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Persuasive design


   Persuasion tactics 101
                    Henk Wijnholds
                henk@concept7.nl
        ...
Do you think you completely control your own
                 decisions?
Are we being influenced?
How do we decide?
What are persuasion tactics?
How can we use this?
How far can we go?
Two possible routes to influence

Central route               Peripheral route
High attention              Low attention
Lo...
The Homo Economicus doesn’t exist.
     Humans are social beings.
persuasion is an attempt to change
attitudes or behaviors or both (without
using coercion or deception)

- BJ Fogg, Stanfo...
Ability bronnen

Time
Brain cycles
Physical effort
Money
Non-routine
Social deviance


                             - BJ F...
Time
Brain cycles
Physical effort
Money
Non-routine
Social deviance


                  - BJ Fogg, Stanford University
Time
Brain cycles
Physical effort
Money
Non-routine
Social deviance


                  - BJ Fogg, Stanford University
Time
Brain cycles
Physical effort
Money
Non-routine
Social deviance


                  - BJ Fogg, Stanford University
Time
Brain cycles
Physical effort
Money
Non-routine
Social deviance


                  - BJ Fogg, Stanford University
Time
Brain cycles
Physical effort
Money
Non-routine
Social deviance


                  - BJ Fogg, Stanford University
Use your towels more than once. Want new towels
anyway? Put them on the bathroom floor. We’ll make
sure you’ll have new one...
Most of our guests use their towels more than once.
Want new towels anyway? Put them on the bathroom
floor. We’ll make sure...
Most of our guests use their towels more than once.
Want new towels anyway? Put them on the bathroom
floor. We’ll make sure...
Principle of Reduction             Principle of Tunneling              Principle of Tailoring

Principle of Suggestion    ...
Framing
Tunneling
Tailoring
Fun
Authority
Pal Pedigree
Reciprocity
Scarcity
Consistency
Begin met iets simpels
Sympathy
Empathy
Can this all go too far?
“The first rule of Persuasion Design is that
every design is persuasive in some ways. There is
    no neutral way of design...
Thank you for your attention and interaction.
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
Persuasion tactics 101_eday2010
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Persuasion tactics 101_eday2010

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De presentatie die Henk gegeven heeft tijdens een private klantensessie op eDay.

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  • These are the questions I’ll try to answer today.
  • Story about Rob Holland’s research about the nonconscious effects of scent on cognition and behavior. The paper is called ‘Smells like Clean Spirit’.
  • Story about Chen-Bo Zhong and Sanford DeVoe’s research on the effects of fast food logos and the speed of our behavior. Their paper is called ‘Fast food logos unconsciously trigge rfast behavior’.
  • Story about Bertrand, Karlan, Mullainathan, Shafir & Zinman’s research on the effects of images of beautiful women on sales of banking products.
  • Story about Mandel 7 Johnson’s research of the effects of background images on sales of couches in a webshop. Their paper is called ‘When Web Pages Influence Choice: Effects of Visual Primes on Experts and Novices’.
  • Story about Yang, Kimes & Sessarego’s research on the effects of the way prices on a menu are shown. When will people choose the dish they like the most and when do they let price influence their choice most? Their paper is called ’ Pricing lessons from restaurants’.
  • Richard H. Thaler and Cass R. Sunstein talk about Dutch invention in their book ‘Nudge’. A small sticker in the form of a housefly is the reason why the spilling on male urinals decreased by 80%.
  • Elaboration Likelihood Model by E. Petty and J. T. Cacioppo.
  • Story about people’s choice for a health snack or a candy bar. Normally many peopel would choose a health snack. But when the central route is distracted we are more likely to forget our health strategy and choose the candy bar.


  • The discussion has started.
  • Concept7’s vision on the web. The whole thig started because technology was ready for it. The web is becoming more and more for human beings. Persuasion tactics have their space in here.
  • Explaining BJ Fogg’s Behavior Model. A person needs to be motivated to perform a certain behavior and someone needs the ability to perform a certain behavior. Besides the two factors we need a trigger to ignite the behavior. Examples of triggers are twitter messages or news letters. Timing is of extreme importance. What do you think is the best day to send direct marketing (news letters)?

  • Thursday (over the whole audience) is the best day to send direct marketing (best conversion rate).
  • In december lots of goats and sheep were killed because of the ‘q-koorts’ disease.
  • In december Oxfam Novib has a marketing action called ‘Give a goat’... Bad timing.
  • Ability or simplicity is not the same for everybody. BJ Fogg has a great video about this on his website. Don’t forget to watch it.
  • Tijd, Hersencapaciteit, Lichamelijke
  • Time, it only takes 20 seconds...

  • Brain cycles, easy comparison.

  • Physical effort, not easy to miss this button.
  • Physical effort, Google enlarged their buttons.
  • Physical effort, this dropdown menu doesn’t work.

  • Money, this insurance is probably cheap.

  • Money, this insurance has another proposition, quality.

  • Non-routine, try to find the menu.

  • Social deviance, how would you ask your hotel quests to reuse their towel?
  • Social deviance
  • Social deviance
  • Social deviance
  • Social deviance, most people choose this one.
  • Social deviance, 2 million people read this news paper every day.

