Presentatie van Nathalie Nahai tijdens onze Content Marketing Experience "Consumer Behaviour" van 2 oktober 2014. Nathalie Nahai, auteur van de bestseller Webs of Influence – The Secret Psychology of Persuasion.

1. THE SECRET PSYCHOLOGY OF
ONLINE PERSUASION
THE WEB PSYCHOLOGIST @TheWebPsych
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2. 1 The ‘Three Systems’ Brain
2 Primal
3 Emotional
4 Rational
5 Key Takeaways
THE WEB PSYCHOLOGIST @TheWebPsych
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3. 1 The ‘Three Systems’ Brain
2 Primal
3 Emotional
4 Rational
5 Key Takeaways
THE WEB PSYCHOLOGIST @TheWebPsych
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4. 1 The ‘Three Systems’ Brain
2 Primal
3 Emotional
4 Rational
5 Key Takeaways
THE WEB PSYCHOLOGIST @TheWebPsych
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5. 1 The ‘Three Systems’ Brain
2 Primal
3 Emotional
4 Rational
5 Key Takeaways
THE WEB PSYCHOLOGIST @TheWebPsych
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6. 1 The ‘Three Systems’ Brain
2 Primal
3 Emotional
4 Rational
5 Key Takeaways
THE WEB PSYCHOLOGIST @TheWebPsych
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7. DOWNLOAD THE SLIDES
bit.ly/webpsych
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8. FIRST…
AN INTRODUCTION
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9. NATHALIE NAHAI
THE WEB PSYCHOLOGIST
Twitter: @thewebpsych
Website: thewebpsychologist.com
Institute: instituteofwebpsychology.com
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10. WEBS OF INFLUENCE
THE PSYCHOLOGY OF ONLINE PERSUASION
Pearson, 2012
UK | EU | USA | KOREA | JAPAN | CHINA
THE WEB PSYCHOLOGIST @TheWebPsych
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11. THE WEB PSYCHOLOGIST @TheWebPsych
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12. WEB PSYCHOLOGY
[ I coined the term ‘Web Psychology’
]
in 2011 and defined it as…
THE WEB PSYCHOLOGIST @TheWebPsych
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13. WEB PSYCHOLOGY
The empirical study of how
online environments influence
our attitudes and behaviours
“
THE WEB PSYCHOLOGIST @TheWebPsych
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”

14. HOW IT HELPS YOU
[ Web Psychology is a psychological toolkit
that will help you design more persuasive
] websites, marketing, and user experiences
THE WEB PSYCHOLOGIST @TheWebPsych
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15. WEB
PSYCHOLOGY
HCI
neuroscience
neuro-aesthetics
THE WEB PSYCHOLOGIST @TheWebPsych
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user
experience
social
psychology
cognitive
psychology
cross-cultural
psychology
behavioural
economics
persuasive
technology
personality
psychology
digital
humanities
marketing

