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of
ONLINE PERSUASION
WEB PSYCHOLOGY
THE SCIENCE
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WEB PSYCHOLOGY
“ ”
The empirical study of how
our online environments influence
our attitudes and behaviours
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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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WHY IT’S USEFUL
“ ”
Provides a psychological toolkit to
help design more persuasive websites,
marketing and user experiences
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All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
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1. Introduction
2. Persuasive copy
3. Engaging images
4. Viral videos
5. Key takeaways
TODAY’S TALK
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
THE ‘3 SYSTEMS’ BRAIN
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THE ‘THREE SYSTEMS’
• Triune brain
• Brain is highly complex
• Useful model
• Understand hidden motivations
• Design persuasive experiences
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THE ‘THREE SYSTEMS’
• Triune brain
• Brain is highly complex
• Useful model
• Understand hidden motivations
• Design persuasive experiences
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
THE ‘THREE SYSTEMS’
• Triune brain
• Brain is highly complex
• Useful model
• Understand hidden motivations
• Design persuasive experiences
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
THE ‘THREE SYSTEMS’
• Triune brain
• Brain is highly complex
• Useful model
• Understand hidden motivations
• Design persuasive experiences
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
THE ‘THREE SYSTEMS’
• Triune brain
• Brain is highly complex
• Useful model
• Understand hidden motivations
• Design persuasive experiences
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THE PRIMAL SYSTEM
1
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PRIMAL
• Common to all animals
• Basic vital functions
• Risky vs. Safe (FFF)
• Sex
• Food
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PRIMAL
• Common to all animals
• Basic vital functions
• Risky vs. Safe (FFF)
• Sex
• Food
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PRIMAL
• Common to all animals
• Basic vital functions
• Risky vs. Safe (FFF)
• Sex
• Food
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PRIMAL
• Common to all animals
• Basic vital functions
• Risky vs. Safe (FFF)
• Sex
• Food
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PRIMAL
• Common to all animals
• Basic vital functions
• Risky vs. Safe (FFF)
• Sex
• Food
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KEY PRINCIPLES
• Cues for sex
• Images of food / drink
• Motion
• Contrast & concrete
• Peak end rule
• Scarcity
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Julian Wolkenstein – Symmetrical Portraits
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KEY PRINCIPLES
• Cues for sex
• Images of food / drink
• Motion
• Contrast & concrete
• Peak end rule
• Scarcity
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All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
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All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
KEY PRINCIPLES
• Cues for sex
• Images of food / drink
• Motion
• Contrast & concrete
• Peak end rule
• Scarcity
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
KEY PRINCIPLES
• Cues for sex
• Images of food / drink
• Motion
• Contrast & concrete
• Peak end rule
• Scarcity
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
KEY PRINCIPLES
• Cues for sex
• Images of food / drink
• Motion
• Contrast & concrete
• Peak end rule
• Scarcity
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
KEY PRINCIPLES
• Cues for sex
• Images of food / drink
• Motion
• Contrast & concrete
• Peak end rule
• Scarcity
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
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THE EMOTIONAL SYSTEM
2
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EMOTIONAL
• Limbic system
• Ancient & automatic
• Amygdala fear, relevance, trust
• Thalamus happy, sad, disgusted
• VTA dopamine – risk & reward
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EMOTIONAL
• Limbic system
• Ancient & automatic
• Amygdala fear, relevance, trust
• Thalamus happy, sad, disgusted
• VTA dopamine – risk & reward
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EMOTIONAL
• Limbic system
• Ancient & automatic
• Amygdala fear, relevance, trust
• Thalamus happy, sad, disgusted
• VTA dopamine – risk & reward
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EMOTIONAL
• Limbic system
• Ancient & automatic
• Amygdala fear, relevance, trust
• Thalamus happy, sad, disgusted
• VTA dopamine – risk & reward
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EMOTIONAL
• Limbic system
• Ancient & automatic
• Amygdala fear, relevance, trust
• Thalamus happy, sad, disgusted
• VTA dopamine – risk & reward
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KEY PRINCIPLES
• Empathy (mirror neurons)
• Pleasure & pain
• Body language
• Images of faces
• Story-telling
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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)
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MIRRORING
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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)
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KEY PRINCIPLES
• Empathy (mirror neurons)
• Pleasure & pain
• Body language
• Images of faces
• Story-telling
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All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
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All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
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All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
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All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
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ASK YOURSELF
How does purchasing your product translate
into a greater impact worth celebrating?
