8.1 Influence Architecture
| Principle | Description | Application |
|---|---|---|
| Reciprocity | People feel obligated to return favors | Provide value before asking for commitment |
| Scarcity | People want what is limited | Limited-time offers, exclusive access |
| Authority | People follow credible experts | Showcase expertise, credentials, endorsements |
| Consistency | People align with past commitments | Start small, build to larger commitments |
| Liking | People say yes to people they like | Build rapport, find common ground |
| Social Proof | People follow others' behavior | Showcase testimonials, case studies, adoption metrics |
| Unity | People favor their "tribe" | Emphasize shared identity and values |
| Loss Aversion | People fear loss more than value gain | Frame in terms of what they'll lose by not acting |
SOP-BEH-001Influence Architecture Development
- Target behavior definition — Define specific behavior desired. Understand current behavior and barriers.
- Influence principle selection — Determine applicable principles. Consider audience characteristics.
- Intervention design — Design specific interventions. Develop messaging and framing. Test with target audience.
- Implementation — Deploy at optimal touchpoints. Train teams. Ensure consistency.
- Measurement and optimization — Measure behavior change. A/B test variations. Refine based on results.
Templates: Influence Strategy (BEH-T1), Intervention Design (BEH-T2), A/B Test Plan (BEH-T3)
8.2 Neuromarketing Applications
| Principle | Neurological Basis | Application |
|---|---|---|
| Attention Capture | Reticular activating system | Contrast, movement, novelty in messaging |
| Emotional Engagement | Amygdala, limbic system | Storytelling, emotional triggers |
| Memory Formation | Hippocampus | Repetition, pattern recognition, chunking |
| Reward Processing | Dopamine pathways | Anticipation, surprises, rewards |
| Pain Avoidance | Insula, anterior cingulate | Loss framing, problem identification |
| Social Connection | Mirror neurons | Relatable characters, social proof |
| Cognitive Ease | Prefrontal cortex | Simple messages, clear choices, reduced friction |
SOP-BEH-002Neuromarketing Application Program
- Content audit — Review current communications for neuromarketing principles. Identify improvement opportunities.
- Emotional trigger identification — Identify emotional drivers. Map to desired behaviors.
- Attention optimization — Design for rapid capture. Optimize visual hierarchy. Use pattern interruption.
- Memory engineering — Structure for memory encoding. Use repetition with variation. Create memorable metaphors.
- Friction reduction — Simplify decision processes. Reduce cognitive load. Make desired actions easy.
Templates: Neuromarketing Audit (BEH-T4), Emotional Trigger Map (BEH-T5), Cognitive Load Assessment (BEH-T6)
8.3 Behavioral Nudging
SOP-BEH-003Behavioral Nudge Design Program
- Behavioral diagnosis — Identify gap between current and desired behavior. Understand barriers and friction.
- Nudge selection — Select appropriate type: defaults, salience, social norms, simplification, reminders, commitment devices, feedback.
- Nudge design — Design for specific context. Ensure choice preservation. Test for unintended consequences.
- Deployment — Implement at optimal touchpoint. Monitor effectiveness. Adjust based on response.
- Scaling — Document successful nudges. Adapt to different segments. Build nudge library.
Templates: Nudge Design (BEH-T7), Testing Protocol (BEH-T8), Nudge Library (BEH-T9)