What are the hidden forces that shape our online behaviors? What insights can we learn about others, and indeed ourselves, that will help us to transform the quality of our work? We spend our working days in platforms, spreadsheets and reports, seeking to give our stakeholders answers to the questions they have. The world's foremost expert in web psychology, Nathalie Nahai, will expand our minds and bring us new insights into what influences us online, and why.

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THE SECRET
PSYCHOLOGY
SOCIAL BEHAVIOR
behind

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We’ve all seen them

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From bizarre memes…

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…to videos that go viral for no apparent reason

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So what is it that makes us share content socially?

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1
SOCIAL CONTENT

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1. Carrier for emotional contagion
SOCIAL CONTENT

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@NATHALIENAHAI
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@NATHALIENAHAI
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1. Carrier for emotional contagion
2. Indicate the mood of the sharer
SOCIAL CONTENT

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1. Carrier for emotional contagion
2. Indicate the mood of the sharer
3. Provoke curiosity
SOCIAL CONTENT

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

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So how do you create shareable, clickable headlines?

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Number / Trigger word
+

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Number / Trigger word
Adjective
+

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Number / Trigger word
Adjective
Keyword+

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Number / Trigger word
Adjective
Keyword
Promise
+

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Number / Trigger word
Adjective
Keyword
Promise
KILLER
HEADLINE
+

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EXAMPLE
Subject:

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EXAMPLE
Subject: Frying eggs

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EXAMPLE
Subject: Frying eggs
You could write an article entitled:

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EXAMPLE
Subject: Frying eggs
You could write an article entitled:
-“How to fry an egg”

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EXAMPLE
Subject: Frying eggs
You could write an article entitled:
-“How to fry an egg”
-“Why I love frying eggs”

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OR APPLY THE FORMULA:

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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”

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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number

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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word

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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
adjective

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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
adjective
keyword

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OR APPLY THE FORMULA:
“13 unbelievable ways you can fry a small egg with a sock”
number
trigger word
adjective
keyword
promise

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1. Carrier for emotional contagion
2. Indicate the mood of the sharer
3. Provoke curiosity
4. Act as social commentary
SOCIAL CONTENT

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@NATHALIENAHAI
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1. Carrier for emotional contagion
2. Indicate the mood of the sharer
3. Provoke curiosity
4. Act as social commentary
5. Create a shared cultural experience
SOCIAL CONTENT

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@NATHALIENAHAI
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@NATHALIENAHAI
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@NATHALIENAHAI
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When social content reaches critical mass,
it becomes a ‘meme’

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MEMES
Words, thoughts, beliefs, music, theories,
rituals, fashion, recipes, and any
norms that people pass on
http://blogs.scientificamerican.com/anthropology-in-practice/why-do-we-share-viral-videos
“ ”

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MEMES
Ideas or content that have
successfully spread via imitation
“ ”

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Social content serves a function

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SOCIAL CONTENT
It reflects not only who we are,
but also who our friends are, and
what they will accept
“ ”

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

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There are several psychological reasons
behind why and how we share

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2
WHY & HOW WE SHARE

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1. Social validation & self-esteem
WHY & HOW WE SHARE

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REINFORCEMENT
The more social reinforcement we receive
that certain actions are appropriate, the
more likely we are to adopt those actions
http://blogs.scientificamerican.com/anthropology-in-practice/why-do-we-share-viral-videos
“ ”

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1. Social validation & self-esteem
2. To change our emotional state
WHY & HOW WE SHARE

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EMOTION
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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1. Social validation & self-esteem
2. To change our emotional state
3. Seek out information
WHY & HOW WE SHARE

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INFORMATION

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HOMOGENOUS
INFORMATION

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HOMOGENOUS
INFORMATION
Confirms existing views

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HOMOGENOUS
INFORMATION
Confirms existing views
Comforting

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HOMOGENOUS
INFORMATION
Confirms existing views
Comforting
Reinforces our perspectives

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HOMOGENOUS
INFORMATION
Confirms existing views
Comforting
Reinforces our perspectives
Encourages stasis

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We amplify people we agree with

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We love homogenous info because of homophily

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“Love of the same”
The tendency of individuals to associate
and bond with similar others
“ ”
HOMOPHILY

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HOMOPHILY
Chu, 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…

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HOMOPHILY
…The effectiveness of
communication from a homophilous
source may be greater
Chu, 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.
“ ”

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Which is why adverts like this work so well

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BUT on the other hand…

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HOMOGENOUS HETEROGENOUS
INFORMATION
Confirms existing views
Comforting
Reinforces our perspectives
Encourages stasis

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HOMOGENOUS HETEROGENOUS
INFORMATION
Confirms existing views
Comforting
Reinforces our perspectives
Encourages stasis
Challenges our views

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HOMOGENOUS HETEROGENOUS
INFORMATION
Confirms existing views
Comforting
Reinforces our perspectives
Encourages stasis
Challenges our views
Uncomfortable

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HOMOGENOUS HETEROGENOUS
INFORMATION
Confirms existing views
Comforting
Reinforces our perspectives
Encourages stasis
Challenges our views
Uncomfortable
Alternative perspectives

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HOMOGENOUS HETEROGENOUS
INFORMATION
Confirms existing views
Comforting
Reinforces our perspectives
Encourages stasis
Challenges our views
Uncomfortable
Alternative perspectives
Encourages growth

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Challenging people’s preconceptions can
have a powerful emotional impact

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1. Social validation & self-esteem
2. To change our emotional state
3. Seek out information
4. Affiliate to reduce stress
WHY & HOW WE SHARE

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@NATHALIENAHAI
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@NATHALIENAHAI
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BUT it can lead to destructive behaviors

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So why is social media so addictive?

