Creating Automatic Behaviors
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Shaking Things up with Behavioral Science Creating Automatic Behaviors February 2018 Namika Sagara, Ph.D. Jesse Itzkowitz, Ph.D. Ipsos Behavioral Science Center
Your Presenters Today Namika Sagara, PhD Jesse Itzkowitz, PhD President Vice President Ipsos Behavioral Science Center Ipsos Behavioral Science Center [email protected] [email protected] 2
UNDERSTANDING, INITIATING, AND CHANGING HABITS
Today’s Agenda 1 2 3 Habits Are The Ipsos Moments of Automatic Habits Behavioral Behaviors Framework Change Ipsos Behavioral Science Center
Behaviors Are Shaped By The Brain’s Two Operating Systems AUTOMATIC REFLECTIVE Perceptual Conceptual Nonconscious Conscious Intuitions Declarations Long-Term Short-Term Memory Memory Seeks Efficiency Seeks Accuracy Ipsos Behavioral Science Center 5
Habits Are Learned! While learning… REFLECTIVE (Conscious) Driving Walking Typing Throwing Product Usage/Brand Selection With practice… AUTOMATIC (Nonconscious) Ipsos Behavioral Science Center 6
Habit | habit | – noun. An automatic reaction to a specific environmental cue or setting INFREQUENT SPECTATORS FREQUENT SPECTATORS How many people are in this picture? How many appliances do you see here? Ipsos Behavioral Science Center 7
How Do Behaviors Become Automatic? Ipsos Behavioral Science Center 8
Today’s Agenda 1 2 3 Habits Are The Ipsos Moments of Automatic Habits Behavioral Behaviors Framework Change Ipsos Behavioral Science Center
Why Are Bad Habits So Hard To Break? Ipsos Behavioral Science Center 10
The Ipsos Habits Framework Ipsos Behavioral Science Center 11
The Power of Cues Ipsos Behavioral Science Center 12
Conscious Cues Ipsos Behavioral Science Center 13
Locations and Settings Ipsos Behavioral Science Center 14
Scripts Ipsos Behavioral Science Center 15
Identities/Roles Ipsos Behavioral Science Center 16
Psychological States Ipsos Behavioral Science Center 17
Visceral Physical States Ipsos Behavioral Science Center 18
The CUES Framework Some cues are more powerful than others C U E S Concrete Unique Embedded Salient Ipsos Behavioral Science Center 19
C: Make The Cue CONCRETE Concrete, tangible, vivid stimuli get more attention than long-term, abstract stimuli Don’t Use System 2 “Rules” Use System 1 cues that reach the consumer directly • Vivid pictures • Sounds • Vibrations • Tangible objects in your engagement-moment Claim A: Claim B: environment Live the Each and every • Personal references healthy way, dining hall tray, eat 5 fruits and needs 5 fruits IT TAKES EFFORT TO AVOID veggies a day and veggies a RESPONDING TO THESE CUES! day Ipsos Behavioral Science Center 20
Concrete Cues Ipsos Behavioral Science Center 21
U is for Unique: Cues Need to Be Specific • What behaviors does the cue suggest? • Cues that are uniquely attached to a behavior are the most powerful • No other response has to be crowded-out • What is the direct link to your product category? • Are your brand assets distinctive? Ipsos Behavioral Science Center 22
E is for Embedding Cues that are embeddedcurrent routine are especially powerful • Embed a new behavior to an established behavior • Need for Closure – Ziegarnik Effect • People feel a very strong drive to “complete” actions • Cuing people to feel that their behaviors are incomplete can reinforce embedding in the moment Ipsos Behavioral Science Center 23
Best Practice: Embedded Cues 24
S is for Salience Salience means that the cue GRABS attention What grabs attention? • Contrast • Movement • Brightness • Loudness • Size • Goal Means Ipsos Behavioral Science Center
The Ipsos Habits Framework Ipsos Behavioral Science Center 26
Embeddable Actions Assess this: Buy Creamer Every Time I Buy Bags Buy Non-Dairy Creamer of Coffee Beans Assess this: Use Breath Strip Every Time I Exit my Use more Breath Strips Car Assess this: Feed Wet Dog Food When My Family Feed wet dog food more frequently Sits Down for Sunday Dinner Assess this: Eat Salad Before Mon, Wed, Fri Eat Healthier Meetings Ipsos Behavioral Science Center 27
Rewards Reinforce the Link Between Cue and Behavior Rewards are required to establish the cue-behavior link Consciously and Nonconsciously Reinforcement Cue Behavior Reward Ipsos Behavioral Science Center 28
Remember the Rat! Consistency Repetition “Feels” > “Thinks” Immediate > Delayed Negative > Positive Ipsos Behavioral Science Center 29
Optimizing Rewards Maximize Hedonic Rewards Goal Acheivement Expanded Benefits Ipsos Behavioral Science Center 30
Maximize Hedonic Rewards Ease Aesthetics Flavor Smell Feel Sound Ipsos Behavioral Science Center 31
Conscious/NonConsciousGoal Acheivement Focus on the link between the product and the conscious goals and motivations of the consumer. Learn during consumption – reinforce with communications Ipsos Behavioral Science Center 32
Ipsos Behavioral Science Center 33
Expand Product Meaning With Emotional Rewards Ipsos Behavioral Science Center 34
Today’s Agenda 1 2 3 Habits Are The Ipsos Moments of Automatic Habits Behavioral Behaviors Framework Change Ipsos Behavioral Science Center
Habits are Created and Broken During Disruptive Moments Context matters! The Power of Cues When context changes, we reevaluate prior actions When context changes, we are open to new solutions When context changes, we learn Ipsos Behavioral Science Center 12 Ipsos Behavioral Science Center 36
Types of Disruptive Moments Ipsos Behavioral Science Center 37
Types of Disruptive Moments Ipsos Behavioral Science Center 38
Align Cues with Moment-Based Goals Ipsos Behavioral Science Center 39
Align Rewards with Moment-Based Goals Ipsos Behavioral Science Center 40
Examining Habits in Market Research Ipsos Behavioral Science Center 41
Thank You! Namika Sagara, PhD Jesse Itzkowitz, PhD President Vice President Ipsos Behavioral Science Center Ipsos Behavioral Science Center [email protected] [email protected] 42