Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Nathalie Nahai - 5 psychological principles of persuasive design

5,218 views

Published on

In this presentation for the Habit Summit, I outline 5 of the most powerful psychological principles for persuasive product design:

1. Endowed progress
2. Sunk-cost fallacy
3. Appointment dynamic
4. Opportunity Cost
5. Hedonic adaptation

During the talk I’ll explain their scientific basis and illustrate their application with numerous case studies, as well as give practical tips on how you can implement these principles in your own work.

Hope you enjoy it!

NN x

Published in: Internet
  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Nathalie Nahai - 5 psychological principles of persuasive design

  1. 1. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Psychological Principles 5 OF
  2. 2. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ENDOWED PROGRESS 1
  3. 3. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.notonthehighstreet.com/ 1
  4. 4. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.londonreal.tv/ 1
  5. 5. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE RESEARCH Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research, 32(4), 504-512. Randomly distributed 300 loyalty cards to customers at a car wash 1
  6. 6. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HALF GOT THIS Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research, 32(4), 504-512. 1
  7. 7. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE OTHER HALF GOT THIS Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research, 32(4), 504-512. 1
  8. 8. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1 Which had the highest redemption rate?
  9. 9. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 8 STAMPS? Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research, 32(4), 504-512. 1
  10. 10. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 10 STAMPS? Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research, 32(4), 504-512. 1
  11. 11. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. RESULTS 19% 34% 8 stamps 10 stamps Redemptionrate 1
  12. 12. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. RESULTS 19% 34% 8 stamps 10 stamps Redemptionrate 1
  13. 13. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WHAT HAPPENED? Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research, 32(4), 504-512. Task requiring 8 steps 1
  14. 14. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WHAT HAPPENED? Task requiring 8 steps Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research, 32(4), 504-512. Task requiring 10 steps (2 completed) 1
  15. 15. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WHAT HAPPENED? Reframed the task so one was perceived as undertaken & incomplete (rather than not yet begun) Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research, 32(4), 504-512. 1
  16. 16. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. What’s the principle?
  17. 17. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ENDOWED PROGRESS 1
  18. 18. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1 People provided with artificial advancement toward a goal exhibit greater persistence toward reaching that goal “ ” Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research, 32(4), 504-512.
  19. 19. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. How does it work?
  20. 20. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. CONSISTENCY We’re naturally motivated to complete tasks we’ve started & want to remain consistent with previous intentions Fox, S. & Hoffman, M. (2002). Escalation Behavior as a Specific Case of Goal-Directed Activity: A Persistence Paradigm. Basic and Applied Social Psychology, 24 (4), 273-285. 1
  21. 21. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PROXIMITY The closer we are to completing a goal the more likely we are to increase our efforts to close the last little gap Hull, C. L. (1932). The goal-gradient hypothesis and maze learning. Psychological Review, 39(1), 25. 1
  22. 22. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TRIGGERS Hull, C. L. (1932). The goal-gradient hypothesis and maze learning. Psychological Review, 39(1), 25. Giving people a couple of free holes on a punch card is enough to trigger both of these effects 1
  23. 23. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WHY IT’S USEFUL •  Increases the likelihood of task completion Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research, 32(4), 504-512. 1
  24. 24. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WHY IT’S USEFUL •  Increases the likelihood of task completion •  Decreases completion time Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research, 32(4), 504-512. 1
  25. 25. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WHY IT’S USEFUL •  Increases the likelihood of task completion •  Decreases completion time •  Effect depends on perception of task completion rather than a desire to avoid wasting the endowed progress Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research, 32(4), 504-512. 1
  26. 26. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. &
  27. 27. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. IN REALITY Kahneman, D., & Tversky, A. (1984). Choices, values, and frames. American Psychologist, 39(4), 341. 1 “ ” Losses loom larger than gains
  28. 28. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THIS MEANS Kahneman, D., Knetsch, J. L., & Thaler, R. H. (1991). Anomalies: The endowment effect, loss aversion, and status quo bias. The Journal Of Economic Perspectives, 193-206. We feel a greater loss over something we own than something we haven’t yet bought 1
  29. 29. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1
  30. 30. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. This also works in gaming
  31. 31. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Sunk-cost fallacy 2
