This document discusses using behavioral science and marketing research to understand audiences and create persuasive brands in an ethical manner. It provides examples of how behavioral insights can be applied to increase customer loyalty and engagement through reframing costs, establishing rivals, and matching brands' moral values to target audiences. However, it notes behavioral science tools should be used carefully and for customer benefit rather than exploitation.

1. Marketing & Behavioral
Science
Using Behavioral Science to Research your
Audience & CreateYour Brand
1

2. Managing an Efficient &
Ethical Organization
Persuasive Behavior Design
2

3. Ethical Marketing Research
Ethics
Responsibility
Morality
Reliability
Trust
Compiled by author from source: cleverism.com Image Source: Google Images
3

4. Habits Are Good For Business
There is much debate around the
ethics of persuasive behavior design
“Addicted to your IPhone?You’re not
AloneTristan Harris, a product
philosopher believes “A ‘Hippocratic
Oath’ for software designers would
stop the exploitation of people’s
psychological vulnerabilities”
Compiled by author from source: medium.com
4

5. Brain And Behavior Science Is Getting Better
Every Day
Behavioral scientists have
developed a system that is able to
read people’s emotions by
bouncing wireless signals off their
body
Behavior designers
have a
responsibility to
create for good
Compiled by author from source: medium.com
5

6. Behavioral Design: A Persuasive Power
Companies talking about being customer centric,
often talk about putting their customers at the
center of their decision making
However, many will also be leveraging a number
of the insights coming from behavioral science
Is designing something that gets your customers
‘hooked’, have your customers best interests at
heart?
Leveraging these
tools may have
consequences and
their misuse can
cause more damage
than additional value
Companies should
exercise care and
good judgement in
how and when these
new tools are applied
and used
Compiled by author from source: customerthink.com
6

7. Your Brands Moral
Worldview
Care/Harm
Fairness/Cheating
Loyalty/Betrayal
Authority/Subversion
Sanctity/Degradation
According to the
framework, our moral
beliefs fall along five
sliding scales
Compiled by author from source: behavioralscientist.org
7

8. Where DoYou Fall on the Spectrum?
People vary profoundly in
terms of where they fall on
each spectrum, but some
groups follow predictable
patterns
Political conservatives
place about equal weight
on each of the values
Liberals, on the other
hand, tend to place most
of the weight on care and
fairness
Compiled by author from source: behavioralscientist.org
8

9. LiberalVersus
Conservative
If you know the political
leanings of your
customer, you can make
sure that your brand’s
moral signals match
their preferences
Compiled by author from source: behavioralscientist.org Image Source: Google Images
9

10. MatchingValue Signals
Political Conservatives:
EqualWeight Strategy:
Highlight dedication to
your customers (loyalty),
commitment to do things
the “right way”—the way
“it’s always been done”—
(authority), and a clean-cut
corporate image (sanctity)
Compiled by author from source: behavioralscientist.org
10

11. MatchingValue Signals
Liberals: Care and
Fairness Strategy:
Shift the characteristics of
your product to embrace the
caring and fairness axis i.e. If
you’re creating a new candy
bar, you might want to break
it into two pieces and use
“share with a friend”
messaging
Compiled by author from source: behavioralscientist.org
11

12. Being Labeled
A study examined the voting patterns of 133 adults to see
if labeling them had any affect on their turnout at the
polls
After being casually questioned about their regular voting
patterns, half were told that they were more likely to vote
after being deemed by the researchers as politically active
The truth is they were all selected at random
Despite this random selection, the group that was told
they were more “politically active” had a 15% higher
turnout than the other group
People like being labeled,
and they are more inclined
to participate in their
“group’s” message if they
feel included
Compiled by author from source: helpscout.net
12

13. Understanding Consumer Behavior
We are all different, but science
understands that our brains are
prone to react in a similar manner
Understanding the human mind
can help your business find
creative ways to ethically move
more buyers toward saying “yes!”
Compiled by author from source: helpscout.net Image Source: Google Images
13

14. Case in Point
Customer Loyalty
Program
We enjoy being consistent so
much, that even being told we
are a part of a group makes us
more receptive to it’s message
This is why “gold” or
“platinum” status works
effectively for a customer
loyalty program
People who are labeled as
“superior” consumers tend
to spend more
Compiled by author from source: helpscout.net Image Source: Google Images
14

15. Value ofThe Product
A company will not have to
resort to pushy sales tactics
or gimmicks, if they focus on
the following
Great products
Excellent
experiences
Great customer
service
Apple: Famous for having people happily
wait in line overnight to be first to own an
upgraded product
Compiled by author from source: cleverism.com Image Source: Google Images
15

16. CommunicateValues Regularly
The most loyal
customers love
what you stand
for and how you
can help them
Compiled by author from source: helpscout.net Image Source: Google Images
16

17. Case in Point
Zappos
•CEOTony Hsieh defines the company
as a “customer service company that
sells shoes”
•It’s been widely memorialized just
how far Zappos will go to ensure an
amazing customer experience
Compiled by author from source: helpscout.net Image Source: Google Images
17

18. Design for A One-
Time Behavior
Behavioral scientists know research about how people
make decisions and act on them can be designed into
products
Not just habits and intermittent use, but even in the
case of how to optimize a one-time behavioral
outcome
The ability to understand what products and how they
can be used to instill habit-forming behaviors in your
target customer base can lead to the design of a
sustaining product
Behavioral science
offers ways to
successfully design for
a one-time behavior
Compiled by author from source: medium.com
18

19. Levels of Spending Pain
3Types of Buyers
Unconflicted
Spendthrifts
Tightwads
Compiled by author from source: helpscout.net
19
61% Average Spenders
15% Spend more before
hitting their pain point
24% Spend less before
hitting their pain point

20. ReframingValue
Do you
approach a
product that
costs $1,000
per year with
caution?
What if the
product
was just
$84 per
month?
$84/month is
pretty much the
equivalent of
$1,000/year
If something has a
recurring cost or can be
broken down into smaller
increments
Compiled by author from source: helpscout.net
20

21. Small Changes Matter
A $5
Fee
A
Small
$5
Fee
Researchers changed the description of
an overnight shipping charge on a free
DVD trial offer from “a $5 fee” to “a small
$5 fee” and increased the response rate
among tightwads by 20%
Compiled by author from source: helpscout.net
21
Vs.

22. Establish a Rival or (Enemy)
Who you know is as important as what you
know; establish a cult-like addiction to your
brand
Like the MacVs. PC ads, or Miller Lite taking
potshots at unmanly light beers
You don’t need a physical enemy; just a belief or
idea that resonates with your customers
Associate yourself with certain ideals and
distance yourself from the rest
Identify the outsiders, in order to divide
your ideal customers into your camp
Like Apple was against boring PC users
and their uncool computers
Compiled by author from source: helpscout.net
22

23. Behavioral Science Drives Engagement
In the end, we all want to
connect with our audience
First, you
must
understand
them
Data science
gives that
insight
Behavioral
science
gives us that
edge
We have seen, the value of
employing data science for
audience definition with the
science of human behavior for
engagement
Compiled by author from source: universalwilde.com
23

24. Contact Us for the Full Presentation:
Mediacontact USA Inc.
13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112
E: contact@mcusa.co
www.mediacontactusa.com

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attractive/>.
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<http://www.universalwilde.com/blog/data-and-behavioral-science-for-insurance>.
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