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Why stories matter… Monkeytalk 2016 Living Room Edition.

Dirk Bollen — Why stories matter…

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Why stories matter… Monkeytalk 2016 Living Room Edition.

  1. 1. Why stories matter: How memories influence your future decisions
  2. 2. Dr. DirkBollen Ik help bedrijven helpen met het ontwikkelen van nieuwe innovatieve diensten die afgestemd zijn op hun This lecture will tell you how you create stories from what you experience, and how your memories can determine your future behaviour. The implications for User Experience Design, Service Design, Design for behaviour change and advertisement will be discussed. Lecture: PhD in psychologie - Human Computer Interaction (HCI)
  3. 3. What if we had no memory?
  4. 4. No memory Memory
  5. 5. What is memory?
  6. 6. Storage and recall
  7. 7. Storage
  8. 8. This is my whole experience
  9. 9. This is what I attend to Storage Memory
  10. 10. Storage Memory
  11. 11. Bodily states Emotions Context Storage Memory
  12. 12. Storage Memory
  13. 13. Storage Memory
  14. 14. Recall
  15. 15. Recall Memory
  16. 16. Recall Memory Bodily states Emotions Context +
  17. 17. Memory model Memory Sensory memory Outside world Experience Working memory Long term memory information loss Error Error
  18. 18. Why do we need memory?
  19. 19. Why do we need memory Memory Time Now Current experience FuturePast
  20. 20. The difference between an experience and a memory of an experience
  21. 21. “how much did you suffered during the procedure?” Memory of an experience Memory Colonoscopy study
  22. 22. Peak-end rule Memory of an experience Memory Peak - End rule
  23. 23. Time is not an issue for our memory
  24. 24. Time Memory
  25. 25. False memories and how we shape the memory of our experience
  26. 26. Deese-Roediger-McDermott (DRM) bed, rest, awake, tired, dream, wake, snooze, blanket, doze, slumber, snore, nap, peace, yawn, drowsy False memories Memory
  27. 27. Deese-Roediger-McDermott (DRM) Sleep False memories Memory
  28. 28. Deese-Roediger-McDermott (DRM) Bed, wakker, moe, deken, snurken, rust, gapen, kussen, nacht, dromen False memories Memory
  29. 29. Deese-Roediger-McDermott (DRM) Slaap False memories Memory
  30. 30. “About how fast were the cars going when they hit each other?” “About how fast were the cars going when they smashed into each other?” Reported higher speed at impact Reported 2x more glass debris Group 1 Group 2
  31. 31. False memories Memory 50% Of participants could remember part of the balloon flight, often quite rich in details
  32. 32. False memories Memory 4x less eating a sandwich with egg salad
  33. 33. Consequences
  34. 34. User Experience Design Memory Time Now Current experience
  35. 35. Year 1988 2015 User Experience Design Memory
  36. 36. But maybe the most important thing is that a well-crafted story can influence the information in our memory of how we see ourselves in relation to a given brand. Advertisement Memory
  37. 37. Behaviour change Memory Target behaviour Start behaviour
  38. 38. Behaviour change Memory Large distance / High effort Small distance / Low effort TargetStart TargetStart
  39. 39. Behaviour change Memory V.S. Internal Motivated External Motivated
  40. 40. Omnichannel experience Memory
  41. 41. The end Questions?