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.
Individualism vs Collectivism Power of the... one?
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
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