  32. 32. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. GAMING Players are more likely to return to look after items they have been endowed (paid for / earned) than goods they have simply been given Kahneman, D., Knetsch, J. L., & Thaler, R. H. (1991). Anomalies: The endowment effect, loss aversion, and status quo bias. The Journal Of Economic Perspectives, 193-206. 2
  33. 33. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. SUNK-COST FALLACY Rational player: Arkes, H. R., & Blumer, C. (1985). The psychology of sunk cost. Organizational Behavior And Human Decision Processes, 35(1), 124-140. Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica: Journal of the Econometric Society, 263-291. 2
  34. 34. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. SUNK-COST FALLACY Rational player: would ignore sunk-costs Arkes, H. R., & Blumer, C. (1985). The psychology of sunk cost. Organizational Behavior And Human Decision Processes, 35(1), 124-140. Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica: Journal of the Econometric Society, 263-291. 2
  35. 35. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. SUNK-COST FALLACY Rational player: would ignore sunk-costs Real player: Arkes, H. R., & Blumer, C. (1985). The psychology of sunk cost. Organizational Behavior And Human Decision Processes, 35(1), 124-140. Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica: Journal of the Econometric Society, 263-291. 2
  36. 36. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. SUNK-COST FALLACY Rational player: would ignore sunk-costs Real player: reluctant to discontinue an activity once they’ve already put effort in Arkes, H. R., & Blumer, C. (1985). The psychology of sunk cost. Organizational Behavior And Human Decision Processes, 35(1), 124-140. Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica: Journal of the Econometric Society, 263-291. 2
  37. 37. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Which is why this works
  38. 38. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.facebook.com/FarmVille 2
  39. 39. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. SUNK-COST FALLACY Arkes, H. R., & Blumer, C. (1985). The psychology of sunk cost. Organizational Behavior And Human Decision Processes, 35(1), 124-140. Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica: Journal of the Econometric Society, 263-291. The sunk-cost of planting the tomatoes increases your desire to continue the game 2
  40. 40. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Which gives rise to yet another dynamic…
  41. 41. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Appointment dynamic 3
  42. 42. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. APPOINTMENT DYNAMIC http://badgeville.com/wiki/Game_Mechanics/Appointments At a predetermined time / place user must login or participate in the game for positive effect 3
  43. 43. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. APPOINTMENT DYNAMIC This keeps the customer coming back for more, creating a habitual pattern of use 3
  44. 44. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. How these work together
  45. 45. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Endowed progress Customer is helped to begin
  46. 46. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Endowed progress Customer is helped to begin Consistency Initial intention fuels desire to complete
  47. 47. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Endowed progress Customer is helped to begin Consistency Initial intention fuels desire to complete Sunk-cost fallacy Encourages further investment
  48. 48. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Endowed progress Customer is helped to begin Appointment dynamic Habitual use is reinforced Sunk-cost fallacy Encourages further investment Consistency Initial intention fuels desire to complete
  49. 49. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOW TO USE IT •  Research what motivates your users
  50. 50. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOW TO USE IT •  Research what motivates your users •  Give relevant initial progress for free (e.g. points, upgrade, virtual currency / product)
  51. 51. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOW TO USE IT •  Research what motivates your users •  Give relevant initial progress for free (e.g. points, upgrade, virtual currency / product) •  Use these principles to create a user journey that encourages completion
  52. 52. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Opportunity cost 4
  53. 53. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4 Imagine I give you $100 to spend as you like
  54. 54. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4 Which of the following would you choose?
  55. 55. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  You buy some clothes 4
  56. 56. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  You buy some clothes 2  You take your friends out for drinks 4
  57. 57. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  You buy some clothes 2  You take your friends out for drinks 3  You save it for a rainy day 4
  58. 58. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  You buy some clothes 2  You take your friends out for drinks 3  You save it for a rainy day 4
  59. 59. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  You buy some clothes 2  You take your friends out for drinks 3  You save it for a rainy day 4
  60. 60. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOW DID YOU DECIDE? 4 Resources are limited
  61. 61. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOW DID YOU DECIDE? You probably weighed up the value of each alternative and made a decision 4
  62. 62. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. What’s the principle?
  63. 63. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Opportunity cost 4
  64. 64. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4 Benefits forgone by particular use of resources “ ” Palmer, S., & Raftery, J. (1999). Economics notes: Opportunity cost. BMJ: British Medical Journal, 318(7197), 1551.
  65. 65. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4 What you’re giving up by making that particular choice
  66. 66. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. How does it work?
