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DESIGNING 
FOR THE MIND
ETHICS OF PERSUASION
And
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
DOWNLOAD THE SLIDES
bit.ly/persuasion_ethics
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1  Introduction
2  Persuasive copy
3  Engaging images
4  Viral videos
5  Key takeaways
TODAY’S TALK
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
INTRODUCTION
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
NATHALIE NAHAI
@NathalieNahai
TheWebPsychologist.com
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
WEBS OF INFLUENCE
THE PSYCHOLOGY OF ONLINE PERSUASION
Pearson, 2012
UK | EU | USA | KOREA | JAPAN | CHINA
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
WEB PSYCHOLOGY
I coined the term ‘Web Psychology’
in 2011 and defined it as…
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
WEB PSYCHOLOGY
“ ”
The empirical study of how
our online environments influence
our attitudes and behaviours
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
HOW IT HELPS YOU
Web Psychology is a psychological toolkit
that will help you design more persuasive
websites, apps, and user experiences
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
WEBPSYCHOLOGY
HCI
neuro-
aesthetics
user
experience
social
psychology
cognitive
psychology
neuroscience
cross-cultural
psychology
behavioural
economics
persuasive
technology
personality
psychology
digital
humanities
marketing
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
1  Introduction
2  Persuasive copy
3  Engaging images
4  Viral videos
5  Key takeaways
TODAY’S TALK
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
3 SECRETS TO ONLINE SUCCESS
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
1  Know who you’re targeting
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
1  Know who you’re targeting
2  Communicate persuasively
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
1  Know who you’re targeting
2  Communicate persuasively
3  Sell with integrity
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
1  Know who you’re targeting
2  Communicate persuasively
3  Sell with integrity
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
1  Introduction
2  Persuasive copy
3  Engaging images
4  Viral videos
5  Key takeaways
TODAY’S TALK
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
PERSUASIVE PRODUCTS
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Q
Before we start let’s take a quick quiz
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
1
Do you ever feel preoccupied
with the internet?
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
2
Do you feel restless, moody,
depressed, or irritable when
attempting to cut down?
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
3
Do you stay online longer
than originally intended?
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Have you lied to family and
friends to conceal the extent
of your internet use?
4
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@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
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
HIDDEN PERSUADERS
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@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
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
HIDDEN PERSUADERS
1  Hedonic adaption hacks
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
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.
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
HIDDEN PERSUADERS
1  Hedonic adaption hacks
2  Endowed progress
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
LOYALTY CARD
vs
Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research,
32(4), 504-512.
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
HIDDEN PERSUADERS
1  Opportunity costs
2  Hedonic adaption hacks
3  Endowed progress
4  Arousal & social validation
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
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.
HIDDEN PERSUADERS
1  Hedonic adaption hacks
2  Endowed progress
3  Arousal & social validation
4  Variable rewards
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.
HIDDEN PERSUADERS
1  Hedonic adaption hacks
2  Endowed progress
3  Arousal & social validation
4  Variable rewards
5  Dopamine loops
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
HIDDEN PERSUADERS
We’re constantly being bombarded
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
ARE WE ADDICTED?
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THE QUIZ
Diagnostic Questionnaire for internet addiction
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
THE QUIZ
Q: When do you think it came out?
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
THE QUIZ
Q: When do you think it came out?
A: Before twitter, Facebook, Whatsapp…
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@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.
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Folks, the research is in
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@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
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
And there’s an unseen impact
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
IMPACT
1  Mood
Facebook research1,2, FOMO3
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@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
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
THE RESULT?
Growing media attention & push-back:
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
THE RESULT?
Growing media attention & push-back:
•  Blackout productivity apps
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
THE RESULT?
Growing media attention & push-back:
•  Blackout productivity apps
•  Blackout vacations
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
THE RESULT?
Growing media attention & push-back:
•  Blackout productivity apps
•  Blackout vacations
•  Tracker- and ad-blocking software
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
So where does that leave us?
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
ETHICS
As designers, we have to decide
whether and in what way to use these
ethically in our product design
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
BUT
How on earth do we decide?
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
RISK / REWARD
•  Easier to take immediate risk for short-term
rewards
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
RISK / REWARD
•  Easier to take immediate risk for short-term
rewards
•  Leverage heuristics with (e.g.) dark patterns
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
RISK / REWARD
•  Easier to take immediate risk for short-term
rewards
•  Leverage heuristics with (e.g.) dark patterns
•  Blackhat practices
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
BALANCE
•  Short term vs. long term success
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
BALANCE
•  Short term vs. long term success
•  Build trust to secure & increase sales
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@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…
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
WE ARE THE USER
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
WHERE DO YOU SIT?
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
WHERE DO YOU SIT?
Facilitation
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
WHERE DO YOU SIT?
Facilitation Coercion
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Empower
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Empower vs
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EnslaveEmpower vs
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INTENTION
The difference between
persuasion and manipulation is intent
Robin Dreeke, Head of the Behavioural Analysis Unit, FBI
“ ”
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@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
“ ”
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
As designers…
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
You are both the
ARCHITECTS & THE USERS
of our future tech
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
WHAT KIND OF WORLD
do you want to build?
