SlideShare a Scribd company logo
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Psychological Principles
5
OF
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
ENDOWED PROGRESS
1
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
http://www.notonthehighstreet.com/
1
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
http://www.londonreal.tv/
1
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
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
1
Which had the highest redemption rate?
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
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
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
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
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
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
What’s the principle?
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
ENDOWED PROGRESS
1
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.
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
How does it work?
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
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
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
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
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
&
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
1
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
This also works in gaming
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Sunk-cost fallacy
2
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
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
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
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Which is why this works
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
https://www.facebook.com/FarmVille
2
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Which gives rise to yet another dynamic…
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Appointment dynamic
3
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
How these work together
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Endowed progress
Customer is helped to begin
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
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
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
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
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)
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Opportunity cost
4
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
4
Which of the following
would you choose?
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
1  You buy some clothes
4
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
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
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
HOW DID YOU DECIDE?
4
Resources are limited
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
What’s the principle?
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Opportunity cost
4
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.
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
How does it work?
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
1 - ATTENTION
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
So how do you grab & hold attention?
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
4.1
ATTENTION
Trigger an emotional / arousal response
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
4.1
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
4.1
ATTENTION
Serve a fundamental human need
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
4.1
ATTENTION
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
4.1
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
2 - TIME
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
4.2
And why?
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
4.2
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
4.2
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
You have to minimize TIME costs
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
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
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
4.2
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
4.2
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
4.2
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
4.2
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
4.2
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
3 - MONEY
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
4.3
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
4.3
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
4.3
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
4.3
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
4
4.3
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
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
So, to reduce perceived cost of MONEY…
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
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Hedonic adaptation
5
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
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
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
5
Why?
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
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
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
It’s the same thing with products
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
5
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
5
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
5
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
What’s the principle?
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Hedonic adaptation
5
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
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)
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
HEDONIC ADAPTATION
5
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
HEDONIC ADAPTATION
5
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
So how do we use it?
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
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
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
KEY TAKEAWAYS
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
KEY TAKEAWAYS
1  Endowed progress
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
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
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
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
DOWNLOAD THE SLIDES
bit.ly/persuasive_products
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Get in touch.
ANY QUESTIONS?
@NathalieNahai
TheWebPsychologist.com
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)
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
BUT
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…
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
ARE WE ADDICTED?
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Let’s take a quick quiz…
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?
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?
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?
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
HIDDEN PERSUADERS
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
THE QUIZ
Diagnostic Questionnaire for internet addiction
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?
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…
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.
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Folks, the research is in
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
And there’s an unseen impact
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
IMPACT
1  Mood
Facebook research1,2, FOMO3
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
THE RESULT?
Growing media attention & push-back:
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
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
So where does that leave us?
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
BUT
How on earth do we decide?
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
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
BALANCE
•  Short term vs. long term success
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
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
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…
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
WE ARE THE USER
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
WHERE DO YOU SIT?
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
WHERE DO YOU SIT?
Facilitation
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
WHERE DO YOU SIT?
Facilitation Coercion
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
“ ”
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
WHERE DO YOU SIT?
Facilitation
Persuasion
Coercion
Manipulation
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
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
“ ”
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
BUT
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
ACCOUNTABILITY
•  Good intentions aren’t enough
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
As designers…
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
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?

More Related Content

What's hot

Nathalie Nahai - 15 psych tips to help you sell more online
Nathalie Nahai - 15 psych tips to help you sell more onlineNathalie Nahai - 15 psych tips to help you sell more online
Nathalie Nahai - 15 psych tips to help you sell more online
Nathalie Nahai
 
Nathalie Nahai - Web psychology principles for you to A/B test
Nathalie Nahai - Web psychology principles for you to A/B testNathalie Nahai - Web psychology principles for you to A/B test
Nathalie Nahai - Web psychology principles for you to A/B test
Nathalie Nahai
 
The psychology behind persuasive marketing videos, and how to get people to w...
The psychology behind persuasive marketing videos, and how to get people to w...The psychology behind persuasive marketing videos, and how to get people to w...
The psychology behind persuasive marketing videos, and how to get people to w...
Nathalie Nahai
 
Nathalie Nahai - The psychology of persuasive content (The Inbounder)
Nathalie Nahai - The psychology of persuasive content (The Inbounder)Nathalie Nahai - The psychology of persuasive content (The Inbounder)
Nathalie Nahai - The psychology of persuasive content (The Inbounder)
Nathalie Nahai
 
Nathalie Nahai - The secret psychology of persuasive videos
Nathalie Nahai - The secret psychology of persuasive videosNathalie Nahai - The secret psychology of persuasive videos
Nathalie Nahai - The secret psychology of persuasive videos
Nathalie Nahai
 
Personalisation vs Privacy - Nathalie Nahai
Personalisation vs Privacy - Nathalie NahaiPersonalisation vs Privacy - Nathalie Nahai
Personalisation vs Privacy - Nathalie Nahai
Nathalie Nahai
 
Nathalie Nahai - The psychology of persuasive content for "boring" industries...
Nathalie Nahai - The psychology of persuasive content for "boring" industries...Nathalie Nahai - The psychology of persuasive content for "boring" industries...
Nathalie Nahai - The psychology of persuasive content for "boring" industries...
Nathalie Nahai
 
