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THE SECRET PSYCHOLOGY OF 
ONLINE PERSUASION 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
TODAY’S TALK 
1 The ‘Three Systems’ Brain 
2 Primal 
3 Emotional 
4 Rational 
5 Key Takeaways 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
DOWNLOAD THE SLIDES 
bit.ly/webpsych 
THE WEB PSYCHOLOGIST @TheWebPsych 
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FIRST… 
AN INTRODUCTION 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
NATHALIE NAHAI 
THE WEB PSYCHOLOGIST 
Twitter: @thewebpsych 
Website: thewebpsychologist.com 
Institute: instituteofwebpsychology.com 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
WEBS OF INFLUENCE 
THE PSYCHOLOGY OF ONLINE PERSUASION 
Pearson, 2012 
UK | EU | USA | KOREA | JAPAN | CHINA 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
WEB PSYCHOLOGY 
[ I coined the term ‘Web Psychology’ 
] 
in 2011 and defined it as… 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
WEB PSYCHOLOGY 
The empirical study of how 
online environments influence 
our attitudes and behaviours 
“ 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 
”
WEB 
PSYCHOLOGY 
HCI 
neuroscience 
neuro-aesthetics 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 
user 
experience 
social 
psychology 
cognitive 
psychology 
cross-cultural 
psychology 
behavioural 
economics 
persuasive 
technology 
personality 
psychology 
digital 
humanities 
marketing
HOW IT HELPS YOU 
[ Web Psychology is a psychological toolkit 
that will help you design more persuasive 
] websites, marketing, and user experiences 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
1 
‘THREE SYSTEMS’ BRAIN 
THE WEB PSYCHOLOGIST @TheWebPsych 
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THE ‘THREE SYSTEMS’ 
• Triune brain 
• Brain is highly complex 
• Useful model 
• Understand hidden motivations 
• Design persuasive experiences 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
THE ‘THREE SYSTEMS’ 
• Primal 
THE WEB PSYCHOLOGIST @TheWebPsych 
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THE ‘THREE SYSTEMS’ 
• Primal 
• Emotional 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
THE ‘THREE SYSTEMS’ 
• Primal 
• Emotional 
• Rational 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
2 
PRIMAL 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
PRIMAL 
• Common to all animals 
• Basic vital functions 
• Risky vs. Safe (FFF) 
• Sex 
• Food 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
KEY PRINCIPLES 
• Cues for sex 
• Images of food 
• Motion 
• Contrast & concrete 
• Peak end rule 
• Scarcity 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
Julian Wolkenstein – Symmetrical Portraits 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
KEY PRINCIPLES 
• Cues for sex 
• Images of food 
• Motion 
• Contrast & concrete 
• Peak end rule 
• Scarcity 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
FTHoEo dW E–B m PSaYkCeHsO aL OvGirItSuTa l space ‘feel’ more real @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
KEY PRINCIPLES 
• Cues for sex 
• Images of food 
• Motion 
• Contrast & concrete 
• Peak end rule 
• Scarcity 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
KEY PRINCIPLES 
• Cues for sex 
• Images of food 
• Motion 
• Contrast & concrete 
• Peak end rule 
• Scarcity 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
KEY PRINCIPLES 
• Cues for sex 
• Images of food 
• Motion 
• Contrast & concrete 
• Peak end rule 
• Scarcity 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
KEY PRINCIPLES 
• Cues for sex 
• Images of food 
• Motion 
• Contrast & concrete 
• Peak end rule 
• Scarcity 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
STHcaE rWciEtBy P–S YliCmHiOteLdO GtiImSTe , limited stock @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
STHcaE rWciEtBy P–S YliCmHiOteLdO GtiImSTe , limited stock @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
3 
EMOTIONAL 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
EMOTIONAL 
• Limbic system 
• Ancient & automatic 
• Amygdala fear, relevance, trust 
• Thalamus happy, sad, disgusted 
• VTA dopamine – risk & reward 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
KEY PRINCIPLES 
• Empathy (mirror neurons) 
• Pleasure & pain 
• Body language 
• Story-telling 
• Images of faces 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
MIRROR NEURONS 
[ Placed electrodes in ventral premotor cortex 
of macaques, to study neurons specialized in 
] control of hand and mouth actions… 
10% mirror actions 
- Rizzolatti et al (1992) 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
MIRRORING 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
MIND-READING 
“ Building block of human interaction - 
assisting in “mind-reading” and allowing 
people to understand and to share 
the feelings of others 
” 
- Hatfield et al (2009) THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
KEY PRINCIPLES 
• Empathy (mirror neurons) 
• Pleasure & pain 
• Body language 
• Story-telling 
• Images of faces 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
