40. How wonderful is our ratio… really?!
• Low
capacity:
Maximum
of
3
-‐
5
pieces
of
informa<on
RaBo:
Get’s
beaten
by
a
1€
calculator
@BartS
41. How wonderful is our ratio… really?!
• Low
capacity:
Maximum
of
3
-‐
5
pieces
of
informa<on
RaBo:
• Unreliable:
(lying
brain)
Get’s
beaten
by
a
1€
calculator
RaBo:
I’S
Is
about
ALIB
n)
(post
decisio
@BartS
42. Evolution of ratio!
The
first
brain
structure
• +/-‐
500
million
years
ago
@BartS
45. Choice paradox!
Our
consciousness
can’t
handle
more
than
5
choices.
1
choice:
“do
I
choose,
…
or
not?”
2-‐5
choices:
“do
I
choose
A,
or,
or
…?
>
5
keuzes:
“OMG…”
@BartS
46. Choice paradox!
The
pa
Offer
a radox
of
C
minim ho
maxim um
of ice:
um
of
2
and
5
cho
a
ices
@BartS
47.
48.
49. How
important
are
emoBons?
cons Decisio
subc ist
for
9 ns
o n sc 5
ious %
out
of
brain ,
e
proc mo<on
esse al
s
@BartS
50. …
and
how
wonderful
ü EssenBal
ü First
ü Unrestricted
ess
con sciousn d
ling
un ins<ncts
an
The
ru
their
i.
Per suade o
with
an
alib
ra<
p rovide
@BartS
52. Emotion affect heuristic!
c:
heurisB /
DMU
Affect
spect
pro
Make
your
u
sell
them
t
if
yo
a
bi
happy
w.
But
scare e
ing
ne s erva<v
someth u
need
a
con
f
yo
them
i choice
@BartS
53.
54. Foot-between-the-lips!
ü Dear
mr.
Schutz,
This
is
Anita
• Do
I
speak
to
mr.
Schutz?
from
Nuon.
• Are
you
an
entrepreneur?
ü Is
this
a
convenient
moment
for
• Are
you
aware
that
–
since
you?
January
–
you
can
save
on
your
private
energy
costs
by
X
switching
to
a
business
contract?
• Essent…
Foot-‐be
tw
Get
a
fir een-‐the-‐lips:
:
flow vity!
st
intera
c<on!
Yes-‐ osi<
p
Ac< vate
@BartS
63. Effortless-Quality effect!
Cust
Dem omer
Eff
andin o
g
bra rt
Score:
is
exp in
ca
ensiv pacity
e!
From search results to price! From search results to product!
@BartS