Power of Online Persuasion

transcript

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!

Decision making

System 1

• Emotional• Fast• Automatic

System 2

• Rational• Slow• Deliberative

Emotional decision

Happy Healthy

Nutritious

Balance

Fitness

Wholesome

Emotional decision making

Control Emotional image

CR: Buy intention

Cognitive fluency

Control Autocomplete

Reber et al., 2004

CR: Buy intention

Decision making

System 1

Neuromarketing

Knutson et al., 2007

Neuromarketing

Decision making

System 1

System 2

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?

Rational decision making

Control No features

Reber et al., 2004

CR: Buy intention

Control Good USP's Bad USP's

CR: Buy intention

Decision making

System 1

System 2

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

Cognitive Dissonance Reduction

Searching for arguments

Control Text balloon

CR: Buy intention

Arguments at Amazon!

Which one did she buy?

Decision making

Neuro-marketing

Social Psychology

www.betterchange.nldirk@betterchange.nl@dxfranssensnl.linkedin.com/in/dirkfranssens

Power of Online Persuasion

Data & Analytics