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Psychology for your webapp

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Psychology for your webapp
How to change behavior and influence people.

A behavior change framework and toolkit.

Published in: Technology, Education
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Psychology for your webapp

  1. 1. Psychology for your webapp How to change behavior and influence people Graham King <graham@gkgk.org> http://gkgk.org A behavior change framework and toolkit
  2. 2. Graham King - gkgk.org 2 Why a certain behavior? “Because I want to”→ Personal reasons “Isn't that what everyone else does?” “All my friends are going” → Social reasons “Because I can” “It's easy” → Environmental reasons
  3. 3. Graham King - gkgk.org 3 Three kinds of consideration Personal Social Environmental
  4. 4. Graham King - gkgk.org 4 Or as an onion Personal Social Environmental
  5. 5. Graham King - gkgk.org 5 Inspired by
  6. 6. Graham King - gkgk.org 6 We're all the exception
  7. 7. Graham King - gkgk.org 7 Personal: You on your own Personal Social Environmental
  8. 8. Graham King - gkgk.org 8 Central vs Peripheral processing Central: We think things through logically. Peripheral: We are too busy, too tired, or don't care enough to spend the mental energy. Rely on heuristics and hunches.
  9. 9. Graham King - gkgk.org 9 Tools: Personal and Central ●Information ●Incentives ●Commitments ●Self-sell ●Foot-in-the-door
  10. 10. Graham King - gkgk.org 10 Tools: Personal and Peripheral ●Cognitive dissonance ●Loss aversion ●Serial-position effect ●Availability heuristic ●Stories / Features style ●Contrast principle
  11. 11. Graham King - gkgk.org 11 Social: The people around you Personal Social Environmental
  12. 12. Graham King - gkgk.org 12
  13. 13. Graham King - gkgk.org 13 Tool: Social Proof In new or uncertain situation, we look to others to know how to behave. 4chan says “lurk moar”. Watching others tells us what normal behavior is. Harvard Alcohol Project's National Designated Driver Campaign.
  14. 14. Graham King - gkgk.org 14 Residential energy conservation
  15. 15. Graham King - gkgk.org 15 Other Tools: Social ●Communicator credibility ●Reciprocity ●Door-in-the-face / Bargaining ●Hawthorne Effect: Measurement
  16. 16. Graham King - gkgk.org 16 Environmental: Your world Personal Social Environmental
  17. 17. Graham King - gkgk.org 17 Self-efficacy and Outcome control Self-efficacy: Do I know how to do this? Is it cheap / easy? Outcome control: Will it work? Risk.
  18. 18. Graham King - gkgk.org 18 Tools: Environmental, Self-efficacy ●Training, modeling, visualization ●Prompts ●Convenience ●Cost
  19. 19. Graham King - gkgk.org 19 Tools: Environmental, outcome control ●Sea Shepherd ●Trust
  20. 20. Graham King - gkgk.org 20 A caveat: Test it Much psychology research is done on first-year psychology students. Unless your customers are first-year psychology students, do your A/B testing.
  21. 21. Graham King - gkgk.org 21 In summary Personal You Central Peripheral Social Your peer group Environmental Your world Self-efficacy Outcome control

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