PERSUASIVEDESIGNTARGETING THE HUMAN MIND

URINALS & FLIES

LIFT BUTTONS

SUPERMARKETS

HOW WE THINK WE THINKHOW WE ACTUALLYTHINK

THE 2 MINDS

BUTDOES IT WORK FOR

DIGITAL

CAPTOLOGY

computerspersuasion

capt

olog

ybehavior change

attitude change

motivation

change in worldview

compliance

websites

mobile apps

video games

desktop software

smart environments

electronic exercise gear

virtual reality

WHY

BEHAVIORALCHANGE

USABILTY IS NO LONGER ENOUGH

WHAT IS EXPERIENCE

COGNITIVEDISSONANCE

RECIPROCITY

72 OF REVENUE COMES

FROM APPS FEATURING

IN-APP PURCHASES%

RECIPROCITY

Be the first to give

Make it unexpected

Personalize it for them

SCARCITY

SCARCITY

Display the benefits

Highlight what’s unique

Show what they stand to lose

AUTHORITY

AUTHORITY

Show off your credentials

Get testified by authoritative figures

Cite and refer experts and trusted institutions

CONSISTENCY

CONSISTENCY

Ask for a very small commitment first

Break up your tasks in manageable steps

Make it voluntary and public

LIKING

LIKING

Relate to your visitor

Make designs prototypical

Provide genuine compliments before starting

CONSENSUS

CONSENSUS

Use convincing testimonials

Highlight popular choices

Focus on users similar to your TG

A FEWREQUESTS

PEOPLE DO NOT MESS WITH DEFAULTS

TRUST MATTERS

MAKE IT LOOK SOMETHING GOOD

REFERENCESPersuasive Design or The Fine Art of Separating People from Their Bad Behaviors - OnlineThe Most Influential Persuasive Design TechniquesHow to Use the 6 Principles of Persuasion to Create Landing Pages That ConvertBehavior Model WebsiteStanford Persuasive Tech LabSupermarket sales tricks - shopping – CHOICEDeceitful Aisles: Navigating Grocery Spending Traps5 Principles of Persuasive Web DesignThinking Fast and SlowBlink: The Power of Thinking Without ThinkingThe Process of Persuasive Design in Six Steps with Dr. Eric SchafferScience Of Persuasion

ADDENDUM

SUPERMARTPSYCHOLOGY

B.J.FOGG

I define PERSUASIVE TECHNOLOGY as any interactive computing system designed to change people’s attitudes or behaviors

Founder and Director - Stanford Persuasive Technology Lab Author - Persuasive Technology: Using Computers to Change What We Think and Do

ability

mot

ivat

ion

triggersfail here

triggerssucceed here B = m*a*t

FOGG’S BEHAVIOR MODEL

FLOW

chal

leng

e

capability

anxiety

boredom

FLOW

ROBERT BENO CIALDINIRegents' Professor Emeritus of Psychology and Marketing at Arizona State UniversityAuthor - Influence: The Psychology of Persuasion