This a guest lecture I gave at the University of Amsterdam, for the master Persuasive Communication. The aim was to show students how you can apply psychology and communication sciences to increase conversion rates.
In this lecture, I briefly explain the decision making framework (Kahneman, thinking fast, slow), and explain the Reflective Impulsive Model (Strack & Deutsch).
In the second part, I played a "which test won" game with the students. For each Persuaison AB-test I provided the psychological working mechanism of the persuasion technique used.