#mathijs

Marshall McLuhan: “the medium is the message” https://www.bol.com/nl/f/transmedia-storytelling/9200000040133835/

Most ideal form of communication:

Face to face

Web1.0 internet of the document (static) Web 2.0 internet of interaction (dynamic) (introducing CROSSMEDIA) Web 3.0 internet of semantics (meaning) Web 4.0 internet of 

Media- multimedia-crossmedia-transmedia  three visions, three defenitions Crossmedia: one story publishing un different platform Transmedia: the story grows 

System 1: Fast, automatic, frequent, emotional, stereotypic, subconscious. Examples (in order of complexity) of things system 1 can do: see that an object is at a greater distance than another

localize the source of a specific sound complete the phrase “war and …” display disgust when seeing a gruesome image solve 2+2=? read a text on a billboard drive a car on an empty road come up with a good chess move (if  you’re a chess master) understand simple sentences connect the description ‘quiet and structured person with an eye for details’ to a specific job

System 2: Slow, effortful, infrequent, logical, calculating, conscious. Examples of things system 2 can do:

brace yourself before the start of a sprint point your attention towards the clowns at the circus point your attention towards someone at a loud party look out for the woman with the grey hair dig into your memory to recognize a sound sustain a higher than normal walking rate determine the appropriateness of a behavior in a social setting count the number of A’s in a certain text give someone your phone number park into a tight parking space determine the price/quality ratio of two washing machines determine the validity of a complex logical reasoning

. The “anchoring effect” names our tendency to be influenced by irrelevant numbers. Shown higher/lower numbers, experimental subjects gave higher/lower responses.

. The “availability heuristic” is a mental shortcut that occurs when people make judgments about the probability of events on the basis of how easy it is to think of examples. The availability heuristic operates on the notion that, “if you can think of it, it must be important.”

. “Loss aversion" The planning fallacy is the tendency to overestimate benefits and underestimate costs, impelling people to take on risky projects.

. “Framing"is the context in which choices are presented. Experiment: subjects were asked whether they would opt for surgery if the "survival” rate is 90 percent, while others were told that the mortality rate is 10 percent. The first framing increased acceptance, even though the situation was no different.

. “sunk costs” is always based on past decisions and how they influence your new decisions.

Class:

Influence and advertising 

Marketing: is creating an offer that meets a need of a target group Marketing communication:  Advertising:

Influence and psychology of persuasion :

What is a precondition of persuasion: 

Freedom of choice

Compliance (opgelegd) vs convergence (vrij)

decision making process: persuasion (arguments) - atitude (feeling god) - behavior (choice) see: when emotions make better decisions- Antonio Demasio

Attitude

= self protection (ego)

=adaption (social)

Function

= favored to speed of decision making (goodguy vs bad guy)

=makes world easier 

=helps with learning

Salience determines* (the subjective importance) to create this offer we map the motiveson three levels: General level (breed/Nederland) - domain specific level (category/30 tot 40) - brand specific (hoe gedraagt men zich met dit merk)

credebility relevance destinction

General level: MASLOW

Persuasion design: Materieel  Behavior design: Immaterieel (behavior) Involvement FCB - grid (toma= top of mind awareness) 

learn feel do learn do feel feel do learn Feel learn do do feel learn do learn feel

ELM MODEL: het model dat de manier waarop attitudesveranderen en gevormd worden, beschrijft. 

Perception Structure: PICTURE  Means-end analysis: 

Means-end analysis:

Generative research: is a broad group of different metods that treats people as collaborators and idea-generators - more simply as creators.

Design thinking & path of expression: for coming up with good ideas, you must first look at the past from the present in to the future. (foto)

Games and conditions: Ken Garland - connect game (https://vimeo.com/118329018) !!Studio Moniker - tonite dance https://tonite.dance/ (how we dance-going from a to b) - clickclickclick.click Luna maurer

Assignment group of four read brief: from Luna maurer start