Power of Online Persuasion
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Transcript of Power of Online Persuasion
Power of Persuasiondr. Dirk Franssens
BetterChange
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Power of Persuasion
What Social Psychologists and Neuromarketers can learn from
each other!
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Decision making
System 1
• Emotional• Fast• Automatic
System 2
• Rational• Slow• Deliberative
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Emotional decision
Happy Healthy
Nutritious
Balance
Fitness
Wholesome
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Emotional decision making
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Emotional decision making
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Control Emotional image
100%
92%
CR: Buy intention
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Cognitive fluency
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Cognitive fluency
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Control Autocomplete
100%
120%
Reber et al., 2004
CR: Buy intention
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Decision making
System 1
• Emotional• Fast• Automatic
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Neuromarketing
Knutson et al., 2007
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Neuromarketing
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Decision making
System 1
• Emotional• Fast• Automatic
System 2
• Rational• Slow• Deliberative
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Rational decision
Does it fit in our kitchen?
It is easy to clean?
Which fruits and veggies can I use?
I am willing to spend the money?
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Rational decision making
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Rational decision making
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Control No features
100%
120%
Reber et al., 2004
CR: Buy intention
92%
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Rational decision making
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Rational decision making
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Rational decision making
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Control Good USP's Bad USP's
100%
110%
95%
CR: Buy intention
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Decision making
System 1
• Emotional• Fast• Automatic
System 2
• Rational• Slow• Deliberative
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
It is the interaction!
Perception
Reasoning
Behavioral decision
Behavioral schemata Behavior
Associative store
Intending
Representations
Spreading activation Spreading
activation
Knowledge
System 1
System 2
Strack, Werth, & Deutsch, 2006
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Cognitive Dissonance Reduction
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Searching for arguments
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Searching for arguments
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Control Text balloon
100%
169%
CR: Buy intention
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Searching for arguments
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Arguments at Amazon!
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Which one did she buy?
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Decision making
Neuro-marketing
Social Psychology
EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
[email protected]@dxfranssensnl.linkedin.com/in/dirkfranssens