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@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.
Get in touch.
ANY QUESTIONS?
@NathalieNahai
TheWebPsychologist.com

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Nathalie Nahai - Designing for the mind & the ethics of persuasion for product design (SXSW)

  • 1. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DESIGNING FOR THE MIND ETHICS OF PERSUASION And
  • 2. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DOWNLOAD THE SLIDES bit.ly/persuasion_ethics
  • 3. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Introduction 2  Persuasive copy 3  Engaging images 4  Viral videos 5  Key takeaways TODAY’S TALK @THEWEBPSYCHTHE WEB PSYCHOLOGIST INTRODUCTION
  • 4. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. NATHALIE NAHAI @NathalieNahai TheWebPsychologist.com
  • 5. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION Pearson, 2012 UK | EU | USA | KOREA | JAPAN | CHINA
  • 6. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 7. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WEB PSYCHOLOGY I coined the term ‘Web Psychology’ in 2011 and defined it as…
  • 8. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WEB PSYCHOLOGY “ ” The empirical study of how our online environments influence our attitudes and behaviours
  • 9. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOW IT HELPS YOU Web Psychology is a psychological toolkit that will help you design more persuasive websites, apps, and user experiences
  • 10. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WEBPSYCHOLOGY HCI neuro- aesthetics user experience social psychology cognitive psychology neuroscience cross-cultural psychology behavioural economics persuasive technology personality psychology digital humanities marketing
  • 11. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Introduction 2  Persuasive copy 3  Engaging images 4  Viral videos 5  Key takeaways TODAY’S TALK @THEWEBPSYCHTHE WEB PSYCHOLOGIST 3 SECRETS TO ONLINE SUCCESS
  • 12. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Know who you’re targeting
  • 13. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Know who you’re targeting 2  Communicate persuasively
  • 14. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Know who you’re targeting 2  Communicate persuasively 3  Sell with integrity
  • 15. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Know who you’re targeting 2  Communicate persuasively 3  Sell with integrity
  • 16. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Introduction 2  Persuasive copy 3  Engaging images 4  Viral videos 5  Key takeaways TODAY’S TALK @THEWEBPSYCHTHE WEB PSYCHOLOGIST PERSUASIVE PRODUCTS
  • 17. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Q Before we start let’s take a quick quiz
  • 18. 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?
  • 19. 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?
  • 20. 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?
  • 21. 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
  • 22. 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
  • 23. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HIDDEN PERSUADERS
  • 24. 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
  • 25. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HIDDEN PERSUADERS 1  Hedonic adaption hacks
  • 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.
  • 28. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 29. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HIDDEN PERSUADERS 1  Hedonic adaption hacks 2  Endowed progress
  • 30. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. LOYALTY CARD vs Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research, 32(4), 504-512.
  • 31. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 32. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HIDDEN PERSUADERS 1  Opportunity costs 2  Hedonic adaption hacks 3  Endowed progress 4  Arousal & social validation
  • 33. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 34. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 35. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HIDDEN PERSUADERS 1  Hedonic adaption hacks 2  Endowed progress 3  Arousal & social validation 4  Variable rewards
  • 36. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 37. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HIDDEN PERSUADERS 1  Hedonic adaption hacks 2  Endowed progress 3  Arousal & social validation 4  Variable rewards 5  Dopamine loops
  • 38. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 39. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 40. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HIDDEN PERSUADERS We’re constantly being bombarded
  • 41. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ARE WE ADDICTED?
  • 42. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE QUIZ Diagnostic Questionnaire for internet addiction
  • 43. 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?
  • 44. 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…
  • 45. 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.
  • 46. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Folks, the research is in
  • 47. 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
  • 48. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. And there’s an unseen impact
  • 49. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. IMPACT 1  Mood Facebook research1,2, FOMO3
  • 50. 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
  • 51. 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
  • 52. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE RESULT? Growing media attention & push-back:
  • 53. 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
  • 54. 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
  • 55. 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
  • 56. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. So where does that leave us?
  • 57. 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
  • 58. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BUT How on earth do we decide?
  • 59. 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
  • 60. 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
  • 61. 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
  • 62. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BALANCE •  Short term vs. long term success
  • 63. 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
  • 64. 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
  • 65. 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…
  • 66. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WE ARE THE USER
  • 67. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WHERE DO YOU SIT?
  • 68. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WHERE DO YOU SIT? Facilitation
  • 69. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WHERE DO YOU SIT? Facilitation Coercion
  • 70. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Empower
  • 71. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Empower vs
  • 72. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EnslaveEmpower vs
  • 73. 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 “ ”
  • 74. 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 “ ”
  • 75. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. As designers…
  • 76. 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
  • 77. 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?
  • 78. 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)
  • 79. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Get in touch. ANY QUESTIONS? @NathalieNahai TheWebPsychologist.com