Have you ever seen the TED talk video on YouTube where Capuchin monkeys get enraged when some receive cucumbers and other monkeys more delicious grapes for completing the same task? Welcome to the inequality basis, whereby a lack of fairness drives all of us crazy. Whether it’s a matter of employees getting different pay for the same job, or consumers feeling like some people get better deals than others, feelings of injustice may not be clearly articulated but can—and will–most definitely drive our behavior. How similar is what people say and how they feel? Not much, says my guest this week. Richard Chataway estimates that, in fact, verbal input may at best get you 50% of the way to understanding how somebody might actually behave. Other topics covered in this episode include why inspiring disgust helped an anti-smoking campaign Chataway worked on do so well, and how Hilton Hotels leveraged the use of the Big Five personality model to increase clicks and shares online.
Released today: episode #10 of my podcast series “Dan Hill’s EQ Spotlight,” featuring Richard Chataway, discussing The Behaviour Business: How to Apply Behavioural Science for Business Success. Click on https://newbooksnetwork.com/category/special-series/dan-hills-eq-spotlight to get to the new episode.
Richard Chataway is the CEO of BVA Nudge Consulting UK and the founder of the Communication Science Group. Clients have included: Lloyds Banking Group, Google, and IKEA. He’s also a former board member of the Association of Business Psychology in the UK.