3. Overview
1. Why understanding human decision
making mechanics is so important?
2. Brain science for 15 minutes
3. Cases to the point
4. Bad news
An hour later
you will
completely
forget 80% of
this content
5. Good news to everyone
This will change
add new
cognitive toolkit
to your pattern
recognition
system!
6. 1. Why understanding human decision
making mechanics is important?
2. Brain science for 15 minutes
3. Cases to the point
7. First-Wave View of the Value
Proposition
B1 (Vb) + B2 (Vp)
Value from Benefits
(tangible/intangible)
Value from Prices
How sensitive is to the benefits and to
the price
8. Second-Wave View of the Value
Proposition
B1(C) + B2 (Vb) + B3 (Vp)
• Cognitive value (Emotional) can be shaped by aspects completely
unrelated to Vb and to Vp
• One can ignore E and still hope to create a sustainable superior
Customer Value Proposition
9. Third emerging-Wave View of the
Value Proposition
B1(C)*{B2 (Vb) + B3 (Vp)}
Interactively shapes Vb, Vp:
Not only a superior value proposition, but also
Confident decisions, greater commitment, positive word of mouth,
and experience utility.
27. Energy for decision making could
be more limited resource than
money
Kahneman
Opt-in
organ Donation
Opt-out
organ Donation
4% and 12%
in two European
countries
86% and nearly 100%
in two European
countries
28. People always make snap
judgements.
What do you fear more?
More than 1 million
deaths a year
Several deaths
a year
36. The very labels intended to
frighten smokers were, in fact, a
cue to smoke
Martin Lindstrom in Buyology notes that tobacco warning labels were found to stimulate craving
for tobacco.
37. Our brain is changing itself
Our brain is constantly changing is
response to our experience and behavior,
reprograming itself on the fly
This means: Technology influences
behavior and shapes our habits
38. Texting – is the fastest-growing
behavior within the social over the
past five years
42. Any flow of events with high
variability and low predictability
generate stable supply of
dopamine
Newsfeeds porn
Political porn
Apocalyptic porn
Sport porn
Startup porn
43. The key factor affecting % of
prisoners granted parole - the time
that the judge spent after a meal
0%
40%
20%
60%
%ofprisonersgrantedparole
Time of the dayStart of work day End of a day
Morning snack. Lunch
It depends on serotonins level that is influences by age, time of the day, stress