Power of Online Persuasion

Power of Persuasiondr. Dirk Franssens

BetterChange

EMERCE CONVERSION 2015 14 APRIL PAKHUIS DE ZWIJGER AMSTERDAM

Power of Persuasion

What Social Psychologists and Neuromarketers can learn from

each other!


Decision making

System 1

• Emotional• Fast• Automatic

System 2

• Rational• Slow• Deliberative



Emotional decision

Happy Healthy

Nutritious

Balance

Fitness

Wholesome


Emotional decision making


Emotional decision making


Control Emotional image

100%

92%

CR: Buy intention


Cognitive fluency


Cognitive fluency


Control Autocomplete

100%

120%

Reber et al., 2004

CR: Buy intention


Decision making

System 1



Neuromarketing

Knutson et al., 2007


Neuromarketing


Decision making

System 1


System 2



Rational decision

Does it fit in our kitchen?

It is easy to clean?

Which fruits and veggies can I use?

I am willing to spend the money?


Rational decision making




Control No features

100%

120%

Reber et al., 2004

CR: Buy intention

92%








Control Good USP's Bad USP's

100%

110%

95%

CR: Buy intention


Decision making

System 1


System 2



It is the interaction!

Perception

Reasoning

Behavioral decision

Behavioral schemata Behavior

Associative store

Intending

Representations

Spreading activation Spreading

activation

Knowledge

System 1

System 2

Strack, Werth, & Deutsch, 2006


Cognitive Dissonance Reduction


Searching for arguments




Control Text balloon

100%

169%

CR: Buy intention




Arguments at Amazon!


Which one did she buy?


Decision making

Neuro-marketing

Social Psychology


[email protected]@dxfranssensnl.linkedin.com/in/dirkfranssens

Data & Analytics

Power of Online Persuasion