More Related Content Similar to Nathalie Nahai - Empathy: Your secret weapon in designing for the web (11) Nathalie Nahai - Empathy: Your secret weapon in designing for the web1. EMPATHY
YOUR SECRET WEAPON IN
DESIGNING FOR THE WEB
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1
8. WEBS OF INFLUENCE
THE PSYCHOLOGY OF ONLINE PERSUASION
Pearson, 2012
UK | EU | USA | KOREA | JAPAN | CHINA
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9. THE WEB PSYCHOLOGIST @THEWEBPSYCH
@THEWEBPSYCH
9
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
10. WEB PSYCHOLOGY
“
The empirical study of how
online environments influence
our attitudes and behaviours
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”
@THEWEBPSYCH
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13. 3 SECRETS
TO ONLINE SUCCESS
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13
14. 1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
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14
15. 1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
THE WEB PSYCHOLOGIST @THEWEBPSYCH
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15
16. 1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
THE WEB PSYCHOLOGIST @THEWEBPSYCH
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16
17. 2
‘THREE SYSTEMS’ BRAIN
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17
18. PRIMAL
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18
19. PRIMAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
COMMON TO ALL ANIMALS
BASIC VITAL FUNCTIONS
RISKY vs SAFE (FFF)
SEX
FOOD
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19
20. PRIMAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
COMMON TO ALL ANIMALS
BASIC VITAL FUNCTIONS
RISKY vs SAFE (FFF)
SEX
FOOD
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20
21. PRIMAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
COMMON TO ALL ANIMALS
BASIC VITAL FUNCTIONS
RISKY vs SAFE (FFF)
SEX
FOOD
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21
22. PRIMAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
COMMON TO ALL ANIMALS
BASIC VITAL FUNCTIONS
RISKY vs SAFE (FFF)
SEX
FOOD
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22
23. PRIMAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
COMMON TO ALL ANIMALS
BASIC VITAL FUNCTIONS
RISKY vs SAFE (FFF)
