Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
@cugelman
Motivational Chemistry and
Susceptibility to Digital Persuasion
Brian Cugelman, PhD
@cugelman
Triggering your dopamine
(Setting expectations on what you’ll gain)
@cugelman
Behavioral
outcomes
3
@cugelman
Intention-Outcome Matrix
4
Intended
Unintended
Positive
Outcome
Negative
Outcome
Target behavior
Backfiring Unex...
@cugelman
Evolutionary
psychology
and the
neurochemistry
of motivation
5
@cugelman
Evolutionary psychology and motivation/emotion
6
I must attain
this survival
advantage!
Kenrick, Douglas T., et ...
@cugelman
I no longer see any
difference between
the words ‘emotion’
and ‘motivation’.
Emotion = Motivation
7
@cugelman 8
How can we trigger emotions,
to nudge users in the right
direction?
@cugelman
Dopamine
9
@cugelman
Dopamine
• How to trigger: Perceiving
anything that promote survival
• Emotional impact: Pleasure,
curiosity, in...
@cugelman 11
@cugelman
Triggering dopamine
12
Triggeringdopamine
Hypothetical model based on a conversation between Brian and Loretta G...
@cugelman
Digital crack for toddlers
13
https://www.youtube.com/watch?v=R91WnllMcNA
@cugelman 14
@cugelman
Marketing fatigue (habituation)
15
Time
Impact
Oh wow! Another ad.
@cugelman
Habituation: Why rewards lose
motivational impact over time
Habituation
• The brain habituates to old
rewards
• ...
@cugelman 17
@cugelman
Cortisol
18
@cugelman
Cortisol
19
• How to trigger: Perceiving any
internal or external threat
• Emotional impact: Stress,
alertness (...
@cugelman
Cortisol and the stress response
20
@cugelman 21
Motivating cortisol/stress
@cugelman 22
@cugelman
Value props can be
visual
23
If you do X, you will get Y.
In this image, does Y trigger cortisol
(threat avoidan...
@cugelman 24
Demotivating cortisol/stress
@cugelman
Unhealthy cortisol/stress
Frustrating
Preventing goal attainment
• Errors / 404 pages
• Breaking conventions
• I...
@cugelman
Reducing stress (reducing cortisol levels)
• Simplifying processes:wizards, checklists,checkouts
• Error free de...
@cugelman
@cugelman 28
@cugelman 29
@cugelman 30
@cugelman 31
@cugelman 32
@cugelman 33
Is it really worth $47?
Or is this a marketing ploy?
Who backs
these claims?
Is this a professional
design, o...
@cugelman
Oxytocin
@cugelman
Oxytocin
35
• How to trigger: Social bonds,
interaction with others, physical
touch
• Emotional impact: Feeling
...
@cugelman
Social approval / disapproval
Social approval Social disapproval
36
@cugelman
Source representation
37
A source is a person, place, or thing. They can be trusted and earn a reputation.
-bo
@cugelman 38
@cugelman 39
@cugelman 40
Brian’s “method writing” editorial trick to trigger oxytocin
@cugelman
Serotonin
41
@cugelman
Serotonin
42
• How to trigger: Realizing
superiority, obtaining recognition,
achieving status, climbing the soci...
@cugelman
Social comparison
When people compare themselves to others, and make evaluations
of higher/lower ranking. Relate...
@cugelman 44
@cugelman 45
@cugelman
@cugelman
When your website flatters
47
Fogg, Brian J., and Clifford Nass. "Silicon sycophants:the effects of computers th...
@cugelman 48
@cugelman
Flattery will get you everywhere
49
@cugelman
Thanks so much
Brian Cugelman, PhD
Stay in touch.
www.alterspark.com
www.cugelman.com
50
©	Copyright	2016	|	Bria...
Prochain SlideShare
Chargement dans…5
×

[CXL Live 16] Motivational Chemistry and Susceptibility to Digital Persuasion by Brian Cugelman

5 280 vues

Publié le

In this session Dr. Cugelman will focus on the core elements of motivation, to help you build interactive technologies that are engineered to push your users' emotional hot-buttons.

