EMPATHY
YOUR SECRET WEAPON IN
DESIGNING FOR THE WEB

THE WEB PSYCHOLOGIST @THEWEBPSYCH

All material © THE WEB PSYCHOLOGIS...
1 
2 
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4 
5 

INTRODUCTION
‘THREE SYSTEMS’ BRAIN
EMPATHY
GETTING ON THE SAME WAVELENGTH
FIVE STEPS: USE EMPATHY ONLINE

...
1 
2 
3 
4 
5 

INTRODUCTION
‘THREE SYSTEMS’ BRAIN
EMPATHY
GETTING ON THE SAME WAVELENGTH
FIVE STEPS: USE EMPATHY ONLINE

...
1 
2 
3 
4 
5 

INTRODUCTION
‘THREE SYSTEMS’ BRAIN
EMPATHY
GETTING ON THE SAME WAVELENGTH
FIVE STEPS: USE EMPATHY ONLINE

...
1 
2 
3 
4 
5 

INTRODUCTION
‘THREE SYSTEMS’ BRAIN
EMPATHY
GETTING ON THE SAME WAVELENGTH
FIVE STEPS: USE EMPATHY ONLINE

...
1 
2 
3 
4 
5 

INTRODUCTION
‘THREE SYSTEMS’ BRAIN
EMPATHY
GETTING ON THE SAME WAVELENGTH
FIVE STEPS: USE EMPATHY ONLINE

...
1
INTRODUCTION

THE WEB PSYCHOLOGIST @THEWEBPSYCH

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduc...
WEBS OF INFLUENCE
THE PSYCHOLOGY OF ONLINE PERSUASION

Pearson, 2012
UK | EU | USA | KOREA | JAPAN | CHINA
THE WEB PSYCHOL...
THE WEB PSYCHOLOGIST @THEWEBPSYCH

@THEWEBPSYCH
9	
  

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised repr...
WEB PSYCHOLOGY

“

The empirical study of how
online environments influence
our attitudes and behaviours

THE WEB PSYCHOLO...
neuroscience

behavioural
economics

cognitive
psychology

neuroaesthetics

THE WEB PSYCHOLOGIST @THEWEBPSYCH

HCI

WEB
PS...
IT’S ABOUT

CONTEXT
PSYCHOLOGY

INDIVIDUAL

CULTURAL

THE WEB PSYCHOLOGIST @THEWEBPSYCH

All material © THE WEB PSYCHOLOGI...
3 SECRETS
TO ONLINE SUCCESS
THE WEB PSYCHOLOGIST @THEWEBPSYCH

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthori...
1  KNOW WHO YOU’RE TARGETING
2  COMMUNICATE PERSUASIVELY
3  SELL WITH INTEGRITY
THE WEB PSYCHOLOGIST @THEWEBPSYCH

All mat...
1  KNOW WHO YOU’RE TARGETING
2  COMMUNICATE PERSUASIVELY
3  SELL WITH INTEGRITY
THE WEB PSYCHOLOGIST @THEWEBPSYCH

All mat...
1  KNOW WHO YOU’RE TARGETING
2  COMMUNICATE PERSUASIVELY
3  SELL WITH INTEGRITY
THE WEB PSYCHOLOGIST @THEWEBPSYCH

All mat...
2
‘THREE SYSTEMS’ BRAIN

THE WEB PSYCHOLOGIST @THEWEBPSYCH

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised...
PRIMAL
THE WEB PSYCHOLOGIST @THEWEBPSYCH

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or d...
PRIMAL
• 
• 
• 
• 
• 

