guest lecture online persuasion for master persuasive communication
DESCRIPTION
This a guest lecture I gave at the University of Amsterdam, for the master Persuasive Communication. The aim was to show students how you can apply psychology and communication sciences to increase conversion rates. In this lecture, I briefly explain the decision making framework (Kahneman, thinking fast, slow), and explain the Reflective Impulsive Model (Strack & Deutsch). In the second part, I played a "which test won" game with the students. F`or each Persuaison AB-test I provided the psychological working mechanism of the persuasion technique used.TRANSCRIPT
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 ([email protected])Linkedin: /dirkfranssensTwitter: @dxfranssens
Lecture Online PersuasionUvA Master Persuasive CommunicationFebruary 2014