You will enjoy a presentation on motivation and influence, followed by an interactive session on the ways that ancient emotions, play out in landing page design elements. We'll invite you to complete a quick-and-dirty psychometric test, and then discus different landing page elements that have been designed to resonate with different decision making styles, personality dispositions, and more. This session will give you actionable tips on how to design page elements that boost your users good feelings, and avoids accidentally triggering negative emotions.

Publié dans : Marketing
  • Boost your brainpower with brain pill! find out more... ♣♣♣ https://bit.ly/2GEWG9T
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici

[CXL Live 16] Motivational Chemistry and Susceptibility to Digital Persuasion by Brian Cugelman

  1. 1. @cugelman Motivational Chemistry and Susceptibility to Digital Persuasion Brian Cugelman, PhD
  2. 2. @cugelman Triggering your dopamine (Setting expectations on what you’ll gain)
  3. 3. @cugelman Behavioral outcomes 3
  4. 4. @cugelman Intention-Outcome Matrix 4 Intended Unintended Positive Outcome Negative Outcome Target behavior Backfiring Unexpected benefits Dark patterns Stibe, A. & Cugelman, B. (2016, in press) Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes. PERSUASIVE 2016, LNCS 9638, Springer International Publishing Switzerland 2016. pp. 1–13, 2016. DOI: 10.1007/978-3-319-31510-2_6
  5. 5. @cugelman Evolutionary psychology and the neurochemistry of motivation 5
  6. 6. @cugelman Evolutionary psychology and motivation/emotion 6 I must attain this survival advantage! Kenrick, Douglas T., et al. "Renovating the pyramid of needs contemporary extensions built upon ancient foundations." Perspectives on psychological science 5.3 (2010): 292-314. I must avoid this survival threat! Incentives +(+) What we desire Loss aversion -(-) What we avoid
  7. 7. @cugelman I no longer see any difference between the words ‘emotion’ and ‘motivation’. Emotion = Motivation 7
  8. 8. @cugelman 8 How can we trigger emotions, to nudge users in the right direction?
  9. 9. @cugelman Dopamine 9
  10. 10. @cugelman Dopamine • How to trigger: Perceiving anything that promote survival • Emotional impact: Pleasure, curiosity, interest, anticipation, excitement • Behavioral impact: Creates anticipation of reward, driving us to pursue goals with rewards 10
  11. 11. @cugelman 11
  12. 12. @cugelman Triggering dopamine 12 Triggeringdopamine Hypothetical model based on a conversation between Brian and Loretta Graziano Breuning, PhD Too Familiar (Habituated to old rewards) Novel (triggers most) Too Different (Unrecognizable as a potential reward)
  13. 13. @cugelman Digital crack for toddlers 13 https://www.youtube.com/watch?v=R91WnllMcNA
  14. 14. @cugelman 14
  15. 15. @cugelman Marketing fatigue (habituation) 15 Time Impact Oh wow! Another ad.
  16. 16. @cugelman Habituation: Why rewards lose motivational impact over time Habituation • The brain habituates to old rewards • Something that triggered dopamine (motivated) in the past, no longer triggers dopamine • When habituation kicks-in, the person still seeks rewards, but your offer loses its ability to trigger dopamine Overcoming habituation • Use novelty, new surprises • Keep offering more, better, bigger • Always hold back the full story • Slow down your outreach frequency • Place your old wine in a new bottle 16 How do you overcome habituation?
  17. 17. @cugelman 17
  18. 18. @cugelman Cortisol 18
  19. 19. @cugelman Cortisol 19 • How to trigger: Perceiving any internal or external threat • Emotional impact: Stress, alertness (low levels), alert (high-levels), anxiety (high- levels) • Behavioral impact: Grabs our attention, and drives us to remove the pain or threat
