Online consumer persuasion: a short introduction.
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Guest lecture for 'Interactive Marketing' masters module at the University of West of England (UWE), Bristol on 24th of February 2015.
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Online consumer persuasion: a short introduction.
- 1. Online consumer persuasion: a short introduction Interactive Marketing 24th of February 2015 Dr Lukasz Piwek @motioninsocial
- 3. EMAIL SEND (every minute) 279 million PHOTOS UPLOADED AND SHARED 500 million (every minute) SEARCHES (every minute) 2.8 million
- 4. VIEWS (every minute) 3.2 million WEBSITES CREATED (every minute) 839 TWEETS (every minute) 278,000
- 5. SALES (every minute) $100,000 LIKES (every minute) 2.6 million PEOPLE WATCHING PORN 124,000 (every minute)
- 6. PEOPLE CONNECTED TO INTERNET PEOPLE SHOPPING ONLINE (2013) 2.3 billion 3 billion ONLINE SALES ARE WORTH (2013) £588 billion growing by 19% every year (2015)
- 7. PEOPLE WITH SMARTPHONES GLOBALLY 1.8 billion ADULTS WITH SMARTPHONES IN UK 80% EVERYONE WILL HAVE SMARTPHONE BY 2025
- 8. the Internet and digital technology have changed consumption patterns, marketing, economy, everything.
- 10. vs vs vs
- 11. ego depletion resisting temptation takes considerable effort and energy and after some time our capacity to resist is exhausted leading to (Baumaister et al, 1998)
- 13. complexity of consumer decisions can result in ego depletion depleted consumers are more likely to become passive and make more impulsive decisions Baumaister et al (2005)
- 14. if you’re ego depleted you’re more likely to be selfish use sexist language make superficial judgements Muraven et al (2003) Baumaister et al (2005) Gaillot et al (2007)
- 15. judges grant more parole in the morning and just after lunchtime Danziger et al (2011)
- 16. behaviour economics with examples of: ego depletion priming
- 17. behaviour economics “we are not always rational, and we often make mistakes” we are susceptible to influences from our immediate environment, irrelevant emotions, stereotypes, beliefs, norms, and many other factors
- 18. system 1 system 2 automatic & unconscious rapid & low effort recognition, perception, orientation nonverbal control & conscious slow & high effort rule following, comparison complex computations linked to language Dual process theory Stanovich & West (2000)
- 19. priming automatic memory effect in which exposure to one stimulus influences a response to another stimulus
- 20. support to increase funding for schools is higher if voting takes place in schools Berger et al. (2008)
- 21. priming people with money makes them more selfish Vochs (2006)
- 22. people litter less in the train if there is a smell of cleaning product De Lange et al (2012)
- 23. women who were exposed to flowers perceived the man to be more attractive and sexier Gueguen (2011)
- 24. more donation made when word ‘love’ was added to message Gueguen (2011)
- 25. children consumed 45% more food when exposed to food advertising in cartoons Harris et al (2009)
- 26. online persuasionwith examples related to Cialdini’s social influence Fogg’s persuasive technology
- 27. judgement heuristics are mental shortcuts we employ in making our everyday judgements Kahneman et al (1982)
- 28. Ashmore et al (1971) Worchel (1992) Cialdini (2001) scarcity a perceived limitation of resources will generate demand scarce items are perceived as higher in value and more attractive especially if we compete for them
- 29. metro.co.uk
- 30. Ashmore et al (1971) Worchel (1992) scarcity a perceived limitation of resources will generate demand example nightclub queue “deadline tactic”
- 31. scarcity a perceived limitation of resources will generate demand
- 32. reciprocity people tend to return a favour we may feel in debt by getting uninvited favour small initial favour can produce obligation to agree to much larger return favour Pease & Gilin (2000)
- 33. reciprocity people tend to return a favour examples mail appeal for donation: 18% success - mail only 35% success - mail + gift free sample in supermarket Cialdini (2001) Wasko et al (2005)
- 34. reciprocity people tend to return a favour
- 35. Amount Twitter makes each time you look at your feed $0.0008
- 36. reciprocity people tend to return a favour
- 37. commitment consistency people don’t like to be self-contradictory Cialdini (2001) example “throwing a low-ball” in car sales by adding “surprise” costs at the end of transaction after initial agreements, and test drives
- 38. commitment consistency people don’t like to be self-contradictory
- 39. social proof people will be more open to things they see others doing Provine (2000) Nosanchuk & Lightstone (1974) Darley & Lantane (1968) example “canned laughter” in a comedy makes audience laugh longer and more often, rate material as funnier especially effective for poor jokes bystander effect
- 40. social proof people will be more open to things they see others doing
- 41. Average industry profit per commercial-flight passenger $4
- 42. liking people are more easily swayed by people they like Langlois et al (2000) Berscheider & Walster (1978) attractiveness attractive individuals are perceived as talented, kind, honest, intelligent similarity even small similarities produce positive impression compliments good cop/bad cop
- 43. liking people are more easily swayed by people they like
- 48. one-click choice easy commitment reduction & simplifying higher motivation to engage reduced cognitive effort quicker goal achievement & quick decision can be rewarding (but also regrettable) Fogg (1998) Bandura (1997) Desphande et al (1983)