Ben Scofield discusses principles of psychology in web development at DevNation Atlanta, emphasizing the importance of correlation versus causation and various psychological tactics to influence user behavior. Key lessons include building likability, demonstrating authority, leveraging social proof, and using commitment strategies. The presentation also covers concepts like the decoy effect and emphasizes the significance of clear comparisons in decision-making.

1. MIND CONTROL
psychology for the web
DevNation Atlanta – Ben Scofield – @bscofield

7. CORRELATION
≠
CAUSATION

8. correlation

9. causation

16. HEURISTICS

19. Likeability

24. LESSON
Be likeable

25. NO KIDDING?

26. Social Proof

27. FIRST

28. FIRST FOLLOWER

29. FIRST FOLLOWER

30. A
B
C

37. LESSON
Show people what their peers are doing

38. Authority

43. LESSON
Show people you are trustworthy

44. Reciprocity

50. LESSON
Give people something for free

51. Scarcity

55. LESSON
Tell people when time is running out

56. Commitment

64. LESSON
Give people a low-cost way to commit

65. The Decoy Effect

69. $5 USD
¥5 CNY
$5 CAD
£5 GBP
€5 EUR

71. LESSON
Make it easy to compare choices

72. LESSON
... or stack the deck for your favorite

73. DATING DECOY

74. LESSON
Study the research

75. Photo Credits
gomustangs affsum clintjcl
paulm eirikso nhall
jeroen020 eugene colorblindpicaso
martinlabar n0thing klobetime
noelzialee 5tein ontilnow
overton_cat atomicshed caribb
mladjenovic_n nearnearfuture denatale
duncanfawkes petermartinhall avlxyz
specialkrb u2wanderer rumble1973

76. THANK YOU
Ben Scofield
ben.scofield@viget.com - @bscofield
http://speakerrate.com/bscofield
http://viget.com