Feb 11 2014

Stanford: Behavior Design

Neuromarketing: the neurocognitive pyschology of persuasion.

Mostly neuromarketers are interested in persuading you to buy something. BJ Fogg wants to tell you how to use your brain’s natural path of least resistance to change your habits.


Link here for a quick video: Tiny steps.

Did you like that? Here is the full talk:

This post from The Stanford Persuasion Lab summarizes Fogg’s ideas:

What Matters in Behavior Design

1. We humans are lazy. BJ Fogg has mapped out the six elements of simplicity that account for this reality. With this new insight, we can pinpoint why many designs fail to achieve results. Simplicity matters more than motivation when it comes to influencing people.

2. Hot triggers change people. Many people would argue that information matters most when designing for behavior change. Not so. Hot triggers are the most powerful element in changing behavior.

3. Daily habits are powerful. In fact, daily habits are the most powerful of all behaviors. While technology can help people create good habits most attempts fail. Why? Few designers understand the psychology of long-term behavior change. We know what it takes to create a habit – in yourself, a customer, your dog.

Designing for behavior change via social and mobile tech is new, with no leading books or conferences to provide guidance. Our goal is to explain human nature clearly and map those insights onto the emerging opportunities in technology.

BJ Fogg runs the Persuasion Tech Lab at Stanford. He also works for himself running seminars that help people change their habits.

Does neuromarketing work for product advertisers? Read this Guardian article to see the difference bewteen what Fogg is talking about and how others are using the idea.