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Why stories matter: How memories influence your future decisions

Why stories matter… Monkeytalk 2016 Living Room Edition

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Page 1: Why stories matter… Monkeytalk 2016 Living Room Edition

Why stories matter: How memories influence your future decisions

Page 2: Why stories matter… Monkeytalk 2016 Living Room Edition

Dr. DirkBollen

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

[email protected]

Thislecturewilltellyouhowyoucreatestoriesfromwhatyouexperience,andhowyourmemoriescandetermineyourfuturebehaviour.TheimplicationsforUserExperienceDesign,ServiceDesign,Designforbehaviourchangeandadvertisementwillbediscussed.

Lecture:

PhD in psychologie - Human Computer Interaction (HCI)

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What if we had no memory?

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No memoryMemory

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What is memory?

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Storage and recall

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Storage

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This is my whole experience

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This is what I attend to

StorageMemory

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StorageMemory

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Bodily states

Emotions

Context

StorageMemory

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StorageMemory

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StorageMemory

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Recall

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RecallMemory

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RecallMemory

Bodily states

Emotions

Context

+

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Memory modelMemory

Sensory memory

Outside world

Experience

Working memory

Long term memory

information loss Error

Error

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Why do we need memory?

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Why do we need memoryMemory

Time

Now Current experience

FuturePast

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The difference between an experience and a memory of an experience

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“how much did you suffered during the procedure?”

Memory of an experienceMemory

Colonoscopy study

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Peak-endrule

Memory of an experienceMemory

Peak - End rule

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Time is not an issue for our memory

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TimeMemory

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False memories and how we shape the memory of our experience

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Deese-Roediger-McDermott (DRM)

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

False memoriesMemory

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Deese-Roediger-McDermott (DRM)

Sleep

False memoriesMemory

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Deese-Roediger-McDermott (DRM)

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

False memoriesMemory

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Deese-Roediger-McDermott (DRM)

Slaap

False memoriesMemory

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“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

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False memoriesMemory

50% Of participants could

remember part of the balloon

flight, often quite rich in

details

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False memoriesMemory

4x less eating a sandwich with

egg salad

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Consequences

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User Experience DesignMemory

TimeNow

Current experience

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Year

1988 2015

User Experience DesignMemory

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Butmaybethemostimportantthingis

thatawell-craftedstorycaninfluence

theinformationinourmemoryofhow

weseeourselvesinrelationtoagiven

brand.

AdvertisementMemory

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Behaviour changeMemory

Target behaviour

Start behaviour

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Behaviour changeMemory

Large distance / High effort Small distance / Low effort

TargetStartTargetStart

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Behaviour changeMemory

V.S.

Internal Motivated

External Motivated

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Omnichannel experienceMemory

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The end

Questions?