  67. 67. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THREE MAIN COSTS 1  Attention 2  Time 3  Money 4
  68. 68. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1 - ATTENTION
  69. 69. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ATTENTION 4.1 Attention is limited, increasingly fragmented & highly valued
  70. 70. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. So how do you grab & hold attention?
  71. 71. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.1 ATTENTION Trigger an emotional / arousal response
  72. 72. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.1
  73. 73. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.1 ATTENTION Serve a fundamental human need
  74. 74. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.1 ATTENTION
  75. 75. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ATTENTION 4.1 Create a compelling cycle of variable rewards
  76. 76. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.1
  77. 77. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 2 - TIME
  78. 78. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. When do you typically use the following products? 4.2
  79. 79. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.2 And why?
  80. 80. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.2
  81. 81. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.2
  82. 82. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. You have to minimize TIME costs
  83. 83. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. MINIMIZE TIME COSTS Do this by understanding: 4.2
  84. 84. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. MINIMIZE TIME COSTS Do this by understanding: •  Your customers’ incentives for using it 4.2
  85. 85. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. INTERNET (APP) USE Nielsen (2014). Tech-or-treat: Consumers are sweet on mobile apps, Q3 2014 Report. http://acnielsen.Co.Uk/us/en/insights/news/2014/tech-or-treat-consumers-are-sweet-on-mobile-apps.Html 4.2
  86. 86. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. MINIMIZE TIME COSTS Do this by understanding: •  Your customers’ incentives for using it •  Their usage patterns 4.2
  87. 87. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.2
  88. 88. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.2
  89. 89. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. MINIMIZE TIME COSTS Do this by understanding: •  Your customers’ incentives for using it •  Their usage patterns •  How to target specific ‘time packets’ 4.2
  90. 90. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.2
  91. 91. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.2
  92. 92. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.2
  93. 93. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 3 - MONEY
  94. 94. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. How do these products reduce the perceived cost of paying? 4.3
  95. 95. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.3
  96. 96. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.3
  97. 97. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.3
  98. 98. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.3
  99. 99. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. FREEMIUM BetaBlog (2011). Roger Dickey's Tactics for Game Monetization: http://www.gamasutra.com/blogs/BetableBlog/20111129/90708/Roger_Dickeys_Tactics_for_Game_Monetization.php They create ‘fun pain’ by making us wait in real time (e.g. for our city / fortress to be built) 4.3
  100. 100. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. FREEMIUM In Sim City, to solve this pain we need to buy ‘bliss’… But how do we value ‘bliss’? 4.3
  101. 101. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4 4.3
  102. 102. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. FREEMIUM We can’t Instead we have to buy gems (intermediate currency) in exchange for ‘bliss’ 4 4.3
  103. 103. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. FREEMIUM Adding just one intermediate currency between consumers and real money reduces our ability to assess the value of the transaction Gabaix, X., & Laibson, D. (2004). Shrouded attributes and information suppression in competitive markets. National Bureau of Economic Research. 4 4.3
  104. 104. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. FREEMIUM Allowing people to earn currency (albeit very slowly) and offering bulk discounts cloaks the true cost of playing 4 4.3
  105. 105. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. So, to reduce perceived cost of MONEY…
  106. 106. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOW TO DO IT •  There has to be ‘fun pain’ (e.g. waiting) 4 4.3
  107. 107. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOW TO DO IT •  There has to be ‘fun pain’ (e.g. waiting) •  Use an intermediate currency 4.3
  108. 108. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOW TO DO IT •  There has to be ‘fun pain’ (e.g. waiting) •  Use an intermediate currency •  Allow people to earn currency (albeit very slowly) and offer bulk discounts 4.3
  109. 109. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Hedonic adaptation 5
  110. 110. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE RESEARCH Nelson, L. D., & Meyvis, T. (2008). Interrupted consumption: Disrupting adaptation to hedonic experiences. Journal of Marketing Research, 45(6), 654-664. Group A 180 second massage (total: 3 mins) 5
  111. 111. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE RESEARCH Nelson, L. D., & Meyvis, T. (2008). Interrupted consumption: Disrupting adaptation to hedonic experiences. Journal of Marketing Research, 45(6), 654-664. Group B 80 second massage 20 second break 80 seconds (total: 2 mins 40 secs) 5
  112. 112. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Which group reported higher satisfaction and said they would be willing to pay more for it? 5
  113. 113. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Group B (the ones who had a shorter massage & took a break) 5
  114. 114. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 5 Why?
