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Page 1: Guest Lecture Online Persuasion for Master Persuasive Communication

Guest Lecture Online Persuasiondr. Dirk FranssensBetterChange

Guest lecture: Online Persuasion

dr. Dirk Franssens

Page 2: Guest Lecture Online Persuasion for Master Persuasive Communication

Index:

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

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

Index NEXT: SHORT INTRODUCTION

Page 3: Guest Lecture Online Persuasion for Master Persuasive Communication

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

Short introduction NEXT: MY WORK

Page 4: Guest Lecture Online Persuasion for Master Persuasive Communication

MY FORMER COLLEAGUES

Page 5: Guest Lecture Online Persuasion for Master Persuasive Communication

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

My work as of 1 march 2014 NEXT: WEBANALYTICS

Page 6: Guest Lecture Online Persuasion for Master Persuasive Communication

Insert title

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

Web analytics NEXT: PERSUASION

Page 7: Guest Lecture Online Persuasion for Master Persuasive Communication

Insert title

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

Persuasion NEXT: CLIENTS

Page 8: Guest Lecture Online Persuasion for Master Persuasive Communication

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

My clients NEXT: DECISION MAKING

Page 9: Guest Lecture Online Persuasion for Master Persuasive Communication

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

Page 10: Guest Lecture Online Persuasion for Master Persuasive Communication

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

Page 11: Guest Lecture Online Persuasion for Master Persuasive Communication

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!

Page 12: Guest Lecture Online Persuasion for Master Persuasive Communication

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

Page 13: Guest Lecture Online Persuasion for Master Persuasive Communication

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?

Page 14: Guest Lecture Online Persuasion for Master Persuasive Communication

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?

Page 15: Guest Lecture Online Persuasion for Master Persuasive Communication

Are both tables of equal size?

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

Example 3 NEXT: OVERVIEW

Page 16: Guest Lecture Online Persuasion for Master Persuasive Communication

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

Page 17: Guest Lecture Online Persuasion for Master Persuasive Communication

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

Page 18: Guest Lecture Online Persuasion for Master Persuasive Communication

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!

Page 19: Guest Lecture Online Persuasion for Master Persuasive Communication

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

Which Test Won? NEXT: QUESTION 1

Page 20: Guest Lecture Online Persuasion for Master Persuasive Communication
Page 21: Guest Lecture Online Persuasion for Master Persuasive Communication
Page 22: Guest Lecture Online Persuasion for Master Persuasive Communication

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

Page 23: Guest Lecture Online Persuasion for Master Persuasive Communication

Video: Social Proof in elevators!

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

Question 1: Explanation NEXT: QUESTION 2

Page 24: Guest Lecture Online Persuasion for Master Persuasive Communication

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

Question 2: Attention & Perception NEXT: EXPLANATION

Version A Version B

Winner

Page 25: Guest Lecture Online Persuasion for Master Persuasive Communication

Attention: people scan and process faces.

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

Question 2: Explanation NEXT: QUESTION 3

Page 26: Guest Lecture Online Persuasion for Master Persuasive Communication

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

Question 3: Decision Making NEXT: EXPLANATION

Version A Version B

Winner

Page 27: Guest Lecture Online Persuasion for Master Persuasive Communication

Commitment and consistency in action

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

Question 3: Explanation NEXT: QUESTION 4

Page 28: Guest Lecture Online Persuasion for Master Persuasive Communication

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

Question 4: Decision Making NEXT: EXPLANATION

Version A Version B

Winner

Page 29: Guest Lecture Online Persuasion for Master Persuasive Communication

Limited choice: offer minimum of two choices

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

Question 4: Explanation NEXT: QUESTION 5

Page 30: Guest Lecture Online Persuasion for Master Persuasive Communication

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

Question 5: Decision Making NEXT: EXPLANATION

Version A Version B

Winner

Page 31: Guest Lecture Online Persuasion for Master Persuasive Communication

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!

Page 32: Guest Lecture Online Persuasion for Master Persuasive Communication

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

Questions? NEXT: THE END

DO YOU HAVE ANY MORE QUESTIONS?

Page 33: Guest Lecture Online Persuasion for Master Persuasive Communication

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

Lecture Online PersuasionUvA Master Persuasive CommunicationFebruary 2014


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