power of online persuasion
TRANSCRIPT
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Power of Persuasiondr. Dirk Franssens
BetterChange
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EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
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Power of Persuasion
What Social Psychologists and Neuromarketers can learn from
each other!
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Decision making
System 1
• Emotional• Fast• Automatic
System 2
• Rational• Slow• Deliberative
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Emotional decision
Happy Healthy
Nutritious
Balance
Fitness
Wholesome
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Emotional decision making
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Emotional decision making
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EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Control Emotional image
100%
92%
CR: Buy intention
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Cognitive fluency
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Cognitive fluency
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Control Autocomplete
100%
120%
Reber et al., 2004
CR: Buy intention
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EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Decision making
System 1
• Emotional• Fast• Automatic
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Neuromarketing
Knutson et al., 2007
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Neuromarketing
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EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Decision making
System 1
• Emotional• Fast• Automatic
System 2
• Rational• Slow• Deliberative
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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?
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Rational decision making
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Rational decision making
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Control No features
100%
120%
Reber et al., 2004
CR: Buy intention
92%
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Rational decision making
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Rational decision making
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Rational decision making
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EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Control Good USP's Bad USP's
100%
110%
95%
CR: Buy intention
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EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM
Decision making
System 1
• Emotional• Fast• Automatic
System 2
• Rational• Slow• Deliberative
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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
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Cognitive Dissonance Reduction
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Searching for arguments
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Searching for arguments
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Control Text balloon
100%
169%
CR: Buy intention
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Searching for arguments
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Arguments at Amazon!
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Which one did she buy?
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Decision making
Neuro-marketing
Social Psychology
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[email protected]@dxfranssensnl.linkedin.com/in/dirkfranssens