Persuasive Psychology evidence everything growth

Bart.Schutz@OnlineDialogue

@BartS

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# C TA c o n f

Psychologist

Psychologist

Psychologist Psychologist

Psychologist Psychologist

Psychologist

Psychologist Psychologist

Psychologist Psychologist

Psychologist

Psychologist

Psychologist @BartS

! !

Consumer psychologist

Psychologist OnlineDialogue.com

Psychologist

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Bart Schutz

Psychologist

Psychologist @BartS

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#ES15

Just to wake you up

Variation A [email protected]

Variation B @BartS

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Persuasive Psychology the evolution of our brain

Bart.Schutz@OnlineDialogue

@BartS

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Birth of our universe: 13.8 billion years ago

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Birth of our planet: 4.6 billion years ago

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Birth of life: 3.6 billion years ago

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Birth of sex: 1.2 billion years ago

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Men

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Women

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BIRTH OF OUR BRAIN: 0.6 billion years ago

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4.6 billion yrs

3.6 billion yrs

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Sex Brain

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Today

Life

0.6 billion yrs

Earth

1.2 billion yrs

Big Bang

13.8 billion yrs

From big bang to brain

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Evolution of our brainstem: 600 million years

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Evolution of our limbic system: 250 million years

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Evolution of our neocortex: 200 million years

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Evolution of boobs: also 200 million years

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Evolution of humans: ONLY 2.4 million years

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Evolution of homo sapiens: ONLY 170.000 years

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1) Cognitive revolution 70.000 years ago

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Cognitive revolution: We gain IMAGINATION!

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Cognitive revolution: conscioussness & SELF-CONTROL boost!

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Cognitive revolution: Wiped out all other human kinds

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2) Agricultural revolution 10.000 years ago

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Agricultural revolution: Control over FOOD (and the future)

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Agricultural revolution: Bad for individual humans

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3) Scientific revolution 500 years ago

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Scientific revolution: we gain control over NATURE itself

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Scientific revolution: Exponential growth

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Today

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Persuasive Psychology …and the dual processing brain

Bart.Schutz@OnlineDialogue

@BartS

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We have a dual processing brain System 2 ✓ ✓ ✓ ✓ ✓ ✓

Slow & lazy Rational & logic Conscious Reasons & Rules Requires attention Effortful


!

✓ Future ✓ Control

! ! ! !

B a r tO . Sn cl ihnuetDz i@ a lOonglui nee. cDoi aml o g |u e B a r t S c h u t z

System 1 ✓ ✓ ✓ ✓ ✓ ✓

Fast & always on Emotional Subconscious Intuitive & associative Large capacity Effortless


!

✓ Automatic ✓ WYSIATI

!

! ! !

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# C T#AW c oUnCf

Meet your system 1I n t ro d u c i n g

Willem & Maxima

2+2=?

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Be aware that he is lazy and can only do 1 thing at a time

Ratio
 requires full attention and can’t deal with distraction

Bart.Schutz@OnlineDialogue

@BartS

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We miss information, without being aware

Ratio
 requires full attention and can’t deal with distraction

Bart.Schutz@OnlineDialogue

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Meet your system 2I n t ro d u c i n g

Willem & Maxima

17 x 24 = ?

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t rocontrol d u c i n g system W i l l e m &2 M a x i m a Feel system 1 tryingI nto

George’s dad has 3 sons: ⇒ Huey, Luey & . . . .

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System 1 is hard to control

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System 1 is hard to control

I Know!AtCalculations theQUICK! end of this

are test, hard work. THINK But I ask it’saABOUT nearly question.

over.

A

Don’tCOLOR stop and AND ! think A about

it

Answer Come TOOL! on, is immediately! one more…

How 12 75 25 63 123 15much 3 89 ++++ 56 53 26 52 32 65 is: 2

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Especially when system 2 is depleted

Ego-depletion
 Our mental energy for selfcontrol is quickly used up

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That’s why you get graphs like these

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Or these

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System 1: is ALWAYS ON

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It sometimes needs system 2

file:// localhost/.file/ id=6571367.6614325 3 [email protected]

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The evolution of our brain

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Humans

200 million yrs

2.4 million yrs

Limbic system Cortex

250 million yrs

600 million yrs

Brain

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The evolution of our brain

System 2 1. Very lazy 2. Quickly distracted System 2 3. Quickly depleted [email protected]

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70.000 yrs 500 yrs 10.000 yrs

2.4 million yrs

170.000 yrs

Homo
 sapiens

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Persuasive Psychology How to persuade two systems?

