the psychology of robots - neuroscience and e-commerce
TRANSCRIPT
The psychology of robots Reading time : 1 min. 23
And how it’s impacting your Sales
by Philippe Conversion Optimisation Expert
If robots were your customers they would act logically and rationally
But your current customers (the humans) do not really follow a structured process
Framing
Analysis
Conclusion
Decision
*
The truth is that your customers are more like this…
The difference with robots, is that your customers have a brain
A brain made of 2 systems
1
2
Nobel prize, Daniel Kahneman, introduced the concept of 2 systems in 2011
Research has proven that 95% of our decisions are taken by the « emotional brain »
Sub-conciousFast, Automatic, Instinctive, Emotional
Logical
Emotional
ConsciousSlow, Deliberate, Effortful Logical
95%
Robots are logical they have no emotion
Logical Emotional
Actions are driven by emotions
Speak to emotionsThe « emotional brain » that takes 95% of our decisions
Don’t speak to the robot side of your clients
3 neuroscience principles you can use to convince the « emotional brain »
Principle 1 The paradox of choices
Related research: Iyengar and Lepper, 2000 - Johnson and Goldstein, 2003 - Schwartz, 2004
Too much choice reduces the motivation to purchase
Principle 2 The principle of scarcity
Related research: Worchel, Lee and Adewole (1975) - Tversky & Kahneman, 1991 - Cialdini, 1993
Limited stock, and risk of NOT getting it
Principle 3 The sense of urgency
Related research: Tversky & Kahneman, 1991 - Cialdini, 1993 - Kirby and Herrnstein, 1995
Buyers take action when they can loose a benefit
There are more than 200 neuroscience principles
Some of them are covered into these books
Thank you
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Philippe
Congratulations!By reaching this page you have discovered the Zeigarnik effect.
Application of the Zeigarnik effect
To know more about the Zeigarnik effect and all principles you can apply to your website, contact me by email [email protected] or at +44 (0)20 3675 9000
Philippe