THE WEB PSYCHOLOGIST @THEWEBPSYCH

COMMON TO ALL ANIMALS
BASIC VITAL FUNCTIONS
RISKY vs SAFE (FFF)
...
PRIMAL
• 
• 
• 
• 
• 

THE WEB PSYCHOLOGIST @THEWEBPSYCH

COMMON TO ALL ANIMALS
BASIC VITAL FUNCTIONS
RISKY vs SAFE (FFF)
...
PRIMAL
• 
• 
• 
• 
• 

THE WEB PSYCHOLOGIST @THEWEBPSYCH

COMMON TO ALL ANIMALS
BASIC VITAL FUNCTIONS
RISKY vs SAFE (FFF)
...
PRIMAL
• 
• 
• 
• 
• 

THE WEB PSYCHOLOGIST @THEWEBPSYCH

COMMON TO ALL ANIMALS
BASIC VITAL FUNCTIONS
RISKY vs SAFE (FFF)
...
PRIMAL
• 
• 
• 
• 
• 

THE WEB PSYCHOLOGIST @THEWEBPSYCH

COMMON TO ALL ANIMALS
BASIC VITAL FUNCTIONS
RISKY vs SAFE (FFF)
...
KEY POINTS
• 
• 
• 
• 
• 
• 

THE WEB PSYCHOLOGIST @THEWEBPSYCH

CUES FOR SEX
IMAGES OF FOOD
MOTION
CONTRAST & CONCRETE
EN...
THE WEB PSYCHOLOGIST @THEWEBPSYCH

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribu...
EMOTIONAL
• 
• 
• 
• 
• 

THE WEB PSYCHOLOGIST @THEWEBPSYCH

LIMBIC SYSTEM
ANCIENT & AUTOMATIC
AMYGDALA FEAR, RELEVANCE, T...
EMOTIONAL
• 
• 
• 
• 
• 

THE WEB PSYCHOLOGIST @THEWEBPSYCH

LIMBIC SYSTEM
ANCIENT & AUTOMATIC
AMYGDALA FEAR, RELEVANCE, T...
EMOTIONAL
• 
• 
• 
• 
• 

THE WEB PSYCHOLOGIST @THEWEBPSYCH

LIMBIC SYSTEM
ANCIENT & AUTOMATIC
AMYGDALA FEAR, RELEVANCE, T...
EMOTIONAL
• 
• 
• 
• 
• 

THE WEB PSYCHOLOGIST @THEWEBPSYCH

LIMBIC SYSTEM
ANCIENT & AUTOMATIC
AMYGDALA FEAR, RELEVANCE, T...
EMOTIONAL
• 
• 
• 
• 
• 

THE WEB PSYCHOLOGIST @THEWEBPSYCH

LIMBIC SYSTEM
ANCIENT & AUTOMATIC
AMYGDALA FEAR, RELEVANCE, T...
KEY POINTS
• 
• 
• 
• 
• 

THE WEB PSYCHOLOGIST @THEWEBPSYCH

EMPATHY
MIRROR NEURONS
PLEASURE & PAIN
BODY LANGUAGE
STORY-T...
THE WEB PSYCHOLOGIST @THEWEBPSYCH

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribu...
RATIONAL
• 
• 
• 
• 
• 

THE WEB PSYCHOLOGIST @THEWEBPSYCH

UNIQUE TO HUMANS
HIGHER COGNITIVE FUNCTIONS
PLAN, ORGANISE, PR...
RATIONAL
• 
• 
• 
• 
• 

THE WEB PSYCHOLOGIST @THEWEBPSYCH

UNIQUE TO HUMANS
HIGHER COGNITIVE FUNCTIONS
PLAN, ORGANISE, PR...
RATIONAL
• 
• 
• 
• 
• 

THE WEB PSYCHOLOGIST @THEWEBPSYCH

UNIQUE TO HUMANS
HIGHER COGNITIVE FUNCTIONS
PLAN, ORGANISE, PR...
RATIONAL
• 
• 
• 
• 
• 

THE WEB PSYCHOLOGIST @THEWEBPSYCH

UNIQUE TO HUMANS
HIGHER COGNITIVE FUNCTIONS
PLAN, ORGANISE, PR...
RATIONAL
• 
• 
• 
• 
• 

THE WEB PSYCHOLOGIST @THEWEBPSYCH

UNIQUE TO HUMANS
HIGHER COGNITIVE FUNCTIONS
PLAN, ORGANISE, PR...
KEY POINTS
• 
• 
• 
• 
• 

ENABLE POST-RATIONALISATION
PRODUCT DEMONSTRATION
LISTING SPECS / PRODUCT BENEFITS
GIVE EVIDENC...
3
EMPATHY

THE WEB PSYCHOLOGIST @THEWEBPSYCH

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction ...
WHAT IS EMPATHY?
THE WEB PSYCHOLOGIST @THEWEBPSYCH

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EMPATHY

“

The ability to understand and share
the feelings of another

Oxford	
  Dic5onary	
  

THE WEB PSYCHOLOGIST @TH...
WHY IS IT IMPORTANT?

