What's Next: Behavioral Science – A Brief History of You

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  Have you ever wondered what shapes human behaviour? Discover the link between hypersensitive risk avoidance; and buying branded products. Plus, how businesses are using the ‘Red Queen Hypothesis’ to continue adapting for growth. Ogilvy Consulting’s Behavioural Science Practice explores how our evolutionary history has formed who we are, how we behave today and how you can leverage these insights to better understand your customers and grow your business.
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  • 1. What’s Next: Behavioural Science: A Brief History of You Powered by
  • 2. Welcome José Arteaga Creative Digital Strategist Ogilvy Consulting Jordan Buck Consultant Ogilvy Consulting Pete Dyson Senior Consultant Ogilvy Consulting Dayoán Daumont Consulting Partner Ogilvy Consulting
  • 3. Tell us where you are dialing in from! What’s the weather like in your city?
  • 4. Do you want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy And the recording up on facebook.com/OgilvyConsulting
  • 5. A BRIEF HISTORY OF YOU 5 fundamentals of human evolution Jordan Buck & Pete Dyson
  • 6. February 8, 2019 6 Why are we here today?
  • 7. What is evolutionary biology?
  • 8. All of us essentially want to understand and influence why people behave the way they do. Changing how and what people… • Think… • Feel… • Do… • Buy… • Like… • Share… Why evolutionary biology?
  • 9. Why evolutionary biology? Research • Research describes what people are doing…
  • 10. • Research describes what people are doing… • …and psychology explains those behaviours… Why evolutionary biology? Research Psychology
  • 11. • Research describes what people are doing… • …and psychology explains those behaviours… • …biology allows us to understand why people are behaving that way. Research Psychology Biology Why evolutionary biology?
  • 12. Question 1.
  • 13. Question 1. Roughly how much of your DNA do you share with… a mouse? A. 25% B. 55% C. 85% D. 95%
  • 14. Question 2. Roughly how much of your DNA do you share with… a banana? A. 1% B. 10% C. 50% D. 70%
  • 15. Answer 1. Roughly how much of your DNA do you share with… a mouse? A. 25% B. 55% C. 85% D. 95%
  • 16. Answer 2. Roughly how much of your DNA do you share with… a banana? A. 1% B. 10% C. 50% D. 70%
  • 17. 10 billion years of Ø Chemistry Ø Physics
  • 18. 3.6 billion years of Ø Biology
  • 19. Genetic variation Survival of the fittest Reproduction 1 2 3
  • 20. Genetic variation Survival of the fittest Reproduction 1 2 3
  • 21. Behaviour 1 Behaviour 2 Behaviour 3 Behaviour 1 Behaviour 1 Behaviour 1 Behaviour 1 Genetic variation Survival of the fittest Reproduction 1 2 3
  • 22. “Here, you see, it takes all the running you can do to stay in the same place”
  • 23. Life 3.6 Bya - Present Animals Animals 600 Mya - Present Mammals Mammals 200 Mya - Present Human divergence from apes Human divergence from apes 6 Mya - Present Behaviourally modern humans Behaviourally modern humans 100,000 Ya - Present Common Era (AD)
  • 24. Modern humans are really modern…
  • 25. If the whole of human history itself spanned 24 hours from one midnight to the next, 14 minutes represents the time since Christ. But modern society is really, really, really modern
  • 26. Evolution acts over a long timescale
  • 27. 5 FUNDAMENTALS OF HUMAN EVOLUTION Why:​ ü We’ve all got selfish genes…​ ü Hypersensitivity matters…​ ü You’re hardwired for protection…​ ü Adults are less impulsive…​ ü Social pain is real pain…
  • 28. February 8, 2019 31 1. Selfish
  • 29. Why would Charles Darwin be jealous you today?
  • 30. Because we all know more about genes and DNA than he ever did
  • 31. 08/02/2019 34 Theory of Evolution Basic Genetics DNA & Genetics Epigenetics 1850 1900 1950 2000 Present Day
  • 32. Genes don’t care Genes are evolved to promote their own replication, and also copies of themselves that exist in relatives. Genes are selfish That’s what make organisms altruistic DNA
  • 33. 08/02/2019 36 Richard Dawkins invented the ‘selfish gene’ AND the ‘meme’
  • 34. “Let us understand what our own selfish genes are up to, because we may then at least have the chance to upset their designs, something that no other species has ever aspired to do.” Richard Dawkins, 1976 The Selfish Immortal Gene
  • 35. February 8, 2019 38 2. Protective
  • 36. 08/02/2019 39 Anything which benefits our family also ultimately benefits the genes which we share with them
  • 37. Kin altruism
  • 38. “Would I lay down my life to save my brother? No, but I would to save two brothers or eight cousins.” - J.B.S. Haldane
  • 39. The Cinderella Effect
  • 40. February 8, 2019 44
  • 41. February 8, 2019 45 Ø More attentive Ø Primed to help Ø Especially in females!