ETHmEo WtioEBn aPSl YeCnHgOaLgOeGmISeT nt – identify wider impact @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
ETHmEo WtioEBn aPSl YeCnHgOaLgOeGmISeT nt – identify wider impact @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
ETHmEo WtioEBn aPSl YeCnHgOaLgOeGmISeT nt – identify wider impact @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
ETHmEo WtioEBn aPSl YeCnHgOaLgOeGmISeT nt – identify wider impact @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
ASK YOURSELF 
“ How does purchasing your product 
translate into a greater impact 
worth celebrating? ” 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
KEY PRINCIPLES 
• Empathy (mirror neurons) 
• Pleasure & pain 
• Body language 
• Story-telling 
• Images of faces 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
BTHoEd yW ELBa nPgSYuCaHgOeL O–G oISpTe n, smiling, eye-gaze @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
KEY PRINCIPLES 
• Empathy (mirror neurons) 
• Pleasure & pain 
• Body language 
• Story-telling 
• Images of faces 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
TTHelEl Wa EsBto PrSyY C–H mOLaOkGeI SitT surprising and funny @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
TTHelEl Wa EsBto PrSyY C–H mOLaOkGeI SitT surprising and funny @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
TTHelEl Wa EsBto PrSyY C–H mOLaOkGeI SitT surprising and funny @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
KEY PRINCIPLES 
• Empathy (mirror neurons) 
• Pleasure & pain 
• Body language 
• Story-telling 
• Images of faces 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
UTHsEe WfaEcBe PsS –Y CtHeOll LaO GstIoSTr y @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
UTHsEe WfaEcBe PsS –Y CeHmOoLOtiGoInSaT l engagement @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
4 
RATIONAL 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
RATIONAL 
• Unique to humans 
• Higher cognitive functions 
• Plan, organise, problem-solve 
• Social learning & innovation 
• Language, abstract thought 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
KEY PRINCIPLES 
• Enable post-rationalisation 
• Product demonstration 
• Listing specs / product benefits 
• Give evidence that it works 
• Be the authority 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
REWARD THEM 
[ Positive reinforcement – thank your customers! 
“You made a good decision for signing up” 
] (to an email, webinar, event, order, etc.) 
Give a video / freebie / resources 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
KEY PRINCIPLES 
• Enable post-rationalisation 
• Product demonstration 
• Listing specs / product benefits 
• Give evidence that it works 
• Be the authority 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
STHoEc iWaEl Bp rPoSoYCf H–O yLoOuGrIS pT eers are all buying it @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
STHoEc iWaEl Bp rPoSoYCf H–O yLoOuGrIS pT eers are all buying it @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
KEY PRINCIPLES 
• Enable post-rationalisation 
• Product demonstration 
• Listing specs / product benefits 
• Give evidence that it works 
• Be the authority 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
LTiHsEt sWpEeBc iPfSicYaCtHioOnLOs GIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
LTiHsEt sWpEeBc iPfSicYaCtHioOnLOs GIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
KEY PRINCIPLES 
• Enable post-rationalisation 
• Product demonstration 
• Listing specs / product benefits 
• Give evidence that it works 
• Be the authority 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
THE WEB PSYCHOLOGIST @TheW6eb6P 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 
sych 
EVIDENCE
KEY PRINCIPLES 
• Enable post-rationalisation 
• Product demonstration 
• Listing specs / product benefits 
• Give evidence that it works 
• Be the authority 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
AUTHORITY 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
5 
KEY TAKEAWAYS 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
KEY TAKEAWAYS 
To be persuasive online in ecommerce, marketing and customer engagement, you 
have to target all 3 systems. 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
KEY TAKEAWAYS 
To be persuasive online in ecommerce, marketing and customer engagement, you 
have to target all 3 systems. 
Your message, content and website should be: 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
KEY TAKEAWAYS 
To be persuasive online in ecommerce, marketing and customer engagement, you 
have to target all 3 systems. 
Your message, content and website should be: 
þ Primal Arousing 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
KEY TAKEAWAYS 
To be persuasive online in ecommerce, marketing and customer engagement, you 
have to target all 3 systems. 
Your message, content and website should be: 
þ Primal Arousing 
þ Emotional Emotionally effective 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
KEY TAKEAWAYS 
To be persuasive online in ecommerce, marketing and customer engagement, you 
have to target all 3 systems. 