“

Primitive emotional contagion is of
critical importance in understanding human
cognition, emotion...
MIRROR NEURONS

[

]

Placed electrodes in ventral premotor cortex
of macaques, to study neurons specialized in
control of...
MIRRORING

Credit:	
  Evolu5on	
  of	
  Neonatal	
  Imita5on.	
  Gross	
  L,	
  PLoS	
  Biology	
  Vol.	
  4/9/2006,	
  e3...
MIND-READING

“

Building block of human interaction assisting in “mind-reading” and allowing
people to understand and to ...
EXPER MENT
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Credit:	
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All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised ...
EXPER MENT

[

What did you experience?

]

Laird	
  et	
  al	
  (1989)	
  

THE WEB PSYCHOLOGIST @THEWEBPSYCH

All materi...
PROVOKING EMOTIONS

[

If you adopt certain facial expressions,
you’re more likely to feel the
associated emotion

]

Lair...
PROVOKING EMOTIONS
1 
2 
3 
4 
5 
6 

ANGER
FEAR
HAPPINESS
DISGUST
SURPRISE
SADNESS

Laird	
  et	
  al	
  (1989)	
  

THE ...
PROVOKING EMOTIONS
1 
2 
3 
4 
5 
6 

ANGER
FEAR
HAPPINESS
DISGUST
SURPRISE
SADNESS

Laird	
  et	
  al	
  (1989)	
  

THE ...
PROVOKING EMOTIONS
1 
2 
3 
4 
5 
6 

ANGER
FEAR
HAPPINESS
DISGUST
SURPRISE
SADNESS

Laird	
  et	
  al	
  (1989)	
  

THE ...
PROVOKING EMOTIONS
1 
2 
3 
4 
5 
6 

ANGER
FEAR
HAPPINESS
DISGUST
SURPRISE
SADNESS

Laird	
  et	
  al	
  (1989)	
  

THE ...
PROVOKING EMOTIONS
1 
2 
3 
4 
5 
6 

ANGER
FEAR
HAPPINESS
DISGUST
SURPRISE
SADNESS

Laird	
  et	
  al	
  (1989)	
  

THE ...
PROVOKING EMOTIONS
1 
2 
3 
4 
5 
6 

ANGER
FEAR
HAPPINESS
DISGUST
SURPRISE
SADNESS

Laird	
  et	
  al	
  (1989)	
  

THE ...
Credit:	
  Adrianne	
  Galla5n	
  (2012)	
  hp://www.globalanimal.org/2013/08/08/secret-­‐to-­‐animal-­‐happiness-­‐galler...
CHANGES IN STATE

“

Viewing emotional facial expressions
elicits changes in emotional state

Wild	
  et	
  al	
  (2001)	
...
ADVERT
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All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or d...
Lynx	
  TV:	
  Premature	
  Perspira5on	
  ad	
  (2010)	
  hp://www.youtube.com/watch?v=kZQUljMZ7aE	
  	
  

THE WEB PSYCH...
Fail	
  Blog	
  Nut	
  Shots	
  (2012)	
  hp://ow.ly/q99xI	
  	
  

THE WEB PSYCHOLOGIST @THEWEBPSYCH

All material © THE ...
WEBSITE
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4
GETTING ON THE SAME
WAVELENGTH
THE WEB PSYCHOLOGIST @THEWEBPSYCH

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unau...
EMOTIONAL CONTAGION

“

The tendency to automatically mimic
and synchronize expressions, vocalizations,
postures, and move...
EXAMPLE

