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All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
FIRST… AN INTRODUCTION
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WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION
Pearson, 2012 UK | EU | USA | KOREA | JAPAN | CHINA
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All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
WEB PSYCHOLOGY
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[ ] I coined the term ‘Web Psychology’
in 2011 and defined it as…
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WEB PSYCHOLOGY
The empirical study of how online environments influence our attitudes and behaviours
“ ” @THEWEBPSYCH #WEBPSYCHOLOGY
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WEB PSYCHOLOGY
HCI
neuro- aesthetics
user experience
social psychology
cognitive psychology
neuroscience
cross-cultural psychology
behavioural economics
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All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
IT’S ABOUT CONTEXT
PSYCHOLOGY INDIVIDUAL CULTURAL
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3 SECRETS TO ONLINE SUCCESS
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All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
BUILDER
Sociable and loyalFriendlyCautious DependableMethodicalHard-workingTraditionalConcerned with safety
serotonin
EXPLORER
Seeks risk and noveltyIndependentUnpredictableCreativeHedonisticSensual and funEasily boredInsatiably curious
dopamine
NEUROCHEMICAL ARCHETYPES
YOUR BRAIN p4
200Do you believe in free will?We become consciously
aware of our intention to act
after the relevant areas of our brain become active.
1KNOW WHO YOU’RETARGETINGBUILDER NEGOTIATOR
Good with peopleAstute and introspectivePatientCompassionateFlexibleFacility with languageDiplomatic
Sociable and loyalFriendlyCautious DependableMethodicalHard-workingTraditional
serotonin oestrogen
EXPLORER
Seeks risk and noveltyIndependentUnpredictableCreativeHedonisticSensual and funEasily bored
dopamine
DIRECTOR HOFSTEDE’S 6 CULTURAL TRAITS
DrivenLikes reason and logicTough-mindedCompetitiveGoal-orientedProblem-solverBold and blunt
testosterone
NEUROCHEMICAL ARCHETYPES p61 p37 SOFTWARE OF THE MIND
YOUR BRAIN p4 p23 GLOBAL INTERNET PENETRATION RATES
78% 79% 80%52% 61%43% 10%13% 38%
trait score country
GLOBAL INTERNET PENETRATION RATES
10 0 20 30 40 50 60 70 80 90 100 110 120
POWER-DISTANCEINDIVIDUALISMMASCULINITYUNCERTAINTY AVOIDANCELONG-TERM ORIENTED INDULGENCE
S. AFRICA*BRAZILCHINAINDIAJAPANRUSSIASAUDI ARABIA*UKUSA
200 million billion calculations per second
Do you believe in free will?300 millisecondsWe become consciously
aware of our intention to act
after the relevant areas of our brain become active.
Fast Emotional UnconsciousIntuitiveAutomaticFFF
SYSTEM1Slow Analytical Conscious LaboriousIntentionalRational
SYSTEM2SELL WITHINTEGRITY
KNOW WHO YOU’RETARGETING
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
BUILDER
Sociable and loyalFriendlyCautious DependableMethodicalHard-workingTraditionalConcerned with safety
serotonin
EXPLORER
Seeks risk and noveltyIndependentUnpredictableCreativeHedonisticSensual and funEasily boredInsatiably curious
dopamine
NEUROCHEMICAL ARCHETYPES
YOUR BRAIN p4
1COMMUNICATEPERSUASIVELYBUILDER NEGOTIATOR
Good with peopleAstute and introspectivePatientCompassionateFlexibleFacility with languageDiplomatic
Sociable and loyalFriendlyCautious DependableMethodicalHard-workingTraditional
serotonin oestrogen
EXPLORER
Seeks risk and noveltyIndependentUnpredictable
Sensual and funEasily bored
dopamine
DIRECTOR HOFSTEDE’S 6 CULTURAL TRAITS
DrivenLikes reason and logicTough-mindedCompetitiveGoal-orientedProblem-solverBold and blunt
testosterone
NEUROCHEMICAL ARCHETYPES p61 p37 SOFTWARE OF THE MIND
78% 79% 80%52% 61%43% 10%13% 38%
trait score country
GLOBAL INTERNET PENETRATION RATES
10 0 20 30 40 50 60 70 80 90 100 110 120
POWER-DISTANCEINDIVIDUALISMMASCULINITYUNCERTAINTY AVOIDANCELONG-TERM ORIENTED INDULGENCE
S. AFRICA*BRAZILCHINAINDIAJAPANRUSSIASAUDI ARABIA*UKUSA
200 million billion calculations per second
Do you believe in free will?300 millisecondsWe become consciously
aware of our intention to act
after the relevant areas of our brain become active.
Fast Emotional UnconsciousIntuitiveAutomaticFFF
SYSTEM1Slow Analytical Conscious LaboriousIntentionalRational
SYSTEM2COMMUNICATEPERSUASIVELY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
BUILDER NEGOTIATOR
Good with peopleAstute and introspectivePatientCompassionateFlexibleFacility with languageDiplomaticOK with ambiguity
Sociable and loyalFriendlyCautious DependableMethodicalHard-workingTraditionalConcerned with safety
serotonin oestrogen
EXPLORER
Seeks risk and noveltyIndependentUnpredictableCreativeHedonisticSensual and funEasily boredInsatiably curious
dopamine
NEUROCHEMICAL ARCHETYPES p61
YOUR BRAIN p4
200Do you believe in free will?We become consciously
aware of our intention to act
after the relevant areas of our brain become active.
Fast Emotional UnconsciousIntuitiveAutomaticFFF
SYSTEM1 SELL WITHINTEGRITYBUILDER NEGOTIATOR
Good with peopleAstute and introspectivePatientCompassionate
Sociable and loyalFriendlyCautious Dependable
serotonin oestrogen
EXPLORER
Seeks risk and novelty
DIRECTOR HOFSTEDE’S 6 CULTURAL TRAITS
DrivenLikes reason and logicTough-mindedCompetitive
testosterone
NEUROCHEMICAL ARCHETYPES p61 p37 SOFTWARE OF THE MIND
78% 79% 80%52% 61%43% 10%13% 38%
trait score country
10 0 20 30 40 50 60 70 80 90 100 110 120
POWER-DISTANCEINDIVIDUALISMMASCULINITYUNCERTAINTY AVOIDANCELONG-TERM ORIENTED
S. AFRICA*BRAZILCHINAINDIAJAPANRUSSIASAUDI ARABIA*
200 million billion calculations per second
Do you believe in free will?300 millisecondsWe become consciously
aware of our intention to act
after the relevant areas of our brain become active.
Fast Emotional UnconsciousIntuitiveAutomaticFFF
SYSTEM1Slow Analytical Conscious LaboriousIntentionalRational
SYSTEM2SELL WITHINTEGRITY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
THANK YOU!
@THEWEBPSYCH
WEB PSYCHOLOGY ROCKS ; )