Jule Wasp, stings cockroaches by one step. We’re not jewel wasps. We can change human behavior by design. Adam Smith and invisible hand. Rational actor. Humans are an operating system that behaves predictably based on rational behavior. Doesn’t explain the majority of behavior. Humans are an operating system that is loaded with bugs. Facts are not enough to change behavior. Once we choose a bnellife, we don’t accept evidence that challenges that belief. The key is to fram your argumens in a way that fits your audience’s worldview. Persuasion is possible. The Fogg Model of Human Behavior. Motivation, Trigger. Motivation must be greater than the level of difficutly required by the taks you’re asking them to complete. Extrinsic and intrinsic. Jiro Dreams of Suishi. Sixteen human desires:
Acceptance, When possible change the environment to the past. Perception of Experience vs. reality of experience. Can change perception. How to create effective behavior trigger. Non-actionable trigger: get in shape. Actionable trigger: Run for 20 minutes. Trigger needs to be noticeable.
Motivation and ability take them to take action. How do you persuade an irrarional human being?
Commitment and Consistency.
Social Proof.
300,000 site visits of millions of impressons.
Building habts. B=MAT+Varibale reward+repetition
Slot Machine guaranteed to loose. Cognititve. Addictive behavior. Save to Win Campaign. Habits happen over time. Repitition. Build repetition with feedback loops.
1) Reward status for contribution.
2) Reward consumer with new content.
3) Reward act of connecting
How long to form habits. Depends on difficulty ofitem. 21 days glass of berfore breakdfast. 100 days for situps.

7 tips for designing to change behavior:
1) Craft message to fit person’s existing worldview
2) Offer motivation matched to difficulty of task
3) Utilize repricotiy, commitment, social proof and scarcity o increase moti
4) Make sure you are triggers are notcibeable, concrete, and timely
5) If you can’t change the actual experience change the perception of the experience
6) Engineer variable rewards to build habits
7) Build feedback loops to encourage repetition over to and make behaviors automatic

Time x effort = difficulty

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