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Chapter 1: What is the main topic discussed in this episode?
This BBC podcast is supported by ads outside the UK. Ennen kesän kuumia reissuja kannattaa varmistaa auton kunto. Euromaster tarkastaa ja huoltaa kaikki autot. Urkkaattarjoukset euromaster.fi. Euromaster. Renkaat ja autohuolto.
Olen Shannon Maldonado, käsin tehtyjä artesaanituotteita myyvän Jauhi-lahjakaupan perustaja. Valitsin Shopify, koska alustoja testatessani totesin sen ehdottomasti yhdeksi helppokäyttöisimmistä alustoista. Minulla oli tärkeää pohtia kehittymistämme tulevaisuudessa. Kaikki myyntiin tarvittavat työkalut, kuten varaston suunnittelu, ovat kätevästi dashboardissa. Aloita ilmainen kokeilu shopify.com-sivustolla.
Six Minute English from bbclearningenglish.com Hello, this is 6 Minute English from BBC Learning English. I'm Pippa. And I'm Phil. What's the last thing you bought and why did you buy it? I bought a new pair of headphones recently because my old ones broke and I did lots of research to try and find a good pair. How about you?
Chapter 2: What influences our buying decisions according to advertisers?
I bought a soft drink on the way to work this morning. It might be because I saw someone I like promoting it in an advert. We call this a celebrity endorsement, but why do they work? Let's start by hearing from Ben Jones, a behavioural research expert, speaking to BBC World Service programme Business Daily.
Kun emme ole varmaa, emme tiedä mitä tehdä, se on helppoa seurata joiden leadin, joiden me ajattelemme olevan luottamattomia tai tiettyjä. Se on henkilökohta. Se auttaa meidät käsittelemään epäturvallisia vaihtoehtoja tai tekemään nopeita vaihtoehtoja. Aloitamme tekemään sitä alkuperäisinä. Meidän perheemme, joita joitain ihmisiä on, ja meidän opettajillemme. Nämä ihmiset auttavat meidät oppimaan ja tekemään tunnetta maailmasta. Jotkut yritykset voivat käsitellä tätä asioita, kuten suoritukset, koulutusryhmät suosittelevat suoritukset, atletit suoritukevat suorituksia.
Chapter 3: How does celebrity endorsement affect consumer behavior?
Ben says that endorsements work as a mental shortcut. This is something that helps us make a decision quickly. If we trust the endorsement then we don't need to think about it that much. In this episode we're going to look at the way that people can be convinced to do things.
And as usual, we'll learn some useful new words and phrases. And remember, you'll find all the vocabulary and a quiz on our website, bbclearningenglish.com. OK, but first I have a question for you, Pippa. Today we're talking about behavioural science. What's the name of the theory that says people respond to small prompts? Is it a. push theory, b. pull theory or c. nudge theory?
I'm not sure. I'm going to say B, pool theory. OK, well we'll find out the answer at the end of the programme. In recent years, many fast food chains have installed touchscreen machines for people to order their food. They've reported taking more money as a result. Could behavioural science tell us why this happens? Here's product designer Dean Ward speaking to BBC World Service's Business Daily.
Ensimmäisenä psykologiassa, kun puhutaan jokaiselle ja tuntuu, että hän on julkaistava, se on tärkeä osa. Haluaisitko lisää työtä? Haluaisitko mennä isommalle? Ei kaikki ihmiset, mutta luulen, että todennäköisesti suurin osa ihmisistä tuntuu julkaistavaksi ja voi sanoa ei. On myös se, että on enemmän aikaa katsoa.
Chapter 4: What role does behavioral science play in upselling strategies?
You can see the product, you can see what's in it, you can see other products linked to it as well. And also around upsell as well. Would you like to add this? Would you like to do that? Because you've got more time and you're not being judged, you're very much more inclined to actually say yes to these things. And that's typically what we're seeing. An increased basket spend of typically 25-30%.
If people feel judged then it means that they worry what other people will think of them. If we have to ask a human for extra fries we might worry what they think of us but no one feels judged by a computer screen. If you upsell something then you get someone to spend more. For example waiters often try to get people to buy larger portions, more drinks or dessert.
Dean says that upselling can increase people's basket spend. A basket spend is the total amount that someone spends in one transaction, on everything that's in their basket. Now, this is an example of a business using behavioural science to nudge people to do things, but it's not just businesses that use behavioural science in this way. In Tunisia, the United Nations World Food Programme wanted to encourage people to eat food together more often. They made a TV show set in a restaurant.
Let's hear from Taqwa Khalifi from the World Food Program, talking to BBC World Services Business Daily.
Me tarvitsimme jotain todella luonnollista ja erilaisesta, jotta ihmiset voisivat nähdä itseään niissä tarinoissa, koska ihmiset oppivat ja muuttuvat imitellään, modelleeraan ja näkemään toisistaan liikkeitä ja toisten tehtäviä ja ilmaisuusreaktioita asioihin. Tämän vuoksi yritimme tätä projektia tai tätä tv-seriä.
Takwa sanoo, että heidän pitäisi ajatella ulkopuolella. Tämä tarkoittaa yrittäminen ajatella eri tavalla, jotta saadaan jotain kreatiivista. TV-programmi liittyy ihmisten modelleihin. Jos modelleerit kehitystä, niin tehtävät sen niin, että muita ihmisiä voivat kopioida. Nyt Phil, minun mielestäni on aika kuulla vastaus sinun kysymyksesi.
Yes, it is. I asked what theory says that people respond to small prompts to change their behaviour. I thought it was pull theory. Which I'm afraid was the wrong answer. Nudge theory says that people's behaviour can be changed by small prompts or nudges.
OK, let's recap the vocabulary we've learned, starting with mental shortcut, which is something that helps us make a decision quickly, usually because we don't need to think about it. If someone feels judged, then they're worried about what other people think about them. Upsell refers to persuading someone to buy something extra, like a dessert at a restaurant. Basket spend is what you spend in one transaction, on the things in your shopping basket.
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Chapter 5: How can we apply nudge theory to improve our decision-making?
If you think outside the box, then you think about something in a different way to come up with a creative solution. And finally, modelling is behaving in a way that others can copy. Once again, our six minutes are up, but why not head over to our website, bbclearningenglish.com, to try the quiz and worksheet for this episode. See you again soon. Bye!
Mitä ostaa prakaa kesken ajon? Siis hyytyy, tilttaa, lettaa, sippaa, kosahtaa, löviää, leikkaa kiinni. Ennen kesän kuumia reissuja kannattaa varmistaa auton kunto. Euromaster tarkastaa ja huoltaa kaikki autot. Urkkaattarjoukset euromaster.fi. Euromaster. Renkaat ja autohuolto.