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| Changing Human Behavior |
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| Wednesday, 18 July 2007 | |
A ton of folks from the record industry hover on the forum so I thought that I’d address a topic of interest to you all. I had some great conversations when I was at the digital media conference in DC a couple of weeks ago. One of them was about what it actually takes to get people to change their behavior. What works best? What doesn’t work? Example: “Fear” - Fear was thought for a long time to change behavior. Execution on that example was every drunk driving campaign talking to young adults. However, as MADD learned, fear doesn’t work because most young adults think they are invincible…… so the core feeling of “It won’t happen to me” trumps the threatened danger that the messages contain. Fear, as it just so happens, also doesn’t work in stopping illegal music downloads. The industry can threaten to sue, or even sue everybody. That threat isn’t going to keep anybody from illegally downloading music. What to do? C3 – That’s what you do! C3 – The answer to changing behavior. CONVENIENCE - CONTROL - CHOICE The esteemed Dr. Burns and I talk about this one at length and often. Why are some brands getting more money for less product in smaller packages? C3 What does the record industry need to do to get you to legally buy music? Two things. Jam the illegal downloading channels with fake files, and then turn up the C3 on the legal channels. That’s the formula! Make one option a guaranteed pleasant experience that is C3 fortified and the customers will pay. I did more than pose this question to a friend – I set up a little research. I had my friend promise that he would only download music (his own) from a “partner” computer that I set up for him. I took his entire music collection away from him and told him that he would have to download it from the “partner computer”. I took around 9,000 songs and added 1,000,000 fake files. Each file appeared to be the same song. One week. That is all that it took. One week. One week before he purchased an on-line subscription to a service to buy music LEGALLY!!!!!! He couldn’t take the pain of having to weed through all the fake files to find the actual music. The legal download seemed very appealing and very C3. Erik Hauser Comments (0)
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