Friedman	
  et	
  al	
  (1980)	
  

THE WEB PSYCHOLOGIST @THEWEBPSYCH

All material © THE WEB PSYCHOLOGIST LTD. 2...
Credit:	
  iStockPhoto	
  

THE WEB PSYCHOLOGIST @THEWEBPSYCH

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NEURAL COUPLING

“

Communication is one act, in which the
brain of the communicator, and the brain
of the listeners are t...
STORYTELLING

Credit:	
  Nathalie	
  Nahai	
  /	
  Webs	
  Of	
  Influence	
  (2012)	
  

THE WEB PSYCHOLOGIST @THEWEBPSYCH...
EXAMPLE

John	
  Lewis	
  Christmas	
  Advert	
  (2012)	
  hp://www.youtube.com/watch?v=0N8axp9nHNU	
  	
  

THE WEB PSYCH...
5
FIVE STEPS:
USE EMPATHY ONLINE
THE WEB PSYCHOLOGIST @THEWEBPSYCH

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unau...
1
PROFILE YOUR AUDIENCE
•  AGE
•  GENDER
•  LANGUAGE

THE WEB PSYCHOLOGIST @THEWEBPSYCH

•  INTERESTS
•  CLOTHES
•  BODY L...
2
CHOOSE STATE TO ELICIT
•  ANGER
•  FEAR
•  HAPPINESS

THE WEB PSYCHOLOGIST @THEWEBPSYCH

•  DISGUST
•  SURPRISE
•  SADNE...
2
DESIGN A NARRATIVE THEY
CAN RELATE TO
(THE HERO’S JOURNEY)
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All material © THE WEB PSY...
4
CHOOSE YOUR MEDIUM
•  VIDEO
•  TEXT
•  IMAGE

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All material © THE WEB PSYCHOLOGIST LTD...
5
ANALYSE YOUR RESULTS
• 
• 
• 
• 

THE WEB PSYCHOLOGIST @THEWEBPSYCH

CONVERSIONS
VIEWS / LIKES
CLICK-THROUGHS
SHARES / E...
REFERENCES
1  Hatfield, E., Cacioppo, J. T., & Rapson, R. L. (1994). Emotional contagion. Cambridge: Cambridge University P...
THANK YOU!
FREE MINI-COURSE:
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Empathy: Your secret weapon in designing for the web

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This is the presentation I gave at UX Brighton (2013).

Behind every screen sits a user, waiting to be engaged.

Whether you reach them or not will depend on how you make them feel, more than anything else. In this presentation, Nathalie will explore how the primal, emotional and rational systems in the brain can be used as a metaphorical model to build persuasive online experiences. And show why mirror neurons and empathy are the hidden driving force behind effective design.

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  • I really love your work Nathalie. I'm really wishing I could hear the narration. Is this all covered in your book? Any chance of you putting on an online certification/training course?
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Empathy: Your secret weapon in designing for the web

