Humans are far from perfectly logical. There have been a slew of new books out there linking what Psychologists have known for years with our everyday behavior. However, we’re only just beginning to use some of these principles effectively online. Find out what the principles are, and how you might be able to put them to work for you. What You Will Learn: • What is persuasive design? What are keys to being persuasive? • What is the business benefit of using Persuasive Design? • How do I get started? • How will I know if I’m successful? • Where can I learn more?

1. The Science & Art of Persuasive Design John Whalen, PhD Director, User Experience and Design, e.magination Twitter: @johnwhalen Email: john.whalen@emagination.com LinkedIn: http://www.linkedin.com/in/johnwhalen

2. Webinar brought to you by: e.magination is a full service Web presence and applicationdevelopment firm offering persuasive design brought to life by innovative use of technology. Founded in 1992 50+ employees Largest Web Design Firm in Baltimore 2007 - 2009 Over 700 Web sites launched

3. Sebastian Deterding @ Slideshare

5. Agenda What is persuasive design? What are the keys to being persuasive? What is the business benefit of Persuasive Design? How do I get started? Where can I learn more?

7. Agenda What is persuasive design? What are the keys to being persuasive? What is the business benefit of Persuasive Design? How do I get started? Where can I learn more?

8. Caldini’s 6 Principles Reciprocity Have our white paper – just give us your email. Scarcity Only 3 left. Call again if line is busy 3. Authority E.magination award winning and largest firm 3 years running. Dr. Whalen, PhD Commitment We already agreed to black links on black with no underlines. 5. Social Proof After looking at this book, most people bought… 6. Likability That picture looks just like me and my friends. I like this photo tool.

9. Trust Presumed Early bias based on knowledge of you. Surface Beautiful design, so professional. Reputed Ranked #1 Hospital 3 years running. Earned Actual project went well. See Fogg’s 10 Principles on Trust @ bjfogg.com

10. Predictably Irrational by Ariel Contrast Principle Bread Maker Pen Savings Anchoring Black Pearls Its Free Hershey Chocolates (01/15 vs. 0/14 cents) Social Norms AARP Rate: $30/hr Design for Procrastination Term Papers Endowment Effect Basketball tickets - $170 vs. $2,400 Aversion to loss Closing doors game Stereotype Bias Bud + Vinegar

11. BJ Fogg’s Behavior Model Motivators Pleasure / Pain Hope / Fear Acceptance / Rejection Simplicity (Barriers) Time Money Physical Effort Brain Cycles Social Deviance Non Routine Triggers (Calls to Action) Facilitation (make it easier) Signal(make it more appealing) Spark(just signal, not motivator)

12. Got all that???

13. Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers [Get our checklist on the e.magination blog]

14. Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers

15. Scarcity / Exclusivity Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers

16. Authority Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers

17. Commitment, Motivators Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers

18. Social Proof Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers

19. Likability Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers

20. Presumed Trust Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers

21. Surface Trust Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers

22. Reputed Trust Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers

23. Earned Trust Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers

24. Contrast Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers

25. Anchoring Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers

26. Aversion to Loss Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers

27. Procrastination Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers

28. Endowment of Value Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers

29. Stereotypes Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers

30. Motivators Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers

31. Simplicity Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers

32. Triggers Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers

33. Agenda What is persuasive design? What are the keys to being persuasive? What is the business benefit of Persuasive Design? How do I get started? Where can I learn more?

36. Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers

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38. Example: HFI/AAA

39. Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers

40. Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers

41. Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers Motivate Positive Behavior

42. Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers Motivate Positive Behavior

43. Agenda What is persuasive design? What are the keys to being persuasive? What is the business benefit of Persuasive Design? How do I get started? Where can I learn more?

44. BJ Fogg’s Behavior Model Three basic motivators: Pleasure / Pain Hope / Fear Acceptance / Rejection Simplicity (Barriers) Time Money Physical Effort Brain Cycles Social Deviance Non Routine Triggers (Calls to Action) Facilitation (make it easier) Signal(make it more appealing) Spark(just signal, not motivator)

45. Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers

46. Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers

47. Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers

48. Persuasion Cheat Sheet Caldini Reciprocity Scarcity Authority Commitment Social Proof Likability Trust Presumed Surface Reputed Earned Ariel Contrast Anchoring Aversion to Loss Social Norms Procrastination Endowment Stereotypes Fogg Motivators Simplicity Triggers

49. Agenda What is persuasive design? What are the keys to being persuasive? What is the business benefit of Persuasive Design? How do I get started? Where can I learn more?

50. Great books on this:

51. And also brought to you by: Check out my favorites on Slideshare: Bob Caldini Sebastian Deterding BJ Fogg Robert Gillham Lauren Martin Kath Straub

52. Thank you! John Whalen, PhD Director, User Experience Twitter: @johnwhalen Email: john.whalen@emagination.com LinkedIn: http://www.linkedin.com/in/johnwhalen