The Framing Effect Read online Many plant-based products are failing due to bad naming. In 2018ยน, a study was conducted with 727 Brits who already ate meat. Renaming the โ๐ฆ๐๐๐ญ-๐๐ซ๐๐ ๐๐ซ๐๐๐ค๐๐๐ฌ๐ญโ to โ๐๐ข๐๐ฅ๐-๐ ๐ซ๐จ๐ฐ๐ง ๐๐ซ๐๐๐ค๐๐๐ฌ๐ญโ made diners 200% more likely to pick the plant-based option. Similarly, renaming โ๐ฆ๐๐๐ญ-๐๐ซ๐๐ ๐ฌ๐๐ฎ๐ฌ๐๐ ๐ ๐๐ง๐ ๐ฆ๐๐ฌ๐กโ as โ๐๐ข๐๐ฅ๐-๐ ๐ซ๐จ๐ฐ๐ง ๐ฌ๐๐ฎ๐ฌ๐๐ ๐ ๐๐ง๐ ๐ฆ๐๐ฌ๐กโ made it twice as popular. The paper went on to find that a Veggie Burger will be more popular if itโs called a โ๐๐จ๐๐๐๐ ๐๐ฎ๐ซ๐ ๐๐ซโ. And...
9 days agoย โขย 1 min read
The Framing Effect Read online Here's a thought experiment. You've been told you have lung cancer. The doctor asks if you want treatment. She tells you: "68% survive one year after surgery" Hearing this, you'd probably opt for surgery, that's what the majority pickยน. But what if the doctor said: "32% die within one year after surgery" Now, if you're like those in thisยน study, you'd be less likely to choose surgery. It's the same odds of survival. But the wording changed behaviour. This is the...
16 days agoย โขย 1 min read
Target Timely Moments Read online Want someone to adopt a new habit? Contact them after a significant life event has occurred. This studyยน conducted by the Behavioural Insights Team proves it. They found that a promotional leaflet for a cycle share scheme in Portland, USA was nearly 4 times more effective when they targeted ๐ก๐จ๐ฆ๐-๐ฆ๐จ๐ฏ๐๐ซ๐ฌ, compared to ๐ฆ๐น๐ช๐ด๐ต๐ช๐ฏ๐จ ๐ณ๐ฆ๐ด๐ช๐ฅ๐ฆ๐ฏ๐ต๐ด. BIKETOWN was launched in Portland. All residents were sent this leaflet, but focusing on new movers is more cost-effective....
23 days agoย โขย 1 min read
The Red Bull Story Read online Dietrich Mateschitz discovered an energy drink in Thailand. It was cheap and used by factory workers to stay awake. Mateschitz took it back to Austria and set up focus group taste tests. They didn't go well. Red Bull was describedยน as: "Awful", "horrible to taste", and "disgusting". And yet, this "disgusting" drink sells 12.6 billion cans a year. Here are three possible reasons why. Anchoring Price can act as a signal of quality. Rather than charging the Thai...
about 1 month agoย โขย 1 min read
AI + Psychology Read online Thereโs a 2023ยน study I think of whenever I read about AI. The scientists ran four experiments and found that social proof massively improved AI suggestions. For example, people were: 17.6% more likely to buy a pair of sneakers when the AI explained, โItโs the most purchased item.โ To me, it showed that to succeed, AI needs to understand human psychology. And if youโre working with AI, so do you. Adobe's London Summit Adobe was kind enough to invite me to their...
about 1 month agoย โขย 1 min read
The Anchoring Effect Read online Let's start with an experiment. Consider the following two calculations and attempt to guess the answer. Don't use a calculator, take 10 seconds, and make your guess. 1 x 2 x 3 x 4 x 5 x 6 x 7 x 8 = ? 8 x 7 x 6 x 5 x 4 x 3 x 2 x 1 = ? What did you guess? Were your guesses different? The average guess for the first sum is 512, for the second it's 2,250 (4x higher). Many of you will have figured out that the actual answer is exactly the same. It's 40,320 for...
about 2 months agoย โขย 1 min read
The Psychology Of Smell Read online I've got a shameful secret. My mouth salivates when I walk past Subway. I know the food is dire, the lettuce is plastic, and the bread is like a sponge. Yet I can't help but feel an urge to go in. After reading Consumerologyยน, I think I've learnt why. The Psychology of Smell You'll smell a Subway before you see it. The yeasty, sweet, toasty smell is pumped out onto the street. And I think it's on purpose. Just looking at this image reminds me of the smell....
about 2 months agoย โขย 1 min read
Losses Feel Worse Than Gains Read online Kahneman proved that "๐ญ๐ฐ๐ด๐ด๐ฆ๐ด ๐ง๐ฆ๐ฆ๐ญ ๐ต๐ธ๐ช๐ค๐ฆ ๐ข๐ด ๐ฑ๐ข๐ช๐ฏ๐ง๐ถ๐ญ ๐ข๐ด ๐ฆ๐ฒ๐ถ๐ช๐ท๐ข๐ญ๐ฆ๐ฏ๐ต ๐จ๐ข๐ช๐ฏ๐ด". So, Nationwide don't say:โ "We've kept our Holloway store open. So you can keep banking in-person."They say:โ
"Santander is leaving Holloway. Maybe it's time you left Santander." It's the best ad I've seen in weeks because it concretely applies behavioural science. Highlighting what a customer will lose is often more persuasiveยน than highlighting what they'll gain. Richard...
2 months agoย โขย 1 min read
"I'm A Student Here Too" Read online In 1994ยน, researchers asked 100s of college students for charitable donations. All were told to interrupt the students and solicit a donation. But there was a twist. Half were told to make a straightforward request, with no extra commentary. Half were told to emphasise a shared identity, saying "I'm a student here too". The results were astonishing. Only 9.8% of students in the control group made a donation. While 47.1% donated in the variant group, a 3x...
2 months agoย โขย 1 min read