Nathalie Nahai - Why aren't women taking the stage in tech?
Nathalie Nahai - Why aren't women taking the stage in tech?Nathalie Nahai - Why aren't women taking the stage in tech?
Nathalie Nahai - Why aren't women taking the stage in tech?
Nathalie Nahai
 
Nathalie Nahai - Culture and its influence on websites (part 2)
Nathalie Nahai - Culture and its influence on websites (part 2)Nathalie Nahai - Culture and its influence on websites (part 2)
Nathalie Nahai - Culture and its influence on websites (part 2)
Nathalie Nahai
 
Nathalie Nahai - How gender and cultural differences in web Psychology affect...
Nathalie Nahai - How gender and cultural differences in web Psychology affect...Nathalie Nahai - How gender and cultural differences in web Psychology affect...
Nathalie Nahai - How gender and cultural differences in web Psychology affect...
Nathalie Nahai
 
Nathalie Nahai - The secret psychology behind social behaviour
Nathalie Nahai - The secret psychology behind social behaviourNathalie Nahai - The secret psychology behind social behaviour
Nathalie Nahai - The secret psychology behind social behaviour
Nathalie Nahai
 
Nathalie Nahai - Gender and culturability
Nathalie Nahai - Gender and culturabilityNathalie Nahai - Gender and culturability
Nathalie Nahai - Gender and culturability
Nathalie Nahai
 
Nathalie Nahai - Empathy: Your secret weapon in designing for the web
Nathalie Nahai - Empathy: Your secret weapon in designing for the webNathalie Nahai - Empathy: Your secret weapon in designing for the web
Nathalie Nahai - Empathy: Your secret weapon in designing for the web
Nathalie Nahai
 
Nathalie Nahai - Culture and its influence on websites
Nathalie Nahai - Culture and its influence on websitesNathalie Nahai - Culture and its influence on websites
Nathalie Nahai - Culture and its influence on websites
Nathalie Nahai
 
Chinwag Psych London 14. Nathalie Nahai, Webs of Influence Author. "The secre...
Chinwag Psych London 14. Nathalie Nahai, Webs of Influence Author. "The secre...Chinwag Psych London 14. Nathalie Nahai, Webs of Influence Author. "The secre...
Chinwag Psych London 14. Nathalie Nahai, Webs of Influence Author. "The secre...
Chinwag
 
Nathalie Nahai - Psychology of persuasive content (Brighton SEO)
Nathalie Nahai - Psychology of persuasive content (Brighton SEO)Nathalie Nahai - Psychology of persuasive content (Brighton SEO)
Nathalie Nahai - Psychology of persuasive content (Brighton SEO)
Nathalie Nahai
 
Secret psychology online persuasion - Nathalie Nahai
Secret psychology online persuasion - Nathalie NahaiSecret psychology online persuasion - Nathalie Nahai
Secret psychology online persuasion - Nathalie Nahai
Head Office NL
 
Nathalie Nahai_SearchLove London 2013
Nathalie Nahai_SearchLove London 2013Nathalie Nahai_SearchLove London 2013
Nathalie Nahai_SearchLove London 2013
Distilled
 
Natalie Nahai – BrightonSEO April 2016: Creating Persuasive Content
Natalie Nahai – BrightonSEO April 2016: Creating Persuasive ContentNatalie Nahai – BrightonSEO April 2016: Creating Persuasive Content
Natalie Nahai – BrightonSEO April 2016: Creating Persuasive Content
Authoritas
 
6 simple steps to convert site analytics data into valuable audience personas...
6 simple steps to convert site analytics data into valuable audience personas...6 simple steps to convert site analytics data into valuable audience personas...
6 simple steps to convert site analytics data into valuable audience personas...
Ian Robins
 

What's hot (20)

Nathalie Nahai - 15 psych tips to help you sell more online
Nathalie Nahai - 15 psych tips to help you sell more onlineNathalie Nahai - 15 psych tips to help you sell more online
Nathalie Nahai - 15 psych tips to help you sell more online
 
Nathalie Nahai - Web psychology principles for you to A/B test
Nathalie Nahai - Web psychology principles for you to A/B testNathalie Nahai - Web psychology principles for you to A/B test
Nathalie Nahai - Web psychology principles for you to A/B test
 
The psychology behind persuasive marketing videos, and how to get people to w...
The psychology behind persuasive marketing videos, and how to get people to w...The psychology behind persuasive marketing videos, and how to get people to w...
The psychology behind persuasive marketing videos, and how to get people to w...
 