“ ”
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KEY PRINCIPLES
• Empathy (mirror neurons)
• Pleasure & pain
• Body language
• Images of faces
• Story-telling
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All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
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KEY PRINCIPLES
• Empathy (mirror neurons)
• Pleasure & pain
• Body language
• Images of faces
• Story-telling
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All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
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All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
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All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
KEY PRINCIPLES
• Empathy (mirror neurons)
• Pleasure & pain
• Body language
• Images of faces
• Story-telling
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
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All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
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THE RATIONAL SYSTEM
3
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RATIONAL
• Unique to humans
• Higher cognitive functions
• Plan, organise, problem-solve
• Social learning & innovation
• Language, abstract thought
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RATIONAL
• Unique to humans
• Higher cognitive functions
• Plan, organise, problem-solve
• Social learning & innovation
• Language, abstract thought
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RATIONAL
• Unique to humans
• Higher cognitive functions
• Plan, organise, problem-solve
• Social learning & innovation
• Language, abstract thought
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RATIONAL
• Unique to humans
• Higher cognitive functions
• Plan, organise, problem-solve
• Social learning & innovation
• Language, abstract thought
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RATIONAL
• Unique to humans
• Higher cognitive functions
• Plan, organise, problem-solve
• Social learning & innovation
• Language, abstract thought
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KEY PRINCIPLES
• Enable post-rationalisation
• Product demonstration
• Listing specs / product benefits
• Be the authority
• Give evidence that it works
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REWARD THEM
• Positive reinforcement – thank your customers!
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REWARD THEM
• Positive reinforcement – thank your customers!
• “You made a good decision…”
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REWARD THEM
• Positive reinforcement – thank your customers!
• “You made a good decision…”
• Give a freebie (e.g. video / resources)
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KEY PRINCIPLES
• Enable post-rationalisation
• Product demonstration
• Listing specs / product benefits
• Be the authority
• Give evidence that it works
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All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
KEY PRINCIPLES
• Enable post-rationalisation
• Product demonstration
• Listing specs / product benefits
• Be the authority
• Give evidence that it works
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
KEY PRINCIPLES
• Enable post-rationalisation
• Product demonstration
• Listing specs / product benefits
• Be the authority
• Give evidence that it works
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
KEY PRINCIPLES
• Enable post-rationalisation
• Product demonstration
• Listing specs / product benefits
• Be the authority
• Give evidence that it works
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
EVIDENCE
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KEY TAKEAWAYS
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KEY TAKEAWAYS
To be persuasive online in ecommerce, marketing and customer
engagement, you have to target all 3 systems.
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
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:
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
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:
☑Primal Arousing
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
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:
☑Primal Arousing
☑Emotional Emotionally effective
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
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:
☑Primal Arousing
☑Emotional Emotionally effective
☑Rational Intellectually compelling
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
REFERENCES
Julian Wolkenstein (2012): http://www.julianwolkenstein.com/index.php/project/symmetrical-portraits/
Tickled pug dog gif (2014): http://gif-central.blogspot.co.uk/2013/03/tickling-dog.html
Squarespace (2013): http://www.squarespace.com/
Moz (2016): https://moz.com/login
Just Host (2015): https://www.justhost.com/
Conversion Rate Experts (2015): http://www.conversion-rate-experts.com/
We Work (2015): https://www.wework.com/
Airbnb (2016): https://www.airbnb.com/
Standard Life Investments – Mohawk: http://www.creativebrief.com/agency/work/21462/3097/standard-life-investments-advertising-digital-potential-delivered-by-mohawk-ltd
Hotel G (2015): http://hotelgsanfrancisco.com/
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), pp. 906-914.
Infine Wordpress Theme (2014): http://wp.infine.byaviators.com/
Achica (2016): http://www.achica.com
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.
Monkey Image Credit: Evolution of Neonatal Imitation. Gross L, PLoS Biology Vol. 4/9/2006, e311 doi:10.1371/journal.pbio.0040311
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.
Fail Blog Nut Shots (2012). http://www.youtube.com/watch?v=apVZCG5zAxw&feature=c4-overview&list=UUONQ53-nTMwqiRhj3sRaiAQ
Tom’s Shoes (2015): http://www.toms.co.uk/
Marie Forleo (2013): http://www.marieforleo.com/
Beta Brand (2014): http://www.betabrand.com/
Charity Water (2014): http://www.charitywater.org/
Nasty Gal (2015): http://theclick.nastygal.com/
Olapic (2015): http://learn.olapic.com/request-knowledge
Canon (2016): http://www.canon.co.uk/for_home/product_finder/cameras/digital_slr/eos_600d/#p-specification1
Tesla Motors (2015) http://www.teslamotors.com/
Hootsuite (2013 & 2015): https://hootsuite.com/plans
Boots No 7 (2014): http://www.boots.com/en/No-7/No7-Skincare/
Clinique (2015): http://www.clinique.co.uk/perfect-base#2
Colgate toothpaste (2011): https://www.youtube.com/watch?v=99T-iGcii8U
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THANK YOU!
