UCD2015 The sociology and psychology Closure Experiences

The Sociology and Psychology of Closure Experiences

@mrmacleod www.closureexperiences.com

What1. Define what a Closure Experience is 2. Why the customer life cycle is biased 3. The Social context of Closure 4. The Psychological impact of Closure

UCD15. Conference 23.10.2015

“The satisfactory conclusion to a product or service relationship. Each party feeling satisfied with the completed transaction, it being a fair, just conclusion without consequence.”

Closure

Any consumer experience can be broken down into 3 stages

1. 2. 3.

Any consumer experience can be broken down into 3 stages

On-Boarding Off-BoardingUsageThe stable, committed relationship between the user and the service they use, or the product they own.

It is the effort it takes to get the customer to commit to the product or service relationship.

The start of the relationship.

It is the effort it takes to neutralise the effects of the engagement. To complete the agreed engagement. It is the conclusion of the relationship.

On-Boarding Off-BoardingUsage

The stable, committed relationship between the user and the service they use, or the product they own.

Starting Experiences

Closure Experiences

Fuelled by commerce Fuelled by societyLanguage of self actualisation Language of safety and security

the biased customer life-cycle

Packaging that reveals the beautiful product you have bought

Advertising that attracts you to a product or service relationship

Marketing that orientates you towards the right decision

Closure Experiences

Fuelled by commerce Fuelled by society

Examples include…

T&Cs that lock down the agreement between parties

Inactivity / dormancy. App not in use. Product at back of cupboard

Withdrawal. Break the contract.

Examples include…

Recycle. Break down the product materials

Language of self actualisation Language of safety and security

Closure Experiences

The interest gap

Examples include…

Closure Experiences

The interest gap

Examples include…

The customer life cycle is biased

There is a gap of interest

Consumers and industry in codependent denial

The consequences are all around us

The Social context of Closure

Life was hard,

El Ángelus. Jean-François Millet. CCUCD15. Conference 23.10.2015

death was familiar,

Ars Moriendi. Meister E.S.UCD15. Conference 23.10.2015

heaven was an attractive reward,

Belshazzar’s Feast. John MartinUCD15. Conference 23.10.2015

religion owned the rule book to get in.

A Burial at Ornans by Gustave Courbet. CCUCD15. Conference 23.10.2015

Comfort came with industrialisation,

Eisenwalzwerk. Adolph MenzelUCD15. Conference 23.10.2015

and Heaven emerged on earth for many.

Luncheon of the Boating Party. Pierre-Auguste RenoirUCD15. Conference 23.10.2015

Medicine learnt to control death,

Portrait of Dr. Samuel D. Gross. Thomas EakinsUCD15. Conference 23.10.2015

and hid it away.

Gross Clinic on display at the Army Post HospitalUCD15. Conference 23.10.2015

Freeing us to indulge Heaven on earth without end.

Chanel Shopping CentreUCD15. Conference 23.10.2015

Closure was respected, familiar and expected.

Closure is distant, alien and avoided

…and consumer experiences have mimicked this.

The Psychological impact of Closure

Ernest Becker Denial of Death

Terror Management Theory

“most human action is taken to ignore or avoid the inevitability of death”

Terror Management Theory

We are all in denial that things end.

Terror Management TheoryKasser and Sheldon 2000

Researchers attempted to connect consumption to Terror Management Theory

Liberation. M.C. Escher 1955UCD15. Conference 23.10.2015

“suggested that concerns about mortality, although sub-conscious, strongly influence our behaviour and aspirations about material goods and economic status”

this impacts our relationship with consumption

Need for Cognitive ClosureArie Kruglanski, Donna Webster 1996

“people have a definitive need to seek out information and find an answer to ambiguous situations”

Liberation. M.C. Escher 1955UCD15. Conference 23.10.2015

Need for Cognitive ClosurePermanence tendency Urgency tendency

We have varying needs for Closure.

Peak End Rule

“people judge experiences based on their Peak (an intense moment of the experience) and at their End”

Daniel Kaheman 1990

in-different

joy+peak

end-peak

Peak End RuleDaniel Kaheman. 1990

Closure is a powerful memory moment

The Remembering Self and the Experiencing SelfDaniel Kaheman 1990

“The experiencing self is the one that answers the question “Does it hurt now?”. The remembering self is the one that answers the question “How was it on the whole?”

The Remembering Self and the Experiencing Self

“The experiencing self is the one that answers the question “Does it hurt now?”. The remembering self is the one that answers the question “How was it on the whole?”

The Remembering Self and the Experiencing Self

We remember and experience in 2 different modes

First Stage of Role Exit

Helen Rose Fuchs Ebaugh 1988

“doubts are often ignited from organisational changes, personal burnout, a change in relationships, or the effect of some event. These doubts are then reflected to peers or friends as cuing behaviour.”

first doubts

cuing behaviour

• Organisational changes • Burnout • Changes in relationships • Events

negative reactions of others

seeking out individuals who will reinforce doubts

re-evaluation of the situation and temporary halting of the doubting process

negative interpretation of subsequent events

seeking role alternatives

further reinforcement of doubts

positive reaction of others

reinforcement of doubts

Seek alternatives

Closure is started with a doubt

Marie Kondo Tidying Technique

The Life-Changing Magic of Tidying 2010

Or fear of the future and/or attachment to the past

start touch each one

do you feel joy?

Your life is cluttered with products

gather items of same category

reduce clutter

Yes real joy? Yes

say goodbye & wish the product well

dispose of appropriately

value and respect your

product

‘thank you for giving me joy when I bought you’

or ‘thank you for teaching

me what doesn’t suit me’ and let it go.

Respect the products life Thank it.

6 Cognitive issues that effect Closure ExperiencesWe are all in denial that things end. This impacts our relationship with consumption. Terror Management Theory

We have varying needs for Closure. Need for Cognitive Closure

Closure is a powerful memory moment. Peek End Rule

We remember and experience in 2 different modes. The Remembering Self and the Experiencing Self

Closure is started with a doubt. First Stage of Role Exit

Respect the products life - Thank it. Marie Kondo Tidying Technique

…recap1. Define what a Closure Experience is 2. Why the customer life cycle is biased 3. The Social context of Closure 4. The Psychological impact of Closure

www.closureexperiences.com@mrmacleod

UCD2015 The sociology and psychology Closure Experiences

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