Nathalie Nahai - The psychology of persuasive content (The Inbounder)
Nathalie Nahai - The psychology of persuasive content (The Inbounder)Nathalie Nahai - The psychology of persuasive content (The Inbounder)
Nathalie Nahai - The psychology of persuasive content (The Inbounder)
 
Nathalie Nahai - The secret psychology of persuasive videos
Nathalie Nahai - The secret psychology of persuasive videosNathalie Nahai - The secret psychology of persuasive videos
Nathalie Nahai - The secret psychology of persuasive videos
 
Personalisation vs Privacy - Nathalie Nahai
Personalisation vs Privacy - Nathalie NahaiPersonalisation vs Privacy - Nathalie Nahai
Personalisation vs Privacy - Nathalie Nahai
 
Nathalie Nahai - The psychology of persuasive content for "boring" industries...
Nathalie Nahai - The psychology of persuasive content for "boring" industries...Nathalie Nahai - The psychology of persuasive content for "boring" industries...
Nathalie Nahai - The psychology of persuasive content for "boring" industries...
 
Nathalie Nahai - Why aren't women taking the stage in tech?
Nathalie Nahai - Why aren't women taking the stage in tech?Nathalie Nahai - Why aren't women taking the stage in tech?
Nathalie Nahai - Why aren't women taking the stage in tech?
 
Nathalie Nahai - Culture and its influence on websites (part 2)
Nathalie Nahai - Culture and its influence on websites (part 2)Nathalie Nahai - Culture and its influence on websites (part 2)
Nathalie Nahai - Culture and its influence on websites (part 2)
 
Nathalie Nahai - How gender and cultural differences in web Psychology affect...
Nathalie Nahai - How gender and cultural differences in web Psychology affect...Nathalie Nahai - How gender and cultural differences in web Psychology affect...
Nathalie Nahai - How gender and cultural differences in web Psychology affect...
 
Nathalie Nahai - The secret psychology behind social behaviour
Nathalie Nahai - The secret psychology behind social behaviourNathalie Nahai - The secret psychology behind social behaviour
Nathalie Nahai - The secret psychology behind social behaviour
 
Nathalie Nahai - Gender and culturability
Nathalie Nahai - Gender and culturabilityNathalie Nahai - Gender and culturability
Nathalie Nahai - Gender and culturability
 
Nathalie Nahai - Empathy: Your secret weapon in designing for the web
Nathalie Nahai - Empathy: Your secret weapon in designing for the webNathalie Nahai - Empathy: Your secret weapon in designing for the web
Nathalie Nahai - Empathy: Your secret weapon in designing for the web
 
Nathalie Nahai - Culture and its influence on websites
Nathalie Nahai - Culture and its influence on websitesNathalie Nahai - Culture and its influence on websites
Nathalie Nahai - Culture and its influence on websites
 
Chinwag Psych London 14. Nathalie Nahai, Webs of Influence Author. "The secre...
Chinwag Psych London 14. Nathalie Nahai, Webs of Influence Author. "The secre...Chinwag Psych London 14. Nathalie Nahai, Webs of Influence Author. "The secre...
Chinwag Psych London 14. Nathalie Nahai, Webs of Influence Author. "The secre...
 
Nathalie Nahai - Psychology of persuasive content (Brighton SEO)
Nathalie Nahai - Psychology of persuasive content (Brighton SEO)Nathalie Nahai - Psychology of persuasive content (Brighton SEO)
Nathalie Nahai - Psychology of persuasive content (Brighton SEO)
 
Secret psychology online persuasion - Nathalie Nahai
Secret psychology online persuasion - Nathalie NahaiSecret psychology online persuasion - Nathalie Nahai
Secret psychology online persuasion - Nathalie Nahai
 
Nathalie Nahai_SearchLove London 2013
Nathalie Nahai_SearchLove London 2013Nathalie Nahai_SearchLove London 2013
Nathalie Nahai_SearchLove London 2013
 
Natalie Nahai – BrightonSEO April 2016: Creating Persuasive Content
Natalie Nahai – BrightonSEO April 2016: Creating Persuasive ContentNatalie Nahai – BrightonSEO April 2016: Creating Persuasive Content
Natalie Nahai – BrightonSEO April 2016: Creating Persuasive Content
 
6 simple steps to convert site analytics data into valuable audience personas...
6 simple steps to convert site analytics data into valuable audience personas...6 simple steps to convert site analytics data into valuable audience personas...
6 simple steps to convert site analytics data into valuable audience personas...
 

Viewers also liked

Nathalie Nahai - The psychology behind persuasive storytelling
Nathalie Nahai - The psychology behind persuasive storytellingNathalie Nahai - The psychology behind persuasive storytelling
Nathalie Nahai - The psychology behind persuasive storytelling
Nathalie Nahai
 
Nathalie Nahai - Naughty or nice? The psychology behind successful products
Nathalie Nahai  - Naughty or nice? The psychology behind successful productsNathalie Nahai  - Naughty or nice? The psychology behind successful products
Nathalie Nahai - Naughty or nice? The psychology behind successful products
Nathalie Nahai
 
Nathalie Nahai - The secret psychology of persuasive copy (Conversion Confere...
Nathalie Nahai - The secret psychology of persuasive copy (Conversion Confere...Nathalie Nahai - The secret psychology of persuasive copy (Conversion Confere...
Nathalie Nahai - The secret psychology of persuasive copy (Conversion Confere...
Nathalie Nahai
 
Persuasive design presentationd3=r1
Persuasive design presentationd3=r1Persuasive design presentationd3=r1
Persuasive design presentationd3=r1
Sebastian Daum
 
