Contenu connexe Similaire à Nathalie Nahai - 5 psychological principles of persuasive design (20) Nathalie Nahai - 5 psychological principles of persuasive design1. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution.
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Psychological Principles
5
OF
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ENDOWED PROGRESS
1
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http://www.notonthehighstreet.com/
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http://www.londonreal.tv/
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THE RESEARCH
Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research,
32(4), 504-512.
Randomly distributed 300 loyalty cards
to customers at a car wash
1
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HALF GOT THIS
Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research,
32(4), 504-512.
1
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THE OTHER HALF GOT THIS
Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research,
32(4), 504-512.
1
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1
Which had the highest redemption rate?
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8 STAMPS?
Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research,
32(4), 504-512.
1
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10 STAMPS?
Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research,
32(4), 504-512.
1
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RESULTS
19%
34%
8 stamps 10 stamps
Redemptionrate
1
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RESULTS
19%
34%
8 stamps 10 stamps
Redemptionrate
1
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WHAT HAPPENED?
Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research,
32(4), 504-512.
Task requiring
8 steps
1
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WHAT HAPPENED?
Task requiring
8 steps
Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research,
32(4), 504-512.
Task requiring
10 steps
(2 completed)
1
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WHAT HAPPENED?
Reframed the task so one was
perceived as undertaken & incomplete
(rather than not yet begun)
Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research,
32(4), 504-512.
1
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What’s the principle?
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ENDOWED PROGRESS
1
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1
People provided with
artificial advancement toward a
goal exhibit greater persistence
toward reaching that goal
“ ”
Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort.
Journal of Consumer Research, 32(4), 504-512.
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How does it work?
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CONSISTENCY
We’re naturally motivated to
complete tasks we’ve started & want to
remain consistent with previous intentions
Fox, S. & Hoffman, M. (2002). Escalation Behavior as a Specific Case of Goal-Directed Activity: A Persistence Paradigm. Basic and Applied
Social Psychology, 24 (4), 273-285.
1
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PROXIMITY
The closer we are to completing a goal
the more likely we are to increase our efforts
to close the last little gap
Hull, C. L. (1932). The goal-gradient hypothesis and maze learning. Psychological Review, 39(1), 25.
1
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TRIGGERS
Hull, C. L. (1932). The goal-gradient hypothesis and maze learning. Psychological Review, 39(1), 25.
Giving people a couple of free holes on a punch
card is enough to trigger both of these effects
1
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WHY IT’S USEFUL
• Increases the likelihood of task completion
Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research,
32(4), 504-512.
1
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WHY IT’S USEFUL
• Increases the likelihood of task completion
• Decreases completion time
Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research,
32(4), 504-512.
1
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WHY IT’S USEFUL
• Increases the likelihood of task completion
• Decreases completion time
• Effect depends on perception of task
completion rather than a desire to avoid
wasting the endowed progress
Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research,
32(4), 504-512.
1
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&
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IN REALITY
Kahneman, D., & Tversky, A. (1984). Choices, values, and frames. American Psychologist, 39(4), 341.
1
“ ”
Losses loom larger than gains
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THIS MEANS
Kahneman, D., Knetsch, J. L., & Thaler, R. H. (1991). Anomalies: The endowment effect, loss aversion, and status quo bias. The Journal Of
Economic Perspectives, 193-206.
We feel a greater loss over something we own
than something we haven’t yet bought
1
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1
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This also works in gaming
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Sunk-cost fallacy
2
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GAMING
Players are more likely to return to look after items
they have been endowed (paid for / earned)
than goods they have simply been given
Kahneman, D., Knetsch, J. L., & Thaler, R. H. (1991). Anomalies: The endowment effect, loss aversion, and status quo bias. The Journal Of
Economic Perspectives, 193-206.
2
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SUNK-COST FALLACY
Rational player:
Arkes, H. R., & Blumer, C. (1985). The psychology of sunk cost. Organizational Behavior And Human Decision Processes, 35(1), 124-140.
Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica: Journal of the Econometric Society,
263-291.
2
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SUNK-COST FALLACY
Rational player: would ignore sunk-costs
Arkes, H. R., & Blumer, C. (1985). The psychology of sunk cost. Organizational Behavior And Human Decision Processes, 35(1), 124-140.
Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica: Journal of the Econometric Society,
263-291.
2
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SUNK-COST FALLACY
Rational player: would ignore sunk-costs
Real player:
Arkes, H. R., & Blumer, C. (1985). The psychology of sunk cost. Organizational Behavior And Human Decision Processes, 35(1), 124-140.
Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica: Journal of the Econometric Society,
263-291.
2
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SUNK-COST FALLACY
Rational player: would ignore sunk-costs
Real player: reluctant to discontinue an activity
once they’ve already put effort in
Arkes, H. R., & Blumer, C. (1985). The psychology of sunk cost. Organizational Behavior And Human Decision Processes, 35(1), 124-140.
Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica: Journal of the Econometric Society,
263-291.
2
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Which is why this works
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https://www.facebook.com/FarmVille
2
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SUNK-COST FALLACY
Arkes, H. R., & Blumer, C. (1985). The psychology of sunk cost. Organizational Behavior And Human Decision Processes, 35(1), 124-140.
Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica: Journal of the Econometric Society,
263-291.
The sunk-cost of planting the tomatoes
increases your desire to continue the game
2
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Which gives rise to yet another dynamic…
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Appointment dynamic
3
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APPOINTMENT DYNAMIC
http://badgeville.com/wiki/Game_Mechanics/Appointments
At a predetermined time / place user must login
or participate in the game for positive effect
3
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APPOINTMENT DYNAMIC
This keeps the customer coming back for more,
creating a habitual pattern of use
3
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How these work together
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Endowed progress
Customer is helped to begin
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Endowed progress
Customer is helped to begin
Consistency
Initial intention
fuels desire to
complete
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Endowed progress
Customer is helped to begin
Consistency
Initial intention
fuels desire to
complete
Sunk-cost fallacy
Encourages further investment
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Endowed progress
Customer is helped to begin
Appointment
dynamic
Habitual use is
reinforced
Sunk-cost fallacy
Encourages further investment
Consistency
Initial intention
fuels desire to
complete
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HOW TO USE IT
• Research what motivates your users
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HOW TO USE IT
• Research what motivates your users
• Give relevant initial progress for free (e.g.
points, upgrade, virtual currency / product)
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HOW TO USE IT
• Research what motivates your users
• Give relevant initial progress for free (e.g.
points, upgrade, virtual currency / product)
• Use these principles to create a user
journey that encourages completion
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Opportunity cost
4
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4
Imagine I give you $100 to
spend as you like
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4
Which of the following
would you choose?
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1 You buy some clothes
4
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1 You buy some clothes
2 You take your friends out for drinks
4
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1 You buy some clothes
2 You take your friends out for drinks
3 You save it for a rainy day
4
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1 You buy some clothes
2 You take your friends out for drinks
3 You save it for a rainy day
4
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1 You buy some clothes
2 You take your friends out for drinks
3 You save it for a rainy day
4
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HOW DID YOU DECIDE?
4
Resources are limited
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HOW DID YOU DECIDE?
You probably weighed up the value of each
alternative and made a decision
4
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What’s the principle?
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Opportunity cost
4
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4
Benefits forgone by
particular use of resources
“ ”
Palmer, S., & Raftery, J. (1999). Economics notes: Opportunity cost. BMJ: British Medical Journal, 318(7197), 1551.
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4
What you’re giving up by making
that particular choice
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How does it work?
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THREE MAIN COSTS
1 Attention
2 Time
3 Money
4
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1 - ATTENTION
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ATTENTION
4.1
Attention is limited, increasingly
fragmented & highly valued
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So how do you grab & hold attention?
