human behavior online: a psychologist's perspective - nathalie nahai

All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.

@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.

1:30 KEYNOTE Nathalie Nahai

THE SECRET PSYCHOLOGYSOCIAL BEHAVIORbehind





Weve all seen them



From bizarre memes





to videos that go viral for no apparent reason







So what is it that makes us share content socially?



1SOCIAL CONTENT



Carrier for emotional contagionSOCIAL CONTENT









Carrier for emotional contagionIndicate the mood of the sharerSOCIAL CONTENT









Carrier for emotional contagionIndicate the mood of the sharerProvoke curiositySOCIAL CONTENT



You can use psychological principles to get people to read, watch and share anything.





So how do you create shareable, clickable headlines?


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.Number / Trigger word+




@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.Number / Trigger wordAdjective +




@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.Number / Trigger wordAdjective Keyword+




@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.Number / Trigger wordAdjective KeywordPromise +




@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.Number / Trigger wordAdjective KeywordPromise KILLER HEADLINE+




@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.EXAMPLESubject:




@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.EXAMPLESubject: Frying eggs





You could write an article entitled:





You could write an article entitled: How to fry an egg





You could write an article entitled: How to fry an egg Why I love frying eggs




@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.OR APPLY THE FORMULA:





13 unbelievable ways you can fry a small egg with a sock





13 unbelievable ways you can fry a small egg with a socknumber





13 unbelievable ways you can fry a small egg with a socknumber trigger word





13 unbelievable ways you can fry a small egg with a socknumber trigger wordadjective





13 unbelievable ways you can fry a small egg with a socknumber trigger wordadjectivekeyword





13 unbelievable ways you can fry a small egg with a socknumber trigger wordadjectivekeyword

promise





Carrier for emotional contagionIndicate the mood of the sharerProvoke curiosityAct as social commentarySOCIAL CONTENT





Carrier for emotional contagionIndicate the mood of the sharerProvoke curiosityAct as social commentaryCreate a shared cultural experienceSOCIAL CONTENT











When social content reaches critical mass, it becomes a meme


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.MEMESWords, thoughts, beliefs, music, theories, rituals, fashion, recipes, and any norms that people pass onhttp://blogs.scientificamerican.com/anthropology-in-practice/why-do-we-share-viral-videos


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.MEMESIdeas or content that have successfully spread via imitation



Social content serves a function


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.SOCIAL CONTENTIt reflects not only who we are,but also who our friends are, and what they will accept



So why do we share some things, and not others?



There are several psychological reasons behind why and how we share



2WHY & HOW WE SHARE



Social validation & self-esteemWHY & HOW WE SHARE






@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.REINFORCEMENTThe more social reinforcement we receive that certain actions are appropriate, the more likely we are to adopt those actionshttp://blogs.scientificamerican.com/anthropology-in-practice/why-do-we-share-viral-videos



Social validation & self-esteemTo change our emotional stateWHY & HOW WE SHARE


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.EMOTIONNielsen (2014). Tech-or-treat: Consumers are sweet on mobile apps, Q3 2014 Report. http://acnielsen.Co.Uk/us/en/insights/news/2014/tech-or-treat-consumers-are-sweet-on-mobile-apps.Html



Social validation & self-esteemTo change our emotional stateSeek out informationWHY & HOW WE SHARE



INFORMATION


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.HOMOGENOUS

INFORMATION



INFORMATION

Confirms existing views



INFORMATION

Confirms existing viewsComforting



INFORMATION

Confirms existing viewsComfortingReinforces our perspectives



INFORMATION

Confirms existing viewsComfortingReinforces our perspectivesEncourages stasis



We amplify people we agree with





We love homogenous info because of homophily


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.Love of the same The tendency of individuals to associate and bond with similar othersHOMOPHILY




@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.HOMOPHILYChu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75.A homophilous source is more likely to be perceived as credible, trustworthy, and reliable


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.HOMOPHILYThe effectiveness of communication from a homophilous source may be greaterChu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75.



Which is why adverts like this work so well





BUT on the other hand



HETEROGENOUSINFORMATION

Confirms existing viewsComfortingReinforces our perspectivesEncourages stasis




Confirms existing viewsComfortingReinforces our perspectivesEncourages stasisChallenges our views




Confirms existing viewsComfortingReinforces our perspectivesEncourages stasisChallenges our viewsUncomfortable




Confirms existing viewsComfortingReinforces our perspectivesEncourages stasisChallenges our viewsUncomfortableAlternative perspectives




Confirms existing viewsComfortingReinforces our perspectivesEncourages stasisChallenges our viewsUncomfortableAlternative perspectivesEncourages growth





Challenging peoples preconceptions can have a powerful emotional impact



Social validation & self-esteemTo change our emotional stateSeek out informationAffiliate to reduce stressWHY & HOW WE SHARE











BUT it can lead to destructive behaviors









So why is social media so addictive?



Social validation & self-esteemTo change our emotional stateSeek out informationAffiliate to reduce stressDopamine loopsWHY & HOW WE SHARE



4.1







They all activate our dopamine systems









For example, post-conference drinks



To attenuate the experience of this cost you have to figure out how to grab and hold their attention.

