WORKSHOP B3

Bouw een app die duurzaam gedrag stimuleert!Arjan Haring

11.30 – 12.30 uur / zaal F3.26

Arjan Haring

• Co-founder Science Rockstars• Lecturer on Persuasive Technology• Initiator Design for Conversion• TEDxUtrecht Organizer

• Former CRM/Marketing Consultant • @arjanharing

2

Groen DoenHackathon

• Platform Duurzaam Doen• De Omslag• UtrechtInc• Jaludo• Matt Wallaert• Dirk Franssens• Ramon Goedvree (!!!!)

Bedankt!

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Utrecht, 20 juni 2012Groen Doen Hackaton verbouwt ‘Groentetuin’UTRECHT - Een team van studenten brengt groentetuinen naar digitaal tijdperk.Deelnemers van de Groen Doen Hackathon ontwikkelden in slechts 48 uur een applicatie waarmee zij de brug wisten te slaan tussen lokaletuinders en bewuste stadsbewoners.

De studenten constateerden een grote vraag naar biologisch, lokaal geteelde groenten en fruit. Doorslaggevend echter, was het grote potentiële aanbod dat de studenten ontdekten in de regio. Naast de 240.000 volkstuinen die Nederland rijk is, blijkt er een groot animo te zijn onder particulieren die in eigen tuin groenten en fruit willen telen.

Veel aanbod én vraag dus, maar geen onderlinge uitwisseling. Met de applicatie kunnen tuinders hun verse oogst aanbieden en in contact komen met liefhebbers van verse groenten en fruit.

Persuasion is…Everything that makes a request to

action (or attitude change) more

successful

(Kaptein 2012)

Simply put

9

Scarcity

Social proof

Social proof

Consistency & Commitment

Social proofFraming

Liking

Social proof

Scarcity

Scarcity

Social proof

Consistency & Commitment

Social proof

Who are in the business (and science) of persuasion?

Behavioral EconomistsPersuasive Technology (persons…)Psychologists

Persuaders?

Behavioral Economics

Don’t believe the Hype

Cognitive Biases

A cognitive bias is a pattern of deviation in

judgment that occurs in particular

situations, leading to what is broadly

called irrationality.

Default Bias

Humans are creatures of routine and

habit. When faced with situations in which

a default option is available, people show

a consistent tendency to stick with the

default.

Causes:- Inertia- Expectations

Default Donors

Framing effect

The framing effect, another cognitive bias, describes

that presenting the same option in different formats can

alter people's decisions.

Source: Prof. Dan Ariely

68% 16%

32% 0%

84%

Total: $ 8012 Total: $11444 17

Framing your offer

Anchoring

Anchoring is a cognitive bias that describes the

common human tendency to rely too heavily, or

"anchor," on one trait or piece of information when

making decisions.

What is the percentage of African nations

that are members of the United Nations.

Was it more or less than 10%? (25%)

Was it more or less than 65%? (45%)

Source: Daniel Kahneman & Amos Tversky (1974)

Anchoring numbers

What’s the anchor?

Loss Aversion

Loss aversion refers to people's tendency to strongly

prefer avoiding losses to acquiring gains. Some studies

suggest that losses are twice as powerful, psycho-

logically, as gains.

Loss Aversion

Italians have 20

points by default. For

each traffic violation

points get deducted

In England you start

with zero points and

you get points for

traffic offences.

PersuasiveTechnology

Piano Stairs

66% more people than normal chose the stairs over the escalator.

Urinal Fly

Spillage at Amsterdam Airport decreased by 80%!

Fogg Behavior Model

Don’t: Abri says you ar fat

Do: Scale tells your friends

Social Psychology

Robert Cialdini:• Scarcity• Liking• Authority• Consistency & Commitment• Social Proof• Reciprocity

6 Weapons ofInfluence

Can you spot (and name) the

persuasion strategies on the

following websites?

Recognizing Persuasion

35

Casestudy: FB Conservative

Fogg: “B = mat”

- low cost of liking- existing motivation- hot triggers

1. Commitment2. Scarcity3. Authority

Hot triggers

Now it’s time to use persuasion to the

benifit of the planet?

Will you join us? @hackgroen

SustainablePersuasion