Guest Lecture Online Persuasion for Master Persuasive Communication

Guest Lecture Online Persuasiondr. Dirk FranssensBetterChange

Guest lecture: Online Persuasion

dr. Dirk Franssens

Index:

1. Short introduction2. Little bit of theory3. Which Test Won Quiz

UvA Guest lecture | Online Persuasion // dr. Dirk Franssens

Index NEXT: SHORT INTRODUCTION

UvA Guest lecture | Online Persuasion // dr. Dirk Franssens

Short introduction NEXT: MY WORK

MY FORMER COLLEAGUES

UvA Guest lecture | Online Persuasion // dr. Dirk Franssens

My work as of 1 march 2014 NEXT: WEBANALYTICS

Insert title

UvA Guest lecture | Online Persuasion // dr. Dirk Franssens

Web analytics NEXT: PERSUASION

Insert title

UvA Guest lecture | Online Persuasion // dr. Dirk Franssens

Persuasion NEXT: CLIENTS

UvA Guest lecture | Online Persuasion // dr. Dirk Franssens

My clients NEXT: DECISION MAKING

Two important facts about human decision making:

1. Rationality is bounded under conditions of uncertainty!

UvA Guest lecture | Online Persuasion // dr. Dirk Franssens

Decision making NEXT: DECISION MAKING

80% chance to win €100and

20% chance to win €10

€80 for sure√

Expected Utility: €82

Two important facts about human decision making:

2. Reference points are important!

UvA Guest lecture | Online Persuasion // dr. Dirk Franssens

Decision making NEXT: DECISION MAKING

Jack’s wealth is €1.000.000,-

Jill’s wealth is €7.000.000,-

Equal chance to end owing 1 or 4 million

2 million for sure

OR

UvA Guest lecture | Online Persuasion // dr. Dirk Franssens

Decision making NEXT: DECISION MAKING

Uncertain condition: is this what I want / need?

Reference point: €49,95

Conclusion: this €13,99 is a very good deal. I must buy!

UvA Guest lecture | Online Persuasion // dr. Dirk Franssens

Decision making NEXT: EXAMPLES

System 2

Slow Requires attention Reasoning Effortful Control (choice)

17 x 24

System 1

Fast Automatic Intuitive Effortless No control

2 + 2

Your customer’s brain

Decision making

UvA Guest lecture | Online Persuasion // dr. Dirk Franssens

Example 1 NEXT: EXAMPLE 2

A bat and a ball together cost €1.10The bat is €1.00 more expensive than the ball.

How much is the ball?

UvA Guest lecture | Online Persuasion // dr. Dirk Franssens

Example 2 NEXT: EXAMPLE 3

When it takes 5 machines 5 minutes to make 5 t-shirts.

How long does it take 100 machines to make 100 t-shirt?

Are both tables of equal size?

UvA Guest lecture | Online Persuasion // dr. Dirk Franssens

Example 3 NEXT: OVERVIEW

UvA Guest lecture | Online Persuasion // dr. Dirk Franssens

Overview Decison Making NEXT: CONSUMER MODEL

€0,10

100 minutes.

A is longer

€0,05

5 minutes.

Equally long

System 2 Answers System 1 Answers

Reflective Impulsive Model

UvA Guest lecture | Online Persuasion // dr. Dirk Franssens

Consumer model NEXT: EXAMPLE

Perception

Knowledge

Strack, Werth, Deutsch, 2006

Reasoning

Behavioral decision

Behavioral schemata

Behavior

Associative store

Intending

Representations

Spreading activation

Spreading activation

Syste

m 2

: refl

ectiv

e

decis

ion

mak

ing

System 1: impulsive

decision making

Persuasive communication

UvA Guest lecture | Online Persuasion // dr. Dirk Franssens

My clients NEXT: WHICH TEST WON?

10% discount on cans of soup

Version A: no limit per person

Version B: limit of 12 cans per person

Version A: average 3 cans sold

Version B: average of 7 cans sold!

UvA Guest lecture | Online Persuasion // dr. Dirk Franssens

Which Test Won? NEXT: QUESTION 1

UvA Guest lecture | Online Persuasion // dr. Dirk Franssens

Question 1: Motivation NEXT: EXPLANATION

Version A Version B

Velen gingen je voor

“In november werden 1.657 doorlopende krediet offertes aangevraagd bij MoneYou”.

Winner

Video: Social Proof in elevators!

UvA Guest lecture | Online Persuasion // dr. Dirk Franssens

Question 1: Explanation NEXT: QUESTION 2

UvA Guest lecture | Online Persuasion // dr. Dirk Franssens

Question 2: Attention & Perception NEXT: EXPLANATION

Version A Version B

Winner

Attention: people scan and process faces.

UvA Guest lecture | Online Persuasion // dr. Dirk Franssens

Question 2: Explanation NEXT: QUESTION 3

UvA Guest lecture | Online Persuasion // dr. Dirk Franssens

Question 3: Decision Making NEXT: EXPLANATION

Version A Version B

Winner

Commitment and consistency in action

UvA Guest lecture | Online Persuasion // dr. Dirk Franssens

Question 3: Explanation NEXT: QUESTION 4

UvA Guest lecture | Online Persuasion // dr. Dirk Franssens

Question 4: Decision Making NEXT: EXPLANATION

Version A Version B

Winner

Limited choice: offer minimum of two choices

UvA Guest lecture | Online Persuasion // dr. Dirk Franssens

Question 4: Explanation NEXT: QUESTION 5

UvA Guest lecture | Online Persuasion // dr. Dirk Franssens

Question 5: Decision Making NEXT: EXPLANATION

Version A Version B

Winner

Mimicry: copy words and mannerisms

UvA Guest lecture | Online Persuasion // dr. Dirk Franssens

Question 5: Explanation NEXT: QUESTIONS?

OK, thanks. I’ll get your order

asap.

Average tip: €1,50 Average tip: €3,00

A burger with chips and that

delicious mayonnaise!

UvA Guest lecture | Online Persuasion // dr. Dirk Franssens

Questions? NEXT: THE END

DO YOU HAVE ANY MORE QUESTIONS?

Dirk Franssens (dirk.franssens@betterchange.nl)Linkedin: /dirkfranssensTwitter: @dxfranssens

Lecture Online PersuasionUvA Master Persuasive CommunicationFebruary 2014