Your message, content and website should be: 
þ Primal Arousing 
þ Emotional Emotionally effective 
þ Rational Intellectually compelling 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
REFERENCES 
1 Julian Wolkenstein (2012): http://www.julianwolkenstein.com/index.php/project/symmetrical-portraits/ 
2 Squarespace (2013): http://www.squarespace.com/ 
3 Standard Life Investments – Mohawk: 
http://www.creativebrief.com/agency/work/21462/3097/standard-life-investments-advertising-digital-potential-delivered-by-mohawk-ltd 
4 Worchel, S., Lee, J., & Adewole, A. (1975). Effects of supply and demand on ratings of object value. Journal of Personality and Social Psychology, 32(5), 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 
pp. 906-914. 
5 Infine Wordpress Theme (2014): http://wp.infine.byaviators.com/ 
6 Achica (2013). http://www.achica.com 
7 Di Pellegrino, G., Fadiga, L., Fogassi, L., Gallese, V., & Rizzolatti, G. (1992). Understanding motor events: A neurophysiological study. Experimental Brain 
Research, 91, pp. 176-180. 
8 Monkey Image Credit: Evolution of Neonatal Imitation. Gross L, PLoS Biology Vol. 4/9/2006, e311 doi:10.1371/journal.pbio.0040311 
9 Laird, J. D., Cuniff, M., Sheehan, K., Shulman, D., & Strum, G. (1989). Emotion specific effects of facial expressions on memory for life events. Journal of 
Social Behavior and Personality, 4, pp. 87-98. 
10 Fail Blog Nut Shots (2012). http://www.youtube.com/watch?v=apVZCG5zAxw&feature=c4-overview&list=UUONQ53-nTMwqiRhj3sRaiAQ 
11 Given Goods Co. (2014): http://givengoods.co/ & http://givengoods.co/impact-map 
12 Marie Forleo (2013): http://www.marieforleo.com/ 
13 Beta Brand (2014): http://www.betabrand.com/ 
14 Charity Water (2014): http://www.charitywater.org/ 
15 Nasty Gal (2014): http://theclick.nastygal.com/ 
16 Olapic (2014): http://learn.olapic.com/request-knowledge 
17 Nikon (2013): http://www.nikonusa.com/ 
18 Hootsuite (2013): https://hootsuite.com/plans 
19 Boots No 7 (2014): http://www.boots.com/en/No-7/No7-Skincare/ 
20 Clinique (2013): http://www.clinique.co.uk/cms/why_clinique/index.tmpl#
Twitter: @thewebpsych 
Website: thewebpsychologist.com 
Email: hello@thewebpsychologist.com 
THE WEB PSYCHOLOGIST @TheWebPsych 
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 
76 
THANK YOU!

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Nathalie Nahai - The secret psychology of online persuasion

  • 1. THE SECRET PSYCHOLOGY OF ONLINE PERSUASION THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 2. TODAY’S TALK 1 The ‘Three Systems’ Brain 2 Primal 3 Emotional 4 Rational 5 Key Takeaways THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 3. DOWNLOAD THE SLIDES bit.ly/webpsych THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 4. FIRST… AN INTRODUCTION THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 5. NATHALIE NAHAI THE WEB PSYCHOLOGIST Twitter: @thewebpsych Website: thewebpsychologist.com Institute: instituteofwebpsychology.com THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 6. WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION Pearson, 2012 UK | EU | USA | KOREA | JAPAN | CHINA THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 7. THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 8. WEB PSYCHOLOGY [ I coined the term ‘Web Psychology’ ] in 2011 and defined it as… THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 9. WEB PSYCHOLOGY The empirical study of how online environments influence our attitudes and behaviours “ THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. ”
  • 10. WEB PSYCHOLOGY HCI neuroscience neuro-aesthetics THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. user experience social psychology cognitive psychology cross-cultural psychology behavioural economics persuasive technology personality psychology digital humanities marketing
  • 11. HOW IT HELPS YOU [ Web Psychology is a psychological toolkit that will help you design more persuasive ] websites, marketing, and user experiences THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 12. 1 ‘THREE SYSTEMS’ BRAIN THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 13. THE ‘THREE SYSTEMS’ • Triune brain • Brain is highly complex • Useful model • Understand hidden motivations • Design persuasive experiences THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 14. THE ‘THREE SYSTEMS’ • Primal THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 15. THE ‘THREE SYSTEMS’ • Primal • Emotional THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 16. THE ‘THREE SYSTEMS’ • Primal • Emotional • Rational THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 17. 