  115. 115. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Short break stymied their adaptation to the pleasurable event and ‘reset’ their appreciation for it 5
  116. 116. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE RESEARCH Same effect for unpleasant experiences Nelson, L. D., & Meyvis, T. (2008). Interrupted consumption: Disrupting adaptation to hedonic experiences. Journal of Marketing Research, 45(6), 654-664. 5
  117. 117. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE RESEARCH Same effect for unpleasant experiences If you take a break, it sucks more Nelson, L. D., & Meyvis, T. (2008). Interrupted consumption: Disrupting adaptation to hedonic experiences. Journal of Marketing Research, 45(6), 654-664. 5
  118. 118. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. This is why bad smells fade the longer you’re exposed to them 5
  119. 119. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. It’s the same thing with products
  120. 120. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 5
  121. 121. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 5
  122. 122. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 5
  123. 123. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. What’s the principle?
  124. 124. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Hedonic adaptation 5
  125. 125. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 5 “ ” Lyubomirsky, S. (2011). Hedonic adaptation to positive and negative experiences. Oxford handbook of stress, health, and coping, 200-224. People become accustomed to a positive or negative stimulus… emotional effects of that stimulus are attenuated over time
  126. 126. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 5 Over time, we become de-sensitized or bored of the same thing (features, concepts, rewards)
  127. 127. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WE ADAPT Hedonic adaptation applies to everything: apps, games, products, relationships… 5
  128. 128. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HEDONIC ADAPTATION 5
  129. 129. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HEDONIC ADAPTATION 5
  130. 130. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. So how do we use it?
  131. 131. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOW TO USE IT •  Update your product frequently 5
  132. 132. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOW TO USE IT •  Update your product frequently •  Change the layout / structure 5
  133. 133. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOW TO USE IT •  Update your product frequently •  Change the layout / structure •  Alter the user experience 5
  134. 134. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOW TO USE IT •  Update your product frequently •  Change the layout / structure •  Alter the user experience •  Make the rewards unpredictable 5
  135. 135. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS
  136. 136. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS You have to understand the psychological triggers, biases & motivations that drive your customers
  137. 137. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS 1  Endowed progress
  138. 138. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS 1  Endowed progress 2  Sunk-cost fallacy
  139. 139. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS 1  Endowed progress 2  Sunk-cost fallacy 3  Appointment dynamic
  140. 140. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS 1  Endowed progress 2  Sunk-cost fallacy 3  Appointment dynamic 4  Opportunity Cost
  141. 141. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS 1  Endowed progress 2  Sunk-cost fallacy 3  Appointment dynamic 4  Opportunity Cost 5  Hedonic adaptation
  142. 142. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION bit.ly/websofinfluence
  143. 143. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DOWNLOAD THE SLIDES bit.ly/persuasive_products
  144. 144. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Get in touch. ANY QUESTIONS? @NathalieNahai TheWebPsychologist.com
  145. 145. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. REFERENCES & FURTHER READING 1  Meyer, R. (2014). Everything We Know About Facebook's Secret Mood Manipulation Experiment. The Atlantic, June 28th: http://www.theatlantic.com/technology/archive/2014/06/everything-we-know-about-facebooks-secret-mood-manipulation- experiment/373648/ 2  Horn, L. Study Finds Chemical Reason Behind Facebook 'Addiction'. PC Mag (2012). Available from http://www.pcmag.com/article2/0,2817,2400011,00.asp (retrieved 17th February 2015) 3  Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841-1848. 4  Muise, A., Christofides, E., & Desmarais, S. (2009). More information than you ever wanted: Does Facebook bring out the green- eyed monster of jealousy? CyberPsychology & Behavior, 12(4), 441-444. 5  Przybylski, A. K., & Weinstein, N. (2013). Can you connect with me now? How the presence of mobile communication technology influences face-to-face conversation quality. Journal of Social and Personal Relationships, 30(3), 237-246. 6  Bavelier, D., Green, C. S., & Dye, M. W. (2010). Children, wired: for better and for worse. Neuron, 67(5), 692-701 7  Harris Interactive (2013). Mobile Consumer Habits Study. Available from: http://pages.jumio.com/rs/jumio/images/Jumio%20-%20Mobile%20Consumer%20Habits%20Study-2.pdf (retrieved 13th March 2015)
  146. 146. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BUT
  147. 147. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. There’s a deeper question we need to ask…
  148. 148. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ARE WE ADDICTED?
  149. 149. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Let’s take a quick quiz…
  150. 150. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1 Do you ever feel preoccupied with the internet?
  151. 151. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 2 Do you feel restless, moody, depressed, or irritable when attempting to cut down?
  152. 152. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 3 Do you stay online longer than originally intended?