WANTING VS LIKING

DopamineWanting


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.WANTING VS LIKING

DopamineWanting

Take action



DopamineWanting

Take action



DopamineWanting

OpioidLiking

Take action



DopamineWanting

OpioidLiking

Take actionFeel satisfied



DopamineWanting

OpioidLiking

Feel satisfiedTake action



BUT social media can create dopamine loops




WANTING VS LIKING

DopamineWanting



DopamineWanting

Take action



DopamineWanting

Take action



DopamineWanting

Take actionOpioidLiking



DopamineWanting


Feel satisfied



DopamineWanting


Feel satisfied



So whats happening?




DOPAMINE LOOPSWe seek more than were satisfied


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.DOPAMINE LOOPSWe seek more than were satisfiedAnticipating vs. receiving reward


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.DOPAMINE LOOPSWe seek more than were satisfiedAnticipating vs. receiving rewardExternal triggers


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.DOPAMINE LOOPSWe seek more than were satisfiedAnticipating vs. receiving rewardExternal triggersSmall rewards


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.DOPAMINE LOOPSWe seek more than were satisfiedAnticipating vs. receiving rewardExternal triggersSmall rewardsUnpredictable



This is why were such prolific users




So what can we learn from the way we use social?




3PSYCHOGRAPHICS


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.PSYCHOGRAPHICSStudy and classification of peopleaccording to their attitudes, aspirations, and other psychological criteriaOxford Dictionaries, 2015


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.PSYCHOGRAPHICSPersonalityMassive Facebook study


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.PSYCHOGRAPHICSPersonalityMassive Facebook study Sentiment analysisPredicts stock market performance


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.PSYCHOGRAPHICSPersonalityMassive Facebook study Sentiment analysisPredicts stock market performanceHealthLikelihood of heart attack



Our online behaviours reveal more than we think




The words we use and respond to can expose our personality traits


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.PERSONALITY MATTERSJ. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012Adapting persuasive messages to the personality traits can be an effective way of increasing the messages impact



The Big 5(a quick quiz)


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.DO YOU HAVEA high degree of intellectual curiosity, creativity and a preference for novelty and variety?Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.



OpennessTHE BIG 5


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.ARE YOUOrganised, dependable and self-disciplined? Do you prefer to plan and aim for achievement?Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.OPENNESSJ. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012InnovationIntelligenceSophisticationImaginationCreative



OpennessConscientiousnessTHE BIG 5


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.ARE YOUEnergetic, positive, assertive & sociable? Do you tend to seek stimulation in the company of others?Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.



OpennessConscientiousnessExtraversionTHE BIG 5


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.EXTRAVERSIONJ. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012Strong OutgoingActiveExcitementAttention


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.DO YOU HAVEThe tendency to be compassionate and cooperative rather than suspicious and antagonistic towards others?Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.



OpennessConscientiousnessExtraversionAgreeablenessTHE BIG 5


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.DO YOU HAVEThe tendency to experience unpleasant emotions easily, such as anger, anxiety, depression, and vulnerability?Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.



OpennessConscientiousnessExtraversionAgreeablenessNeuroticismTHE BIG 5


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.NEUROTICISMSafeReduce the anxietyUncertaintySecurityProtectionJ. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012



Who does this appeal to?




@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.EXTRAVERSIONJ. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012Strong OutgoingActiveExcitementAttention




@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.OPENNESSJ. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012InnovationIntelligenceSophisticationImaginationCreative




@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.NEUROTICISMSafeReduce the anxietyUncertaintySecurityProtectionJ. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012



Specific words engage specific traits



You can research & segment your audience by personality trait, based on linguistic patterns



If you want to design a trait-specific campaign


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012TRAIT MOTIVATION


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012TRAIT MOTIVATIONOpen


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012TRAIT MOTIVATIONOpen Creativity & intellectual stimulation


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012TRAIT MOTIVATIONOpen Creativity & intellectual stimulation Conscientious


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012TRAIT MOTIVATIONOpen Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012TRAIT MOTIVATIONOpen Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit Extravert


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012TRAIT MOTIVATIONOpen Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit Extravert Excitement & social rewards


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012TRAIT MOTIVATIONOpen Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit Extravert Excitement & social rewards Agreeable


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012TRAIT MOTIVATIONOpen Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit Extravert Excitement & social rewards Agreeable Connection with family & community


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012TRAIT MOTIVATIONOpen Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit Extravert Excitement & social rewards Agreeable Connection with family & community Neurotic


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012TRAIT MOTIVATIONOpen Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit Extravert Excitement & social rewards Agreeable Connection with family & community Neurotic Safety & security



Useful tools to get started


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.TOOLSBig 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.TOOLSBig 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP Various personality tests: discovermyprofile.com


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.TOOLSBig 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP Various personality tests: discovermyprofile.com From Facebook likes: applymagicsauce.com


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.TOOLSBig 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP Various personality tests: discovermyprofile.com From Facebook likes: applymagicsauce.com From digital footprint: hogan-x.com


@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.TOOLSBig 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP Various personality tests: discovermyprofile.com From Facebook likes: applymagicsauce.com From digital footprint: hogan-x.com Computerized text analysis: liwc.wpengine.com



THANK YOU!

@NathalieNahaiNathalieNahai.com





1:30 KEYNOTE Nathalie Nahai

human behavior online: a psychologist's perspective - nathalie nahai

Social Media