SEX
FOOD
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23
24. KEY POINTS
•
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
CUES FOR SEX
IMAGES OF FOOD
MOTION
CONTRAST & CONCRETE
END EXPERIENCES
SCARCITY
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24
25. THE WEB PSYCHOLOGIST @THEWEBPSYCH
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25
26. EMOTIONAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
LIMBIC SYSTEM
ANCIENT & AUTOMATIC
AMYGDALA FEAR, RELEVANCE, TRUST
THALAMUS HAPPY, SAD, DISGUSTED
VTA DOPAMINE – RISK & REWARD
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26
27. EMOTIONAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
LIMBIC SYSTEM
ANCIENT & AUTOMATIC
AMYGDALA FEAR, RELEVANCE, TRUST
THALAMUS HAPPY, SAD, DISGUSTED
VTA DOPAMINE – RISK & REWARD
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27
28. EMOTIONAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
LIMBIC SYSTEM
ANCIENT & AUTOMATIC
AMYGDALA FEAR, RELEVANCE, TRUST
THALAMUS HAPPY, SAD, DISGUSTED
VTA DOPAMINE – RISK & REWARD
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28
29. EMOTIONAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
LIMBIC SYSTEM
ANCIENT & AUTOMATIC
AMYGDALA FEAR, RELEVANCE, TRUST
THALAMUS HAPPY, SAD, DISGUSTED
VTA DOPAMINE – RISK & REWARD
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29
30. EMOTIONAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
LIMBIC SYSTEM
ANCIENT & AUTOMATIC
AMYGDALA FEAR, RELEVANCE, TRUST
THALAMUS HAPPY, SAD, DISGUSTED
VTA DOPAMINE – RISK & REWARD
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30
31. KEY POINTS
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
EMPATHY
MIRROR NEURONS
PLEASURE & PAIN
BODY LANGUAGE
STORY-TELLING
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31
32. THE WEB PSYCHOLOGIST @THEWEBPSYCH
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32
33. RATIONAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
UNIQUE TO HUMANS
HIGHER COGNITIVE FUNCTIONS
PLAN, ORGANISE, PROBLEM-SOLVE
SOCIAL LEARNING & INNOVATION
LANGUAGE, ABSTRACT THOUGHT
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33
34. RATIONAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
UNIQUE TO HUMANS
HIGHER COGNITIVE FUNCTIONS
PLAN, ORGANISE, PROBLEM-SOLVE
SOCIAL LEARNING & INNOVATION
LANGUAGE, ABSTRACT THOUGHT
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34
35. RATIONAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
UNIQUE TO HUMANS
HIGHER COGNITIVE FUNCTIONS
PLAN, ORGANISE, PROBLEM-SOLVE
SOCIAL LEARNING & INNOVATION
LANGUAGE, ABSTRACT THOUGHT
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35
36. RATIONAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
UNIQUE TO HUMANS
HIGHER COGNITIVE FUNCTIONS
PLAN, ORGANISE, PROBLEM-SOLVE
SOCIAL LEARNING & INNOVATION
LANGUAGE, ABSTRACT THOUGHT
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36
37. RATIONAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
UNIQUE TO HUMANS
HIGHER COGNITIVE FUNCTIONS
PLAN, ORGANISE, PROBLEM-SOLVE
SOCIAL LEARNING & INNOVATION
LANGUAGE, ABSTRACT THOUGHT
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37
38. KEY POINTS
•
•
•
•
•
ENABLE POST-RATIONALISATION
PRODUCT DEMONSTRATION
LISTING SPECS / PRODUCT BENEFITS
GIVE EVIDENCE THAT IT WORKS
BE THE AUTHORITY
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38
40. WHAT IS EMPATHY?
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40
41. EMPATHY
“
The ability to understand and share
the feelings of another
Oxford
Dic5onary
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”
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41
42. WHY IS IT IMPORTANT?
“
Primitive emotional contagion is of
critical importance in understanding human
cognition, emotion, and behavior
Ha:ield
et
al
(2009)
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”
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42
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)
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43
44. MIRRORING
Credit:
Evolu5on
of
Neonatal
Imita5on.
Gross
L,
PLoS
Biology
Vol.
4/9/2006,
e311
doi:10.1371/journal.pbio.0040311
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44
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)
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”
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45
46. EXPER MENT
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46
47. Credit:
iStockphoto
/
Thomas
Perkins
THE WEB PSYCHOLOGIST @THEWEBPSYCH
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47
48. Credit:
Ray
Tamarra
/
Gey
Images
THE WEB PSYCHOLOGIST @THEWEBPSYCH
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48
49. Credit:
Unknown
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49
50. EXPER MENT
[
What did you experience?
]
Laird
et
al
(1989)
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50
51. PROVOKING EMOTIONS
[
If you adopt certain facial expressions,
you’re more likely to feel the
associated emotion
]
Laird
et
al
(1989)
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51
58. Credit:
Adrianne
Galla5n
(2012)
hp://www.globalanimal.org/2013/08/08/secret-‐to-‐animal-‐happiness-‐gallery/71985/laughing-‐seal-‐on-‐beach/
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58
59. CHANGES IN STATE
“
Viewing emotional facial expressions
elicits changes in emotional state
Wild
et
al
(2001)
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”
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59
60. ADVERT
THE WEB PSYCHOLOGIST @THEWEBPSYCH
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60
61. Lynx
TV:
Premature
Perspira5on
ad
(2010)
hp://www.youtube.com/watch?v=kZQUljMZ7aE
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61
62. Fail
Blog
Nut
Shots
(2012)
hp://ow.ly/q99xI
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62
63. WEBSITE
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63
64. hp://www.marieforleo.com/
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64
65. hp://next.co.uk
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65
66. 4
GETTING ON THE SAME
WAVELENGTH
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66
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)
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”
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67
68. EXAMPLE
Friedman
et
al
(1980)
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68
69. Credit:
iStockPhoto
THE WEB PSYCHOLOGIST @THEWEBPSYCH
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69
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)
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”
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70
71. STORYTELLING
Credit:
Nathalie
Nahai
/
Webs
Of
Influence
(2012)
THE WEB PSYCHOLOGIST @THEWEBPSYCH
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71
72. EXAMPLE
John
Lewis
Christmas
Advert
(2012)
hp://www.youtube.com/watch?v=0N8axp9nHNU
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72
73. 5
FIVE STEPS:
USE EMPATHY ONLINE
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73
74. 1
PROFILE YOUR AUDIENCE
• AGE
• GENDER
• LANGUAGE
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• INTERESTS
• CLOTHES
• BODY LANGUAGE
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74
75. 2
CHOOSE STATE TO ELICIT
• ANGER
• FEAR
• HAPPINESS
THE WEB PSYCHOLOGIST @THEWEBPSYCH
• DISGUST
• SURPRISE
• SADNESS
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75
76. 2
DESIGN A NARRATIVE THEY
CAN RELATE TO
(THE HERO’S JOURNEY)
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76
77. 4
CHOOSE YOUR MEDIUM
• VIDEO
• TEXT
• IMAGE
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77
78. 5
ANALYSE YOUR RESULTS
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
CONVERSIONS
VIEWS / LIKES
CLICK-THROUGHS
SHARES / EMBEDS
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78
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.
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79
80. THANK YOU!
FREE MINI-COURSE:
INSTITUTE OF WEB PSYCHOLOGY .COM
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