Alt-MBA Week 1 Highlights
Alt-MBA Week 1 HighlightsAlt-MBA Week 1 Highlights
Alt-MBA Week 1 Highlights
Mark Horoszowski
 
Savvy pig photos
Savvy pig photosSavvy pig photos
Savvy pig photos
juansalas
 
Persuasive design op het web en verder. Voorbeelden en workshop.
Persuasive design op het web en verder. Voorbeelden en workshop.Persuasive design op het web en verder. Voorbeelden en workshop.
Persuasive design op het web en verder. Voorbeelden en workshop.
Anton Vanhoucke
 
Lunch business im neuen format - Vermarktungsideen für Immobilien
Lunch business im neuen format - Vermarktungsideen für ImmobilienLunch business im neuen format - Vermarktungsideen für Immobilien
Lunch business im neuen format - Vermarktungsideen für Immobilien
Fabian Rieden
 
Myths, Lies and Illusions of AB and Split Testing
Myths, Lies and Illusions of AB and Split TestingMyths, Lies and Illusions of AB and Split Testing
Myths, Lies and Illusions of AB and Split Testing
Craig Sullivan
 

Viewers also liked (9)

Nathalie Nahai - The psychology behind persuasive storytelling
Nathalie Nahai - The psychology behind persuasive storytellingNathalie Nahai - The psychology behind persuasive storytelling
Nathalie Nahai - The psychology behind persuasive storytelling
 
Nathalie Nahai - Naughty or nice? The psychology behind successful products
Nathalie Nahai  - Naughty or nice? The psychology behind successful productsNathalie Nahai  - Naughty or nice? The psychology behind successful products
Nathalie Nahai - Naughty or nice? The psychology behind successful products
 
Nathalie Nahai - The secret psychology of persuasive copy (Conversion Confere...
Nathalie Nahai - The secret psychology of persuasive copy (Conversion Confere...Nathalie Nahai - The secret psychology of persuasive copy (Conversion Confere...
Nathalie Nahai - The secret psychology of persuasive copy (Conversion Confere...
 
Persuasive design presentationd3=r1
Persuasive design presentationd3=r1Persuasive design presentationd3=r1
Persuasive design presentationd3=r1
 
Alt-MBA Week 1 Highlights
Alt-MBA Week 1 HighlightsAlt-MBA Week 1 Highlights
Alt-MBA Week 1 Highlights
 
Savvy pig photos
Savvy pig photosSavvy pig photos
Savvy pig photos
 
Persuasive design op het web en verder. Voorbeelden en workshop.
Persuasive design op het web en verder. Voorbeelden en workshop.Persuasive design op het web en verder. Voorbeelden en workshop.
Persuasive design op het web en verder. Voorbeelden en workshop.
 
Lunch business im neuen format - Vermarktungsideen für Immobilien
Lunch business im neuen format - Vermarktungsideen für ImmobilienLunch business im neuen format - Vermarktungsideen für Immobilien
Lunch business im neuen format - Vermarktungsideen für Immobilien
 
Myths, Lies and Illusions of AB and Split Testing
Myths, Lies and Illusions of AB and Split TestingMyths, Lies and Illusions of AB and Split Testing
Myths, Lies and Illusions of AB and Split Testing
 

Similar to Nathalie Nahai - 5 psychological principles of persuasive design

The Secret Psychology of Persuasive Content - Nathalie Nahai
The Secret Psychology of Persuasive Content - Nathalie NahaiThe Secret Psychology of Persuasive Content - Nathalie Nahai
The Secret Psychology of Persuasive Content - Nathalie Nahai
FeverBee Limited
 
Nathalie nahai social media and the power of innate interestingness
Nathalie nahai   social media and the power of innate interestingnessNathalie nahai   social media and the power of innate interestingness
Nathalie nahai social media and the power of innate interestingness
Silverman_Research
 
Going Social: The Psychology of Online Influence
Going Social: The Psychology of Online InfluenceGoing Social: The Psychology of Online Influence
Going Social: The Psychology of Online Influence
Valtech
 
Intersectoral Action & the Social Determinants of Health: What's the Evidence?
Intersectoral Action & the Social Determinants of Health: What's the Evidence?Intersectoral Action & the Social Determinants of Health: What's the Evidence?
Intersectoral Action & the Social Determinants of Health: What's the Evidence?
Health Evidence™
 
5. week-5 powerpoint-sbirt_feb-2019
5. week-5 powerpoint-sbirt_feb-20195. week-5 powerpoint-sbirt_feb-2019
5. week-5 powerpoint-sbirt_feb-2019
CASATmedia
 
Nastad hep new_media_workshop_111210
Nastad hep new_media_workshop_111210Nastad hep new_media_workshop_111210
Upload Lisboa 2012: Nathalie Nahai:Web psychology and the future of online in...
Upload Lisboa 2012: Nathalie Nahai:Web psychology and the future of online in...Upload Lisboa 2012: Nathalie Nahai:Web psychology and the future of online in...
Upload Lisboa 2012: Nathalie Nahai:Web psychology and the future of online in...
Upload Lisboa
 
Charting the Path to Total Worker Health ™: A Practitioner’s Guide to Getting...
Charting the Path to Total Worker Health ™: A Practitioner’s Guide to Getting...Charting the Path to Total Worker Health ™: A Practitioner’s Guide to Getting...
Charting the Path to Total Worker Health ™: A Practitioner’s Guide to Getting...
HPCareer.Net / State of Wellness Inc.
 