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Nathalie Nahai - Web Psychology: The science of online persuasion

  • 1. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. of ONLINE PERSUASION WEB PSYCHOLOGY THE SCIENCE
  • 2. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WEB PSYCHOLOGY “ ” The empirical study of how our online environments influence our attitudes and behaviours
  • 3. All material © THE WEB PSYCHOLOGIST LTD. 2016. 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
  • 4. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WHY IT’S USEFUL “ ” Provides a psychological toolkit to help design more persuasive websites, marketing and user experiences
  • 5. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 6. All material © THE WEB PSYCHOLOGIST LTD. 2016. 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 THE ‘3 SYSTEMS’ BRAIN
  • 7. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE ‘THREE SYSTEMS’ • Triune brain • Brain is highly complex • Useful model • Understand hidden motivations • Design persuasive experiences
  • 8. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE ‘THREE SYSTEMS’ • Triune brain • Brain is highly complex • Useful model • Understand hidden motivations • Design persuasive experiences
  • 9. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE ‘THREE SYSTEMS’ • Triune brain • Brain is highly complex • Useful model • Understand hidden motivations • Design persuasive experiences
  • 10. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE ‘THREE SYSTEMS’ • Triune brain • Brain is highly complex • Useful model • Understand hidden motivations • Design persuasive experiences
  • 11. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE ‘THREE SYSTEMS’ • Triune brain • Brain is highly complex • Useful model • Understand hidden motivations • Design persuasive experiences
  • 12. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE PRIMAL SYSTEM 1
  • 13. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PRIMAL • Common to all animals • Basic vital functions • Risky vs. Safe (FFF) • Sex • Food
  • 14. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PRIMAL • Common to all animals • Basic vital functions • Risky vs. Safe (FFF) • Sex • Food
  • 15. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PRIMAL • Common to all animals • Basic vital functions • Risky vs. Safe (FFF) • Sex • Food
  • 16. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PRIMAL • Common to all animals • Basic vital functions • Risky vs. Safe (FFF) • Sex • Food
  • 17. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PRIMAL • Common to all animals • Basic vital functions • Risky vs. Safe (FFF) • Sex • Food
  • 18. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Cues for sex • Images of food / drink • Motion • Contrast & concrete • Peak end rule • Scarcity
  • 19. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Julian Wolkenstein – Symmetrical Portraits
  • 20. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Cues for sex • Images of food / drink • Motion • Contrast & concrete • Peak end rule • Scarcity
  • 21. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 22. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 23. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 24. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Cues for sex • Images of food / drink • Motion • Contrast & concrete • Peak end rule • Scarcity
  • 25. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 26. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 27. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 28. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Cues for sex • Images of food / drink • Motion • Contrast & concrete • Peak end rule • Scarcity
  • 29. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 30. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Cues for sex • Images of food / drink • Motion • Contrast & concrete • Peak end rule • Scarcity
  • 31. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 32. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 33. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 34. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Cues for sex • Images of food / drink • Motion • Contrast & concrete • Peak end rule • Scarcity
  • 35. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 36. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 37. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 38. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 39. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 40. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE EMOTIONAL SYSTEM 2
  • 41. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EMOTIONAL • Limbic system • Ancient & automatic • Amygdala fear, relevance, trust • Thalamus happy, sad, disgusted • VTA dopamine – risk & reward
  • 42. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EMOTIONAL • Limbic system • Ancient & automatic • Amygdala fear, relevance, trust • Thalamus happy, sad, disgusted • VTA dopamine – risk & reward
  • 43. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EMOTIONAL • Limbic system • Ancient & automatic • Amygdala fear, relevance, trust • Thalamus happy, sad, disgusted • VTA dopamine – risk & reward
  • 44. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EMOTIONAL • Limbic system • Ancient & automatic • Amygdala fear, relevance, trust • Thalamus happy, sad, disgusted • VTA dopamine – risk & reward
  • 45. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EMOTIONAL • Limbic system • Ancient & automatic • Amygdala fear, relevance, trust • Thalamus happy, sad, disgusted • VTA dopamine – risk & reward
  • 46. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Empathy (mirror neurons) • Pleasure & pain • Body language • Images of faces • Story-telling
  • 47. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 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)
  • 48. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. MIRRORING
  • 49. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 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)
  • 50. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Empathy (mirror neurons) • Pleasure & pain • Body language • Images of faces • Story-telling
  • 51. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 52. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 53. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 54. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 55. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 56. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ASK YOURSELF How does purchasing your product translate into a greater impact worth celebrating? “ ”
  • 57. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Empathy (mirror neurons) • Pleasure & pain • Body language • Images of faces • Story-telling
  • 58. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 59. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Empathy (mirror neurons) • Pleasure & pain • Body language • Images of faces • Story-telling
  • 60. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 61. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 62. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 63. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Empathy (mirror neurons) • Pleasure & pain • Body language • Images of faces • Story-telling
  • 64. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 65. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 66. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 67. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE RATIONAL SYSTEM 3
  • 68. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. RATIONAL • Unique to humans • Higher cognitive functions • Plan, organise, problem-solve • Social learning & innovation • Language, abstract thought
  • 69. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. RATIONAL • Unique to humans • Higher cognitive functions • Plan, organise, problem-solve • Social learning & innovation • Language, abstract thought
  • 70. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. RATIONAL • Unique to humans • Higher cognitive functions • Plan, organise, problem-solve • Social learning & innovation • Language, abstract thought
  • 71. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. RATIONAL • Unique to humans • Higher cognitive functions • Plan, organise, problem-solve • Social learning & innovation • Language, abstract thought
  • 72. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. RATIONAL • Unique to humans • Higher cognitive functions • Plan, organise, problem-solve • Social learning & innovation • Language, abstract thought
  • 73. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Enable post-rationalisation • Product demonstration • Listing specs / product benefits • Be the authority • Give evidence that it works
  • 74. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. REWARD THEM • Positive reinforcement – thank your customers!
