predictable irrational behaviour - jørgen juul - 2010 03 22
DESCRIPTION
A presentation on how behavior can be based on habbits or triggered by build in rules. Why do we choose as we do and why do are we willing to walk 10 minutes to save $10 when we buy cheap products but not when we buy expensive products?TRANSCRIPT
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Irrational behaviourBy Jørgen Juul
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How do we make our decisions?
habitmechanics
comparison
A lot of our decisions are based on
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Handling relativity
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Slide 3Our ability to handle relativity can fool us
The two fields A and Bare exactly the same color
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Slide 4Lets cover everything but the two fields
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Slide 5You haven’t learnt anything!
Graphical comparison is what we do best
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Slide 6We don’t always have comparable options
…but we subconsciously look for a pattern
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Slide 7100 girls asked: Who would you prefer to date?
Approximately 50% Approximately 50%
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Slide 8
Approximately 25% Approximately 75% 0%
Another 100 girls asked who they would prefer to date
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Slide 9
Approximately 25% Approximately 75% 0%
If we Photoshop an uglier version of the other guy it will be the other way round.
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Slide 10
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Slide 11
16%
84%
0%
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Slide 12
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Slide 13
68%
32%
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Slide 14
135,- 99,-
10 minutes walk
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3.995,- 3.959,-
10 minutes walk
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Slide 15After buying something expensive..
..people are prepared to pay more for accessories, because they don’t seem so expensive compared to the total cost.
Salesmen knows that it is a good idea to make the expensive sale first. Not the other way round.
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Slide 18Slide 16The mechanics
cheepcheep
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Slide 17Slide 16The mechanics
cheepcheep
cheepcheep
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Slide 19
Expensive=good
A mechanic:
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Slide 20Predictably irrationalIt can work for you or against you.
Anyway. Be carefull before you kill the option no one wants.
It might be the option that makes them want what you want them to want.
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