2 PRIMAL THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 18. PRIMAL • Common to all animals • Basic vital functions • Risky vs. Safe (FFF) • Sex • Food THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 19. KEY PRINCIPLES • Cues for sex • Images of food • Motion • Contrast & concrete • Peak end rule • Scarcity THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 20. Julian Wolkenstein – Symmetrical Portraits THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 21. KEY PRINCIPLES • Cues for sex • Images of food • Motion • Contrast & concrete • Peak end rule • Scarcity THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 22. FTHoEo dW E–B m PSaYkCeHsO aL OvGirItSuTa l space ‘feel’ more real @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 23. KEY PRINCIPLES • Cues for sex • Images of food • Motion • Contrast & concrete • Peak end rule • Scarcity THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 24. THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 25. KEY PRINCIPLES • Cues for sex • Images of food • Motion • Contrast & concrete • Peak end rule • Scarcity THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 26. THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 27. KEY PRINCIPLES • Cues for sex • Images of food • Motion • Contrast & concrete • Peak end rule • Scarcity THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 28. THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 29. KEY PRINCIPLES • Cues for sex • Images of food • Motion • Contrast & concrete • Peak end rule • Scarcity THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 30. THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 31. STHcaE rWciEtBy P–S YliCmHiOteLdO GtiImSTe , limited stock @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 32. STHcaE rWciEtBy P–S YliCmHiOteLdO GtiImSTe , limited stock @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 33. 3 EMOTIONAL THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 34. EMOTIONAL • Limbic system • Ancient & automatic • Amygdala fear, relevance, trust • Thalamus happy, sad, disgusted • VTA dopamine – risk & reward THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 35. KEY PRINCIPLES • Empathy (mirror neurons) • Pleasure & pain • Body language • Story-telling • Images of faces THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 36. MIRROR NEURONS [ Placed electrodes in ventral premotor cortex of macaques, to study neurons specialized in ] control of hand and mouth actions… 10% mirror actions - Rizzolatti et al (1992) THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 37. MIRRORING THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 38. MIND-READING “ Building block of human interaction - assisting in “mind-reading” and allowing people to understand and to share the feelings of others ” - Hatfield et al (2009) THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 39. KEY PRINCIPLES • Empathy (mirror neurons) • Pleasure & pain • Body language • Story-telling • Images of faces THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 40. THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 41. ETHmEo WtioEBn aPSl YeCnHgOaLgOeGmISeT nt – identify wider impact @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 42. ETHmEo WtioEBn aPSl YeCnHgOaLgOeGmISeT nt – identify wider impact @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 43. ETHmEo WtioEBn aPSl YeCnHgOaLgOeGmISeT nt – identify wider impact @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 44. ETHmEo WtioEBn aPSl YeCnHgOaLgOeGmISeT nt – identify wider impact @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 45. ASK YOURSELF “ How does purchasing your product translate into a greater impact worth celebrating? ” THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 46. KEY PRINCIPLES • Empathy (mirror neurons) • Pleasure & pain • Body language • Story-telling • Images of faces THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 47. BTHoEd yW ELBa nPgSYuCaHgOeL O–G oISpTe n, smiling, eye-gaze @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 48. KEY PRINCIPLES • Empathy (mirror neurons) • Pleasure & pain • Body language • Story-telling • Images of faces THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 49. TTHelEl Wa EsBto PrSyY C–H mOLaOkGeI SitT surprising and funny @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 50. TTHelEl Wa EsBto PrSyY C–H mOLaOkGeI SitT surprising and funny @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 51. TTHelEl Wa EsBto PrSyY C–H mOLaOkGeI SitT surprising and funny @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 52. KEY PRINCIPLES • Empathy (mirror neurons) • Pleasure & pain • Body language • Story-telling • Images of faces THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 53. UTHsEe WfaEcBe PsS –Y CtHeOll LaO GstIoSTr y @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 54. UTHsEe WfaEcBe PsS –Y CeHmOoLOtiGoInSaT l engagement @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 55. 