The psychology of robots - Neuroscience and e-commerce

•

6 likes•7,131 views

This document discusses the psychology of how humans make decisions compared to robots and provides 3 neuroscience principles and research that can be used to appeal to customers' emotional decision making. It notes that while robots make logical, rational decisions, humans rely more on their emotional brain which is responsible for 95% of decisions. Three principles that influence the emotional brain are highlighted: 1) the paradox of choices where too many options reduces purchasing, 2) the principle of scarcity where limited items create urgency, and 3) a sense of urgency where buyers act when they could lose a benefit. The document encourages appealing to customers' emotions rather than logical thinking.

The psychology of robots Reading time : 1 min. 23
And how it’s impacting
your Sales
by Philippe 
Conversion Optimisation Expert

If robots were your customers
they would act logically and rationally

But your current customers (the humans)
do not really follow a structured process
Framing
Analysis
Conclusion
Decision
*

The truth is that your customers
are more like this…

The difference with robots, is that
your customers have a brain
A brain made of
2 systems
1
2

Nobel prize, Daniel Kahneman, introduced
the concept of 2 systems in 2011

Research has proven that 95% of our decisions
are taken by the « emotional brain »
Sub-concious
Fast, Automatic,
Instinctive, Emotional
Logical
Emotional
Conscious
Slow, Deliberate, Effortful Logical
95%

Robots are logical
they have no emotion
Logical Emotional
Actions are driven by
emotions

Speak to emotions
The « emotional brain »
that takes 95% of our
decisions
Don’t speak to the robot side of your clients

3 neuroscience principles you can use
to convince the « emotional brain »

Principle 1
The paradox of choices
Related research: Iyengar and Lepper, 2000 - Johnson and Goldstein, 2003 - Schwartz, 2004
Too much choice reduces
the motivation to purchase

Principle 2
The principle of scarcity
Related research: Worchel, Lee and Adewole (1975) - Tversky & Kahneman, 1991 - Cialdini, 1993
Limited stock, and risk  
of NOT getting it

Principle 3
The sense of urgency
Related research: Tversky & Kahneman, 1991 - Cialdini, 1993 - Kirby and Herrnstein, 1995
Buyers take action when
they can loose a benefit

There are more than
200 neuroscience principles
Some of them are covered
into these books

Thank you
Did you like this presentation?
Share it on Linkedin
Click on
“Like” or “Share”
Philippe

Congratulations!
By reaching this page you
have discovered the
Zeigarnik effect.
Application of the
Zeigarnik effect
To know more about the
Zeigarnik effect and all
principles you can apply to
your website, contact me by
email cro@convertize.com or
at +44 (0)20 3675 9000
Philippe

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The psychology of robots - Neuroscience and e-commerce

1. The psychology of robots Reading time : 1 min. 23 And how it’s impacting your Sales by Philippe  Conversion Optimisation Expert

2. If robots were your customers they would act logically and rationally

3. But your current customers (the humans) do not really follow a structured process Framing Analysis Conclusion Decision *

4. The truth is that your customers are more like this…

5. The difference with robots, is that your customers have a brain A brain made of 2 systems 1 2

6. Nobel prize, Daniel Kahneman, introduced the concept of 2 systems in 2011

7. Research has proven that 95% of our decisions are taken by the « emotional brain » Sub-concious Fast, Automatic, Instinctive, Emotional Logical Emotional Conscious Slow, Deliberate, Effortful Logical 95%

8. Robots are logical they have no emotion Logical Emotional Actions are driven by emotions

9. Speak to emotions The « emotional brain » that takes 95% of our decisions Don’t speak to the robot side of your clients

10. 3 neuroscience principles you can use to convince the « emotional brain »

11. Principle 1 The paradox of choices Related research: Iyengar and Lepper, 2000 - Johnson and Goldstein, 2003 - Schwartz, 2004 Too much choice reduces the motivation to purchase

12. Principle 2 The principle of scarcity Related research: Worchel, Lee and Adewole (1975) - Tversky & Kahneman, 1991 - Cialdini, 1993 Limited stock, and risk   of NOT getting it

13. Principle 3 The sense of urgency Related research: Tversky & Kahneman, 1991 - Cialdini, 1993 - Kirby and Herrnstein, 1995 Buyers take action when they can loose a benefit

14. There are more than 200 neuroscience principles Some of them are covered into these books

15. Thank you Did you like this presentation? Share it on Linkedin Click on “Like” or “Share” Philippe

16. Congratulations! By reaching this page you have discovered the Zeigarnik effect. Application of the Zeigarnik effect To know more about the Zeigarnik effect and all principles you can apply to your website, contact me by email cro@convertize.com or at +44 (0)20 3675 9000 Philippe

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