16. IT’S ABOUT CONTEXT
Universal
Cultural
Individual
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17. IT’S ABOUT CONTEXT
Universal
Cultural
Individual
THE WEB PSYCHOLOGIST @TheWebPsych
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18. IT’S ABOUT CONTEXT
Universal
Cultural
Individual
THE WEB PSYCHOLOGIST @TheWebPsych
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19. 3 SECRETS
TO ONLINE SUCCESS
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20. 1 Know Who You’re Targeting
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21. 1 Know Who You’re Targeting
2 Communicate Persuasively
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22. 1 Know Who You’re Targeting
2 Communicate Persuasively
3 Sell With Integrity
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23. 1
‘THREE SYSTEMS’ BRAIN
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24. THE ‘THREE SYSTEMS’
• Triune brain
• Brain is highly complex
• Useful model
• Understand hidden motivations
• Design persuasive experiences
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25. THE ‘THREE SYSTEMS’
• Primal
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26. THE ‘THREE SYSTEMS’
• Primal
• Emotional
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27. THE ‘THREE SYSTEMS’
• Primal
• Emotional
• Rational
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28. 2
PRIMAL
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29. PRIMAL
• Common to all animals
• Basic vital functions
• Risky vs. Safe (FFF)
• Sex
• Food
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30. KEY PRINCIPLES
• Cues for sex
• Images of food
• Motion
• Contrast & concrete
• Peak end rule
• Scarcity
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31. Julian Wolkenstein – Symmetrical Portraits
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32. KEY PRINCIPLES
• Cues for sex
• Images of food
• Motion
• Contrast & concrete
• Peak end rule
• Scarcity
THE WEB PSYCHOLOGIST @TheWebPsych
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33. FTHoEo dW E–B m PSaYkCeHsO aL OvGirItSuTa l space ‘feel’ more real @TheWebPsych
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34. KEY PRINCIPLES
• Cues for sex
• Images of food
• Motion
• Contrast & concrete
• Peak end rule
• Scarcity
THE WEB PSYCHOLOGIST @TheWebPsych
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35. THE WEB PSYCHOLOGIST @TheWebPsych
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36. KEY PRINCIPLES
• Cues for sex
• Images of food
• Motion
• Contrast & concrete
• Peak end rule
• Scarcity
THE WEB PSYCHOLOGIST @TheWebPsych
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37. THE WEB PSYCHOLOGIST @TheWebPsych
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38. KEY PRINCIPLES
• Cues for sex
• Images of food
• Motion
• Contrast & concrete
• Peak end rule
• Scarcity
THE WEB PSYCHOLOGIST @TheWebPsych
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39. THE WEB PSYCHOLOGIST @TheWebPsych
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40. KEY PRINCIPLES
• Cues for sex
• Images of food
• Motion
• Contrast & concrete
• Peak end rule
• Scarcity
THE WEB PSYCHOLOGIST @TheWebPsych
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41. THE WEB PSYCHOLOGIST @TheWebPsych
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42. STHcaE rWciEtBy P–S YliCmHiOteLdO GtiImSTe , limited stock @TheWebPsych
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43. STHcaE rWciEtBy P–S YliCmHiOteLdO GtiImSTe , limited stock @TheWebPsych
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44. 3
EMOTIONAL
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45. EMOTIONAL
• Limbic system
• Ancient & automatic
• Amygdala fear, relevance, trust
• Thalamus happy, sad, disgusted
• VTA dopamine – risk & reward
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46. KEY PRINCIPLES
• Empathy (mirror neurons)
• Pleasure & pain
• Body language
• Story-telling
• Images of faces
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47. MIRROR NEURONS
[ Placed electrodes in ventral premotor cortex
of macaques, to study neurons specialized in
] control of hand and mouth actions…
