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Nathalie Nahai - Web Psychology: The science of online persuasion

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In this introductory talk, Nathalie Nahai discusses the science of Web Psychology and how you can use it to design persuasive online environments including your website, marketing and content.

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Nathalie Nahai - Web Psychology: The science of online persuasion

  1. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. of ONLINE PERSUASION WEB PSYCHOLOGY THE SCIENCE
  2. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WEB PSYCHOLOGY “ ” The empirical study of how our online environments influence our attitudes and behaviours
  3. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WEBPSYCHOLOGY HCI neuro- aesthetics user experience social psychology cognitive psychology neuroscience cross-cultural psychology behavioural economics persuasive technology personality psychology digital humanities marketing
  4. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WHY IT’S USEFUL “ ” Provides a psychological toolkit to help design more persuasive websites, marketing and user experiences
  5. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  6. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1. Introduction 2. Persuasive copy 3. Engaging images 4. Viral videos 5. Key takeaways TODAY’S TALK @THEWEBPSYCHTHE WEB PSYCHOLOGIST THE ‘3 SYSTEMS’ BRAIN
  7. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE ‘THREE SYSTEMS’ • Triune brain • Brain is highly complex • Useful model • Understand hidden motivations • Design persuasive experiences
  8. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE ‘THREE SYSTEMS’ • Triune brain • Brain is highly complex • Useful model • Understand hidden motivations • Design persuasive experiences
  9. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE ‘THREE SYSTEMS’ • Triune brain • Brain is highly complex • Useful model • Understand hidden motivations • Design persuasive experiences
  10. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE ‘THREE SYSTEMS’ • Triune brain • Brain is highly complex • Useful model • Understand hidden motivations • Design persuasive experiences
  11. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE ‘THREE SYSTEMS’ • Triune brain • Brain is highly complex • Useful model • Understand hidden motivations • Design persuasive experiences
  12. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE PRIMAL SYSTEM 1
  13. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PRIMAL • Common to all animals • Basic vital functions • Risky vs. Safe (FFF) • Sex • Food
  14. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PRIMAL • Common to all animals • Basic vital functions • Risky vs. Safe (FFF) • Sex • Food
  15. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PRIMAL • Common to all animals • Basic vital functions • Risky vs. Safe (FFF) • Sex • Food
  16. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PRIMAL • Common to all animals • Basic vital functions • Risky vs. Safe (FFF) • Sex • Food
  17. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PRIMAL • Common to all animals • Basic vital functions • Risky vs. Safe (FFF) • Sex • Food
  18. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Cues for sex • Images of food / drink • Motion • Contrast & concrete • Peak end rule • Scarcity
  19. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Julian Wolkenstein – Symmetrical Portraits
  20. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Cues for sex • Images of food / drink • Motion • Contrast & concrete • Peak end rule • Scarcity
  21. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  22. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  23. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  24. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Cues for sex • Images of food / drink • Motion • Contrast & concrete • Peak end rule • Scarcity
  25. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  26. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  27. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  28. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Cues for sex • Images of food / drink • Motion • Contrast & concrete • Peak end rule • Scarcity
  29. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  30. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Cues for sex • Images of food / drink • Motion • Contrast & concrete • Peak end rule • Scarcity
  31. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  32. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  33. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  34. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Cues for sex • Images of food / drink • Motion • Contrast & concrete • Peak end rule • Scarcity
  35. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  36. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  37. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  38. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  39. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  40. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE EMOTIONAL SYSTEM 2
  41. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EMOTIONAL • Limbic system • Ancient & automatic • Amygdala fear, relevance, trust • Thalamus happy, sad, disgusted • VTA dopamine – risk & reward
  42. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EMOTIONAL • Limbic system • Ancient & automatic • Amygdala fear, relevance, trust • Thalamus happy, sad, disgusted • VTA dopamine – risk & reward
  43. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EMOTIONAL • Limbic system • Ancient & automatic • Amygdala fear, relevance, trust • Thalamus happy, sad, disgusted • VTA dopamine – risk & reward
  44. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EMOTIONAL • Limbic system • Ancient & automatic • Amygdala fear, relevance, trust • Thalamus happy, sad, disgusted • VTA dopamine – risk & reward
  45. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EMOTIONAL • Limbic system • Ancient & automatic • Amygdala fear, relevance, trust • Thalamus happy, sad, disgusted • VTA dopamine – risk & reward
  46. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Empathy (mirror neurons) • Pleasure & pain • Body language • Images of faces • Story-telling
  47. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 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)
  48. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. MIRRORING
  49. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 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)
  50. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Empathy (mirror neurons) • Pleasure & pain • Body language • Images of faces • Story-telling
  51. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  52. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  53. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  54. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  55. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  56. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ASK YOURSELF How does purchasing your product translate into a greater impact worth celebrating? “ ”
