Empathy: Your secret weapon in designing for the web
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Transcript of Empathy: Your secret weapon in designing for the web
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
EMPATHY
YOUR SECRET WEAPON IN DESIGNING FOR THE WEB
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
1 INTRODUCTION
2 ‘THREE SYSTEMS’ BRAIN
3 EMPATHY
4 GETTING ON THE SAME WAVELENGTH
5 FIVE STEPS: USE EMPATHY ONLINE
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
1 INTRODUCTION
2 ‘THREE SYSTEMS’ BRAIN
3 EMPATHY
4 GETTING ON THE SAME WAVELENGTH
5 FIVE STEPS: USE EMPATHY ONLINE
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
1 INTRODUCTION
2 ‘THREE SYSTEMS’ BRAIN
3 EMPATHY
4 GETTING ON THE SAME WAVELENGTH
5 FIVE STEPS: USE EMPATHY ONLINE
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 5
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
1 INTRODUCTION
2 ‘THREE SYSTEMS’ BRAIN
3 EMPATHY
4 GETTING ON THE SAME WAVELENGTH
5 FIVE STEPS: USE EMPATHY ONLINE
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 6
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
1 INTRODUCTION
2 ‘THREE SYSTEMS’ BRAIN
3 EMPATHY
4 GETTING ON THE SAME WAVELENGTH
5 FIVE STEPS: USE EMPATHY ONLINE
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
1 INTRODUCTION
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION Pearson, 2012 UK | EU | USA | KOREA | JAPAN | CHINA @THEWEBPSYCH
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
WEB PSYCHOLOGY
The empirical study of how online environments influence our attitudes and behaviours
“ ” @THEWEBPSYCH
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
user experience
cognitive psychology
neuroscience
cross-cultural psychology
WEB PSYCHOLOGY
HCI
neuro- aesthetics
social psychology
behavioural economics
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
IT’S ABOUT CONTEXT
PSYCHOLOGY INDIVIDUAL CULTURAL
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3 SECRETS TO ONLINE SUCCESS
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1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
2 ‘THREE SYSTEMS’ BRAIN
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
PRIMAL
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
• COMMON TO ALL ANIMALS
• BASIC VITAL FUNCTIONS
• RISKY vs SAFE (FFF)
• SEX
• FOOD
PRIMAL
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
• COMMON TO ALL ANIMALS
• BASIC VITAL FUNCTIONS
• RISKY vs SAFE (FFF)
• SEX
• FOOD
PRIMAL
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
• COMMON TO ALL ANIMALS
• BASIC VITAL FUNCTIONS
• RISKY vs SAFE (FFF)
• SEX
• FOOD
PRIMAL
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
• COMMON TO ALL ANIMALS
• BASIC VITAL FUNCTIONS
• RISKY vs SAFE (FFF)
• SEX
• FOOD
PRIMAL
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
• COMMON TO ALL ANIMALS
• BASIC VITAL FUNCTIONS
• RISKY vs SAFE (FFF)
• SEX
• FOOD
PRIMAL
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• CUES FOR SEX
• IMAGES OF FOOD
• MOTION
• CONTRAST & CONCRETE
• END EXPERIENCES
• SCARCITY
KEY POINTS
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
• LIMBIC SYSTEM
• ANCIENT & AUTOMATIC
• AMYGDALA FEAR, RELEVANCE, TRUST
• THALAMUS HAPPY, SAD, DISGUSTED
• VTA DOPAMINE – RISK & REWARD
EMOTIONAL
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
• LIMBIC SYSTEM
• ANCIENT & AUTOMATIC
• AMYGDALA FEAR, RELEVANCE, TRUST
• THALAMUS HAPPY, SAD, DISGUSTED
• VTA DOPAMINE – RISK & REWARD
EMOTIONAL
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 28
@THEWEBPSYCH @THEWEBPSYCH @THEWEBPSYCH
THE WEB PSYCHOLOGIST @THEWEBPSYCH
• LIMBIC SYSTEM
• ANCIENT & AUTOMATIC
• AMYGDALA FEAR, RELEVANCE, TRUST
• THALAMUS HAPPY, SAD, DISGUSTED
• VTA DOPAMINE – RISK & REWARD
EMOTIONAL
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 29