10% mirror actions
- Rizzolatti et al (1992)
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48. MIRRORING
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49. MIND-READING
“ Building block of human interaction -
assisting in “mind-reading” and allowing
people to understand and to share
the feelings of others
”
- Hatfield et al (2009) THE WEB PSYCHOLOGIST @TheWebPsych
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50. KEY PRINCIPLES
• Empathy (mirror neurons)
• Pleasure & pain
• Body language
• Story-telling
• Images of faces
THE WEB PSYCHOLOGIST @TheWebPsych
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51. THE WEB PSYCHOLOGIST @TheWebPsych
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52. ETHmEo WtioEBn aPSl YeCnHgOaLgOeGmISeT nt – identify wider impact @TheWebPsych
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53. ETHmEo WtioEBn aPSl YeCnHgOaLgOeGmISeT nt – identify wider impact @TheWebPsych
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54. ETHmEo WtioEBn aPSl YeCnHgOaLgOeGmISeT nt – identify wider impact @TheWebPsych
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55. ETHmEo WtioEBn aPSl YeCnHgOaLgOeGmISeT nt – identify wider impact @TheWebPsych
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56. ASK YOURSELF
“ How does purchasing your product
translate into a greater impact
worth celebrating? ”
THE WEB PSYCHOLOGIST @TheWebPsych
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57. KEY PRINCIPLES
• Empathy (mirror neurons)
• Pleasure & pain
• Body language
• Story-telling
• Images of faces
THE WEB PSYCHOLOGIST @TheWebPsych
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58. BTHoEd yW ELBa nPgSYuCaHgOeL O–G oISpTe n, smiling, eye-gaze @TheWebPsych
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59. KEY PRINCIPLES
• Empathy (mirror neurons)
• Pleasure & pain
• Body language
• Story-telling
• Images of faces
THE WEB PSYCHOLOGIST @TheWebPsych
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60. TTHelEl Wa EsBto PrSyY C–H mOLaOkGeI SitT surprising and funny @TheWebPsych
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61. TTHelEl Wa EsBto PrSyY C–H mOLaOkGeI SitT surprising and funny @TheWebPsych
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62. TTHelEl Wa EsBto PrSyY C–H mOLaOkGeI SitT surprising and funny @TheWebPsych
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63. KEY PRINCIPLES
• Empathy (mirror neurons)
• Pleasure & pain
• Body language
• Story-telling
• Images of faces
THE WEB PSYCHOLOGIST @TheWebPsych
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64. UTHsEe WfaEcBe PsS –Y CtHeOll LaO GstIoSTr y @TheWebPsych
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65. UTHsEe WfaEcBe PsS –Y CeHmOoLOtiGoInSaT l engagement @TheWebPsych
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66. 4
RATIONAL
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67. RATIONAL
• Unique to humans
• Higher cognitive functions
• Plan, organise, problem-solve
• Social learning & innovation
• Language, abstract thought
THE WEB PSYCHOLOGIST @TheWebPsych
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68. KEY PRINCIPLES
• Enable post-rationalisation
• Product demonstration
• Listing specs / product benefits
• Give evidence that it works
• Be the authority
THE WEB PSYCHOLOGIST @TheWebPsych
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69. REWARD THEM
[ Positive reinforcement – thank your customers!
“You made a good decision for signing up”
] (to an email, webinar, event, order, etc.)
Give a video / freebie / resources
THE WEB PSYCHOLOGIST @TheWebPsych
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70. KEY PRINCIPLES
• Enable post-rationalisation
• Product demonstration
• Listing specs / product benefits
• Give evidence that it works
• Be the authority
THE WEB PSYCHOLOGIST @TheWebPsych
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71. STHoEc iWaEl Bp rPoSoYCf H–O yLoOuGrIS pT eers are all buying it @TheWebPsych
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72. STHoEc iWaEl Bp rPoSoYCf H–O yLoOuGrIS pT eers are all buying it @TheWebPsych
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

