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HOW MORAL PSYCHOLOGY AND DIGITAL MARKETING CAN ACCELERATE YOUR CUSTOMER ACQUISITION
Why am I here?
Moral psychology and digital marketing - Twinberry Mix at Digital Growth Day
Moral Psychology? 
“Moral systems are interlocking sets of values, virtues, norms, practices, identities, institutions, technologies, and evolved psychological mechanisms that work together to suppress or regulate self-interest and make cooperative societies possible.” 
Haidt’s definition
10% 90%
YOUR MORALS
Moral psychology and digital marketing - Twinberry Mix at Digital Growth Day
The Political Split
Moral psychology and digital marketing - Twinberry Mix at Digital Growth Day
Moral psychology and digital marketing - Twinberry Mix at Digital Growth Day
Moral psychology and digital marketing - Twinberry Mix at Digital Growth Day
Moral psychology and digital marketing - Twinberry Mix at Digital Growth Day
Moral psychology and digital marketing - Twinberry Mix at Digital Growth Day
Number 6?
Care/Harm 
Fairness/reciprocity 
In-group/loyalty 
Authority/respect 
Purity/sanctity
This is me
Where are you?** 
*Chart based on 145,000 Liberals & 34,600 Conservatives 
*converted numbers for ease of comparison
Brands 
Liberals 
Conservatives
BUT WHAT DOES ALL THIS MEAN FOR DIGITAL MARKETING AND STARTUPS?
Moral psychology and digital marketing - Twinberry Mix at Digital Growth Day
Moral psychology and digital marketing - Twinberry Mix at Digital Growth Day
Moral psychology and digital marketing - Twinberry Mix at Digital Growth Day
Moral psychology and digital marketing - Twinberry Mix at Digital Growth Day
10% 90%
…and 
(…)interlocking sets of values, virtues, norms, practices, identities, institutions, technologies (…)
Moral psychology and digital marketing - Twinberry Mix at Digital Growth Day
Moral psychology and digital marketing - Twinberry Mix at Digital Growth Day
HOW OTHERS DO IT
Moral psychology and digital marketing - Twinberry Mix at Digital Growth Day
Care/Harm 
Fairness/reciprocity 
In-group/loyalty 
Authority/respect 
Purity/sanctity
Moral psychology and digital marketing - Twinberry Mix at Digital Growth Day
Care/Harm 
Fairness/reciprocity 
In-group/loyalty 
Authority/respect 
Purity/sanctity
Moral psychology and digital marketing - Twinberry Mix at Digital Growth Day
Care/Harm 
Fairness/reciprocity 
In-group/loyalty 
Authority/respect 
Purity/sanctity
Moral psychology and digital marketing - Twinberry Mix at Digital Growth Day
Care/Harm 
Fairness/reciprocity 
In-group/loyalty 
Authority/respect 
Purity/sanctity
Moral psychology and digital marketing - Twinberry Mix at Digital Growth Day
Care/Harm 
Fairness/reciprocity 
In-group/loyalty 
Authority/respect 
Purity/sanctity
Moral psychology and digital marketing - Twinberry Mix at Digital Growth Day
Care/Harm 
Fairness/reciprocity 
In-group/loyalty 
Authority/respect 
Purity/sanctity
Moral psychology and digital marketing - Twinberry Mix at Digital Growth Day
Thank You!

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