brain science (Дмитрий Мацкевич, flocktory.com)
TRANSCRIPT
![Page 1: Brain Science (Дмитрий Мацкевич, Flocktory.com)](https://reader034.vdocuments.net/reader034/viewer/2022050914/5872df321a28abfa548b48bb/html5/thumbnails/1.jpg)
Behavioral engineering
Matskevich Dmitry Co-founder: Flocktory.com, Relap.io Advisory board: Chatfuel.com, Finalprice.com
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Behavioral engineering
Brain science behind
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Overview
1. Why understanding human decision making mechanics is so important? 2. Brain science for 15 minutes 3. Cases to the point
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Bad news
An hour later you will completely forget 80% of this content
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Good news to everyone
This will change add new
cognitive toolkit to your pattern
recognition system!
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1. Why understanding human decision making mechanics is important? 2. Brain science for 15 minutes 3. Cases to the point
![Page 7: Brain Science (Дмитрий Мацкевич, Flocktory.com)](https://reader034.vdocuments.net/reader034/viewer/2022050914/5872df321a28abfa548b48bb/html5/thumbnails/7.jpg)
First-Wave View of the Value Proposition
B1 (Vb) + B2 (Vp)
Value from Benefits (tangible/intangible)
Value from Prices
How sensitive is to the benefits and to the price
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Second-Wave View of the Value Proposition
B1(C) + B2 (Vb) + B3 (Vp)
• Cognitive value (Emotional) can be shaped by aspects completely unrelated to Vb and to Vp
• One can ignore E and still hope to create a sustainable superior Customer Value Proposition
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Third emerging-Wave View of the Value Proposition
B1(C)*{B2 (Vb) + B3 (Vp)}
Interactively shapes Vb, Vp: Not only a superior value proposition, but also Confident decisions, greater commitment, positive word of mouth, and experience utility.
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Emotion not reason drive most of our decisions
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Where great ideas come from?
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Lean startup?
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You can’t just test hundreds of hypos and wait if you are was so
lucky to pick the winning one
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“There are two kinds of secrets: secrets of nature
and secrets about people”
Peter Thiel
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Secrets people don’t know about themselves
Secrets people hide
because they don’t want
others to know
Secrets about people
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Your job is to reveal these secrets
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Can we just directly ask people about those secrets?
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Humans are terrible at predicting the future
By economist Andrew Clark 2007 Life satisfaction
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By neuroscientist David Eagleman
Humans are terrible at recalling the past
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1. Why understanding human decision making mechanics is important? 2. Brain science for 15 minutes 3. Cases to the point
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Getting into others mind 101
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Brain is lazy and trying hard to minimize energy consumption
1
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Lazy brain => cognitive biases
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You can’t just say no to biases
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You can’t just say no to biases
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Energy for decision making could be more limited resource than money
Kahneman
Opt-in organ Donation
Opt-out organ Donation
4% and 12% in two European countries
86% and nearly 100% in two European countries
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People always make snap judgements. What do you fear more?
More than 1 million deaths a year
Several deaths a year
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2 You are not alone in your head
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People are not rational by design
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Prefrontal cortex rationalizes
Amygdala and Limbic system decide
Confabulation
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Neurons that fire together wired together
3
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People make harsher moral judgments in foul-smelling rooms
(discussed as moral emotion)
Schnall, 2008 in Personality and social psychology
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People will judge a stranger to be more generous and carrying than they hold hot coffee vc iced coffee
Williams Senbarg 2008 science
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An affect of context and accessibility
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The very labels intended to frighten smokers were, in fact, a cue to smoke
Martin Lindstrom in Buyology notes that tobacco warning labels were found to stimulate craving for tobacco.
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Our brain is changing itself
Our brain is constantly changing is response to our experience and behavior, reprograming itself on the fly
This means: Technology influences behavior and shapes our habits
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Texting – is the fastest-growing behavior within the social over the past five years
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Traffic tickets pay rate increased by 50% leveraging the right pattern
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Our emotions are programmed with chemicals by evolution
4
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Get free dopamine for every check of your fridge
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Any flow of events with high variability and low predictability generate stable supply of dopamine
Newsfeeds porn Political porn Apocalyptic porn Sport porn Startup porn
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The key factor affecting % of prisoners granted parole - the time that the judge spent after a meal
0%
40%
20%
60%
% o
f p
riso
ne
rs g
ran
ted
par
ole
Time of the day Start of work day End of a day
Morning snack. Lunch
It depends on serotonins level that is influences by age, time of the day, stress
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Love formula
1.Stage Oxytocin • Build
relationship • Unlearn
previous habits
2. Stage Dopamine • Craving • Excitement Serotonin • Comfort/Habit • Cognitive ease • Trust
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Most of the time you are in zombie mode
Perceived self Real self
5
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Habit forming => long-term product success
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BJ Fogg framework
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The Hook by Nir Eyal
Action Trigger
Investment Variable reward
External Internal External Internal
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Are there any free will left?
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Most of recent studies our actions and experiences are
shaped at the instinctual level
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Stop making vitamin or painkiller products
Make drugs instead
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1. Why understanding human decision making mechanics is important? 2. Brain science for 15 minutes 3. Cases to the point
![Page 54: Brain Science (Дмитрий Мацкевич, Flocktory.com)](https://reader034.vdocuments.net/reader034/viewer/2022050914/5872df321a28abfa548b48bb/html5/thumbnails/54.jpg)
Instagram addiction
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Instagram Amplify your personal
experience through social validation
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Houzz porn
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Houzz Every day something new
to desire
Never ending dopamine – oxytocin cycle
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Tinder social validation
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Tinder Reduce the cognitive load
of social acceptance
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Cognitive toolkit: “Approved by Brain Science”
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1. Cognitive ease
Causes and Consequences of Cognitive Ease by Daniel Kahneman
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2. Emotions / Emotional design
Lövheim cube of emotion
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3. Habits
Nir Eyal Bj Fogg
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Good reading
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Have you read all these books already?
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Write me and I will send you more