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1. Social validation & self-esteem
2. To change our emotional state
3. Seek out information
4. Affiliate to reduce stress
5. Dopamine loops
WHY & HOW WE SHARE

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4.1

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They all activate our dopamine systems

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@NATHALIENAHAI
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@NATHALIENAHAI
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For example, post-conference drinks…

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WANTING VS LIKING
Dopamine
“Wanting”

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WANTING VS LIKING
Dopamine
“Wanting”
Take action

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WANTING VS LIKING
Dopamine
“Wanting”
Take action

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WANTING VS LIKING
Dopamine
“Wanting”
Opioid
“Liking”
Take action

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WANTING VS LIKING
Dopamine
“Wanting”
Opioid
“Liking”
Take action
Feel satisfied

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WANTING VS LIKING
Dopamine
“Wanting”
Opioid
“Liking”
Feel satisfied
Take action

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BUT social media can create dopamine loops

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WANTING VS LIKING
Dopamine
“Wanting”

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WANTING VS LIKING
Dopamine
“Wanting”
Take action

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WANTING VS LIKING
Dopamine
“Wanting”
Take action

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WANTING VS LIKING
Dopamine
“Wanting”
Take action
Opioid
“Liking”

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WANTING VS LIKING
Dopamine
“Wanting”
Take action
Opioid
“Liking”
Feel satisfied

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WANTING VS LIKING
Dopamine
“Wanting”
Take action
Opioid
“Liking”
Feel satisfied

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So what’s happening?

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DOPAMINE LOOPS
1. We seek more than we’re satisfied

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DOPAMINE LOOPS
1. We seek more than we’re satisfied
2. Anticipating vs. receiving reward

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DOPAMINE LOOPS
1. We seek more than we’re satisfied
2. Anticipating vs. receiving reward
3. External triggers

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DOPAMINE LOOPS
1. We seek more than we’re satisfied
2. Anticipating vs. receiving reward
3. External triggers
4. Small rewards

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DOPAMINE LOOPS
1. We seek more than we’re satisfied
2. Anticipating vs. receiving reward
3. External triggers
4. Small rewards
5. Unpredictable

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This is why we’re such prolific users

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

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3
PSYCHOGRAPHICS

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PSYCHOGRAPHICS
Study and classification of people
according to their attitudes, aspirations,
and other psychological criteria
“ ”Oxford Dictionaries, 2015

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PSYCHOGRAPHICS
• Personality
Massive Facebook study

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PSYCHOGRAPHICS
• Personality
Massive Facebook study
• Sentiment analysis
Predicts stock market performance

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PSYCHOGRAPHICS
• Personality
Massive Facebook study
• Sentiment analysis
Predicts stock market performance
• Health
Likelihood of heart attack

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Our online behaviours reveal more than we think

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

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PERSONALITY MATTERS
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological
Science published online 30 April 2012
Adapting persuasive messages to the
personality traits… can be an effective
way of increasing the messages’ impact
“ ”

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The Big 5
(a quick quiz)

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DO YOU HAVE…
A 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.
“ ”

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1. Openness
THE BIG 5

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ARE YOU…
Organised, 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.
“ ”

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OPENNESS
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological
Science published online 30 April 2012
Innovation
Intelligence
Sophistication
Imagination
Creative

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1. Openness
2. Conscientiousness
THE BIG 5

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ARE YOU…
Energetic, 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.
“ ”

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1. Openness
2. Conscientiousness
3. Extraversion
THE BIG 5

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EXTRAVERSION
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological
Science published online 30 April 2012
Strong
Outgoing
Active
Excitement
Attention

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DO YOU HAVE…
The 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.
“ ”

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1. Openness
2. Conscientiousness
3. Extraversion
4. Agreeableness
THE BIG 5

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DO YOU HAVE…
The 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.
“ ”

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1. Openness
2. Conscientiousness
3. Extraversion
4. Agreeableness
5. Neuroticism
THE BIG 5

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NEUROTICISM
Safe
Reduce the anxiety
Uncertainty
Security
Protection
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological
Science published online 30 April 2012

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Who does this appeal to?

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EXTRAVERSION
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological
Science published online 30 April 2012
Strong
Outgoing
Active
Excitement
Attention

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OPENNESS
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological
Science published online 30 April 2012
Innovation
Intelligence
Sophistication
Imagination
Creative

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NEUROTICISM
Safe
Reduce the anxiety
Uncertainty
Security
Protection
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological
Science published online 30 April 2012

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Specific words engage specific traits

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

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If you want to design a trait-specific campaign…

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

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

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

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

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

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

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

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

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

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

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

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Useful tools to get started

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TOOLS
1. Big 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP

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TOOLS
1. Big 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP
2. Various personality tests: discovermyprofile.com

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TOOLS
1. Big 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP
2. Various personality tests: discovermyprofile.com
3. From Facebook likes: applymagicsauce.com

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TOOLS
1. Big 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP
2. Various personality tests: discovermyprofile.com
3. From Facebook likes: applymagicsauce.com
4. From digital footprint: hogan-x.com

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TOOLS
1. Big 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP
2. Various personality tests: discovermyprofile.com
3. From Facebook likes: applymagicsauce.com
4. From digital footprint: hogan-x.com
5. Computerized text analysis: liwc.wpengine.com

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THANK YOU!
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