Which variables are truly affecting the digital consumer?

The digisocial brain

Adam Hassan

Yes, I really do

founding father of human action theory

Talcot Parson

Cultural norms, social & individualistic behavior

is what’s driving human action

whats more important?

Culture VS Strategy

Cultural differences erroryou said whaaaaaaat?

Part 1- Culture

... or an onion.

Culture is like an iceberg...

cultural obsession

what’s your thing?

High Context & Low ContextDo you know what I mean?

Verbal

VS

Non Verbal

High powerVS

Low power

Monochronic & Polychronic...making one thing at a time.. or many things.

IndividualismVS

Collectivism

Talk to me......like asians do

makes everything a little bit easier

knowing what’s up (there)...

... about functions and benefits

you can tell and motivate...

...emotionally

you can connect...

... cultural connection - witch is far more empowering

or you can make a..

by making a cultural connection..

...you create hardcore fans

Creating a cultural connection..... and what good can come out of it.

who litters?

Texas wanted to know

King of the hill lifestyle

does the crying indian really stop him from throwing a beer can?

Please don’t.Really.

You can’t touch this.....or that.

with knowledge and flexibility.....we will succeed!

Part 2 - The (white) manaka the monochronic, low-context user

And who’s who?

What’s what?

founding father of social psychology

Kurt Lewin

Lewins equation

B=⨍(PE)

Behavior is a function of a Person & their Environment

B=⨍(PE)

But we can change Behavior by changing the Environment

B=⨍(PE)We can’t change the Person

One small step for Google...

...and a big for step for behavioral change

All mighty creators

...is the behavior you’ve designed for...

The behavior you’re seeing...

...that you can’t control

...but also a mix of everything else...

all else second

Behavior first

The furious five

We can’t help but see ourselves at the center of it all.

1. Egocentric Worldview

The hierarchy of needs

Abraham Maslow

Maslow’s pyramid

Personal value precedes network value

The Del.icio.us Lesson

Even if social value didn’t exist, Delicious would still provide real personal value

We can actively think about only one thing at a time.

2. Single Locus of Attention

William JamesMaster of attention

The spotlight model

“...you need to limit distractions to the full extent possible. Pull quotes—so effective near the top of an

article— become a nuisance further down; many readers will find themselves unconsciously drawn to them, even when they want to focus on the text.”

The mere fact that others are doing something is often enough

3. Social proof

How to influence

Robert Cialdini

Immediate, positive feedback elicits similar behavior in the future.

4. Positive Reinforcement

Mr. Reinforcement

B.F. Skinner

Four behavioral consequences and their effects

Before first post

After first post

After second post

After a few posts...

Making impact through the use of colors

5. Color Manipulation

father of motivational research

Ernest Dichter

to affect through colors

how’s your coffee, mam?

Version A - the green button

Version b - the red button

Red outperformed green by 21%.

+ Egocentric worldview + Single locus of attention

+ Social Proof + Positive Reinforcement

+ Color Manipulation

Never forget.

Customer culture

= is what’s influencing the digital mind

The end

Gracias!