  1. 1. EMPATHY YOUR SECRET WEAPON IN DESIGNING FOR THE WEB THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  
  2. 2. 1  2  3  4  5  INTRODUCTION ‘THREE SYSTEMS’ BRAIN EMPATHY GETTING ON THE SAME WAVELENGTH FIVE STEPS: USE EMPATHY ONLINE THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 2  
  3. 3. 1  2  3  4  5  INTRODUCTION ‘THREE SYSTEMS’ BRAIN EMPATHY GETTING ON THE SAME WAVELENGTH FIVE STEPS: USE EMPATHY ONLINE THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 3  
  4. 4. 1  2  3  4  5  INTRODUCTION ‘THREE SYSTEMS’ BRAIN EMPATHY GETTING ON THE SAME WAVELENGTH FIVE STEPS: USE EMPATHY ONLINE THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 4  
  5. 5. 1  2  3  4  5  INTRODUCTION ‘THREE SYSTEMS’ BRAIN EMPATHY GETTING ON THE SAME WAVELENGTH FIVE STEPS: USE EMPATHY ONLINE THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 5  
  6. 6. 1  2  3  4  5  INTRODUCTION ‘THREE SYSTEMS’ BRAIN EMPATHY GETTING ON THE SAME WAVELENGTH FIVE STEPS: USE EMPATHY ONLINE THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 6  
  7. 7. 1 INTRODUCTION THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 7  
  8. 8. WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION Pearson, 2012 UK | EU | USA | KOREA | JAPAN | CHINA THE WEB PSYCHOLOGIST @THEWEBPSYCH @THEWEBPSYCH 8   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  9. 9. THE WEB PSYCHOLOGIST @THEWEBPSYCH @THEWEBPSYCH 9   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  10. 10. WEB PSYCHOLOGY “ The empirical study of how online environments influence our attitudes and behaviours THE WEB PSYCHOLOGIST @THEWEBPSYCH ” @THEWEBPSYCH 10   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  11. 11. neuroscience behavioural economics cognitive psychology neuroaesthetics THE WEB PSYCHOLOGIST @THEWEBPSYCH HCI WEB PSYCHOLOGY cross-cultural psychology user experience social psychology All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 11  
  12. 12. IT’S ABOUT CONTEXT PSYCHOLOGY INDIVIDUAL CULTURAL THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 12  
  13. 13. 3 SECRETS TO ONLINE SUCCESS THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 13  
  14. 14. 1  KNOW WHO YOU’RE TARGETING 2  COMMUNICATE PERSUASIVELY 3  SELL WITH INTEGRITY THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 14  
  15. 15. 1  KNOW WHO YOU’RE TARGETING 2  COMMUNICATE PERSUASIVELY 3  SELL WITH INTEGRITY THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 15  
  16. 16. 1  KNOW WHO YOU’RE TARGETING 2  COMMUNICATE PERSUASIVELY 3  SELL WITH INTEGRITY THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 16  
  17. 17. 2 ‘THREE SYSTEMS’ BRAIN THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 17  
  18. 18. PRIMAL THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 18  
  19. 19. PRIMAL •  •  •  •  •  THE WEB PSYCHOLOGIST @THEWEBPSYCH COMMON TO ALL ANIMALS BASIC VITAL FUNCTIONS RISKY vs SAFE (FFF) SEX FOOD All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 19  
  20. 20. PRIMAL •  •  •  •  •  THE WEB PSYCHOLOGIST @THEWEBPSYCH COMMON TO ALL ANIMALS BASIC VITAL FUNCTIONS RISKY vs SAFE (FFF) SEX FOOD All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 20  
  21. 21. PRIMAL •  •  •  •  •  THE WEB PSYCHOLOGIST @THEWEBPSYCH COMMON TO ALL ANIMALS BASIC VITAL FUNCTIONS RISKY vs SAFE (FFF) SEX FOOD All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 21  
  22. 22. PRIMAL •  •  •  •  •  THE WEB PSYCHOLOGIST @THEWEBPSYCH COMMON TO ALL ANIMALS BASIC VITAL FUNCTIONS RISKY vs SAFE (FFF) SEX FOOD All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 22  
  23. 23. PRIMAL •  •  •  •  •  THE WEB PSYCHOLOGIST @THEWEBPSYCH COMMON TO ALL ANIMALS BASIC VITAL FUNCTIONS RISKY vs SAFE (FFF) SEX FOOD All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 23  