Teaching analysis tools for infodemic managers
Teaching analysis tools for  infodemic managersTeaching analysis tools for  infodemic managers
Teaching analysis tools for infodemic managers
Tina Purnat
 
The Tool for Assessing the Effects of Local Intersectoral Action
The Tool for Assessing the Effects of Local Intersectoral Action The Tool for Assessing the Effects of Local Intersectoral Action
The Tool for Assessing the Effects of Local Intersectoral Action
The National Collaborating Centre for Methods and Tools
 
VicHealth Physical Actitivy Innovation Challenge Rapid Prototype Workshop slides
VicHealth Physical Actitivy Innovation Challenge Rapid Prototype Workshop slidesVicHealth Physical Actitivy Innovation Challenge Rapid Prototype Workshop slides
VicHealth Physical Actitivy Innovation Challenge Rapid Prototype Workshop slides
Doing Something Good
 
Health care, startups and technology culture at #sxsw 2012
Health care, startups and technology culture at #sxsw 2012Health care, startups and technology culture at #sxsw 2012
Health care, startups and technology culture at #sxsw 2012
UBC eHealth Strategy Office
 
Workplace Wellness: The Missing Piece of your Employee Engagement Efforts
Workplace Wellness: The Missing Piece of your Employee Engagement Efforts  Workplace Wellness: The Missing Piece of your Employee Engagement Efforts
Workplace Wellness: The Missing Piece of your Employee Engagement Efforts
Naba Ahmed
 
Test Question 3: World Life Expectancy
Test Question 3: World Life ExpectancyTest Question 3: World Life Expectancy
Test Question 3: World Life Expectancy
Gapminder
 
Why We Second Screen During Live TV Events
Why We Second Screen During Live TV EventsWhy We Second Screen During Live TV Events
Why We Second Screen During Live TV Events
Dr Jillian Ney
 
Passport to the World: An Intervention to Depression
Passport to the World: An Intervention to DepressionPassport to the World: An Intervention to Depression
Passport to the World: An Intervention to Depression
Hillary Green
 
What Works for Wellbeing
What Works for WellbeingWhat Works for Wellbeing
What Works for Wellbeing
Andrea Edwards
 
Five ways to Well Being
Five ways to Well BeingFive ways to Well Being
Five ways to Well Being
nicole cole
 
Practicing social media in health and medicine: A primer for researchers and ...
Practicing social media in health and medicine: A primer for researchers and ...Practicing social media in health and medicine: A primer for researchers and ...
Practicing social media in health and medicine: A primer for researchers and ...
Daniel Hooker
 
Studying and Using Social Media in Academic Research_Paton_Chris
Studying and Using Social Media in Academic Research_Paton_ChrisStudying and Using Social Media in Academic Research_Paton_Chris
Studying and Using Social Media in Academic Research_Paton_Chris
yan_stanford
 

Similar to Nathalie Nahai - 5 psychological principles of persuasive design (20)

The Secret Psychology of Persuasive Content - Nathalie Nahai
The Secret Psychology of Persuasive Content - Nathalie NahaiThe Secret Psychology of Persuasive Content - Nathalie Nahai
The Secret Psychology of Persuasive Content - Nathalie Nahai
 
Nathalie nahai social media and the power of innate interestingness
Nathalie nahai   social media and the power of innate interestingnessNathalie nahai   social media and the power of innate interestingness
Nathalie nahai social media and the power of innate interestingness
 
Going Social: The Psychology of Online Influence
Going Social: The Psychology of Online InfluenceGoing Social: The Psychology of Online Influence
Going Social: The Psychology of Online Influence
 
Intersectoral Action & the Social Determinants of Health: What's the Evidence?
Intersectoral Action & the Social Determinants of Health: What's the Evidence?Intersectoral Action & the Social Determinants of Health: What's the Evidence?
Intersectoral Action & the Social Determinants of Health: What's the Evidence?
 
5. week-5 powerpoint-sbirt_feb-2019
5. week-5 powerpoint-sbirt_feb-20195. week-5 powerpoint-sbirt_feb-2019
5. week-5 powerpoint-sbirt_feb-2019
 
Nastad hep new_media_workshop_111210
Nastad hep new_media_workshop_111210Nastad hep new_media_workshop_111210
Nastad hep new_media_workshop_111210
 
Upload Lisboa 2012: Nathalie Nahai:Web psychology and the future of online in...
Upload Lisboa 2012: Nathalie Nahai:Web psychology and the future of online in...Upload Lisboa 2012: Nathalie Nahai:Web psychology and the future of online in...
Upload Lisboa 2012: Nathalie Nahai:Web psychology and the future of online in...
 
Charting the Path to Total Worker Health ™: A Practitioner’s Guide to Getting...
Charting the Path to Total Worker Health ™: A Practitioner’s Guide to Getting...Charting the Path to Total Worker Health ™: A Practitioner’s Guide to Getting...
Charting the Path to Total Worker Health ™: A Practitioner’s Guide to Getting...
 
