BuyerMinds fashion-event_2011

22 september 2011 | Pieter Jan Troost

Behavioral Model Trigger Interaction/ UX design Online marketing Overtuigings- psychologie BJ Fogg, Stanford Persuasive Technology Lab - + Ability “ No” “ Yes” + Motivation

Algemene principes voor de gemiddelde mens Overtuigingspsychologie Verschillende principes voor verschillende mensen Inhoudsgericht Relatiegericht Doelgericht Fungericht

Algemene principes voor de gemiddelde mens

MOTIVATION BOOSTERS
SOCIAL PROOF
SCARCITY
LIKING
AUTHORITY
RECIPROCATION
COMMITMENT

Case: Nike Hyvescampagne (iov Boondoggle Amsterdam) Scarcity Social proof Authority Reciprocity Sympathy Commit- ment

Case: Nike Hyvescampagne (iov Boondoggle Amsterdam) Scarcity Social proof Authority Reciprocity Sympathy Commit- ment
Schaarste
Autoriteit, Sympathie
Sociaal bewijs

Case: Medi-plaza (iov Boondoggle Amsterdam)

Motivation Trigger - + Ability + Motivation

1. Social Proof

2. Scarcity

2. Scarcity Scarcity Hoe langer je wacht met meedoen, hoe minder startpunten je krijgt.

Scarcity + Social Proof

Scarcity + Social Proof Social Proof Biedingen van anderen laten zien met naam is ultieme social proof. Tevens game en competie element.

Scarcity + Social Proof

3. Liking

3. Liking: copy Tone of Voice Vriendelijk geformuleerde foutmeldingen in mensentaal. Tone of Voice Robotachtig Tone of Voice Beschuldigend

4. Authority

5. Reciprocation

6. Commitment ? Ja ? Ja Doen? Ja

6. Commitment

Ability Trigger - + Ability + Motivation

Case: Beslist.nl Detailpagina A/B tests Home Social

Ability

Triggers Trigger - + Ability + Motivation

Hot Triggers
Social Networks
Retargeting
Smart Bannering
Search Engine Marketing

Social Networks

Sharable Objects

Smart Bannering Visiting Reason: Check Flight Info

Smart Bannering Push Business Goal: Print Personal Brochure With Coupons Provide Asked Content: Flight Details

HOT VS COLD TRIGGERS Cold trigger: can’t take action now Hot trigger: can take action, easy

Voorbeelden van anderen

Voorbeeld Online dialogue

Persuasion design

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