The digisocial brain

The digisocial brainWhich variables are truly affecting the digital consumer? Adam Hassan

Yes, I really do

Talcot Parsonfounding father of human action theory

Cultural norms, social & individualistic behavioris what’s driving human action

whats more important? Culture VS Strategy

Part 1- Culture

Culture is like an iceberg...... or an onion.

love it. live it. ...or don’t.

what’s your thing? cultural obsession

Cultural differences error you said whaaaaaaat?

High Context & Low ContextDo you know what I mean?

High context design

Low context design

Monochronic & Polychronic...making one thing at a time.. or many things.

Polychronic design

Monochronic design

Individualism vs Collectivism Power of the... one?

Collective design

Individual design

knowing what’s up (there)...makes everything a little bit easier

you can tell and motivate... ... about functions and beneﬁts

you can connect... ...emotionally

or you can make a.. ... cultural connection - witch is far more empowering

by making a cultural connection.. ...you create hardcore fans

Creating a cultural connection... .. and what good can come out of it.

Texas wanted to know who litters?

King of the hill lifestyledoes the crying indian really stop him from throwing a beer can?

Please don’t. Really.

You can’t touch this.. ...or that.

with knowledge and ﬂexibility.....we will succeed!

Part 2 - The (white) man aka the monochronic, low-context user

What’s what? And who’s who?

Kurt Lewinfounding father of social psychology

B=⨍(PE) Lewins equation

B=⨍(PE)Behavior is a function of a Person & their Environment

We can’t change the Person B=⨍(PE)But we can change Behavior by changing the Environment

One small step for Google... ...and a big for step for behavioral change

All mighty creators

The behavior you’re seeing... ...is the behavior you’ve designed for...

...but also a mix of everything else... ...that you can’t control

all else second Behavior ﬁrst

The furious ﬁve

We can’t help but see ourselves at the center of it all. 1. Egocentric Worldview

Abraham Maslow The hierarchy of needs

Maslow’s pyramid

The Del.icio.us LessonPersonal value precedes network value

Even if social value didn’t exist, Delicious would still provide real personal value

Link to awareness test

2. Single Locus of AttentionWe can actively think about only one thing at a time.

William James Master of attention

The spotlight model

“...you need to limit distractions to the full extentpossible. Pull quotes—so effective near the top of an article— become a nuisance further down; manyreaders will ﬁnd themselves unconsciously drawn to them, even when they want to focus on the text.”

3. Social proofThe mere fact that others are doing something is often enough

Robert Cialdini How to inﬂuence

4. Positive ReinforcementImmediate, positive feedback elicits similar behavior in the future.

B.F. Skinner Mr. Reinforcement

Four behavioral consequences and their eﬀects

Before ﬁrst post

After ﬁrst post

After second post

After a few posts...

5. Color ManipulationMaking impact through the use of colors

Ernest Dichter father of motivational research

how’s your coffee, mam? to affect through colors

Version A - the green button

Version b - the red button

Red outperformed green by 21%.

Never forget. Customer culture + Egocentric worldview + Single locus of attention + Social Proof + Positive Reinforcement + Color Manipulation= is what’s inﬂuencing the digital mind

The end Gracias!

The digisocial brain

by Adam Hassan on Feb 03, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

1 Embed 35

Statistics

The digisocial brain — Presentation Transcript