MART 330 Integrated Digital Marketing

​

The Consumer �Experience Online

Sander Zwanenburg

​

25 September, 2017

Agenda

1. Making sense of ‘Experience’
1. Concepts related to Experience
2. Our knowledge of Experience
3. The evolution of Experience
4. Models of Experience
2. Applying what we know in what we do
• Cognitive Biases
• Examples of applications
3. References

Associating “Experience”

Brain

Consciousness

Attention

Thoughts, feelings, emotions

Perception, Memory, Imagination

​

What is Experience?

​

Related to one of the Three Big Questions:

• What are the origins of the universe?
• How did life begin?
• How can we explain consciousness?

​

​

Our Knowledge of Experience

​

• Worlds of physics and experience
• We know they correlate.
• But how are they connected?
• Planets versus thoughts
• We know where Neptune will be in 1 year.
• But do you know what you will think in 1 minute?
• Deterministic versus probabilistic
• F(your thinking in 1 minute from now) = …
• Lots of factors
• We do have some idea of their impact

​

​

An Evolutionary Perspective

We can explain much about life by looking at how we’ve evolved:

• Random mutations lead to different traits.
• Some traits are more adaptive, and these are more likely to be passed on.

Traits related to experience:

• Paying attention to moving things and loud noises
• Feeling disgusted when smelling rotten food
• Feeling attracted to fit members of the �opposite sex
• Many more… (adaptive or not)

Nature and Nurture

Two main ‘forces’ of experience.

Compare the tendency to direct visual attention:

• when browsing the web and
• when seeing a fly.

Nature or nurture?

​

Ultimately, any human trait stems from a confluence of Nature and Nurture.

A Model of Experience

A Model of Experience

A Model of Experience

Similar Layered Models

Dual-System Theories posit that all behaviour is governed by two interacting systems.

• The first being impulsive and fast.�It is more primitive.
• The second being reflective and slow.�It is more cognitive.

​

Two Systems

1. Impulsive System

• Runs fast and continuously
• Runs autonomously
• Allows for automatic behaviour, without conscious attention
• Is associative
• Is driven by established structure

​

2. Reflective System

• Runs slowly, intermittently
• Requires conscious control, effort
• Allows us to reason, evaluate, and think logically
• Is rule-based
• Is driven by current goals and plans

​

Reflective System

Impulsive System

Inputs

Outputs

When people tend to act...

Impulsively:

1. Negative emotions, like anxiety
2. Fatigued
3. Primed by desire, the immediate, specifics, and the proximal
4. Merely feeling out of control

Deliberately:

1. Positive emotions
2. Well-rested
3. Primed by aspirations, the long-term, things abstract and distal
4. Merely feeling in control

​

Reflective System

Impulsive System

Inputs

Outputs

More impulsive also means more powerful biases

Factors of irrational decision making, used in marketing, include

​

​

​

​

Note: This list is neither complete nor mutually exclusive.

Examples of applications

References

Question & Answer

​

​

​

Next topic: IT addiction

If you haven’t already, have a look at “The Binge Breaker”, an article published in The Atlantic recently.

Thank you and see you tomorrow!

​