  20. 20. @cugelman Cortisol and the stress response 20
  21. 21. @cugelman 21 Motivating cortisol/stress
  22. 22. @cugelman 22
  23. 23. @cugelman Value props can be visual 23 If you do X, you will get Y. In this image, does Y trigger cortisol (threat avoidance) or dopamine (anticipation of reward)?
  24. 24. @cugelman 24 Demotivating cortisol/stress
  25. 25. @cugelman Unhealthy cortisol/stress Frustrating Preventing goal attainment • Errors / 404 pages • Breaking conventions • Impossible goals • Requesting too much, too fast Complexity • Information architecture disaster • Confusing users with option overload Ambiguity • Inconsistent page-level UI logic • Ambiguity on performing key tasks • Unclear what buttons do Threatening Social threats • Social banishment • Lack of social endorsements • Jealousy Status threats • Degrading text messages • Public shaming / embarrassment • Negative social comparison Physical threats • Unethical “lobster trap” design • Red flags of scams, identity theft, fraud 25 What are some awful ways to increase user stress?
  26. 26. @cugelman Reducing stress (reducing cortisol levels) • Simplifying processes:wizards, checklists,checkouts • Error free design is stress free design • Reassuring the goal will be met • Human contact(media equation contact) • Reducing cognitive load • Reduce ambiguity • Humor and fun • Entertainment • Don’t trap users 26
  27. 27. @cugelman
  28. 28. @cugelman 28
  29. 29. @cugelman 29
  30. 30. @cugelman 30
  31. 31. @cugelman 31
  32. 32. @cugelman 32
  33. 33. @cugelman 33 Is it really worth $47? Or is this a marketing ploy? Who backs these claims? Is this a professional design, or a cheap template? Why are they trying so hard to reassure me? It looks secure. I trust these credit card companies.
  34. 34. @cugelman Oxytocin
  35. 35. @cugelman Oxytocin 35 • How to trigger: Social bonds, interaction with others, physical touch • Emotional impact: Feeling trust, feeling connected, jealous, territorial, possessive • Behavioral impact: Acting on trust, loyalty behavior
  36. 36. @cugelman Social approval / disapproval Social approval Social disapproval 36
  37. 37. @cugelman Source representation 37 A source is a person, place, or thing. They can be trusted and earn a reputation. -bo
  38. 38. @cugelman 38
  39. 39. @cugelman 39
  40. 40. @cugelman 40 Brian’s “method writing” editorial trick to trigger oxytocin
  41. 41. @cugelman Serotonin 41
  42. 42. @cugelman Serotonin 42 • How to trigger: Realizing superiority, obtaining recognition, achieving status, climbing the social ladder • Emotional impact: Feeling important, proud, special, confident, safe, secure, empowered, envious • Behavioral impact: Status seeking behavior, risk-aversion, loyalty to social structures (tradition) BACKFIRE RISK Social comparison may be moderated by the serotonin system, with low-status emotions tied to anxiety, self worth, and depression.
  43. 43. @cugelman Social comparison When people compare themselves to others, and make evaluations of higher/lower ranking. Related to pecking orders, social status, hierarchies, etc… 43
  44. 44. @cugelman 44
  45. 45. @cugelman 45
  46. 46. @cugelman
  47. 47. @cugelman When your website flatters 47 Fogg, Brian J., and Clifford Nass. "Silicon sycophants:the effects of computers that flatter." International Journal ofHuman-Computer Studies 46.5 (1997):551-561.
  48. 48. @cugelman 48
  49. 49. @cugelman Flattery will get you everywhere 49
  50. 50. @cugelman Thanks so much Brian Cugelman, PhD Stay in touch. www.alterspark.com www.cugelman.com 50 © Copyright 2016 | Brian Cugelman, PhD | AlterSpark Corp.

×