  • 42. February 8, 2019 46
  • 43. February 8, 2019 47 Ø More attentive Ø Boosts affection Ø Even the smell!
  • 44. What about groups? Yes, our close family may share our genes But often groups compete against other groups This leads to multilevel selection
  • 45. February 8, 2019 49
  • 46. February 8, 2019 50 3. Hypersocial
  • 47. February 8, 2019 52
  • 48. February 8, 2019 53 Let’s talk about LANGUAGE
  • 49. February 8, 2019 54 Grooming Feels Gooooooood
  • 50. February 8, 2019 55 Now for a demonstration….
  • 51. February 8, 2019 56
  • 52. February 8, 2019 57 Average size of Neolithic villages (6500-500BC) in Mesopotamia Average size of tribal ‘bands’ (often those who can be called upon in case of attack) in modern hunter-gatherer societies Basic unit size in the Classical Roman army Average number of Facebook friends Average size of Hutterite communities Average company size (the smallest independent unit) in modern armies 175 187107150 125148
  • 53. February 8, 2019 58 Words will never hurt me? Holt-Lunstad, J., Smith, T. B., & Layton, J. B. (2010). Social relationships and mortality risk: a meta-analytic review. PLoS medicine, 7(7), e1000316.
  • 54. February 8, 2019 59 1. Seek similar people - 'Liking’ and conforming - Ingroup bias & Out group homogeneity 2. Maintain social bonds - Reciprocity - Fairness 3. Follow others - Mirroring & mirror neurons - Conformity (normative social influence) - Social copying (informational social influence) - Follow leaders (authority bias) - Customs & ceremonial practices
  • 55. February 8, 2019 60 4. Hypersensitive
  • 56. Each year, more than 13 times the number of people die in road traffic accidents than are killed by snakes. (In fact, road traffic accidents kill twice the number of people each year than war, crime and terrorism combined) What are you scared of?
  • 57. ØAmygdala releases adrenaline ØRapid heart rate ØIncreased blood pressure ØQuick breathing ØFlushed skin ØDilated pupils Fight, flight or freeze
  • 58. February 8, 2019 63 “It’s the proverbial rustle in the long grass: it’s probably not a leopard, but if it is, you’re for it… Seeing agency where there isn’t any is something that has been programmed into our brains.” - Richard Dawkins
  • 59. February 8, 2019 64 ØLoss aversion ØStatus quo bias ØSunk costs Hypersensitive to loss
  • 60. February 8, 2019 Our ‘behavioural immune system’ is naturally disgusted by: Ø Body products (faeces, vomit, etc) Ø Death (dead bodies, open wounds, etc) Ø Signs of infection Ø Disease-carriers (rats, maggots, etc) Ø Poor hygiene Ø Decaying or toxic-tasting foods (rotting meat & fish, etc) Hypersensitive to pathogen threat
  • 61. February 8, 2019 66 5. Intelligence
  • 62. February 8, 2019 67
  • 63. February 8, 2019 68 7 billion now 100billion ever
  • 64. INTELLIGENCE The ability to perceive or infer information, and to retain it as knowledge to be applied towards adaptive behaviors within an environment or context.
  • 65. February 8, 2019 70 PHRENOLOGY
  • 66. February 8, 2019 71 Childhood Adolescence Adulthood Prefrontalcortex development Humans Chimps, macaques, rhesus monkeys Prefrontal cortex Rats
  • 67. February 8, 2019 72 Childhood Adolescence Adulthood Braindevelopment Prefrontal cortex Limbic system Prefrontal cortex vs Limbic system
  • 68. February 8, 2019 73
  • 69. THE 5 FUNDAMENTALS We’ve learnt why:​ ü We’ve all got selfish genes…​ ü Hypersensitivity matters…​ ü You’re hardwired for protection…​ ü Adults are less impulsive…​ ü Social pain is real pain…
  • 70. Q&A
  • 71. Thank you.
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