Joe Barnes | How To Change Consumer Behavior With A Nudge And Persuasion Science


Joe Barnes used his wit along with a dose of playful nudging to convince the audience that you can change consumer behavior. All you need to do to be successful is to nudge and persuade the consumer. Nudges being about designing choice to try to help people make better choices.

For further reading on the topic, Barnes mentioned the book, Nudge: Improving Decisions About Health, Wealth, and Happiness, by Richard H. Thaler and Cass R. Sunstein.

Four types of nudges were presented:

1. Mindful nudges
2. Mindless nudges
3. Encouraging nudges
4. Discouraging nudges

In his parting note, Barnes stated,”Consider limiting choice. Make it easy on the consumer. Don’t make it more complicated. Nudge your way to success!”

Joe’s presentation can be found on slideshare here.

Have you ever used the nudge technique before in marketing campaigns?

15 Responses to “Joe Barnes | How To Change Consumer Behavior With A Nudge And Persuasion Science”

  1. Jerome Brown Says:

    There were a lot of great videos provided in this presentation but this (using motivational interviewing to influence others’ thoughts and behaviors) was one of my favorites.

  2. Valerie Lee Ater Says:

    As always Joe Barnes leave you with a great presentation full of humor, effective slides and a wealth of information. His depiction of concepts was not only thought provoking but intriguing.

    I have used the “Nudge” before in promoting my husband’s books. While both are great reads and reasonably priced there are a great deal of choices in books that one might chose to read outside those by noted authors ( ie Nora Roberts, John Gresham). One key factor that we have used in promoting one of the books is the fact that we donate $5/book to Cystic Fibrosis. Consumers like when a product, company or brand has an affiliation with a ’cause.’ Often the concept of buying both books for a lower price has been used vs purchasing just one of the titles.

    I have also been on the “nudged” end of marketing. Recently I put intend into “My Cart” on I may have closed the page or decided to think about the transaction, or perhaps closed the page to do some comparative shopping. I noticed later than sent me an email reminding me that I had left things I my cart- a perhaps a nudge to re-visit the site and possibly place my order.

  3. Rickie Rose Says:

    I was in this session and I must say I thoroughly enjoyed it. I think of nudging as “give an inch and take a mile.” I don’t think you have to do a marketing campaign in order to use the “nudge” effect. Don’t we do this on a daily basis? Nudge reminds me of persuading someone to go that extra mile. In my future I will use nudge.

  4. Rickie Rose Says:

    Reblogged this on Sunshine and Lucy .

  5. Nick Taylor Says:

    I always talk about the Paradox Of Choice and I’m glad to be able to get a great book that summarize this perfectly.

    Making decisions can be difficult and the more choices we have, the more difficult the decision can be. As marketers we need to make it easier for consumers.

    What I really took from this session was by asking a simple question about what they might do helps trigger a behavioral mechanism in them to think about it subconsciously so they plan without even knowing it.

  6. Jerome Brown Says:

    One other point to make. Joe spent a good deal of time on naming conventions and how word choice is vital to success. As he stated, is it more attractive to say that 10% die or 90% survive? Both statistics are potentially correct for a message but which one will resonate better if your client is a cancer treatment center? Pick your words carefully when it comes time for messaging, your decision could just be the nudge a person needs to move closer to you or directly to your competition..

  7. Matt Crist Says:

    This is an excellent book on the art of persuasion. My friend who is a doctor specializing in behavioral therapies recommended it, and it applies to so many professions, marketing included.

  8. Jamelle Price Says:

    Great theme of the session was reducing choices for consumers helps with reducing choice overload. By reducing the choices, it helps reduce the chance of those consumers abandoning the purchase.

  9. digital3000 Says:

    Reblogged this on Digital 3000.

  10. sarahes2014 Says:

    Reblogged this on emergingmediamix and commented:
    Sometimes less is more! No need to beat consumers over the head with messages, when sometimes all they need is the right “nudge” at an opportune moment.

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