4 RATIONAL THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 56. RATIONAL • Unique to humans • Higher cognitive functions • Plan, organise, problem-solve • Social learning & innovation • Language, abstract thought THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 57. KEY PRINCIPLES • Enable post-rationalisation • Product demonstration • Listing specs / product benefits • Give evidence that it works • Be the authority THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 58. REWARD THEM [ Positive reinforcement – thank your customers! “You made a good decision for signing up” ] (to an email, webinar, event, order, etc.) Give a video / freebie / resources THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 59. KEY PRINCIPLES • Enable post-rationalisation • Product demonstration • Listing specs / product benefits • Give evidence that it works • Be the authority THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 60. STHoEc iWaEl Bp rPoSoYCf H–O yLoOuGrIS pT eers are all buying it @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 61. STHoEc iWaEl Bp rPoSoYCf H–O yLoOuGrIS pT eers are all buying it @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 62. KEY PRINCIPLES • Enable post-rationalisation • Product demonstration • Listing specs / product benefits • Give evidence that it works • Be the authority THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 63. LTiHsEt sWpEeBc iPfSicYaCtHioOnLOs GIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 64. LTiHsEt sWpEeBc iPfSicYaCtHioOnLOs GIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 65. KEY PRINCIPLES • Enable post-rationalisation • Product demonstration • Listing specs / product benefits • Give evidence that it works • Be the authority THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 66. THE WEB PSYCHOLOGIST @TheW6eb6P All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. sych EVIDENCE
  • 67. KEY PRINCIPLES • Enable post-rationalisation • Product demonstration • Listing specs / product benefits • Give evidence that it works • Be the authority THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 68. AUTHORITY THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 69. 5 KEY TAKEAWAYS THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 70. KEY TAKEAWAYS To be persuasive online in ecommerce, marketing and customer engagement, you have to target all 3 systems. THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 71. KEY TAKEAWAYS To be persuasive online in ecommerce, marketing and customer engagement, you have to target all 3 systems. Your message, content and website should be: THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 72. KEY TAKEAWAYS To be persuasive online in ecommerce, marketing and customer engagement, you have to target all 3 systems. Your message, content and website should be: þ Primal Arousing THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 73. KEY TAKEAWAYS To be persuasive online in ecommerce, marketing and customer engagement, you have to target all 3 systems. Your message, content and website should be: þ Primal Arousing þ Emotional Emotionally effective THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 74. KEY TAKEAWAYS To be persuasive online in ecommerce, marketing and customer engagement, you have to target all 3 systems. Your message, content and website should be: þ Primal Arousing þ Emotional Emotionally effective þ Rational Intellectually compelling THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 75. REFERENCES 1 Julian Wolkenstein (2012): http://www.julianwolkenstein.com/index.php/project/symmetrical-portraits/ 2 Squarespace (2013): http://www.squarespace.com/ 3 Standard Life Investments – Mohawk: http://www.creativebrief.com/agency/work/21462/3097/standard-life-investments-advertising-digital-potential-delivered-by-mohawk-ltd 4 Worchel, S., Lee, J., & Adewole, A. (1975). Effects of supply and demand on ratings of object value. Journal of Personality and Social Psychology, 32(5), THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. pp. 906-914. 5 Infine Wordpress Theme (2014): http://wp.infine.byaviators.com/ 6 Achica (2013). http://www.achica.com 7 Di Pellegrino, G., Fadiga, L., Fogassi, L., Gallese, V., & Rizzolatti, G. (1992). Understanding motor events: A neurophysiological study. Experimental Brain Research, 91, pp. 176-180. 8 Monkey Image Credit: Evolution of Neonatal Imitation. Gross L, PLoS Biology Vol. 4/9/2006, e311 doi:10.1371/journal.pbio.0040311 9 Laird, J. D., Cuniff, M., Sheehan, K., Shulman, D., & Strum, G. (1989). Emotion specific effects of facial expressions on memory for life events. Journal of Social Behavior and Personality, 4, pp. 87-98. 10 Fail Blog Nut Shots (2012). http://www.youtube.com/watch?v=apVZCG5zAxw&feature=c4-overview&list=UUONQ53-nTMwqiRhj3sRaiAQ 11 Given Goods Co. (2014): http://givengoods.co/ & http://givengoods.co/impact-map 12 Marie Forleo (2013): http://www.marieforleo.com/ 13 Beta Brand (2014): http://www.betabrand.com/ 14 Charity Water (2014): http://www.charitywater.org/ 15 Nasty Gal (2014): http://theclick.nastygal.com/ 16 Olapic (2014): http://learn.olapic.com/request-knowledge 17 Nikon (2013): http://www.nikonusa.com/ 18 Hootsuite (2013): https://hootsuite.com/plans 19 Boots No 7 (2014): http://www.boots.com/en/No-7/No7-Skincare/ 20 Clinique (2013): http://www.clinique.co.uk/cms/why_clinique/index.tmpl#
  • 76. Twitter: @thewebpsych Website: thewebpsychologist.com Email: hello@thewebpsychologist.com THE WEB PSYCHOLOGIST @TheWebPsych All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. 76 THANK YOU!