#ATTN2018 @ADIDO

MEDIA. CONTENT.TECHNOLOGY.

WINNING BY DEFAULTRICHARD BRADFORDWAVEMAKER

‘It worked last time’‘I need it to work’

‘I don’t watch live TV’‘Everyone else is doing it’

vs

CUES, BIASES, MENTAL & PHYSICAL AVAILABILITY

50 50

THERE IS NO RATIONAL PART OF THE JOURNEY

Sequence tendency for Actions taken in the Active Stage

Average time in active stage: 2 months

Searched for information online

Became a friend/follower/liked a brand online

Read advice on an online forum/review site

Visited a bank/mortgage providers website

Compared fees/interest rates online

Had a conversation with people I know, about mortgage providers

Visited a comparison website

Received professional advice

Read reviews/'best buy' tables in a newspaper/magazine

Spoke to a bank representative in a bank's branch

Visited a bank's branch to puck up a leaflet

Telephoned the bank

Had a consultation with a mortgage provider

Noticed advertising more

Read mortgage offers received through the post

Asked for advice on an online forum/review site

Took out a mortgage or remortgaged

The ‘warmer’ the colour, the larger the proportion of respondents that took the action at this time in the Active Stage.

ThroughoutStep taken towards the beginning

Step taken towards the end

1. SOMETHING TOLD ME TO2. SOMEONE TOLD ME TO3. THE INTERNET TOLD ME TO

prəʊsɛsɪŋ ˈfluːənsi

processing fluency

“the mind loves automaticity more than just about anything else”

TEACH PEOPLE THEIR BEHAVIOUR IS DANGEROUS

GIVE PEOPLE BEHAVIOURAL CUES

TO CHANGE

SYSTEM TWO

SYSTEM ONE

SYSTEM ZERO

THE CLOSEST THING TO A JEDI MIND TRICK

Your order is on its way

WHAT’S THE LEAST AMOUNT OF THOUGHT REQUIRED TO

BUY THIS ITEM?

#ATTN2018 @ADIDO

MEDIA. CONTENT.TECHNOLOGY.

WINNING BY DEFAULTRICHARD BRADFORDWAVEMAKER