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MIND CONTROL
psychology for the web

SXSWi – Ben Scofield – @bscofield
CORRELATION
     ≠
 CAUSATION
correlation
causation
HEURISTICS
Likeability
LESSON
Be likeable
NO KIDDING?
Social Proof
FIRST
FIRST FOLLOWER
FIRST FOLLOWER
A

B

C
LESSON
Show people what their peers are doing
Authority
LESSON
Show people you are trustworthy
Reciprocity
LESSON
Give people something for free
Scarcity
LESSON
Tell people when time is running out
Commitment
LESSON
Give people a low-cost way to commit
The Decoy Effect
$5   USD
¥5   CNY
$5   CAD
£5   GBP
€5   EUR
LESSON
Make it easy to compare choices
LESSON
... or stack the deck for your favorite
DATING DECOY
LESSON
Study the research
LIKEABILITY
AUTHORITY
SOCIAL
PROOF
COMMITMENT
WHAT ELSE?
Photo Credits
 gomustangs (9)       affsum (17)            clintjcl (50)
 paulm (10)           eirikso (18)           nhal...
THANK YOU
Ben Scofield
ben.scofield@viget.com - @bscofield
http://speakerrate.com/bscofield
http://viget.com
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
Mind Control: Psychology for the Web
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Mind Control: Psychology for the Web

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Presentation given at SXSWi 2010 - an overview of some research in social psychology and behavioral economics, and on making people do what you want them to online.

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Transcript of "Mind Control: Psychology for the Web"

  1. 1. MIND CONTROL psychology for the web SXSWi – Ben Scofield – @bscofield
  2. 2. CORRELATION ≠ CAUSATION
  3. 3. correlation
  4. 4. causation
  5. 5. HEURISTICS
  6. 6. Likeability
  7. 7. LESSON Be likeable
  8. 8. NO KIDDING?
  9. 9. Social Proof
  10. 10. FIRST
  11. 11. FIRST FOLLOWER
  12. 12. FIRST FOLLOWER
  13. 13. A B C
  14. 14. LESSON Show people what their peers are doing
  15. 15. Authority
  16. 16. LESSON Show people you are trustworthy
  17. 17. Reciprocity
  18. 18. LESSON Give people something for free
  19. 19. Scarcity
  20. 20. LESSON Tell people when time is running out
  21. 21. Commitment
  22. 22. LESSON Give people a low-cost way to commit
  23. 23. The Decoy Effect
  24. 24. $5 USD ¥5 CNY $5 CAD £5 GBP €5 EUR
  25. 25. LESSON Make it easy to compare choices
  26. 26. LESSON ... or stack the deck for your favorite
  27. 27. DATING DECOY
  28. 28. LESSON Study the research
  29. 29. LIKEABILITY
  30. 30. AUTHORITY
  31. 31. SOCIAL PROOF
  32. 32. COMMITMENT
  33. 33. WHAT ELSE?
  34. 34. Photo Credits gomustangs (9) affsum (17) clintjcl (50) paulm (10) eirikso (18) nhall (51) jeroen020 (11) eugene (19) colorblindpicaso (55) martinlabar (12) n0thing (26) klobetime (56) noelzialee (12) 5tein (33) ontilnow (57) overton_cat (12) atomicshed (34) caribb (62) mladjenovic_n (12) nearnearfuture (36) denatale (64) duncanfawkes (13) petermartinhall (37) avlxyz (65) specialkrb (14) u2wanderer (43) rumble1973 (66)
  35. 35. THANK YOU Ben Scofield ben.scofield@viget.com - @bscofield http://speakerrate.com/bscofield http://viget.com
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