how to be a better person: self-improvement through behavioral design
TRANSCRIPT
HOW TO BE A BETTER PERSON
Self-Improvement
Through Behavioral
Design
By Jennifer Im
ARE YOU LOGICAL?
A: Yes
B: No
How To Be A Better Person: Self Improvement Through Behavioral Design Jennifer Im
THE MYTH OF HUMAN RATIONALITY
People are emotionally driven, illogical creatures that are prone to error.
People are predictably irrational
Behavioral psychology and design
How To Be A Better Person: Self Improvement Through Behavioral Design Jennifer Im
WHAT IS BEHAVIORAL DESIGN?
How To Be A Better Person: Self Improvement Through Behavioral Design Jennifer Im
HOW TO BE A BETTER PERSON
Behavioral Design has the answers
In examining others, we learn more about our own behavior
Better consumer, better student
How To Be A Better Person: Self Improvement Through Behavioral Design Jennifer Im
BECOMING A BETTER CONSUMER
How To Be A Better Person: Self Improvement Through Behavioral Design Jennifer Im
MARKETERS ARE CLEVER PEOPLE
Marketers know you better than you know yourself
How To Be A Better Person: Self Improvement Through Behavioral Design Jennifer Im
THE EFFECT OF “ZERO”
“Zero is an emotional hot button – a source of irrational excitement”— Dan Ariely, Predictably Irrational
Zero Price Effect
How To Be A Better Person: Self Improvement Through Behavioral Design Jennifer Im
THE EFFECT OF “ZERO”
Colossal difference between 0 and 1
Lindt 15 cents; Kisses 1 cent = 73%; 27%
Lindt 14 cents; Kisses 0 cents = 31%; 69%
Same discount
The true cost of “Zero”
How To Be A Better Person: Self Improvement Through Behavioral Design Jennifer Im
APPLICATION
Take a step back
Perform cost-benefit analyzes no matter the prices
Consider time lost
How To Be A Better Person: Self Improvement Through Behavioral Design Jennifer Im
THE INFLUENCE OF EXPECTATIONS
How To Be A Better Person: Self Improvement Through Behavioral Design Jennifer Im
THE INFLUENCE OF EXPECTATIONS
“The key to happiness is low expectations” –Barry Schwartz
When we believe something will be good, it’ll be good. If we think it’ll be bad, it’ll be bad
Tendency to substantiate
How To Be A Better Person: Self Improvement Through Behavioral Design Jennifer Im
THE INFLUENCE OF EXPECTATIONS
Expectations affect us more than we think
Stereotypes and Biases
Placebo
How To Be A Better Person: Self Improvement Through Behavioral Design Jennifer Im
APPLICATION
Don’t let packaging fool you
When trying something new, go in blind with no expectations
Be aware of your biases and how they may affect your perception
How To Be A Better Person: Self Improvement Through Behavioral Design Jennifer Im
BECOMING A BETTER STUDENT
How To Be A Better Person: Self Improvement Through Behavioral Design Jennifer Im
PROCRASTINATION
Common problem, uncommon solutions
Diets, New Years Resolutions, Exercise
Why do we procrastinate so much?
Instant gratification
Is there a solution?
Deadlines
How To Be A Better Person: Self Improvement Through Behavioral Design Jennifer Im
APPLICATION
Procrastination is highly unlikely to be fixed via “Just do it” speeches
Consider immediate reward or immediate punishment
How To Be A Better Person: Self Improvement Through Behavioral Design Jennifer Im
THE FREEDOM OF CHOICE
America is the land of freedom
Market choices, political choices, academic choices, career choices
More options are better?
How To Be A Better Person: Self Improvement Through Behavioral Design Jennifer Im
THE PARADOX OF CHOICE
Barry Schwartz – “Choice has made us not freer but more paralyzed, not happier but more dissatisfied”
Choosing dinner, networking
More choices=time wasted and opportunities missed
How To Be A Better Person: Self Improvement Through Behavioral Design Jennifer Im
IN REVIEW
Having too many choices may not always be a good thing
Consider time as a very expensive and limited resource
Be prepared to burn a few bridges
How To Be A Better Person: Self Improvement Through Behavioral Design Jennifer Im
KNOWLEDGE IS POWER
How To Be A Better Person: Self Improvement Through Behavioral Design Jennifer Im
KNOWLEDGE IS POWER
Being aware is half of the battle; You need to acknowledge the problem to fix it.
How To Be A Better Person: Self Improvement Through Behavioral Design Jennifer Im
IN REVIEW:
To be a better consumer
1. The words “Zero” and “Free” can be deceiving
2. Expectations affect our perception more than we think
To be a better student
1. Have immediate consequences, whether positive or negative, to curb procrastination
2. Burn those bridges
How To Be A Better Person: Self Improvement Through Behavioral Design Jennifer Im
BECOMING A BETTER DESIGNER
Human Centered Design
Expect errors and the worst case-scenario
How To Be A Better Person: Self Improvement Through Behavioral Design Jennifer Im
BECOMING A BETTER DESIGNER
Don’t be complacent
People aren’t logical
Question everything Why do we do this? Is this the best solution?
How To Be A Better Person: Self Improvement Through Behavioral Design Jennifer Im
How To Be A Better Person: Self Improvement Through Behavioral Design Jennifer Im