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Hacking Human Nature for GoodUsing Behavioral Economics to Drive Positive Change
Sixnology Inc.
https://fb.me/hungcheng.tu https://medium.com/@hongsengto
...• Landing page
• CTA
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• A/B Test
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Outline
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4.
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1. 300 300
2. 300 300
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• vs.
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• Spotify
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• K
• K
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1. 55
2. 55
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• 8x7x6x5x4x3x2x1 = ?
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• 1x2x3x4x5x6x7x8 = ?
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• 600
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• A 200
• B 33% 600 66% 0
• 600
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• A 400
• B 33% 0 66% 600
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• Loss aversion
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• Timely
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• Path of Least Resistance
• Social Proof
• Concreteness
• Incentives
• Pricing
• Loss Aversion
1. Path of Least Resistance
2. Social Proof
3. Concreteness
4. Incentives
5. Pricing
6. Loss Aversion
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• 6 24
Opt-in vs. Opt-out•
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• Pre-filled Options
• Pre-selected Options
• Radio Buttons
Pre-filled Options
Pre-selected Options
Radio Buttons
1. Path of Least Resistance
2. Social Proof
3. Concreteness
4. Incentives
5. Pricing
6. Loss Aversion
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A, B, C
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3.
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Social Proof •
• (Yelp, Amazon)
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Social Proof
Social Proof
1. Path of Least Resistance
2. Social Proof
3. Concreteness
4. Incentives
5. Pricing
6. Loss Aversion
vs.
Identifiable Victim Effect•
Calls to Action•
(Calls to Action)
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Calls to Action•
Calls to Action• CTA
1. Path of Least Resistance
2. Social Proof
3. Concreteness
4. Incentives
5. Pricing
6. Loss Aversion
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• Money:
• Social:
• Things:
• Points:
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• bias
• TutorABC PS4
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Foursquare
Run keeper
TripAdvisor
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• (hyperbolic discounting)
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1. Path of Least Resistance
2. Social Proof
3. Concreteness
4. Incentives
5. Pricing
6. Loss Aversion
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• or
• ( concreteness )
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• Uber vs.
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• Uber
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• $59.00
• $125.00
• + $125.00
• $59.00
• + $125.00
• A, B A- A
1. Path of Least Resistance
2. Social Proof
3. Concreteness
4. Incentives
5. Pricing
6. Loss Aversion
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Timely • Timely
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social proof
vs. •
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• A
• B
• C
vs.
Choice Architect
Daniel Kahneman
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Richard Thaler
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Dan Ariely
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John List
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