  24. 24. KEY POINTS •  •  •  •  •  •  THE WEB PSYCHOLOGIST @THEWEBPSYCH CUES FOR SEX IMAGES OF FOOD MOTION CONTRAST & CONCRETE END EXPERIENCES SCARCITY All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 24  
  25. 25. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 25  
  26. 26. EMOTIONAL •  •  •  •  •  THE WEB PSYCHOLOGIST @THEWEBPSYCH LIMBIC SYSTEM ANCIENT & AUTOMATIC AMYGDALA FEAR, RELEVANCE, TRUST THALAMUS HAPPY, SAD, DISGUSTED VTA DOPAMINE – RISK & REWARD All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 26  
  27. 27. EMOTIONAL •  •  •  •  •  THE WEB PSYCHOLOGIST @THEWEBPSYCH LIMBIC SYSTEM ANCIENT & AUTOMATIC AMYGDALA FEAR, RELEVANCE, TRUST THALAMUS HAPPY, SAD, DISGUSTED VTA DOPAMINE – RISK & REWARD All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 27  
  28. 28. EMOTIONAL •  •  •  •  •  THE WEB PSYCHOLOGIST @THEWEBPSYCH LIMBIC SYSTEM ANCIENT & AUTOMATIC AMYGDALA FEAR, RELEVANCE, TRUST THALAMUS HAPPY, SAD, DISGUSTED VTA DOPAMINE – RISK & REWARD All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 28  
  29. 29. EMOTIONAL •  •  •  •  •  THE WEB PSYCHOLOGIST @THEWEBPSYCH LIMBIC SYSTEM ANCIENT & AUTOMATIC AMYGDALA FEAR, RELEVANCE, TRUST THALAMUS HAPPY, SAD, DISGUSTED VTA DOPAMINE – RISK & REWARD All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 29  
  30. 30. EMOTIONAL •  •  •  •  •  THE WEB PSYCHOLOGIST @THEWEBPSYCH LIMBIC SYSTEM ANCIENT & AUTOMATIC AMYGDALA FEAR, RELEVANCE, TRUST THALAMUS HAPPY, SAD, DISGUSTED VTA DOPAMINE – RISK & REWARD All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 30  
  31. 31. KEY POINTS •  •  •  •  •  THE WEB PSYCHOLOGIST @THEWEBPSYCH EMPATHY MIRROR NEURONS PLEASURE & PAIN BODY LANGUAGE STORY-TELLING All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 31  
  32. 32. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 32  
  33. 33. RATIONAL •  •  •  •  •  THE WEB PSYCHOLOGIST @THEWEBPSYCH UNIQUE TO HUMANS HIGHER COGNITIVE FUNCTIONS PLAN, ORGANISE, PROBLEM-SOLVE SOCIAL LEARNING & INNOVATION LANGUAGE, ABSTRACT THOUGHT All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 33  
  34. 34. RATIONAL •  •  •  •  •  THE WEB PSYCHOLOGIST @THEWEBPSYCH UNIQUE TO HUMANS HIGHER COGNITIVE FUNCTIONS PLAN, ORGANISE, PROBLEM-SOLVE SOCIAL LEARNING & INNOVATION LANGUAGE, ABSTRACT THOUGHT All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 34  
  35. 35. RATIONAL •  •  •  •  •  THE WEB PSYCHOLOGIST @THEWEBPSYCH UNIQUE TO HUMANS HIGHER COGNITIVE FUNCTIONS PLAN, ORGANISE, PROBLEM-SOLVE SOCIAL LEARNING & INNOVATION LANGUAGE, ABSTRACT THOUGHT All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 35  
  36. 36. RATIONAL •  •  •  •  •  THE WEB PSYCHOLOGIST @THEWEBPSYCH UNIQUE TO HUMANS HIGHER COGNITIVE FUNCTIONS PLAN, ORGANISE, PROBLEM-SOLVE SOCIAL LEARNING & INNOVATION LANGUAGE, ABSTRACT THOUGHT All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 36  
  37. 37. RATIONAL •  •  •  •  •  THE WEB PSYCHOLOGIST @THEWEBPSYCH UNIQUE TO HUMANS HIGHER COGNITIVE FUNCTIONS PLAN, ORGANISE, PROBLEM-SOLVE SOCIAL LEARNING & INNOVATION LANGUAGE, ABSTRACT THOUGHT All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 37  
  38. 38. KEY POINTS •  •  •  •  •  ENABLE POST-RATIONALISATION PRODUCT DEMONSTRATION LISTING SPECS / PRODUCT BENEFITS GIVE EVIDENCE THAT IT WORKS BE THE AUTHORITY THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 38  
  39. 39. 3 EMPATHY THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 39  
  40. 40. WHAT IS EMPATHY? THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 40  
  41. 41. EMPATHY “ The ability to understand and share the feelings of another Oxford  Dic5onary   THE WEB PSYCHOLOGIST @THEWEBPSYCH ” All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 41  
