The SCARF Model
OBJECTIVE:
'SCARF... can be used to increase or decrease the likelihood of a hostile response by providing insights into what may trigger such responses.' - Dr. David Rock
A mental model targeting customer satisfaction and website monetization, focusing on five domains: Status, Certainty, Autonomy, Relatedness, and Fairness.
The SCARF Model is a principle framed by Dr. David Rock, describing the five domains that influence our behavior in social situations: Status (our relative importance to others), Certainty (our ability to predict the future), Autonomy (our sense of control over events), Relatedness (how safe we feel with others), and Fairness (perceiving fairness in exchanges). As a CPO, you can apply this model to create website content or products that address these domains. For instance, you can design stories that evoke feelings of relatedness or fairness, create certainty with reliable products, and provide status or autonomy through unique features or personalized experiences, thus leading to higher user engagement and potential monetization.
