susan weinschenk - how to get people to do stuff
DESCRIPTION
Presented by Susan Weinschenk, PhD, on September 26, 2013 at the fourth annual Center for Health Literacy Conference: Plain Talk in Complex Times.TRANSCRIPT
1. The Power of Stories
2. Tricks of the Mind
17 x 24 = ?
Most mental processing is unconscious
In a lake there is a patch of lily pads. Every day the patch doubles in size. If it takes 48 days for the patch to cover the entire lake, how long would it take for the patch to cover half of the lake?
24 days or 47 days?
In a lake there is a patch of lily pads. Every day the patch doubles in size. If it takes 48 days for the patch to cover the entire lake, how long would it take for the patch to cover half of the lake?
24 days or 47 days?
Sale on Soup
Limit of 10 cans per person
Sale on Soup
No limit per person
Sale on Soup
Limit of 10 cans per person
Sale on Soup
No limit per person
Platinum: $55.95Gold: $35.95Silver: $15.95
Silver: $15.95Gold: $35.95Platinum: $55.95
3. Instincts
60% stopped to
taste
40% stopped to
taste
40% stopped to taste30% of them purchased100 people = 12 sales
60% stopped to taste3% of them purchased100 people = 2 sales
40% stopped to taste30% of them purchased100 people = 12 sales
60% stopped to taste3% of them purchased100 people = 2 sales
Iyengar, Sheena S. and Mark R. Lepper. 2000. When choice is demotivating: Can one desire too much of a good thing? Journal of Personality and Social Psychology. 79: 995-1006.
7 + or - 2
7 + or - 2is a
MYTH
Baddeley, A. D. (1994). The magical number seven: Still magic after all these years? Psychological Review, 101, 353-356.
Broadbent, D. (1975). The magic number seven after fifteen years. In: Studies in long-term memory, ed. A. Kennedy & A. Wilkes. Wiley.
Cowan, N. (2001). The magical number 4 in short-term memory: A reconsideration of mental storage capacity. Behavioral and Brain Sciences, 24, 87-185.
People Can Remember/Deal with 3-4 Things at a Time
Choice = Control = Survival
We are more motivated by fear of loss than by anticipation of gain
4. Carrots and Sticks
Behavior Reinforcement More behavior
Skinner’s Operant Conditioning
“A” on report card $5 More “A’s”
Skinner’s Operant Conditioning
Behavior Reinforcement More behavior
“A” on report card $5 More “A’s”
Skinner’s Operant Conditioning
Behavior Reinforcement More behavior
Push button Win money Push
button
Report on time Praise More reports on time
5. The Need to Belong
6. Habits
Pavlov’s Classical ConditioningStimulus
Response
Pavlov’s Classical ConditioningStimulus
ResponseMeat Salivate
Pavlov’s Classical ConditioningStimulus
Response
Meat + Bell
Salivate
Meat Salivate
Pavlov’s Classical ConditioningStimulus
Response
Meat + Bell
SalivateBell Salivate
Meat Salivate
Habits
Stimulus
ResponseCue Response
Habits
Stimulus
ResponseCue ResponseWake up Brush teeth
To Create a NEW Habit
Cue ResponseWake up Brush teeth
Existing response becomes the new cue:
Brush teeth
Take vitamins
B.J. Fogg: tinyhabits.com
7. The Desire for Mastery
How To Get People To Do
Stuff1. The Power of Stories2. Tricks of the Mind3. Instincts4. Carrots and Sticks5. The Need to Belong6. Habits7. The Desire for Mastery
“Motivation is the art of getting people to do what you want them to do because they want to do it.”
...Dwight D. Eisenhower
