Duurzaam doen 2012 Persuasive App @hackgroen workshop
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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 (!!!!)
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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