  • 75. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. REWARD THEM • Positive reinforcement – thank your customers! • “You made a good decision…”
  • 76. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. REWARD THEM • Positive reinforcement – thank your customers! • “You made a good decision…” • Give a freebie (e.g. video / resources)
  • 77. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Enable post-rationalisation • Product demonstration • Listing specs / product benefits • Be the authority • Give evidence that it works
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  • 79. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 80. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Enable post-rationalisation • Product demonstration • Listing specs / product benefits • Be the authority • Give evidence that it works
  • 81. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
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  • 84. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 85. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Enable post-rationalisation • Product demonstration • Listing specs / product benefits • Be the authority • Give evidence that it works
  • 86. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 87. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY PRINCIPLES • Enable post-rationalisation • Product demonstration • Listing specs / product benefits • Be the authority • Give evidence that it works
  • 88. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EVIDENCE
  • 89. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 90. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS
  • 91. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. KEY TAKEAWAYS To be persuasive online in ecommerce, marketing and customer engagement, you have to target all 3 systems.
  • 92. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 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:
  • 93. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 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: ☑Primal Arousing
  • 94. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 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: ☑Primal Arousing ☑Emotional Emotionally effective
  • 95. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 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: ☑Primal Arousing ☑Emotional Emotionally effective ☑Rational Intellectually compelling
  • 96. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. REFERENCES Julian Wolkenstein (2012): http://www.julianwolkenstein.com/index.php/project/symmetrical-portraits/ Tickled pug dog gif (2014): http://gif-central.blogspot.co.uk/2013/03/tickling-dog.html Squarespace (2013): http://www.squarespace.com/ Moz (2016): https://moz.com/login Just Host (2015): https://www.justhost.com/ Conversion Rate Experts (2015): http://www.conversion-rate-experts.com/ We Work (2015): https://www.wework.com/ Airbnb (2016): https://www.airbnb.com/ Standard Life Investments – Mohawk: http://www.creativebrief.com/agency/work/21462/3097/standard-life-investments-advertising-digital-potential-delivered-by-mohawk-ltd Hotel G (2015): http://hotelgsanfrancisco.com/ 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), pp. 906-914. Infine Wordpress Theme (2014): http://wp.infine.byaviators.com/ Achica (2016): http://www.achica.com 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. Monkey Image Credit: Evolution of Neonatal Imitation. Gross L, PLoS Biology Vol. 4/9/2006, e311 doi:10.1371/journal.pbio.0040311 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. Fail Blog Nut Shots (2012). http://www.youtube.com/watch?v=apVZCG5zAxw&feature=c4-overview&list=UUONQ53-nTMwqiRhj3sRaiAQ Tom’s Shoes (2015): http://www.toms.co.uk/ Marie Forleo (2013): http://www.marieforleo.com/ Beta Brand (2014): http://www.betabrand.com/ Charity Water (2014): http://www.charitywater.org/ Nasty Gal (2015): http://theclick.nastygal.com/ Olapic (2015): http://learn.olapic.com/request-knowledge Canon (2016): http://www.canon.co.uk/for_home/product_finder/cameras/digital_slr/eos_600d/#p-specification1 Tesla Motors (2015) http://www.teslamotors.com/ Hootsuite (2013 & 2015): https://hootsuite.com/plans Boots No 7 (2014): http://www.boots.com/en/No-7/No7-Skincare/ Clinique (2015): http://www.clinique.co.uk/perfect-base#2 Colgate toothpaste (2011): https://www.youtube.com/watch?v=99T-iGcii8U
  • 97. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THANK YOU!
  • 98. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. @NathalieNahai hello@nathalienahai.com Get in touch Any questions?