Kristen Berman: preference

Transcript context

…And it's about using these insights to improve conversion in general. So, we'll link to that in the show notes. And I think, in that post, you mentioned this concept of Right for Wrong. It might be worth spending a little more time on this, just like what does that mean and what's an example that? When we think about Right For Wrong, we're helping people again do the right thing... So, this is a behavior that they want to do, but the reason is actually probably not related. So, if you think about just vaccines and what we saw here, the reason to get a vaccine is to help my neighbor and prevent them from getting sick. And yet, what happened? We gave people donut, give people free pot or marijuana. There were lottery tickets in Ohio. So, this is the Right for Wrong idea where you're really substituting... By the way, one of the bigger voting interventions is just having pizza show up at the poll line. You're motivating people to go vote not because they want to contribute to democracy, but because there's pizza in the poll line. So, at some level, we're pretty simple human where we want an immediate benefit. Clubhouse actually was an interesting example of this at some level where you saw two levels of status in Clubhouse. There were the people who were friends with the people on stage, and then there was everyone else. So, that was a motivator to be friends with more people and start following people so that you could be in that little bucket of friends with other people. So, we're giving people kind of some other reasons to do a thing that they may want to do, but they don't necessarily have the motivation to do it right away. If you think about Peloton, yes, I want to work out. Yes, I want to have a healthy person, but maybe I want to go to the class because the instructor making a shout out, or there's some streak that I'm trying to continue. So, their right for wrong here is the real reason to work out is to improve my physical health, but while I just want that instructor to give me a shout out. So, the key there, just to kind of come back to the dark side of some of this stuff, is you want to make sure the end mean is good and right, whatever it is.…

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