Teaching analysis tools for infodemic managers
Teaching analysis tools for  infodemic managersTeaching analysis tools for  infodemic managers
Teaching analysis tools for infodemic managers
 
The Tool for Assessing the Effects of Local Intersectoral Action
The Tool for Assessing the Effects of Local Intersectoral Action The Tool for Assessing the Effects of Local Intersectoral Action
The Tool for Assessing the Effects of Local Intersectoral Action
 
VicHealth Physical Actitivy Innovation Challenge Rapid Prototype Workshop slides
VicHealth Physical Actitivy Innovation Challenge Rapid Prototype Workshop slidesVicHealth Physical Actitivy Innovation Challenge Rapid Prototype Workshop slides
VicHealth Physical Actitivy Innovation Challenge Rapid Prototype Workshop slides
 
Health care, startups and technology culture at #sxsw 2012
Health care, startups and technology culture at #sxsw 2012Health care, startups and technology culture at #sxsw 2012
Health care, startups and technology culture at #sxsw 2012
 
Workplace Wellness: The Missing Piece of your Employee Engagement Efforts
Workplace Wellness: The Missing Piece of your Employee Engagement Efforts  Workplace Wellness: The Missing Piece of your Employee Engagement Efforts
Workplace Wellness: The Missing Piece of your Employee Engagement Efforts
 
Test Question 3: World Life Expectancy
Test Question 3: World Life ExpectancyTest Question 3: World Life Expectancy
Test Question 3: World Life Expectancy
 
Why We Second Screen During Live TV Events
Why We Second Screen During Live TV EventsWhy We Second Screen During Live TV Events
Why We Second Screen During Live TV Events
 
Passport to the World: An Intervention to Depression
Passport to the World: An Intervention to DepressionPassport to the World: An Intervention to Depression
Passport to the World: An Intervention to Depression
 
What Works for Wellbeing
What Works for WellbeingWhat Works for Wellbeing
What Works for Wellbeing
 
Five ways to Well Being
Five ways to Well BeingFive ways to Well Being
Five ways to Well Being
 
Practicing social media in health and medicine: A primer for researchers and ...
Practicing social media in health and medicine: A primer for researchers and ...Practicing social media in health and medicine: A primer for researchers and ...
Practicing social media in health and medicine: A primer for researchers and ...
 
Studying and Using Social Media in Academic Research_Paton_Chris
Studying and Using Social Media in Academic Research_Paton_ChrisStudying and Using Social Media in Academic Research_Paton_Chris
Studying and Using Social Media in Academic Research_Paton_Chris
 

Recently uploaded

Use of Ontologies in Chemical Kinetic Database CHEMCONNECT
Use of Ontologies in Chemical Kinetic Database CHEMCONNECTUse of Ontologies in Chemical Kinetic Database CHEMCONNECT
Use of Ontologies in Chemical Kinetic Database CHEMCONNECT
Edward Blurock
 
Enhancing seamless access using TIGERfed
Enhancing seamless access using TIGERfedEnhancing seamless access using TIGERfed
Enhancing seamless access using TIGERfed
Bangladesh Network Operators Group
 
Software Defined Networking, Concepts and Practical Implementations
Software Defined Networking, Concepts and Practical ImplementationsSoftware Defined Networking, Concepts and Practical Implementations
Software Defined Networking, Concepts and Practical Implementations
Bangladesh Network Operators Group
 
Rent remote desktop server mangohost .net
Rent remote desktop server mangohost .netRent remote desktop server mangohost .net
Rent remote desktop server mangohost .net
pdfsubmission50
 
IPv6 Deployment Planning and Security Considerations
IPv6 Deployment Planning and Security ConsiderationsIPv6 Deployment Planning and Security Considerations
IPv6 Deployment Planning and Security Considerations
Bangladesh Network Operators Group
 
upgrade to zabbix-7 0 como atualiza lts1
upgrade to zabbix-7 0 como atualiza lts1upgrade to zabbix-7 0 como atualiza lts1
upgrade to zabbix-7 0 como atualiza lts1
diogolsew
 
Saint Louis University diploma
Saint Louis University diplomaSaint Louis University diploma
Saint Louis University diploma
eufdev
 
SisAi World - Software is AI - Providing AI as Software - Protecting the Inte...
SisAi World - Software is AI - Providing AI as Software - Protecting the Inte...SisAi World - Software is AI - Providing AI as Software - Protecting the Inte...
SisAi World - Software is AI - Providing AI as Software - Protecting the Inte...
QingjieDu1
 
How God led me to DTS? Through many different signs and connections that I c...
How God led me to DTS? Through many different signs and connections that  I c...How God led me to DTS? Through many different signs and connections that  I c...
How God led me to DTS? Through many different signs and connections that I c...
AshishMohan57
 
Best Skills to Learn for Freelancing.pdf
Best Skills to Learn for Freelancing.pdfBest Skills to Learn for Freelancing.pdf
Best Skills to Learn for Freelancing.pdf
Million-$-Knowledge {Million Dollar Knowledge}
 