  • Social deviance, people have rated these holidays.
  • Social deviance, people who bought this product, also bought...
  • Social deviance, people who own this product.
  • Motivation. People need to be motivated to perform a certain behavior. Learn more about the core motivators by visiting BJ Fogg’s website. The upcoming persuasion tactics and examples are aimed to take away barriers (ability) and/or motivate people in order to make them perform a certain behavior.
  • Persuasion tactics, there’s a lot. Not all unique, some overlap.
  • Putting a decision on a certain daylight. Tell about ‘sense of ownership’, we’re more motivated to not lose something above winning something. A good salesman lets me hold these new shoes in my hands and on my feet.
  • Framing. Story about research by Paul Messinger, his paper is called ‘Sold-out products influence consumer choice’.
  • Tunneling. About taking away distractions and putting a process in a logical order. A perfect opportunity to persuade.
  • Funnel on Amazon.com.
  • Making it personal.
  • These products are relevant for me. Looks at clicking and shopping behaviour.
  • This weather is relevant to me.
  • Fun, when something is fun we are more likely to use it.
  • Theory of fun, Stockholm trainstation. People take the stairs more often. World’s deepest bin, people throw their trash in the trashcan.
  • Fun, not every body loves this monkey. But I find it funny!

  • Authority, when we don’t know what to decide, we tend to listen to the authority.
  • The experts say it’s okay.
  • It earned a safety badge. So it’s okay.
  • They all say it’s okay.
  • Big hotel chains say it’s okay.
  • We don’t like to owe something to someone.
  • You follow me, I follow you. @henkc7
  • We’ll give you this free article, just tell us who you are.
  • We’ll send you a free sample.
  • Als het maar bijzonder is.
  • What’s special about ice cubes? Not, unless they’re from icecaps in Greenland with 100 years old fresh air bubbles inside.
  • Not for everyone.
  • Not so many in stock anymore.
  • Stap voor stap, begin met iets kleins.
  • Are people in Amsterdam Hospitable? Yes?
    Okay, can we come in?
  • Start with something small. Philips DirectLife is a device that stimulates you to move more. It measures your movement. It rewards you with flashing lights. You need to move more every week to make the lights flash.
  • You said you are interested? Perhaps you are now more likely to go for real.
  • You like it?
  • Tell us why.
  • It’s about liking.
  • A lot of people like this Dutch singer in Holland.
  • I like people that are similar to me.
  • Who doesn’t like Innocent?
  • Sharing emotions and behavior.
  • An eyetracking experiment.
  • An eyetracking experiment.
  • An eyetracking experiment.

  • Is this coercion?
  • The most likely option is at the bottom...


  • Transcript of "Persuasion tactics 101_eday2010"

    1. 1. Persuasive design Persuasion tactics 101 Henk Wijnholds henk@concept7.nl @henkc7
    2. 2. Do you think you completely control your own decisions?
    3. 3. Are we being influenced? How do we decide? What are persuasion tactics? How can we use this? How far can we go?
    4. 4. Two possible routes to influence Central route Peripheral route High attention Low attention Logical cosideration Superficial qualities Potential attitude change Temporary behavior change
    5. 5. The Homo Economicus doesn’t exist. Humans are social beings.
    6. 6. persuasion is an attempt to change attitudes or behaviors or both (without using coercion or deception) - BJ Fogg, Stanford University
    7. 7. Ability bronnen Time Brain cycles Physical effort Money Non-routine Social deviance - BJ Fogg, Stanford University
    8. 8. Time Brain cycles Physical effort Money Non-routine Social deviance - BJ Fogg, Stanford University
    9. 9. Time Brain cycles Physical effort Money Non-routine Social deviance - BJ Fogg, Stanford University
    10. 10. Time Brain cycles Physical effort Money Non-routine Social deviance - BJ Fogg, Stanford University
    11. 11. Time Brain cycles Physical effort Money Non-routine Social deviance - BJ Fogg, Stanford University
    12. 12. Time Brain cycles Physical effort Money Non-routine Social deviance - BJ Fogg, Stanford University
    13. 13. Use your towels more than once. Want new towels anyway? Put them on the bathroom floor. We’ll make sure you’ll have new ones.
    14. 14. Most of our guests use their towels more than once. Want new towels anyway? Put them on the bathroom floor. We’ll make sure you’ll have new ones.
    15. 15. Most of our guests use their towels more than once. Want new towels anyway? Put them on the bathroom floor. We’ll make sure you’ll have new ones. +26%
    16. 16. Principle of Reduction Principle of Tunneling Principle of Tailoring Principle of Suggestion Principle of Self-Monitoring Principle of Surveillance Principle of Conditioning Principe of Cause and Effect Principle of Virtual Rehearsal Principle of Simulations in Real- Principle of Virtual Rewards Principle of Attractiveness World Contexts Principle of Similarity Principle of Praise Principle of Reciprocity Principle of Authority Principle of Trustworthiness Principle of Expertise Principe of Presumed Credibility Principle of Surface Credibility Principle of Reputed Credibility Principele of Earned Credibility Principle of (Near) Perfection Principle of “Real-World Feel” Principle of Easy Verifiability Principle of Fulfillment Principle of Ease-of-Use Principle of Personalization Principle of Responsiveness Principle of Kairos Principle of Convenience Principle of Mobile Simplicity Principle of Mobile Loyalty Principle of Mobile Marriage Principle of Information Quality Principle of Social Facilitation Principle of Social Comparison Principle of Normative Influence Principle of Social Learning Principle of Competition Principle of Cooperation Principle of Recognition
    17. 17. Framing
    18. 18. Tunneling
    19. 19. Tailoring
    20. 20. Fun
    21. 21. Authority
    22. 22. Pal Pedigree
    23. 23. Reciprocity
    24. 24. Scarcity
    25. 25. Consistency
    26. 26. Begin met iets simpels
    27. 27. Sympathy
    28. 28. Empathy
    29. 29. Can this all go too far?
    30. 30. “The first rule of Persuasion Design is that every design is persuasive in some ways. There is no neutral way of designing something.” - Arjan Haring 2010 “UCD is ethically neutral, while persuasion design is not? Not so. Ethics rests with the designer, not the method.” - Joshua Porter 2010
    31. 31. Thank you for your attention and interaction.
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