Why are marketers getting it all wrong? From personas to engagement and content, tune into this webinar to find out how you can use behavioral science to rethink marketing at human and individual levels.
3. What’s the weather like in your city?
Tell us where you’re dialling in from!
4. Want this deck?
It will be available for download shortly after
the webinar on: slideshare.net/socialogilvy
Ogilvy staff: It’s also on The Market!
themarket.ogilvy.com
5. The Real Why. The Real Who.
Twitter: @cgraves
@Ogilvy
Ogilvy Center for Behavioral Science
Christopher Graves
17. The Real Why The Real Who
The cognitive biases that really drive
behaviors for all humans.
The cognitive styles, personality and
worldviews that drive behavior of individuals.
Rethinking Marketing & Communications on Two Levels
39. Personality
A robust science built on 40 years
and tens of millions of
respondents across thousands of
studies. A powerful, hidden force
that determines choices and
behaviors.
Correlations have been found
between personality profiles and
health choices and behaviors.
1
42. Cultural Cognition
All individuals can be mapped on
a grid of cultural cognition, or
Worldviews. People do not shift
easily, and not understanding
their worldview risks alienating
them or rendering your efforts
wholly ineffective.
Crafting engagement that
matches a key audience segment
worldview resonates better.
2
44. Cognitive Styles
How individuals are hardwired to
perceive control, risk, time and
other aspects of their lives
determines their behavior and
choices.
Knowing this allows for more
effective engagement,
communications and behavior
change.
Matching engagement, content
and messaging to key cognitive
styles boosts effectiveness.
3
45. Promotion Prevention
Locus of Control Regulatory Focus
Cognitive Styles
Need for Cognition Need for Affect Zimbardo Time Perspective
Promotion Prevention
48. Two People Who Appear the Same…
But Have Very Different Personalities
49. But Have Very Different Worldviews
Two People Who Appear the Same…
50. But Have Very Different Cognitive Styles
Two People Who Appear the Same…
51. Two People Require Very Different Engagement
Outgoing, social and very
connected to community.
Worries a lot. Impulsive. Needs
a lot of encouragement and
support. Needs clear steps and
small victories.
Does not take risks. Feels she
has no power to make change.
Prefers emotional engagement.
Prefers time alone for quiet
reflection.
Self-disciplined. Self-starting.
Believes in tradition, hierarchy
and the power of individual
accountability.
Takes risks. Self-confident in
her own ability.
Prefers research & evidence.