  42. 42. WHY IS IT IMPORTANT? “ Primitive emotional contagion is of critical importance in understanding human cognition, emotion, and behavior Ha:ield  et  al  (2009)   THE WEB PSYCHOLOGIST @THEWEBPSYCH ” All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 42  
  43. 43. MIRROR NEURONS [ ] Placed electrodes in ventral premotor cortex of macaques, to study neurons specialized in control of hand and mouth actions… 10% mirror actions RizzolaB  et  al  (1992)   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 43  
  44. 44. MIRRORING Credit:  Evolu5on  of  Neonatal  Imita5on.  Gross  L,  PLoS  Biology  Vol.  4/9/2006,  e311  doi:10.1371/journal.pbio.0040311     THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 44  
  45. 45. MIND-READING “ Building block of human interaction assisting in “mind-reading” and allowing people to understand and to share the feelings of others Ha:ield  et  al  (2009)   THE WEB PSYCHOLOGIST @THEWEBPSYCH ” All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 45  
  46. 46. EXPER MENT THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 46  
  47. 47. Credit:  iStockphoto  /  Thomas  Perkins   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 47  
  48. 48. Credit:  Ray  Tamarra  /  Gey  Images   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 48  
  49. 49. Credit:  Unknown   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 49  
  50. 50. EXPER MENT [ What did you experience? ] Laird  et  al  (1989)   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 50  
  51. 51. PROVOKING EMOTIONS [ If you adopt certain facial expressions, you’re more likely to feel the associated emotion ] Laird  et  al  (1989)   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 51  
  52. 52. PROVOKING EMOTIONS 1  2  3  4  5  6  ANGER FEAR HAPPINESS DISGUST SURPRISE SADNESS Laird  et  al  (1989)   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 52  
  53. 53. PROVOKING EMOTIONS 1  2  3  4  5  6  ANGER FEAR HAPPINESS DISGUST SURPRISE SADNESS Laird  et  al  (1989)   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 53  
  54. 54. PROVOKING EMOTIONS 1  2  3  4  5  6  ANGER FEAR HAPPINESS DISGUST SURPRISE SADNESS Laird  et  al  (1989)   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 54  
  55. 55. PROVOKING EMOTIONS 1  2  3  4  5  6  ANGER FEAR HAPPINESS DISGUST SURPRISE SADNESS Laird  et  al  (1989)   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 55  
  56. 56. PROVOKING EMOTIONS 1  2  3  4  5  6  ANGER FEAR HAPPINESS DISGUST SURPRISE SADNESS Laird  et  al  (1989)   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 56  
  57. 57. PROVOKING EMOTIONS 1  2  3  4  5  6  ANGER FEAR HAPPINESS DISGUST SURPRISE SADNESS Laird  et  al  (1989)   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 57  
  58. 58. Credit:  Adrianne  Galla5n  (2012)  hp://www.globalanimal.org/2013/08/08/secret-­‐to-­‐animal-­‐happiness-­‐gallery/71985/laughing-­‐seal-­‐on-­‐beach/     THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 58  
  59. 59. CHANGES IN STATE “ Viewing emotional facial expressions elicits changes in emotional state Wild  et  al  (2001)   THE WEB PSYCHOLOGIST @THEWEBPSYCH ” All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 59  
  60. 60. ADVERT THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 60  
  61. 61. Lynx  TV:  Premature  Perspira5on  ad  (2010)  hp://www.youtube.com/watch?v=kZQUljMZ7aE     THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 61  
  62. 62. Fail  Blog  Nut  Shots  (2012)  hp://ow.ly/q99xI     THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 62  
  63. 63. WEBSITE THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 63  
  64. 64. hp://www.marieforleo.com/     THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 64  
