Behavior Design

Question 1

7 Drivers to influence behavior?

Answer 1

1) Need to Belong
2) Habits
3) The power of stories
4) Carrot & Stick
5) Instincts
6) The desire for mastery
7) Tricks of the mind

Question 2

Need to belong: Use Nouns or Verbs?

Answer 2

“I am a chocolate eater” vs. “I eat a lot of chocolate”. People perceive the “chocolate eater” (noun) to be stronger. Invokes a group feeling

Question 3

What is social validation?

Answer 3

We want to fit in, so when in social situations (especially new) we look to others to mimic how to behave (ex. smoke in room experiment

Question 4

Need to belong: To get people to do something show them what?

Answer 4

Show other peoples actions
Buy a product? tell them how many others have bought it.
Power company compared your energy use to your neighbors. People energy use went down

Question 5

Limitation of showing how many people have done something? (social validation)

Answer 5

Need higher numbers. Can show percentages if numbers are low.

Question 6

What should you not show when you want someone to STOP/AVOID an action.

Answer 6

Number of people that have stopped. Ex.70% of teens don’t smoke, teens might latch onto the 30% that do.

Question 7

Need to belong: What type of person should be asking?

Answer 7

• A similar person to target audience (age, location, etc)
• Known people / friends
• Attractive people

Question 8

Why would you try to get someone to say no by presenting them a high offer?

Answer 8

More likely to accept the second reasonable offer. (first offer is high but still within reason) (can use when presenting pricing options)

ex. * group 1: be a chaperone to troubled youth on a 1 day field trip to zoo. — 17% agreed
* Group 2: Be chaperone for 2hrs a week for 2 year (people said no), then asked about the 1 day zoo trip — 50% agreed
* RESULTS: In group 1 only 50% carried through with the commitment. But in group 2 85% carried through with the commitment.

Question 9

Why would you want to show someone else doing the behavior?

Answer 9

• Mirror neurons: Premotor cortex & Motor Cortex. The premotor lights up when you are thinking about moving, and the motor cortex lights up when you when you are actually moving. If you watch someone else do an action the same neurons in your premotor cortex will fire.
• Empathy: In a way we are literally experiencing what others are experiencing (ex. you get embarrassed when someone else in an embarrassing situation)

Question 10

What is Selecting, Inferring, & Interpreting in terms of comprehending a website.

Answer 10

1. Selecting: First, people pay attention to sensory input only selectively. We usually don’t actively cognate on the humidity in the room when we’re viewing a landing page. Even though humidity is sensorially perceived, we have other things occupying our cognitive powers. We’re focused on visual stimuli.
2. Inferring: Second, we all have a collection of stored past experiences that are triggered when we experience something that is similar to those past experiences. So, when we look at landing pages, we’re thinking of other landing pages we’ve seen in the past and recalling the ways we acted on those landing pages.
3. Interpreting: Third, the mind combines the selective sensory data with the memories of former experiences, and it develops an interpretation. This interpretation usually involves fitting the present experience into a previous schema or developing a way to taxonomize the present experience.