  57. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Empathy (mirror neurons) • Pleasure & pain • Body language • Images of faces • Story-telling
  58. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  59. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Empathy (mirror neurons) • Pleasure & pain • Body language • Images of faces • Story-telling
  60. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  61. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  62. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  63. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Empathy (mirror neurons) • Pleasure & pain • Body language • Images of faces • Story-telling
  64. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  65. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  66. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  67. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE RATIONAL SYSTEM 3
  68. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. RATIONAL • Unique to humans • Higher cognitive functions • Plan, organise, problem-solve • Social learning & innovation • Language, abstract thought
  69. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. RATIONAL • Unique to humans • Higher cognitive functions • Plan, organise, problem-solve • Social learning & innovation • Language, abstract thought
  70. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. RATIONAL • Unique to humans • Higher cognitive functions • Plan, organise, problem-solve • Social learning & innovation • Language, abstract thought
  71. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. RATIONAL • Unique to humans • Higher cognitive functions • Plan, organise, problem-solve • Social learning & innovation • Language, abstract thought
  72. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. RATIONAL • Unique to humans • Higher cognitive functions • Plan, organise, problem-solve • Social learning & innovation • Language, abstract thought
  73. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Enable post-rationalisation • Product demonstration • Listing specs / product benefits • Be the authority • Give evidence that it works
  74. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. REWARD THEM • Positive reinforcement – thank your customers!
  75. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. REWARD THEM • Positive reinforcement – thank your customers! • “You made a good decision…”
  76. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. REWARD THEM • Positive reinforcement – thank your customers! • “You made a good decision…” • Give a freebie (e.g. video / resources)
  77. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Enable post-rationalisation • Product demonstration • Listing specs / product benefits • Be the authority • Give evidence that it works
  78. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  79. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  80. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Enable post-rationalisation • Product demonstration • Listing specs / product benefits • Be the authority • Give evidence that it works
  81. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  82. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  83. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  84. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  85. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Enable post-rationalisation • Product demonstration • Listing specs / product benefits • Be the authority • Give evidence that it works
  86. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  87. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Enable post-rationalisation • Product demonstration • Listing specs / product benefits • Be the authority • Give evidence that it works
  88. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EVIDENCE
  89. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  90. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS
  91. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS To be persuasive online in ecommerce, marketing and customer engagement, you have to target all 3 systems.
  92. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 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:
  93. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 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: ☑Primal Arousing
  94. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 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: ☑Primal Arousing ☑Emotional Emotionally effective
  95. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 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: ☑Primal Arousing ☑Emotional Emotionally effective ☑Rational Intellectually compelling
  96. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. REFERENCES Julian Wolkenstein (2012): http://www.julianwolkenstein.com/index.php/project/symmetrical-portraits/ Tickled pug dog gif (2014): http://gif-central.blogspot.co.uk/2013/03/tickling-dog.html Squarespace (2013): http://www.squarespace.com/ Moz (2016): https://moz.com/login Just Host (2015): https://www.justhost.com/ Conversion Rate Experts (2015): http://www.conversion-rate-experts.com/ We Work (2015): https://www.wework.com/ Airbnb (2016): https://www.airbnb.com/ Standard Life Investments – Mohawk: http://www.creativebrief.com/agency/work/21462/3097/standard-life-investments-advertising-digital-potential-delivered-by-mohawk-ltd Hotel G (2015): http://hotelgsanfrancisco.com/ 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. Infine Wordpress Theme (2014): http://wp.infine.byaviators.com/ Achica (2016): http://www.achica.com Di Pellegrino, G., Fadiga, L., Fogassi, L., Gallese, V., & Rizzolatti, G. (1992). Understanding motor events: A neurophysiological study. Experimental Brain Research, 91, pp. 176-180. Monkey Image Credit: Evolution of Neonatal Imitation. Gross L, PLoS Biology Vol. 4/9/2006, e311 doi:10.1371/journal.pbio.0040311 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. Fail Blog Nut Shots (2012). http://www.youtube.com/watch?v=apVZCG5zAxw&feature=c4-overview&list=UUONQ53-nTMwqiRhj3sRaiAQ Tom’s Shoes (2015): http://www.toms.co.uk/ Marie Forleo (2013): http://www.marieforleo.com/ Beta Brand (2014): http://www.betabrand.com/ Charity Water (2014): http://www.charitywater.org/ Nasty Gal (2015): http://theclick.nastygal.com/ Olapic (2015): http://learn.olapic.com/request-knowledge Canon (2016): http://www.canon.co.uk/for_home/product_finder/cameras/digital_slr/eos_600d/#p-specification1 Tesla Motors (2015) http://www.teslamotors.com/ Hootsuite (2013 & 2015): https://hootsuite.com/plans Boots No 7 (2014): http://www.boots.com/en/No-7/No7-Skincare/ Clinique (2015): http://www.clinique.co.uk/perfect-base#2 Colgate toothpaste (2011): https://www.youtube.com/watch?v=99T-iGcii8U
  97. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THANK YOU!
  98. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. @NathalieNahai hello@nathalienahai.com Get in touch Any questions?

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