It is also important how you ask a question or how you design a form. Differences in the number of organ donors could for example be due to the principle of 'opt out' (yes, unless) or 'opt in' (no, unless). If we have to do something, we often leave it out. The form designer actually chooses for you (so-called 'choice architecture'). Something to keep in mind when you fill out a form.
If your partner asks you “why do you love me?” and you have to give three reasons, this often works. However, if you are asked for 10 reasons, it becomes more difficult, which may make you doubt your love.
Repetitive patterns and unconscious knowledge influence our behavior
Margriet Sitskoorn is a professor of Clinical Neuropsychology at Tilburg University. Her story was also about influencing our behavior. Especially when there are repetitive patterns or things that we (unconsciously) know, we let ourselves be fooled. If list to data you know something (or think you know something), your attention decreases. She showed the video below of Monkey Business.
Embodied Cognition was also discussed in her story. In short, it comes down to the fact that the body also influences the mind. The example of the pen between the teeth is well-known: if you laugh with a pen between your teeth, you understand pleasant sentences better than unpleasant ones.
The psychology of money
We think very strangely about money. Ariely gave an example of a pen. It is for sale at a store for 15 euros. When you pay, the cashier tells you that the same pen is for sale two streets away for 8 euros. You are then inclined to go to that store, because you save 7 euros. If it is a suit for 1015 euros and two streets away the same suit is for sale for 1008 euros, you are less inclined to go there. We do not think in absolute amounts, but in percentages.
Another topic of Ariely was 'The pain of pain'. When you go out to eat, paying with cash is worse than with a credit card. You can actually see the cash flying out of your wallet. Credit cards? Oh well, you'll find out later. If you had to put coins in your heater to keep it warm, we would undoubtedly turn it down, because then you can really see what it costs.
According to Ariely, we also want 'fairness' when we pay for something. If it takes an hour for a locksmith to open your door, you are happy to pay 100 euros. On the other hand, if it only takes 2 minutes, it does gnaw a little. We find it difficult to pay for expertise. Blood, sweat and tears have to be involved, otherwise we feel cheated.
Never give a discount
Jos Burgers is a speaker and author. He had a different story than the others (but not less good). His life motto is: 'everything you give, you will get back (someday)'. The essence of his story was: never give a discount.
Customers are looking for a fair price. What you don't want when you've bought something is for it to be cheaper somewhere else a little later. Then you hope, according to Burgers, that it's a different type, or different in some other way. His position was therefore: if you give a discount, you're cheating the customer. In the trend of "we're just asking for something". Burgers went even further and said: "if you're never too expensive, you're probably too cheap". His reaction when someone says that it's a lot of money that he's asking for a presentation? "It is indeed a lot of money, I had to get used to that myself."
If you show understanding ("quite a lot of money") you will get understanding back. Understanding is cheaper than a discount;
Go trade discount. Get more or do less;
Give something in kind, do something you don't charge for.