Brent Coker, Online Consumer Psychologist at University of Melbourne, presented on Viralogy: The Science of Viral Marketing at Mumbrella's MSIX conference.

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PSYCHOLOGY
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BRENT CO KER | U N IVERSITY OF MELBOURN E | BRENTCOKER.COM/VIROLOGY

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According to a study done by Charles Adams
in the 1960’s, the average person back then
was exposed to around 560 advertisements a
day, yet on average only noticed 76.

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Controversy

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sv
SHARE
VALUE
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REASON
TO
SHARE
1. MOTIVATE
Motivating consumers’ reasons
to share.
2. ELIMINATE
Eliminate or minimise consumers’
reasons to not share.
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What does winning a prize
and
having a near miss with a car
have in common?
E M O T I O N S
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WHEEL OF
EMOTIONS
―SERVICE
P L U C H I K ’ S
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1 = Coma
10 =
Manic
Low arousal High Arousal
Arousal Continuum

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CONTRASTING
EMOTIONS
Let’s say you were sitting
at the roulette table,
and you placed a $20 chip
on the red…

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10
1
Positive
emotions
Arousal Continuum
10 101
Negative
emotions

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1
Positive
emotions
Arousal Continuum
10 10
Negative
emotions
Better
OK

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Emotional
Contagion

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Shared the movie: 9%

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Shared the movie: 15%

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Shared the movie: 31%

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“One good thing about
music. When it hits you,
you feel no pain.”
- B O B M A R L E Y
The “hit” Bob Marley is
referring to is an intense
emotional response to music.
Music can have a powerful
effect on people, conjuring up
strong emotions, and
memories laden with
emotions.
UsingMusic

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Intrigue

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Affinity Tapping into
people’s Value
Systems

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TIMELINE
CLICKTODISCOVERY
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S U S H I G A M E

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1. It’s not about controversy any more
2. It’s not what they feel, its how strongly they feel
3. Tap into your target market’s value system
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THANK YOU!
brentcoker.com/virology
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