@THEWEBPSYCH @THEWEBPSYCH @THEWEBPSYCH
THE WEB PSYCHOLOGIST @THEWEBPSYCH
• LIMBIC SYSTEM
• ANCIENT & AUTOMATIC
• AMYGDALA FEAR, RELEVANCE, TRUST
• THALAMUS HAPPY, SAD, DISGUSTED
• VTA DOPAMINE – RISK & REWARD
EMOTIONAL
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 30
@THEWEBPSYCH @THEWEBPSYCH @THEWEBPSYCH
THE WEB PSYCHOLOGIST @THEWEBPSYCH
• LIMBIC SYSTEM
• ANCIENT & AUTOMATIC
• AMYGDALA FEAR, RELEVANCE, TRUST
• THALAMUS HAPPY, SAD, DISGUSTED
• VTA DOPAMINE – RISK & REWARD
EMOTIONAL
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 31
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
• EMPATHY
• MIRROR NEURONS
• PLEASURE & PAIN
• BODY LANGUAGE
• STORY-TELLING
KEY POINTS
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
• UNIQUE TO HUMANS
• HIGHER COGNITIVE FUNCTIONS
• PLAN, ORGANISE, PROBLEM-SOLVE
• SOCIAL LEARNING & INNOVATION
• LANGUAGE, ABSTRACT THOUGHT
RATIONAL
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@THEWEBPSYCH @THEWEBPSYCH @THEWEBPSYCH
THE WEB PSYCHOLOGIST @THEWEBPSYCH
• UNIQUE TO HUMANS
• HIGHER COGNITIVE FUNCTIONS
• PLAN, ORGANISE, PROBLEM-SOLVE
• SOCIAL LEARNING & INNOVATION
• LANGUAGE, ABSTRACT THOUGHT
RATIONAL
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 35
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
• UNIQUE TO HUMANS
• HIGHER COGNITIVE FUNCTIONS
• PLAN, ORGANISE, PROBLEM-SOLVE
• SOCIAL LEARNING & INNOVATION
• LANGUAGE, ABSTRACT THOUGHT
RATIONAL
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 36
@THEWEBPSYCH @THEWEBPSYCH @THEWEBPSYCH
THE WEB PSYCHOLOGIST @THEWEBPSYCH
• UNIQUE TO HUMANS
• HIGHER COGNITIVE FUNCTIONS
• PLAN, ORGANISE, PROBLEM-SOLVE
• SOCIAL LEARNING & INNOVATION
• LANGUAGE, ABSTRACT THOUGHT
RATIONAL
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 37
@THEWEBPSYCH @THEWEBPSYCH @THEWEBPSYCH
THE WEB PSYCHOLOGIST @THEWEBPSYCH
• UNIQUE TO HUMANS
• HIGHER COGNITIVE FUNCTIONS
• PLAN, ORGANISE, PROBLEM-SOLVE
• SOCIAL LEARNING & INNOVATION
• LANGUAGE, ABSTRACT THOUGHT
RATIONAL
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
• ENABLE POST-RATIONALISATION
• PRODUCT DEMONSTRATION
• LISTING SPECS / PRODUCT BENEFITS
• GIVE EVIDENCE THAT IT WORKS
• BE THE AUTHORITY
KEY POINTS
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
3 EMPATHY
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WHAT IS EMPATHY?
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THE WEB PSYCHOLOGIST @THEWEBPSYCH “ ” Oxford Dic5onary
EMPATHY
The ability to understand and share the feelings of another
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WHY IS IT IMPORTANT?
“ ”
Primitive emotional contagion is of critical importance in understanding human
cognition, emotion, and behavior
Ha:ield et al (2009)
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MIRROR NEURONS
RizzolaB et al (1992)
[ ]
Placed electrodes in ventral premotor cortex of macaques, to study neurons specialized in
control of hand and mouth actions… 10% mirror actions
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MIRRORING
Credit: Evolu5on of Neonatal Imita5on. Gross L, PLoS Biology Vol. 4/9/2006, e311 doi:10.1371/journal.pbio.0040311
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MIND-READING
“ ” Ha:ield et al (2009)
Building block of human interaction -
assisting in “mind-reading” and allowing people to understand and to share
the feelings of others
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EXPER MENT
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Credit: iStockphoto / Thomas Perkins
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
Credit: Ray Tamarra / Ge\y Images
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
Credit: Unknown
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EXPER MENT
Laird et al (1989)
[ ]
What did you experience?