  153. 153. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Have you lied to family and friends to conceal the extent of your internet use? 4
  154. 154. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Do you use the internet as a way of escaping from problems or relieving a dysphoric mood? (helplessness, guilt, anxiety, depression) 5
  155. 155. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HIDDEN PERSUADERS
  156. 156. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HIDDEN PERSUADERS The reason we’ve all had these kinds of experiences is because we’re being persuaded all the time
  157. 157. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE QUIZ Diagnostic Questionnaire for internet addiction
  158. 158. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE QUIZ Q: When do you think it came out?
  159. 159. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE QUIZ Q: When do you think it came out? A: Before twitter, Facebook, Whatsapp…
  160. 160. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE QUIZ Q: When do you think it came out? A: In 1998 Young, K. S. (1998). Internet addiction: The emergence of a new clinical disorder. CyberPsychology & Behavior, 1(3), 237-244.
  161. 161. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Folks, the research is in
  162. 162. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. INTERNET (APP) USE Nielsen (2014). Tech-or-treat: Consumers are sweet on mobile apps, Q3 2014 Report. http://acnielsen.Co.Uk/us/en/insights/news/2014/tech-or-treat-consumers-are-sweet-on-mobile-apps.Html
  163. 163. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. And there’s an unseen impact
  164. 164. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. IMPACT 1  Mood Facebook research1,2, FOMO3
  165. 165. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. IMPACT 1  Mood Facebook research1,2, FOMO3 2  Relationships Facebook jealousy4, phone stacking5, emotional cues6
  166. 166. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. IMPACT 1  Mood Facebook research1,2, FOMO3 2  Relationships Facebook jealousy4, phone stacking5, emotional cues6 3  Sex life Disruptive checking habits7
  167. 167. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE RESULT? Growing media attention & push-back:
  168. 168. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE RESULT? Growing media attention & push-back: •  Blackout productivity apps
  169. 169. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE RESULT? Growing media attention & push-back: •  Blackout productivity apps •  Blackout vacations
  170. 170. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE RESULT? Growing media attention & push-back: •  Blackout productivity apps •  Blackout vacations •  Tracker- and ad-blocking software
  171. 171. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. So where does that leave us?
  172. 172. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ETHICS As designers, we have to decide whether and in what way to use these ethically in our product design
  173. 173. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BUT How on earth do we decide?
  174. 174. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. RISK / REWARD •  Easier to take immediate risk for short-term rewards
  175. 175. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. RISK / REWARD •  Easier to take immediate risk for short-term rewards •  Leverage heuristics with (e.g.) dark patterns
  176. 176. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. RISK / REWARD •  Easier to take immediate risk for short-term rewards •  Leverage heuristics with (e.g.) dark patterns •  Blackhat practices
  177. 177. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BALANCE •  Short term vs. long term success
  178. 178. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BALANCE •  Short term vs. long term success •  Build trust to secure & increase sales
  179. 179. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BALANCE •  Short term vs. long term success •  Build trust to secure & increase sales •  Build advocacy to boost brand salience
  180. 180. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BUT There’s one crucial point we’re forgetting…
  181. 181. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WE ARE THE USER
  182. 182. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WHERE DO YOU SIT?
  183. 183. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WHERE DO YOU SIT? Facilitation
  184. 184. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WHERE DO YOU SIT? Facilitation Coercion
  185. 185. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. INTENTION The difference between persuasion and manipulation is intent Robin Dreeke, Head of the Behavioural Analysis Unit, FBI “ ”
  186. 186. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WHERE DO YOU SIT? Facilitation Persuasion Coercion Manipulation
  187. 187. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WHERE DO YOU SIT? Facilitation Persuasion Coercion Manipulation Intent
  188. 188. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE SILVER RULE Do not do unto others what you would not have them do unto you Hillel the Elder in Talmud: Shabbat 31a “ ”
  189. 189. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BUT
  190. 190. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ACCOUNTABILITY •  Good intentions aren’t enough
  191. 191. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ACCOUNTABILITY •  Good intentions aren’t enough •  We all need a system of checks & balances
  192. 192. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ACCOUNTABILITY •  Good intentions aren’t enough •  We all need a system of checks & balances •  Quality assurance is key
  193. 193. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. As designers…
  194. 194. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. You are both the ARCHITECTS & THE USERS of our future tech
  195. 195. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WHAT KIND OF WORLD do you want to build?

×