Changing Behaviour 1 Elephant at a Time

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John Kearon, Brainjuicer, UK
Festival of NewMR 2013 - Main Stage
November 2013
Changing Behaviour 1 Elephant at a Time
NewMR Festival

Jan
11
3
We think
much less
than we
think we
think

7
Human behaviour driven by two independent brain systems, 1 & 2 …
Slow
Analytical
Propositional
Conscious
System 2
Fast
Intuitive
Metaphoric
Unconscious
System 1
e=mc2

Decision-making is like an elephant and its rider: we like to
think the logical and deliberative rider is directing things…

But it’s actually the emotional, intuitive and impulsive
elephant who’s in charge

and build a path for it…

Applying
Behavioural
Science to Brand
Building

The Behavioral Challenge…
1. Define the specific behaviour you want
to change.
2. Understand its context – environmental,
social and personal.
3. Use behavioural principles to build
brands that alter that context to
produce the desired behaviour.
4. Test them to make sure they work!

5:1 1:2
A. North, D. Hargreaves and J. McKendrick (1997)
Sales Sales
Environment

Power of Reframing /Anchoring [Environmental
‘Café coffee at home’;
machine, ritual, noise, aroma, price, taste

Power of Reframing /Anchoring [Environmental
‘Fresh Pillows’;
sell-by-date framing

‘Amount Anchoring’
Anchoring can affect how much
people buy and consume, as well
as how much they are happy to
pay.
In one study, a pack design
showing many biscuits resulted
in 4 times the number of biscuits
being consumed than a pack
design showing fewer biscuits.
Show full baskets and multiple
items on your shelf talkers – it
will anchor shoppers to the idea
that multiple buys are a norm.

2

Jan 11
Heuristics influenced by social factors
Bateson et al, 2006
People pay
2.76 times
more on
average
when eyes
are present

Power of Copying/Status [Social]
‘Sociable alertness’;
I’ll have what (s)he’s having

‘Implied Scarcity’
Making a product seem scarce is a
well documented and powerful
social lever. Giving the impression
of scarcity creates a sense of
urgency.
Make a promotional offer seem
scarce by imposing time limits to
your promotions, e.g. ‘offer ends
today’ or ‘tonight’. This can also be
combined with anchoring ‘Max 4
per customer’ to drive volume as
well as demand.

Power of Emotions [Personal]
‘’Love it or Hate it’;
Just don’t forget it…

31%
26%
16%
Rational Ad Strategy Combined Emotional Ad Strategy
Campaign strategy
Which explains why emotional advertising outperforms the rest…
% Reporting very large profit gains
‘Marketing in the Era of Accountability’, Binet & Field, IPA, 2008
“Emotional campaigns are
more effective & more
profitable than rational
campaigns - even in
'rational' categories…”

And emotional campaigns deliver for the long-term
43%
23%23%
Rational Ad Strategy Combined Emotional Ad Strategy
Campaign strategy
% Reporting very large profit gains
Campaigns lasting 3+ years
‘The Long and Short of It’, Binet & Field, IPA, 2013
“The longer the time
frame, the more
emotions drive profit”

68
73
78
82
Straight to Video Pedestrian BlockbusterMust SeeSolid Performance
Spend
maintains 
share*
*assumes share of voice = share of market
Emotion-into-Action™ Score
Indication of Efficiency using Emotion-into-Action™ Score
Efficiency = share gain/extra share of voice
CDM Gorilla
ROI £1.85
IPA Silver
Tropicana
Breakfast in New York
ROI £1.83
IPA Silver
P&G Thank You Mom
30% higher ROI than P&G average
EFFIES Gold
‘Basketball’
3 Pony

‘Hedonic Bundling’
Some goods are more hedonic than
others – i.e. more emotionally charged
and indulgent. In bundles, applying
discounts to the most hedonic item
gives better returns than applying it to
the whole bundle.
When PepsiCo bundled Mountain Dew
and Lays, discounting the drink
increased cross purchasing by 18% over
the same value offer on the total
package.
Cosmetics and toiletries bundles could
work in the same way.

Q & A
Ray Poynter
NewMR
John Kearon
Brainjuicer

DECISION
John Kearon
@chiefjuicer

Changing Behaviour 1 Elephant at a Time

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