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4.1
ATTENTION
Trigger an emotional / arousal response
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4.1
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4.1
ATTENTION
Serve a fundamental human need
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4.1
ATTENTION
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ATTENTION
4.1
Create a compelling cycle of variable rewards
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4.1
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2 - TIME
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When do you typically use the
following products?
4.2
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4.2
And why?
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4.2
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4.2
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You have to minimize TIME costs
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MINIMIZE TIME COSTS
Do this by understanding:
4.2
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MINIMIZE TIME COSTS
Do this by understanding:
• Your customers’ incentives for using it
4.2
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INTERNET (APP) USE
Nielsen (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
4.2
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MINIMIZE TIME COSTS
Do this by understanding:
• Your customers’ incentives for using it
• Their usage patterns
4.2
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4.2
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4.2
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MINIMIZE TIME COSTS
Do this by understanding:
• Your customers’ incentives for using it
• Their usage patterns
• How to target specific ‘time packets’
4.2
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4.2
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4.2
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4.2
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3 - MONEY
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How do these products reduce the
perceived cost of paying?
4.3
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4.3
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4.3
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4.3
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4.3
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FREEMIUM
BetaBlog (2011). Roger Dickey's Tactics for Game Monetization:
http://www.gamasutra.com/blogs/BetableBlog/20111129/90708/Roger_Dickeys_Tactics_for_Game_Monetization.php
They create ‘fun pain’ by making us wait in real
time (e.g. for our city / fortress to be built)
4.3
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FREEMIUM
In Sim City, to solve this pain we need to buy
‘bliss’… But how do we value ‘bliss’?
4.3
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4
4.3
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FREEMIUM
We can’t
Instead we have to buy gems (intermediate
currency) in exchange for ‘bliss’
4
4.3
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FREEMIUM
Adding just one intermediate currency between
consumers and real money reduces our ability
to assess the value of the transaction
Gabaix, X., & Laibson, D. (2004). Shrouded attributes and information suppression in competitive markets. National Bureau of Economic
Research.
4
4.3
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FREEMIUM
Allowing people to earn currency
(albeit very slowly) and offering bulk discounts
cloaks the true cost of playing
4
4.3
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So, to reduce perceived cost of MONEY…
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HOW TO DO IT
• There has to be ‘fun pain’ (e.g. waiting)
4
4.3
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HOW TO DO IT
• There has to be ‘fun pain’ (e.g. waiting)
• Use an intermediate currency
4.3
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HOW TO DO IT
• There has to be ‘fun pain’ (e.g. waiting)
• Use an intermediate currency
• Allow people to earn currency (albeit very
slowly) and offer bulk discounts
4.3
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Hedonic adaptation
5
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THE RESEARCH
Nelson, L. D., & Meyvis, T. (2008). Interrupted consumption: Disrupting adaptation to hedonic experiences. Journal of Marketing Research,
45(6), 654-664.
Group A
180 second massage
(total: 3 mins)
5
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THE RESEARCH
Nelson, L. D., & Meyvis, T. (2008). Interrupted consumption: Disrupting adaptation to hedonic experiences. Journal of Marketing Research,
45(6), 654-664.
Group B
80 second massage
20 second break
80 seconds
(total: 2 mins 40 secs)
5
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Which group reported
higher satisfaction and said they
would be willing to pay more for it?
5
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Group B
(the ones who had a shorter
massage & took a break)
5
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5
Why?
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Short break stymied their adaptation
to the pleasurable event and ‘reset’
their appreciation for it
5
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THE RESEARCH
Same effect for unpleasant
experiences
Nelson, L. D., & Meyvis, T. (2008). Interrupted consumption: Disrupting adaptation to hedonic experiences. Journal of Marketing Research,
45(6), 654-664.