Team Cymru Community Services,Overview of all public services
Team Cymru Community Services,Overview of all public servicesTeam Cymru Community Services,Overview of all public services
Team Cymru Community Services,Overview of all public services
Bangladesh Network Operators Group
 
Trump fist pump t shirts Trump fist pump t shirts
Trump fist pump t shirts Trump fist pump t shirtsTrump fist pump t shirts Trump fist pump t shirts
Trump fist pump t shirts Trump fist pump t shirts
exgf28
 
Week 1 - Pendidikan Pancasila - Gr 1.docx
Week 1 - Pendidikan Pancasila - Gr 1.docxWeek 1 - Pendidikan Pancasila - Gr 1.docx
Week 1 - Pendidikan Pancasila - Gr 1.docx
JunaManroe1
 
Lordsexch ID: An Ultimate Online Cricket ID Provider In India
Lordsexch ID: An Ultimate Online Cricket ID Provider In IndiaLordsexch ID: An Ultimate Online Cricket ID Provider In India
Lordsexch ID: An Ultimate Online Cricket ID Provider In India
exchangeid32
 
Career Development Advice for Network Engineers across the Pacific, presented...
Career Development Advice for Network Engineers across the Pacific, presented...Career Development Advice for Network Engineers across the Pacific, presented...
Career Development Advice for Network Engineers across the Pacific, presented...
APNIC
 
My President is bulletproof t shirts hoodie
My President is bulletproof t shirts hoodieMy President is bulletproof t shirts hoodie
My President is bulletproof t shirts hoodie
exgf28
 
New York Institute of Technology degree Cert diploma offer
New York Institute of Technology degree Cert diploma offerNew York Institute of Technology degree Cert diploma offer
New York Institute of Technology degree Cert diploma offer
ubovu
 
Ontology for the semantic enhancement, database definition and management and...
Ontology for the semantic enhancement, database definition and management and...Ontology for the semantic enhancement, database definition and management and...
Ontology for the semantic enhancement, database definition and management and...
Edward Blurock
 
Mobile SEO India | Mobile SEO Service | Mobile SEO Company
Mobile SEO India | Mobile SEO Service | Mobile SEO CompanyMobile SEO India | Mobile SEO Service | Mobile SEO Company
Mobile SEO India | Mobile SEO Service | Mobile SEO Company
SIB Infotech
 
Trump Assassination Shirt Trump Assassination Shirt
Trump Assassination Shirt Trump Assassination ShirtTrump Assassination Shirt Trump Assassination Shirt
Trump Assassination Shirt Trump Assassination Shirt
exgf28
 

Recently uploaded (20)

Use of Ontologies in Chemical Kinetic Database CHEMCONNECT
Use of Ontologies in Chemical Kinetic Database CHEMCONNECTUse of Ontologies in Chemical Kinetic Database CHEMCONNECT
Use of Ontologies in Chemical Kinetic Database CHEMCONNECT
 
Enhancing seamless access using TIGERfed
Enhancing seamless access using TIGERfedEnhancing seamless access using TIGERfed
Enhancing seamless access using TIGERfed
 
Software Defined Networking, Concepts and Practical Implementations
Software Defined Networking, Concepts and Practical ImplementationsSoftware Defined Networking, Concepts and Practical Implementations
Software Defined Networking, Concepts and Practical Implementations
 
Rent remote desktop server mangohost .net
Rent remote desktop server mangohost .netRent remote desktop server mangohost .net
Rent remote desktop server mangohost .net
 
IPv6 Deployment Planning and Security Considerations
IPv6 Deployment Planning and Security ConsiderationsIPv6 Deployment Planning and Security Considerations
IPv6 Deployment Planning and Security Considerations
 
upgrade to zabbix-7 0 como atualiza lts1
upgrade to zabbix-7 0 como atualiza lts1upgrade to zabbix-7 0 como atualiza lts1
upgrade to zabbix-7 0 como atualiza lts1
 
Saint Louis University diploma
Saint Louis University diplomaSaint Louis University diploma
Saint Louis University diploma
 
SisAi World - Software is AI - Providing AI as Software - Protecting the Inte...
SisAi World - Software is AI - Providing AI as Software - Protecting the Inte...SisAi World - Software is AI - Providing AI as Software - Protecting the Inte...
SisAi World - Software is AI - Providing AI as Software - Protecting the Inte...
 
How God led me to DTS? Through many different signs and connections that I c...
How God led me to DTS? Through many different signs and connections that  I c...How God led me to DTS? Through many different signs and connections that  I c...
How God led me to DTS? Through many different signs and connections that I c...
 
