upload lisboa 2012: nathalie nahai:web psychology and the future of online influence
DESCRIPTION
Nathalie Nahai é uma oradora vencedora de vários prémios, autora e psicóloga da Web, e encontra-se a escrever um livro para a Pearson, intitulado 'Teias de Influência: A Psicologia da Persuasão Online', com lançamento previsto para Outubro deste ano. Com formação em psicologia e estratégia digital, ela é uma das poucas vozes principais neste campo a ter tanto experiência académica, como prática comprovada na engenharia da persuasão online. Nathalie dá palestras regulares sobre o tema da Psicologia da Web e Social Media e trabalha com empresas para aumentar a sua reputação, base de clientes e o lucro online. É também um membro do #OgilvyChange, uma nova Prática de Ciências Comportamentais que utiliza o pensamento mais recente em psicologia cognitiva, psicologia social e economia comportamental para criar intervenções comportamentais no mundo real. Poderá encontrar os seus tweets @TheWebPsych, e ler o seu blog em TheWebPsychologist.com.TRANSCRIPT
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NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
__________ __________ and the future of
WEB PSYCHOLOGY
ONLINE INFLUENCE
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1 A SHORT STORY
2 WHAT IS ONLINE INFLUENCE?
3 GLOCALISATION
4 RISK, TRUST & PRIVACY
5 CULTURE & PERSONALISATION
2 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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1 A SHORT STORY
3 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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A SHORT STORY
There once was a little girl
who couldn’t sit still…
4 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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A SHORT STORY
Gillian Lynne
Dancer, choreographer (Cats, Phantom of the Opera)
5 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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WHAT HAPPENED?
1 Mis-attribution 2 Research 3 An informed approach
6 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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WHY WEB PSYCHOLOGY?
1 Explains why we do things 2 Provides insights into your target(s) 3 Designs a persuasive environment
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2 ONLINE INFLUENCE
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ONLINE INFLUENCE
Is it the number of people
in your network?
9 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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ONLINE INFLUENCE
Or the power to influence
key people within it?
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NETWORK NUMBER
KEY PEOPLE
11 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
ONLINE INFLUENCE
+ =
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ONLINE INFLUENCE
So how do we influence
these people?
12 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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WEB PSYCHOLOGY
The empirical study of how online environments influence our attitudes and behaviours
- Nathalie Nahai
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“ ” NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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WEB PSYCHOLOGY
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human-computer interaction
neuroaesthetics user experience social psychology
cognitive psychology
neuroscience
cross-cultural psychology
behavioural economics
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IT’S ABOUT
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CONTEXT
PSYCHOLOGY INDIVIDUAL CULTURAL
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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3 GLOCALISATION
16 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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GLOCALISATION
A global outlook adapted
to local conditions
- Robertson (1994) 1
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CASE STUDY
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3500 products 200 countries 2nd most popular word after OK (94% recognition) Adapts products, marketing, and online
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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CULTURAL ADAPTATION
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Coca-Cola: Papua New Guinea
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GERMANY
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21 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
CHINA
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JAPAN
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SOUTH AFRICA
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KEY TAKEAWAYS
Consumers are increasingly rejecting one-size-fits-all solutions To succeed online, you have to glocalise your business If in doubt, research your audience
24 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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4 RISK, TRUST & PRIVACY
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RISK, TRUST & PRIVACY
A lack of trust and face-to-face interaction prevents many people
from purchasing online
- Peter de Vries & Ad Pruyn 2
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CONSUMER TRENDS
What stops us buying online?
Lack of customer service
Privacy / security concerns
No real salesperson
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28 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
CONSUMER TRENDS
What information do we trust?
Consumer reviews
Earned media
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RISK, TRUST & PRIVACY
Consumers require greater trust and confidence buying online vs. face to face 3
The first thing visitors do is subconsciously scan your site for trust cues 4
New visitors assess trust via your website’s functionality, design & reputation 5
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GENDER DIFFERENCES
Less concerned about privacy 6
Happier parting with sensitive personal info 7
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More skeptical of online info 6
Perceive online purchasing as riskier than males 8
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KEY TAKEAWAYS
Online shopping is growing, as are privacy and security concerns Subconscious cues on websites can mitigate these concerns Different audiences have different needs
31 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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5 CULTURE & PERSONALISATION
32 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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CULTURAL DIFFERENCES
Personalisation involves tailoring a user’s experience to their needs Global platforms exist within cultural contexts that influence user behaviour Personalisation involves cultural specificity 33 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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SOFTWARE OF THE MIND
The collective mental
programming of the human mind which distinguishes one group of people from another
- Hofstede (2010) 9
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HOFSTEDE’S 6 DIMENSIONS
1. Power Distance
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HOFSTEDE’S 6 DIMENSIONS
1. Power Distance 2. Individualism v. Collectivism
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HOFSTEDE’S 6 DIMENSIONS
1. Power Distance 2. Individualism v. Collectivism 3. Masculinity v. Femininity
37 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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HOFSTEDE’S 6 DIMENSIONS
1. Power Distance 2. Individualism v. Collectivism 3. Masculinity v. Femininity 4. Uncertainty Avoidance
38 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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HOFSTEDE’S 6 DIMENSIONS
1. Power Distance 2. Individualism v. Collectivism 3. Masculinity v. Femininity 4. Uncertainty Avoidance 5. Long-term Orientation
39 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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HOFSTEDE’S 6 DIMENSIONS
1. Power Distance 2. Individualism v. Collectivism 3. Masculinity v. Femininity 4. Uncertainty Avoidance 5. Long-term Orientation 6. Indulgence v. Restraint
40 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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KEY TAKEAWAYS
Consumers expect a coherent, appropriate experience that reflects their needs Culture influences user behaviours and expectations Understand the cultural context of your users to design better user engagement
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WANT TO KNOW MORE?
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Contact my agent: [email protected]
The Web Psychologist . com @TheWebPsych
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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REFERENCES
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1 R. Robertson (1994) ‘Mapping the global condition: Globalization as the central concept’, in M. Featherstone (ed.), Global Culture: Nationalism, globalization and modernity. Newbury Park, CA: Sage. p. 36.
2 P. de Vries and A. Pruyn (2007) ‘Source salience and the persuasiveness of peer recommendations: The mediating role of social trust’, Persuasive, LNCS, 4744: 164–75.
3 Y. H. Tan and W. Thoen (2001) ‘Toward a generic model of trust for electronic commerce’, International Journal of
Electronic Markets, 5 (2): 61–74. 4 E. Andrade, V. Kaltcheva and B. Weitz (2002) ‘Self-disclosure on the Web: The impact of privacy policy, reward and brand
reputation’, Advances in Consumer Research, 29: 350–3. 5 M. F. Wolfinbarger and M. C. Gilly (2002) ‘.comQ: Dimensionalizing, measuring and predicting quality of the e-tailing
experience’. MSI Working Paper Series, No. 02-100. 6 D. Cyr and C. Bonanni (2005) ‘Gender and website design in e-business’, International Journal of Electronic Business, 3
(6): 565–82. 7 A. Acquisti and R. Gross (2006) ‘Imagined communities: Awareness, information sharing, and privacy on the Facebook’,
Lecture Notes in Computer Science, 4258: 36–58. 8 E. Garbarino and M. Strahilevitz (2004) ‘Gender differences in the perceived risk of buying online and the effects of
receiving a site recommendation’, Journal of Business Research, 57: 768–75. 9 G. Hofstede (2010) Cultures and Organizations: Software of the mind. Maidenhead: McGraw Hill.
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH