1.
Online consumer
persuasion:
a short introduction
Interactive Marketing
24th of February 2015
Dr Lukasz Piwek
@motioninsocial

2.
digital
reality

3.
EMAIL SEND (every minute)
279 million
PHOTOS UPLOADED AND SHARED
500 million
(every minute)
SEARCHES (every minute)
2.8 million

4.
VIEWS (every minute)
3.2 million
WEBSITES CREATED (every minute)
839
TWEETS (every minute)
278,000

5.
SALES (every minute)
$100,000
LIKES (every minute)
2.6 million
PEOPLE WATCHING PORN
124,000
(every minute)

6.
PEOPLE CONNECTED TO INTERNET
PEOPLE SHOPPING ONLINE (2013)
2.3 billion
3 billion
ONLINE SALES ARE WORTH (2013)
£588 billion
growing by 19% every year
(2015)

7.
PEOPLE WITH SMARTPHONES GLOBALLY
1.8 billion
ADULTS WITH SMARTPHONES IN UK
80%
EVERYONE WILL HAVE SMARTPHONE BY
2025

8.
the Internet
and digital technology
have changed
consumption patterns,
marketing,
economy,
everything.

9.
consumer
choice

10.
vs
vs
vs

11.
ego depletion
resisting temptation
takes considerable effort and energy
and after some time
our capacity to resist is exhausted
leading to
(Baumaister et al, 1998)

12.
complexity of consumer decisions
can result in ego depletion
depleted consumers
are more likely to become passive
and make more impulsive decisions
Baumaister et al (2005)

13.
if you’re ego depleted
you’re more likely to be
selfish
use sexist language
make superficial judgements
Muraven et al (2003)
Baumaister et al (2005)
Gaillot et al (2007)

14.
judges grant more parole
in the morning
and just after lunchtime
Danziger et al (2011)

15.
behaviour economics
with examples of:
ego depletion
priming

16.
behaviour economics
“we are not always rational,
and we often make mistakes”
we are susceptible to influences
from our immediate environment,
irrelevant emotions, stereotypes,
beliefs, norms, and many other factors

17.
system 1
system 2
automatic & unconscious
rapid & low effort
recognition, perception, orientation
nonverbal
control & conscious
slow & high effort
rule following, comparison
complex computations
linked to language
Dual process theory
Stanovich & West (2000)

18.
priming
automatic memory effect
in which exposure to one stimulus
influences a response
to another stimulus

19.
support to increase
funding for schools
is higher
if voting takes place in schools
Berger et al. (2008)

20.
priming people with money
makes them more selfish
Vochs (2006)

21.
people litter less in the train
if there is a smell
of cleaning product
De Lange et al (2012)

22.
women who were exposed
to flowers
perceived the man
to be more attractive
and sexier
Gueguen (2011)

23.
more donation made
when word ‘love’
was added to message
Gueguen (2011)

24.
children consumed
45% more food
when exposed to
food advertising in cartoons
Harris et al (2009)

25.
online
persuasionwith examples related to
Cialdini’s social influence
Fogg’s persuasive technology

26.
judgement heuristics
are mental shortcuts
we employ in making
our everyday judgements
Kahneman et al (1982)

27.
Ashmore et al (1971)
Worchel (1992)
Cialdini (2001)
scarcity a perceived limitation of resources
will generate demand
scarce items are perceived as
higher in value
and more attractive
especially if we compete for them

28.
metro.co.uk

29.
Ashmore et al (1971)
Worchel (1992)
scarcity a perceived limitation of resources
will generate demand
example
nightclub queue
“deadline tactic”

30.
scarcity a perceived limitation of resources
will generate demand

31.
reciprocity people tend to return a favour
we may feel in debt
by getting uninvited favour
small initial favour
can produce obligation to agree
to much larger return favour
Pease & Gilin (2000)

32.
reciprocity people tend to return a favour
examples
mail appeal for donation:
18% success - mail only
35% success - mail + gift
free sample in supermarket
Cialdini (2001)
Wasko et al (2005)

33.
reciprocity people tend to return a favour

34.
Amount Twitter makes each
time you look at your feed
$0.0008

35.
reciprocity people tend to return a favour

36.
commitment
consistency
people don’t like to be
self-contradictory
Cialdini (2001)
example
“throwing a low-ball” in car sales
by adding “surprise” costs
at the end of transaction
after initial agreements,
and test drives

37.
commitment
consistency
people don’t like to be
self-contradictory

38.
social proof people will be more open to things
they see others doing
Provine (2000)
Nosanchuk & Lightstone (1974)
Darley & Lantane (1968)
example
“canned laughter” in a comedy
makes audience
laugh longer and more often,
rate material as funnier
especially effective for poor jokes
bystander effect

39.
social proof people will be more open to things
they see others doing

40.
Average industry profit
per commercial-flight passenger
$4

41.
liking people are more easily swayed
by people they like
Langlois et al (2000)
Berscheider & Walster (1978)
attractiveness
attractive individuals are perceived as
talented, kind, honest, intelligent
similarity
even small similarities
produce positive impression
compliments
good cop/bad cop

42.
liking people are more easily swayed
by people they like

43.
personalised & timed
suggestions

44.
personalised & timed
suggestions

45.
personalised & timed
suggestions
scarcity

46.
one-click choice
easy commitment
reduction & simplifying
higher motivation to engage
reduced cognitive effort
quicker goal achievement
& quick decision
can be rewarding
(but also regrettable)
Fogg (1998)
Bandura (1997)
Desphande et al (1983)

47.
lukasz.piwek@uwe.ac.uk
@motioninsocial
motioninsocial.com/persuasion_intro
thank you
get those slides on