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


Short introduction NEXT: MY WORK

MY FORMER COLLEAGUES


My work as of 1 march 2014 NEXT: WEBANALYTICS

Insert title


Web analytics NEXT: PERSUASION

Insert title


Persuasion NEXT: CLIENTS


My clients NEXT: DECISION MAKING

Two important facts about human decision making:

1. Rationality is bounded under conditions of uncertainty!


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!



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



Uncertain condition: is this what I want / need?

Reference point: €49,95

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


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


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?


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?


Example 3 NEXT: OVERVIEW


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


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


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!


Which Test Won? NEXT: QUESTION 1


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!


Question 1: Explanation NEXT: QUESTION 2


Question 2: Attention & Perception NEXT: EXPLANATION

Version A Version B

Winner

Attention: people scan and process faces.




Question 3: Decision Making NEXT: EXPLANATION

Version A Version B

Winner

Commitment and consistency in action





Version A Version B

Winner

Limited choice: offer minimum of two choices





Version A Version B

Winner

Mimicry: copy words and mannerisms


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!


Questions? NEXT: THE END

DO YOU HAVE ANY MORE QUESTIONS?

Dirk Franssens ([email protected])Linkedin: /dirkfranssensTwitter: @dxfranssens

Lecture Online PersuasionUvA Master Persuasive CommunicationFebruary 2014

Guest Lecture Online Persuasion for Master Persuasive Communication

Technology

uva guest

human decision

decision making

dirk franssens

test won

important

person version

explanation