Why stories matter: How memories influence your future decisions

Dr. DirkBollen

Ik help bedrijven helpen met het ontwikkelen van nieuwe innovatieve diensten die afgestemd zijn op hun doelpubliek

dirk@peel.nu

Thislecturewilltellyouhowyoucreatestoriesfromwhatyouexperience,andhowyourmemoriescandetermineyourfuturebehaviour.TheimplicationsforUserExperienceDesign,ServiceDesign,Designforbehaviourchangeandadvertisementwillbediscussed.

Lecture:

PhD in psychologie - Human Computer Interaction (HCI)

What if we had no memory?

No memoryMemory

What is memory?

Storage and recall

Storage

This is my whole experience

This is what I attend to

StorageMemory

StorageMemory

Bodily states

Emotions

Context

StorageMemory

StorageMemory

StorageMemory

Recall

RecallMemory

RecallMemory

Bodily states

Emotions

Context

+

Memory modelMemory

Sensory memory

Outside world

Experience

Working memory

Long term memory

information loss Error

Error

Why do we need memory?

Why do we need memoryMemory

Time

Now Current experience

FuturePast

The difference between an experience and a memory of an experience

“how much did you suffered during the procedure?”

Memory of an experienceMemory

Colonoscopy study

Peak-endrule

Memory of an experienceMemory

Peak - End rule

Time is not an issue for our memory

TimeMemory

False memories and how we shape the memory of our experience

Deese-Roediger-McDermott (DRM)

bed, rest, awake, tired, dream, wake, snooze, blanket, doze, slumber, snore, nap, peace, yawn, drowsy

False memoriesMemory

Deese-Roediger-McDermott (DRM)

Sleep

False memoriesMemory

Deese-Roediger-McDermott (DRM)

Bed, wakker, moe, deken, snurken, rust, gapen, kussen, nacht, dromen

False memoriesMemory

Deese-Roediger-McDermott (DRM)

Slaap

False memoriesMemory

“About how fast were the cars going when they hit each other?”

“About how fast were the cars going when they smashed into each other?”

Reportedhigherspeedatimpact

Reported2xmoreglassdebris

Group 1 Group 2

False memoriesMemory

50% Of participants could

remember part of the balloon

flight, often quite rich in

details

False memoriesMemory

4x less eating a sandwich with

egg salad

Consequences

User Experience DesignMemory

TimeNow

Current experience

Year

1988 2015

User Experience DesignMemory

Butmaybethemostimportantthingis

thatawell-craftedstorycaninfluence

theinformationinourmemoryofhow

weseeourselvesinrelationtoagiven

brand.

AdvertisementMemory

Behaviour changeMemory

Target behaviour

Start behaviour

Behaviour changeMemory

Large distance / High effort Small distance / Low effort

TargetStartTargetStart

Behaviour changeMemory

V.S.

Internal Motivated

External Motivated

Omnichannel experienceMemory

The end

Questions?