Behaviour

CONSUMER AND MASS BEHAVIOUR COMPLEX NOT COMPLICATED NEED TO GET HEAD AROUND THIS

MAYONNAISE IS COMPLEX NOT COMPLICATED. CONSUMER BEHAVIOUR S SIMILAR. ITS VERY SIMPLE (YOU PEE ON MY SHOE CHANCES I WILL REACT THE SAME AS MOST HOWEVER MY DECISION MAKING PROCESS IN MADE UP OF MANY PEOPLES OPINIONS AND INTERACTIONS AND IT HARD TO DECONSTRUCT WHAT EXACTLY MADE ME DECIDE TO BUY CERTAI STUDYING HOW I INTERACT WITH OTHERS IS A GOOD STARTING POINT

NDERSTANDING BEHAVIOUR IS NOT FOUND N A FOCUS GROUP OR IN RAW DATA – SURE T RE VALUED MARKET AND ATTITUDE BUT ACTU ITH THE CONSUMER(S) IN SITU - ETHNOGRAP

If you want to understand how a lion hunts, don't go to the zoo. Go to the jungle."

• Gardner’s multiple intelligences

http://www.youtube.com/watch?v=a0Im6bWDgfU

AREN’T FOCUS GROUPS GREAT

http://www.youtube.com/watch? v=BOuC5jjTZOI&feature=related

Mark Earls • Success and behaviour isn’t when a pop star engages but when people engage with each other. If a pop star can facilitate this then it’s a success.

RY FINDING INSIGHT IN AN ALGORITHM

TED PRESENTATION ON PLAY • NATIONAL INSTITUTE OF PLAY • PLAY AND FUN – BETTER FOR US – SEE FUN THEORY – RAT EXPERIMENT • BOOK RULES OF THE RUBBER BALL • OPPOSITE OF PLAY = DEPRESSION • D-SCHOOL PLAY TO INNOVATION • NEOTENY – RETENTION OF IMMATURITY IN ADULTHOOD = GOOD

LOOK AT BEHAVIOUR AND CULTURAL PRACTICE NOT TECHNOLOGY ITS NOT WEB2.0 ITS ADVERTISING 2.0 WE DON’T TRUST ADS WE TRUST OUR FRIENDS

http://www.businessweek.com/technology/content/may2009/tc20090527_635562.htm?chan=technology_technology+index+page_top+stories

WE ARE SUPER SOCIAL APES INTERACTION IS KEY IN UNDERSTANDING HOW WE BEHAVE GOOD STARTING POINT.

ONE THING IS NOT COMPLEX OR COMPLICATED

• IRRATIONALITY – TESTS LOTTERY? CHANCES OF WINNING LINE DRAWINGS – WHICH IS LONGER? £1.10 BAT AND BALL – BAT IS £1 MORE ALSO SEE LAST MILE TED PRES – COLOURS AND SHAPE TEST The predictability comes in knowing the cognitive biases in play and work with them

HAT ARE THE INGREDIENTS THAT FORM OUR DECISION MAKING PROCESS

L CONSCIOUSNESS

R PEOPLES OPINIONS AND ADVICE – THE ILLUSION OF I A AND PRESS – SURE BUT LESS AND LESS TRUST

CIOUSNESS I MADE UP OF COGNITIVE DECISION MAKING AS WELL AS INTUITIVE

TIC MARKERS IN THE BRAIN – BAD FEELING ABOUT SOMETHING IS RECALLED WH OME ACROSS THAT PERSON OR OBJECT

BEHAVIOURIAL ECONOMICS WE TEND TO PURCHASE BASED ON COLLECTIVE DECISION MAKING ILLUSION OF I SEE FARIS IPA

http://www.simonlaw.com/archives/809? utm_source=feedburner&utm_mediu m=email

http://www.youtube.com/watch? v=xTOwE3hnEWk&feature=player_embedded

digital ethnography.webloc

A cultural tension is solved here one reason wny YT’s success can be sustained. We want to be connected but not necessarily with all the lilitiations of being contrained by another persons needs

defined the media we create not the media we consume – see faris mediatiion ation – WE HAVE DIGITAL IDENTITIES

www.weliveinpublicthemov#55ABA1

a w o h o t d n o a G t . s r o e o d z n e u h t o t o t t n o a g w t ' u n o o ‘If y unts, d h n " o . li e l g n u j the

Changing Behaviour • Rory Sutherland Ted 2009 Examples – getting people to save not buy See Jason Basini – matrix – conservation economics - Fun sells not always serious – juxtaposition opposites - See budlight - Seeing a diamond not a square - Happy face vs costly speed camera twice as effective - WATER EDUCSTION SOLVES DIAHHREA

Good Deck on Play • http://www.katylindemann.com/playf ul09/

www.predictablyirrationa#6A1B29

Behaviour • The single biggest influence on people is other people – not necessarily influencers just people in our network

Releativity and Magic meets MX • Behaviour – Dan Ariely’s decoy theory and relativity / absoute theory- brad pitt / george clooney / restaurant / the economist case

Dan Ariely Case: 10 dollar pen – 7 dollar one vs 10,000 dollar car-9,997- however it’s the same 3 dollars Also look at the chocolate case studysnickers and Trick or treat case

DAN ARIELY SOCIAL NORMS VS MARKET NORMS… TAKE THE TIP EXAMPLE See iphone note

THE LAST MILE THEORY SEE TED BAT AND BALL EXAMPLE (BAT AND BALL COST £1.10 COMBINED)