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Episode Info: In marketing there are a lot of psychological tactics you can use to influence the behavior of your customers. Whether you’re trying to scare you’re visitor into booking a hotel room or the government trying to get your people to eat healthier, there are a lot of ways to influence people on an unconscious level. In this episode of The Better Different Podcast, we talk to Dirkje van der Ven about a lot of those marketing tactics to change the behavior of your customers. Podcast summary: -What is nudging and how can we use it to influence behaviour? -How duct-tape can change our behavior! -How our brains work when it comes to making decisions -We learn how people’s actions are unconscious 95% of the time -What psychological techniques a marketer should know when creating a campaign? -Discuss a lot of psychological techniques like the Low-Ball, Scarcity, foot-in-the-door, door-in-the-face, social proof, authority and many many more -We learn what the intention-behavior technique is -How scares you into buying a hotel room -Cognitive Dissonance and how to deal with it -That our brain is divided into two systems and how that helps us from not getting punched in the face -How to recognize barriers that your customers may have -How to deal with the ethical side of nudging Thank you so much for listening! If you like it, please help us by giving us 5-star reviews on iTunes. Any suggestions, feedback or Star Wars jokes? Let me know on Twitter @Dennisvdlo or send an e-mail to To learn more about Joris van der Waart and, you can visit their website What do you learn in this episode? Dirkje is the co-owner of Shift Behavioral Change, a company that specializes in helping different branches of government and companies to influence the way that their target audience act. We start our conversation the conversation about one of the most hottest words in marketing psychology: Nudging. It means you make small changes to the context of the situation that the consumer is in to steer their behavior in a certain direction. We talk about how they did that quite literally on one of the biggest round-a-bouts of The Netherlands in Nijmegen. The way they used just a little bit of duct tape to change the behavior of cyclists makes a great story. Marketing Psychology: Using system 1 After that we get a little more technical on how the brain works and how 95% of our actions and decisions are the result of our unconscious 'system 1’. It is our automatic behavior what makes us so vulnerable to these marketing psychology tactics, which we go into in-dept. Dirkje describes the tricks a car salesmen use like the low-balling technique, which makes people say yes to a higher price than they actually bargained for. After that about techniques like scarcity, social proof, foor-in-the-door, door-in-the-face, social proof and many more. Intention-Behavior Gap We also touch on something called th...
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