The document discusses several topics related to interactive and digital marketing, including:
- Average holiday spending and debt levels in the UK from 2014.
- Psychological concepts like ego depletion, dual process theory, priming, and illusion of validity that influence consumer decision making.
- How online consumer behavior has changed habits related to entertainment, shopping, travel, and work.
- The rise of mobile devices and their influence on in-store shopping behaviors.
- Innovations in online video, digital marketing metrics, online and physical retail trends, and new delivery models.
7. resisting temptation !
takes considerable effort and energy!
and after some time !
our capacity to resist is exhausted!
leading to
ego depletion
(Baumaister et al, 1998)
8.
9. complexity of consumer decisions !
can result in ego depletion!
depleted consumers !
are more likely to become passive!
and make more impulsive decisions !
that may not fall in line with their true values
Baumaister et al (2005)
10. if you’re ego depleted!
you’re more likely to be !
selfish!
use sexist language!
make superficial judgements
Muraven et al (2003)
Baumaister et al (2005)
Gaillot et al (2007)
11. judges grant more parole !
in the morning !
and just after lunchtime
Danziger et al (2011)
13. behaviour economics
with quick introduction to:!
ego depletion!
dual process theory!
priming!
illusion of validity
14. behaviour economics
“we are not always rational, !
and we often make mistakes”!
we are susceptible to influences!
from our immediate environment,!
irrelevant emotions, stereotypes,!
beliefs, norms, and many other factors
17. system 1
system 2
automatic & unconscious
rapid & low effort
recognition, perception, orientation
nonverbal
control & conscious
slow & high effort
rule following, comparison
complex computations
linked to language
13 x 24
Dual process theory
Stanovich & West (2000)
18. priming
implicit (automatic) memory effect !
in which exposure to one stimulus!
influences a response !
to another stimulus
27. shares sold by traders!
did better !
than those they bought!
by 3.2% per year
Barber & Odean (2002)
based on 10,000 accounts
and 163,000 stock trades
28. most active traders !
had poorest results, !
while the investors !
who traded the least !
earned the highest returns
Barber & Odean (2002)
Trading is Hazardous to your Wealth
29. the men acted !
on their useless ideas for trading!
significantly more often !
than women, !
and as a consequence !
women achieved !
better results in trading !
than men
Barber & Odean (2006)
Boys Will Be Boys
rifenews.com
33. (2013)
NUMBER OF CONSUMERS USING THEIR
SMARTPHONE WHILE SHOPPING IN-STORE
70%
(2012)
NUMBER OF CONSUMERS WHO CALL OR VISIT
A BUSINESS AFTER LOOKING FOR LOCAL INFO
ON THEIR PHONE
77%
35. (2014)
MORE VIDEOS UPLOADED TO
every 60 days
than the top three broadcasters produced
in 60 years
(2012)
ONLINE VIDEO ADS RECEIVED
18.3%
more viewer attention than TV commercials
36. digital traces of!
online behaviour!
search!
click!
view!
like!
share!
follow!
save
37. FOR $27* YOU CAN BUY
250
1000
5000
likes
followers
views
*boostlikes.com (2014)
38. TOP 10 ONLINE RETAILERS
in UK, according to D&W (2014)
39. Value of goods sold
in the last quarter of 2012
$150 bln +
$160 bln
kbcb.com (2013)
53. other innovations!
augmented packaging!
intelligent displays and shelves!
radical transparency!
online viral advertising!
consumer-driven advertising!
crowdfunding
54. examples of persuasive messages!
in campus !
or on your favourite websites!
twit image and description to
@motioninsocial
or e-mail to
lukasz.piwek@uwe.ac.uk
55. online!
persuasion !
strategies
with examples related to!
Cialdini’s social influence!
Fogg’s persuasive technology
56. judgement heuristics!
are mental shortcuts!
we employ in making!
our everyday judgements
Kahneman et al (1982)
57. scarcity a perceived limitation of resources
will generate demand
scarce items are perceived as !
higher in value!
and more attractive !
especially if we compete for them
Ashmore et al (1971)
Worchel (1992)
Cialdini (2001)
62. reciprocity people tend to return a favour
we may feel in debt !
by getting uninvited favour !
small initial favour !
can produce obligation to agree !
to much larger return favour
Pease & Gilin (2000)
63. reciprocity people tend to return a favour
examples!
mail appeal for donation:!
18% success - mail only!
35% success - mail + gift!
free sample in supermarket
Cialdini (2001)
Wasko et al (2005)
67. commitment!
consistency
people don’t like to be
self-contradictory
example!
“throwing a low-ball” in car sales!
by adding “surprise” costs !
at the end of transaction !
after initial agreements,!
and test drives
Cialdini (2001)
69. social proof people will be more open to things
example!
“canned laughter” in a comedy!
makes audience !
laugh longer and more often,!
rate material as funnier!
especially effective for poor jokes!
bystander effect
Provine (2000)
they see others doing
Nosanchuk & Lightstone (1974)
Darley & Lantane (1968)
72. liking people are more easily swayed
by people they like
attractiveness!
attractive individuals are perceived as
talented, kind, honest, intelligent!
similarity!
even small similarities!
produce positive impression!
compliments!
good cop/bad cop
Langlois et al (2000)
Berscheider & Walster (1978)