5
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THE RESEARCH
Same effect for unpleasant
experiences
If you take a break, it
sucks more
Nelson, L. D., & Meyvis, T. (2008). Interrupted consumption: Disrupting adaptation to hedonic experiences. Journal of Marketing Research,
45(6), 654-664.
5
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This is why bad smells
fade the longer you’re
exposed to them
5
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It’s the same thing with products
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5
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5
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5
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What’s the principle?
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Hedonic adaptation
5
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5
“ ”
Lyubomirsky, S. (2011). Hedonic adaptation to positive and negative experiences. Oxford handbook of stress,
health, and coping, 200-224.
People become accustomed
to a positive or negative stimulus…
emotional effects of that stimulus
are attenuated over time
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5
Over time, we become de-sensitized
or bored of the same thing (features,
concepts, rewards)
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WE ADAPT
Hedonic adaptation applies to everything:
apps, games, products, relationships…
5
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HEDONIC ADAPTATION
5
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HEDONIC ADAPTATION
5
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So how do we use it?
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HOW TO USE IT
• Update your product frequently
5
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HOW TO USE IT
• Update your product frequently
• Change the layout / structure
5
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HOW TO USE IT
• Update your product frequently
• Change the layout / structure
• Alter the user experience
5
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HOW TO USE IT
• Update your product frequently
• Change the layout / structure
• Alter the user experience
• Make the rewards unpredictable
5
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KEY TAKEAWAYS
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KEY TAKEAWAYS
You have to understand the
psychological triggers, biases & motivations
that drive your customers
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KEY TAKEAWAYS
1 Endowed progress
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KEY TAKEAWAYS
1 Endowed progress
2 Sunk-cost fallacy
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KEY TAKEAWAYS
1 Endowed progress
2 Sunk-cost fallacy
3 Appointment dynamic
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KEY TAKEAWAYS
1 Endowed progress
2 Sunk-cost fallacy
3 Appointment dynamic
4 Opportunity Cost
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KEY TAKEAWAYS
1 Endowed progress
2 Sunk-cost fallacy
3 Appointment dynamic
4 Opportunity Cost
5 Hedonic adaptation
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WEBS OF INFLUENCE
THE PSYCHOLOGY OF ONLINE PERSUASION
bit.ly/websofinfluence
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DOWNLOAD THE SLIDES
bit.ly/persuasive_products
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Get in touch.
ANY QUESTIONS?
@NathalieNahai
TheWebPsychologist.com
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REFERENCES & FURTHER READING
1 Meyer, R. (2014). Everything We Know About Facebook's Secret Mood Manipulation Experiment. The Atlantic, June 28th:
http://www.theatlantic.com/technology/archive/2014/06/everything-we-know-about-facebooks-secret-mood-manipulation-
experiment/373648/
2 Horn, L. Study Finds Chemical Reason Behind Facebook 'Addiction'. PC Mag (2012). Available from
http://www.pcmag.com/article2/0,2817,2400011,00.asp (retrieved 17th February 2015)
3 Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of
missing out. Computers in Human Behavior, 29(4), 1841-1848.
4 Muise, A., Christofides, E., & Desmarais, S. (2009). More information than you ever wanted: Does Facebook bring out the green-
eyed monster of jealousy? CyberPsychology & Behavior, 12(4), 441-444.
5 Przybylski, A. K., & Weinstein, N. (2013). Can you connect with me now? How the presence of mobile communication technology
influences face-to-face conversation quality. Journal of Social and Personal Relationships, 30(3), 237-246.
6 Bavelier, D., Green, C. S., & Dye, M. W. (2010). Children, wired: for better and for worse. Neuron, 67(5), 692-701
7 Harris Interactive (2013). Mobile Consumer Habits Study. Available from:
http://pages.jumio.com/rs/jumio/images/Jumio%20-%20Mobile%20Consumer%20Habits%20Study-2.pdf (retrieved 13th March 2015)
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BUT
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There’s a deeper question we need to ask…
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ARE WE ADDICTED?