Bart.Schutz@OnlineDialogue

@BartS

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www . Wheel of Persuasion . com

Bart.Schutz@OnlineDialogue

@BartS

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The Square of Persuasion

Ke ep aw R ak ati e o


3


 p u e a k a t io W R

Present = Emotions

2

K e e a p ls e Rat e i o p 


Bart.Schutz@OnlineDialogue

Desire = Emotions


 e et p l io De Rat

Present = Ratio

Desire = Ratio

1

4 @BartS

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Part 1:

When you need ratio,

The Naked!Consumer but ratio is asleep…

Do something that system 1 can’t handle automatically

Winner Go against habits Make sure system 1 can’t deal with it automatically

Bart.Schutz@OnlineDialogue

@BartS

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# C TA c o n f

Or use alerting triggers

winner Self-Generation Effect We remember & like things more when we thought of it ourselves Test done by TrafficBuilders during OnlineDialogue’s Master of Online Persuasion Course

B a r tO . Sn cl ihnuetDz i@ a lOonglui nee. cDoi aml o g |u e B a r t S c h u t z W h e e l o f P e r s u a s i o n . c o m

@ B a@ r tBSa r t |S

#|H o #s tCeTl W A coor n l df

Part 2:

When you need ratio,

The Naked!Consumer and ratio is awake

Direct the focus of the systems

winner Visual Cueing: “Our attention is very easily influenced”

Bart.Schutz@OnlineDialogue

@BartS

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Do not deplete System 2

winner

Bart.Schutz@OnlineDialogue

@BartS

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And NEVER focus on Ratio alone

winner Descartes error: “Ratio needs emotions to add value to the argument” Bart.Schutz@OnlineDialogue

@BartS

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Part 3:

When you need emotions, !

get rid of rationality

Bart.Schutz@OnlineDialogue

@BartS

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Do deplete Ratio when it’s against you

winner One-Choice-Paradox Offer a minimum of 2 choices Test done by Conrad during OnlineDialogue’s Master of Online Persuasion Course

Bart.Schutz@OnlineDialogue

@BartS

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By adding energy drainers

winner Test done by Conrad during OnlineDialogue’s Master of Online Persuasion Course

Bart.Schutz@OnlineDialogue

@BartS

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Part 4:

When you need emotions,

The Naked!Consumer

make sure rationality does not wake up

Often it’s best to have Ratio in a coma

winner Decrease Usability When you have to 
 get rid of Willem

Bart.Schutz@OnlineDialogue

@BartS

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# C TA c o n f

Why do we find it hard to believe?

Bart.Schutz@OnlineDialogue

@BartS

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Our brain is not rational

Bart.Schutz@OnlineDialogue

@BartS

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Our brain is rationalizing

Bart.Schutz@OnlineDialogue

@BartS

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Coming up with ‘reasons’

Bart.Schutz@OnlineDialogue

@BartS

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After we made the decision

Bart.Schutz@OnlineDialogue

@BartS

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That’s why we love physical touch

System 1 Bart.Schutz@OnlineDialogue

System 2 @BartS

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Persuasive Psychology evidence everything growth

Bart.Schutz@OnlineDialogue

@BartS

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# C TA c o n f

Do you want to grow like humankind?

[email protected]

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# C TA c o n f

Do you want to grow like humankind? Cognitive 
 revolution

Agricultural
 revolution

Scientific
 revolution

Some tips:

!

1) Know your SRP 
 (Sample Rate Pollution)!

✓ Multi-device use

✓ Cookie deletion rate

!

2) Use the right statistics

✓ β=0,80

✓α=0,05

!

3) Know your test capacity

! 4) Track your ROI !



5) Grow your scientific
 knowledge

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Be a scientist

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My hope Psychologist Psychologist

Psychologist Psychologist

Psychologist

Psych

Psychologist Psychologist

[email protected]

Psychologist

Psychologist

@BartS

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Thank you! ✓ Read my blog: ✓ Find me: ✓ Find us:

Bart.Schutz@OnlineDialogue

Wheel-of-Persuasion.com @BartS OnlineDialogue.com

@BartS

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Pssst, one more thingie… Be ethical; share your knowledge 
 to empower customers too!

Bart.Schutz@OnlineDialogue

@BartS

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