Best Skills to Learn for Freelancing.pdf
Best Skills to Learn for Freelancing.pdfBest Skills to Learn for Freelancing.pdf
Best Skills to Learn for Freelancing.pdf
 
Team Cymru Community Services,Overview of all public services
Team Cymru Community Services,Overview of all public servicesTeam Cymru Community Services,Overview of all public services
Team Cymru Community Services,Overview of all public services
 
Trump fist pump t shirts Trump fist pump t shirts
Trump fist pump t shirts Trump fist pump t shirtsTrump fist pump t shirts Trump fist pump t shirts
Trump fist pump t shirts Trump fist pump t shirts
 
Week 1 - Pendidikan Pancasila - Gr 1.docx
Week 1 - Pendidikan Pancasila - Gr 1.docxWeek 1 - Pendidikan Pancasila - Gr 1.docx
Week 1 - Pendidikan Pancasila - Gr 1.docx
 
Lordsexch ID: An Ultimate Online Cricket ID Provider In India
Lordsexch ID: An Ultimate Online Cricket ID Provider In IndiaLordsexch ID: An Ultimate Online Cricket ID Provider In India
Lordsexch ID: An Ultimate Online Cricket ID Provider In India
 
Career Development Advice for Network Engineers across the Pacific, presented...
Career Development Advice for Network Engineers across the Pacific, presented...Career Development Advice for Network Engineers across the Pacific, presented...
Career Development Advice for Network Engineers across the Pacific, presented...
 
My President is bulletproof t shirts hoodie
My President is bulletproof t shirts hoodieMy President is bulletproof t shirts hoodie
My President is bulletproof t shirts hoodie
 
New York Institute of Technology degree Cert diploma offer
New York Institute of Technology degree Cert diploma offerNew York Institute of Technology degree Cert diploma offer
New York Institute of Technology degree Cert diploma offer
 
Ontology for the semantic enhancement, database definition and management and...
Ontology for the semantic enhancement, database definition and management and...Ontology for the semantic enhancement, database definition and management and...
Ontology for the semantic enhancement, database definition and management and...
 
Mobile SEO India | Mobile SEO Service | Mobile SEO Company
Mobile SEO India | Mobile SEO Service | Mobile SEO CompanyMobile SEO India | Mobile SEO Service | Mobile SEO Company
Mobile SEO India | Mobile SEO Service | Mobile SEO Company
 
Trump Assassination Shirt Trump Assassination Shirt
Trump Assassination Shirt Trump Assassination ShirtTrump Assassination Shirt Trump Assassination Shirt
Trump Assassination Shirt Trump Assassination Shirt
 

Nathalie Nahai - 5 psychological principles of persuasive design

  • 1. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Psychological Principles 5 OF
  • 2. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ENDOWED PROGRESS 1
  • 3. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.notonthehighstreet.com/ 1
  • 4. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.londonreal.tv/ 1
  • 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1 Which had the highest redemption rate?
  • 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. 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. 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. 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. 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. What’s the principle?
  • 17. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ENDOWED PROGRESS 1
  • 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. How does it work?
  • 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. 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. 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. 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. &
  • 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1
  • 30. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. This also works in gaming
  • 31. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Sunk-cost fallacy 2
  • 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. 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. 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Which is why this works
  • 38. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.facebook.com/FarmVille 2
  • 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Which gives rise to yet another dynamic…
  • 41. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Appointment dynamic 3
  • 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. How these work together
  • 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. 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. 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. 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. 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Opportunity cost 4
  • 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  You buy some clothes 4
  • 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. 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. 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. 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. What’s the principle?
  • 63. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Opportunity cost 4
  • 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. How does it work?
  • 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1 - ATTENTION
  • 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. So how do you grab & hold attention?
  • 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.1
  • 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.1 ATTENTION
  • 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.1
  • 77. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 2 - TIME
  • 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.2 And why?
  • 80. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.2
  • 81. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.2
  • 82. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. You have to minimize TIME costs
  • 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. 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.2
  • 88. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.2
  • 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.2
  • 91. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.2
  • 92. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.2
  • 93. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 3 - MONEY
  • 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.3
  • 96. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.3
  • 97. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.3
  • 98. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.3
  • 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4 4.3
  • 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. So, to reduce perceived cost of MONEY…
  • 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Hedonic adaptation 5
  • 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. 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 5 Why?
  • 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. 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. It’s the same thing with products
  • 120. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 5
  • 121. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 5
  • 122. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 5
  • 123. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. What’s the principle?
  • 124. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Hedonic adaptation 5
  • 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HEDONIC ADAPTATION 5
  • 129. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HEDONIC ADAPTATION 5
  • 130. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. So how do we use it?
  • 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. 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS
  • 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS 1  Endowed progress
  • 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. 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. 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DOWNLOAD THE SLIDES bit.ly/persuasive_products
  • 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BUT
  • 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ARE WE ADDICTED?
  • 149. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Let’s take a quick quiz…
  • 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. 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. 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HIDDEN PERSUADERS
  • 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE QUIZ Diagnostic Questionnaire for internet addiction
  • 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Folks, the research is in
  • 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. And there’s an unseen impact
  • 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE RESULT? Growing media attention & push-back:
  • 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. So where does that leave us?
  • 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BUT How on earth do we decide?
  • 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BALANCE •  Short term vs. long term success
  • 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WE ARE THE USER
  • 182. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WHERE DO YOU SIT?
  • 183. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WHERE DO YOU SIT? Facilitation
  • 184. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WHERE DO YOU SIT? Facilitation Coercion
  • 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. 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BUT
  • 190. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ACCOUNTABILITY •  Good intentions aren’t enough
  • 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. As designers…
  • 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. 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?