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Behavioral Psychology Lessons
for Compliance Professionals
How You Can Influence People to
Do What You Want!
Virginia MacSuibhne, JD, CCEP
Chief Compliance Officer, Roche Molecular Systems, Inc.
SCCE Chicago 2014
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Lessons from Behavioral Psychology
• Interesting lessons from behavioral psychology:
▫ Communication tools that can increase positive
responses
▫ Framing for Action
▫ How Reciprocation Works
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USE POWER FOR GOOD…NOT EVIL
• Any power can be exploited and used
unethically…
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GET INTRODUCED
• An introduction by another person can increase
your ratings
TAKEAWAY: Always have someone else introduce
you.
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HOW TO USE STICKY NOTES
• Handwritten sticky notes can increase response
rate
TAKEAWAY: Consider when you want to add the
extra touch of a sticky note.
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THANK YOUS
• Thank yous (handwritten) can further increase
response
TAKEAWAY: Consider when you want to add the
extra touch of a handwritten thank you.
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TELL PEOPLE WHY
• Increases chances of cooperation
”BECAUSE”
TAKEAWAY: Accompany requests with a strong
rationale (even when the reason might be clear).
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MAKE IT EASY
• To say
• To read
TAKEAWAY: Use words that are easy to
pronounce and choose fonts that are easy to read.
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RHYME TIME
• Allows the information to be more easily
processed and judged as more accurate
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MEMORY AIDS
• Can increase compliance
TAKEAWAY: Integrate essential character or
brand components to place where action occurs
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USING MIRRORS/EYES
• Mirrors and eyes can persuade socially desirable
behavior
TAKEAWAY: Ask names, use name tags, consider
use of mirrors/eyes/reflection in program designs.
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GET ACTIVE PUBLIC COMMITMENT
• Ask potential voters to predict whether they will
vote and have them provide a reason for their
prediction
▫ Publicly state commitment – “we’ll mark you
down as a yes and let others know”
▫ “Please call to cancel” vs. “Will you please call if
you have to cancel?”
TAKEAWAY: Get an active, public commitment.
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USE NUMBERS
• Publishing numbers/percentage of those
following procedures can increase like action
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GIVE HAPPY FEEDBACK
• Can increase response further
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WHEN USING FEAR…OFFER
SPECIFICS
• When using fear to activate people, offer specific
ways to counter the threat
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FRAME AS INCOMPLETE
• It can motivate people to help you complete it
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RARE, UNIQUE ITEMS
• Are perceived as more valuable
• People are collectors
TAKEAWAY: Focus on what is unique about your
company or program and offer “exclusives” and
new items annually in series.
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FREE GIFTS AND SERVICES
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MENTIONING SMALL DRAWBACKS
• Early mention of small drawbacks can create a
perception of honesty, especially when paired
with the silver lining
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PREVENTING CAPTINITIS
• Increased need in situations where persons have
perceived authority to seek out and critically
assess alternative views
TAKEAWAY: Coach leaders to seek out and
critically assess alternatives
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ERROR-BASED TRAINING
• Creates greater improvements in judgment
▫ How have others made errors in the past
▫ How to avoid those errors
TAKEAWAY: Create training with real errors.
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EXPLAINING FAILURES
• Attributing failures to internal causes can result
in increased public perception and increased
profits
▫ Annual Report Framing
TAKEAWAY: When bad things happen come
clear early and take responsibility.
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LIMIT CHOICES
• The more options people have the less likely they
are to make any choice
TAKEAWAY: Limit the options.
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CONSIDER MID-POINTS
• Providing contrast cam drive people to the
“magnetic middle”
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CONSIDER ORDER OF OPTIONS
• What you perceive first determines the
perception of the next thing you experience
because objects are perceived in comparison to
other
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TIMING
TAKEAWAY: When stakes are high, reduce multi
tasking and make important decisions when most
awake
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BEWARE ECOMMUNICATIONS
• E-communications can be misunderstood and
mass emails can diffuse responsibility
TAKEAWAY: Engage in multiple methods of
communication, especially when call to action.
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KNOW THERE ARE GLOBAL
DIFFERENCES
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Direct Reciprocation
Organizational Rules
Loyalty/Friendship
Authority
Individual vs. Collective
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REFERENCE MATERIALS
▫ Yes! 50 secrets from the Science of Persuasion by
N. Goldstein, S. Martin and R. Cialdini
▫ Influence The Psychology of Persuasion by. R
Cialdini
▫ Methods of Persuasion by N. Kolenda
▫ The Art of Thinking Clearly by R. Dobelli
▫ Nudge by R. Thaler and C. Sunstein
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PLEASE TAKE A MINUTE TO RATE
THIS PRESENTATION BECAUSE YOUR
FEEDBACK DETERMINES 2015
…THANK YOU!
Virginia MacSuibhne, JD, CCEP
Chief Compliance Officer, Roche Molecular Systems, Inc.
[email protected]
SCCE Chicago 2014
PLEASE CONNECT WITH ME ON LINKED IN!
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