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Let’s take a quick quiz…
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1
Do you ever feel preoccupied
with the internet?
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2
Do you feel restless, moody,
depressed, or irritable when
attempting to cut down?
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3
Do you stay online longer
than originally intended?
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Have you lied to family and
friends to conceal the extent
of your internet use?
4
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Do you use the internet as
a way of escaping from
problems or relieving a
dysphoric mood?
(helplessness, guilt, anxiety, depression)
5
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HIDDEN PERSUADERS
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HIDDEN PERSUADERS
The reason we’ve all had these
kinds of experiences is because we’re
being persuaded all the time
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THE QUIZ
Diagnostic Questionnaire for internet addiction
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THE QUIZ
Q: When do you think it came out?
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THE QUIZ
Q: When do you think it came out?
A: Before twitter, Facebook, Whatsapp…
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THE QUIZ
Q: When do you think it came out?
A: In 1998
Young, K. S. (1998). Internet addiction: The emergence of a new clinical disorder. CyberPsychology & Behavior, 1(3), 237-244.
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Folks, the research is in
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INTERNET (APP) USE
Nielsen (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
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And there’s an unseen impact
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IMPACT
1 Mood
Facebook research1,2, FOMO3
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IMPACT
1 Mood
Facebook research1,2, FOMO3
2 Relationships
Facebook jealousy4, phone stacking5, emotional cues6
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IMPACT
1 Mood
Facebook research1,2, FOMO3
2 Relationships
Facebook jealousy4, phone stacking5, emotional cues6
3 Sex life
Disruptive checking habits7
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THE RESULT?
Growing media attention & push-back:
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THE RESULT?
Growing media attention & push-back:
• Blackout productivity apps
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THE RESULT?
Growing media attention & push-back:
• Blackout productivity apps
• Blackout vacations
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THE RESULT?
Growing media attention & push-back:
• Blackout productivity apps
• Blackout vacations
• Tracker- and ad-blocking software
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So where does that leave us?
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ETHICS
As designers, we have to decide
whether and in what way to use these
ethically in our product design
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BUT
How on earth do we decide?
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RISK / REWARD
• Easier to take immediate risk for short-term
rewards
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RISK / REWARD
• Easier to take immediate risk for short-term
rewards
• Leverage heuristics with (e.g.) dark patterns
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RISK / REWARD
• Easier to take immediate risk for short-term
rewards
• Leverage heuristics with (e.g.) dark patterns
• Blackhat practices
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BALANCE
• Short term vs. long term success
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BALANCE
• Short term vs. long term success
• Build trust to secure & increase sales
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BALANCE
• Short term vs. long term success
• Build trust to secure & increase sales
• Build advocacy to boost brand salience
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BUT
There’s one crucial point we’re forgetting…
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WE ARE THE USER
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WHERE DO YOU SIT?
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WHERE DO YOU SIT?
Facilitation
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WHERE DO YOU SIT?
Facilitation Coercion
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INTENTION
The difference between
persuasion and manipulation is intent
Robin Dreeke, Head of the Behavioural Analysis Unit, FBI
“ ”
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WHERE DO YOU SIT?
Facilitation
Persuasion
Coercion
Manipulation
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WHERE DO YOU SIT?
Facilitation
Persuasion
Coercion
Manipulation
Intent
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THE SILVER RULE
Do not do unto others what you
would not have them do unto you
Hillel the Elder in Talmud: Shabbat 31a
“ ”
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BUT
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ACCOUNTABILITY
• Good intentions aren’t enough
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ACCOUNTABILITY
• Good intentions aren’t enough
• We all need a system of checks & balances
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ACCOUNTABILITY
• Good intentions aren’t enough
• We all need a system of checks & balances
• Quality assurance is key
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As designers…
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You are both the
ARCHITECTS & THE USERS
of our future tech
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WHAT KIND OF WORLD
do you want to build?