73. KEY PRINCIPLES
• Enable post-rationalisation
• Product demonstration
• Listing specs / product benefits
• Give evidence that it works
• Be the authority
THE WEB PSYCHOLOGIST @TheWebPsych
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74. LTiHsEt sWpEeBc iPfSicYaCtHioOnLOs GIST @TheWebPsych
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75. LTiHsEt sWpEeBc iPfSicYaCtHioOnLOs GIST @TheWebPsych
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76. KEY PRINCIPLES
• Enable post-rationalisation
• Product demonstration
• Listing specs / product benefits
• Give evidence that it works
• Be the authority
THE WEB PSYCHOLOGIST @TheWebPsych
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77. THE WEB PSYCHOLOGIST @TheW7eb7P
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sych
EVIDENCE

78. THE WEB PSYCHOLOGIST @TheW7eb8P
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sych

79. KEY PRINCIPLES
• Enable post-rationalisation
• Product demonstration
• Listing specs / product benefits
• Give evidence that it works
• Be the authority
THE WEB PSYCHOLOGIST @TheWebPsych
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80. TTHBEC W EB PSYCHOLOGIST @TheWebPsych
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81. 5
KEY TAKEAWAYS
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82. KEY TAKEAWAYS
To be persuasive online in ecommerce, marketing and customer engagement, you
have to target all 3 systems.
THE WEB PSYCHOLOGIST @TheWebPsych
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83. KEY TAKEAWAYS
To be persuasive online in ecommerce, marketing and customer engagement, you
have to target all 3 systems.
Your message, content and website should be:
THE WEB PSYCHOLOGIST @TheWebPsych
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84. KEY TAKEAWAYS
To be persuasive online in ecommerce, marketing and customer engagement, you
have to target all 3 systems.
Your message, content and website should be:
þ Primal Arousing
THE WEB PSYCHOLOGIST @TheWebPsych
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

85. KEY TAKEAWAYS
To be persuasive online in ecommerce, marketing and customer engagement, you
have to target all 3 systems.
Your message, content and website should be:
þ Primal Arousing
þ Emotional Emotionally effective
THE WEB PSYCHOLOGIST @TheWebPsych
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

86. KEY TAKEAWAYS
To be persuasive online in ecommerce, marketing and customer engagement, you
have to target all 3 systems.
Your message, content and website should be:
þ Primal Arousing
þ Emotional Emotionally effective
þ Rational Intellectually compelling
THE WEB PSYCHOLOGIST @TheWebPsych
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87. REFERENCES
1 Julian Wolkenstein (2012): http://www.julianwolkenstein.com/index.php/project/symmetrical-portraits/
2 Squarespace (2013): http://www.squarespace.com/
3 Standard Life Investments – Mohawk:
http://www.creativebrief.com/agency/work/21462/3097/standard-life-investments-advertising-digital-potential-delivered-by-mohawk-ltd
4 Worchel, S., Lee, J., & Adewole, A. (1975). Effects of supply and demand on ratings of object value. Journal of Personality and Social Psychology, 32(5), pp. 906-914.
5 Infine Wordpress Theme (2014): http://wp.infine.byaviators.com/
6 Achica (2013). http://www.achica.com
7 Di Pellegrino, G., Fadiga, L., Fogassi, L., Gallese, V., & Rizzolatti, G. (1992). Understanding motor events: A neurophysiological study. Experimental Brain Research, 91,
THE WEB PSYCHOLOGIST @TheWebPsych
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pp. 176-180.
8 Monkey Image Credit: Evolution of Neonatal Imitation. Gross L, PLoS Biology Vol. 4/9/2006, e311 doi:10.1371/journal.pbio.0040311
9 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.
10 Fail Blog Nut Shots (2012). http://www.youtube.com/watch?v=apVZCG5zAxw&feature=c4-overview&list=UUONQ53-nTMwqiRhj3sRaiAQ
11 Given Goods Co. (2014): http://givengoods.co/ & http://givengoods.co/impact-map
12 Marie Forleo (2013): http://www.marieforleo.com/
13 Beta Brand (2014): http://www.betabrand.com/
14 Charity Water (2014): http://www.charitywater.org/
15 Nasty Gal (2014): http://theclick.nastygal.com/
16 Olapic (2014): http://learn.olapic.com/request-knowledge
17 Nikon (2013): http://www.nikonusa.com/
18 Hootsuite (2013): https://hootsuite.com/plans
19 Boots No 7 (2014): http://www.boots.com/en/No-7/No7-Skincare/
20 Colgate toothpaste (2011): https://www.youtube.com/watch?v=99T-iGcii8U
21 Clinique (2013): http://www.clinique.co.uk/cms/why_clinique/index.tmpl#

88. Twitter: @thewebpsych
Website: thewebpsychologist.com
Email: hello@thewebpsychologist.com
THE WEB PSYCHOLOGIST @TheWebPsych
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88
THANK YOU!