  65. 65. hp://next.co.uk     THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 65  
  66. 66. 4 GETTING ON THE SAME WAVELENGTH THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 66  
  67. 67. EMOTIONAL CONTAGION “ The tendency to automatically mimic and synchronize expressions, vocalizations, postures, and movements with those of another person's and, consequently, to converge emotionally Ha:ield  et  al  (1994)   THE WEB PSYCHOLOGIST @THEWEBPSYCH ” All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 67  
  68. 68. EXAMPLE Friedman  et  al  (1980)   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 68  
  69. 69. Credit:  iStockPhoto   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 69  
  70. 70. NEURAL COUPLING “ Communication is one act, in which the brain of the communicator, and the brain of the listeners are trying to be coupled, and merging as one Ha:ield  et  al  (1994)   THE WEB PSYCHOLOGIST @THEWEBPSYCH ” All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 70  
  71. 71. STORYTELLING Credit:  Nathalie  Nahai  /  Webs  Of  Influence  (2012)   THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 71  
  72. 72. EXAMPLE John  Lewis  Christmas  Advert  (2012)  hp://www.youtube.com/watch?v=0N8axp9nHNU     THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 72  
  73. 73. 5 FIVE STEPS: USE EMPATHY ONLINE THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 73  
  74. 74. 1 PROFILE YOUR AUDIENCE •  AGE •  GENDER •  LANGUAGE THE WEB PSYCHOLOGIST @THEWEBPSYCH •  INTERESTS •  CLOTHES •  BODY LANGUAGE All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 74  
  75. 75. 2 CHOOSE STATE TO ELICIT •  ANGER •  FEAR •  HAPPINESS THE WEB PSYCHOLOGIST @THEWEBPSYCH •  DISGUST •  SURPRISE •  SADNESS All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 75  
  76. 76. 2 DESIGN A NARRATIVE THEY CAN RELATE TO (THE HERO’S JOURNEY) THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 76  
  77. 77. 4 CHOOSE YOUR MEDIUM •  VIDEO •  TEXT •  IMAGE THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 77  
  78. 78. 5 ANALYSE YOUR RESULTS •  •  •  •  THE WEB PSYCHOLOGIST @THEWEBPSYCH CONVERSIONS VIEWS / LIKES CLICK-THROUGHS SHARES / EMBEDS All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 78  
  79. 79. REFERENCES 1  Hatfield, E., Cacioppo, J. T., & Rapson, R. L. (1994). Emotional contagion. Cambridge: Cambridge University Press. 2  Hatfield, E., Rapson, R. L., & Le, Y. L. (2009). Emotional contagion and empathy. In J. Decety & W. Ickes (Eds.), The Social neuroscience of Empathy. Cambridge, MA: MIT. 3  Di Pellegrino, G., Fadiga, L., Fogassi, L., Gallese, V., & Rizzolatti, G (1992). Understanding motor events: a neurophysiological study. Experimental Brain Research, 91, pp. 176-180. 4  Laird, J. D., Cuniff, M., Sheehan, K., Shulman, D., & Strum, G. (1989). Emotion specific effects of facial expressions on memory for life events. Journal of Social Behavior and Personality, 4, pp. 87-98. 5  Wild, B., Erb, M., & Bartels, M. (2001). Are emotions contagious? Evoked emotions while viewing emotionally expressive faces: Quality, quantity, time course and gender differences. Psychiatry Research, 102(2), pp. 109-124. 6  Fail Blog Nut Shots (2012). http://www.youtube.com/watch?v=apVZCG5zAxw&feature=c4-overview&list=UUONQ53-nTMwqiRhj3sRaiAQ 7  Friedman, H. S., Prince, L. M., Riggio, R. E., & Dimatteo, M. R. (1980). Understanding and assessing nonverbal expressiveness: The affective communication test. Journal of Personality and Social Psychology, 39, pp. 333-351. THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 79  
  80. 80. THANK YOU! FREE MINI-COURSE: INSTITUTE OF WEB PSYCHOLOGY .COM THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 80  
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