic?

#The end#