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PROVOKING EMOTIONS
Laird et al (1989)
[ ]
If you adopt certain facial expressions, you’re more likely to feel the
associated emotion
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PROVOKING EMOTIONS
1 ANGER
2 FEAR
3 HAPPINESS
4 DISGUST
5 SURPRISE
6 SADNESS
Laird et al (1989)
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PROVOKING EMOTIONS
1 ANGER
2 FEAR
3 HAPPINESS
4 DISGUST
5 SURPRISE
6 SADNESS
Laird et al (1989)
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PROVOKING EMOTIONS
1 ANGER
2 FEAR
3 HAPPINESS
4 DISGUST
5 SURPRISE
6 SADNESS
Laird et al (1989)
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PROVOKING EMOTIONS
1 ANGER
2 FEAR
3 HAPPINESS
4 DISGUST
5 SURPRISE
6 SADNESS
Laird et al (1989)
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PROVOKING EMOTIONS
1 ANGER
2 FEAR
3 HAPPINESS
4 DISGUST
5 SURPRISE
6 SADNESS
Laird et al (1989)
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PROVOKING EMOTIONS
1 ANGER
2 FEAR
3 HAPPINESS
4 DISGUST
5 SURPRISE
6 SADNESS
Laird et al (1989)
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Credit: Adrianne Galla5n (2012) h\p://www.globalanimal.org/2013/08/08/secret-‐to-‐animal-‐happiness-‐gallery/71985/laughing-‐seal-‐on-‐beach/
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CHANGES IN STATE
“ ”
Viewing emotional facial expressions elicits changes in emotional state
Wild et al (2001)
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ADVERT
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Lynx TV: Premature Perspira5on ad (2010) h\p://www.youtube.com/watch?v=kZQUljMZ7aE
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Fail Blog Nut Shots (2012) h\p://ow.ly/q99xI
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
WEBSITE
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h\p://www.marieforleo.com/
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h\p://next.co.uk
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4 GETTING ON THE SAME WAVELENGTH
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The tendency to automatically mimic
and synchronize expressions, vocalizations, postures, and movements with those of
another person's and, consequently, to converge emotionally
EMOTIONAL CONTAGION
“ ” Ha:ield et al (1994)
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EXAMPLE
Friedman et al (1980)
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THE WEB PSYCHOLOGIST @THEWEBPSYCH
Credit: iStockPhoto
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Communication is one act, in which the
brain of the communicator, and the brain of the listeners are trying to be coupled,
and merging as one
NEURAL COUPLING
“ ” Ha:ield et al (1994)
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STORYTELLING
Credit: Nathalie Nahai / Webs Of Influence (2012)
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John Lewis Christmas Advert (2012) h\p://www.youtube.com/watch?v=0N8axp9nHNU
EXAMPLE
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5 FIVE STEPS: USE EMPATHY ONLINE
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1
PROFILE YOUR AUDIENCE
• AGE
• GENDER
• LANGUAGE
• INTERESTS
• CLOTHES
• BODY LANGUAGE
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2
CHOOSE STATE TO ELICIT
• ANGER
• FEAR
• HAPPINESS
• DISGUST
• SURPRISE
• SADNESS
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2
DESIGN A NARRATIVE THEY
CAN RELATE TO
(THE HERO’S JOURNEY)
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4
CHOOSE YOUR MEDIUM
• VIDEO
• TEXT
• IMAGE
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ANALYSE YOUR RESULTS
• CONVERSIONS
• VIEWS / LIKES
• CLICK-THROUGHS
• SHARES / EMBEDS
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REFERENCES 1 Hatfield, E., Cacioppo, J. T., & Rapson, R. L. (1994). Emotional contagion. Cambridge: Cambridge University Press.
2 Hatfield, E., Rapson, R. L., & Le, Y. L. (2009). Emotional contagion and empathy. In J. Decety & W. Ickes (Eds.), The Social neuroscience of Empathy. Cambridge, MA: MIT.
3 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.
4 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.
5 Wild, B., Erb, M., & Bartels, M. (2001). Are emotions contagious? Evoked emotions while viewing emotionally expressive faces: Quality, quantity, time course and gender differences. Psychiatry Research, 102(2), pp. 109-124.
6 Fail Blog Nut Shots (2012). http://www.youtube.com/watch?v=apVZCG5zAxw&feature=c4-overview&list=UUONQ53-nTMwqiRhj3sRaiAQ
7 Friedman, H. S., Prince, L. M., Riggio, R. E., & Dimatteo, M. R. (1980). Understanding and assessing nonverbal expressiveness: The affective communication test. Journal of Personality and Social Psychology, 39, pp. 333-351.
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