Facebook conference 2015 Bart Schutz keynote

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Enjoy your Emotions!

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P e r s u a s i v e P s y c h o l o g y t h e c o r e o f d i g i t a l &

S o c i a l M e d i a

OnlineDialogue.com | Bart Schutz #CongresFacebook


Filmpje Maxima met lijst kenmerken

ü  Fast & never sleeps ü  Emotional ü  Intuitive & associative ü  Naughty ü  Multi-tasking ü  Effortless ü  No control



ü  Slow & lazy ü  Rational ü  Reason & logic ü  Rules ü  Requires attention ü  Effortful ü  Controls Maxima





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Psychologist

Psychologist

Psychologist Psychologist

Psychologist


Psychologist

Psychologist

Psychologist

Psychologist

Psychologist


Psychologist

Psychologist

Psychologist

Psychologist @BartS

Consumer psychologist



Psycholog is ts show us that…


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

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

OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #Eurib

…we have a dua l process ing bra in


In t roduc ing W i l lem & Max ima



2 + 2 = ?


17 x 24 = ?




Jantje’s vader heeft 3 zonen: ⇒  Kwik, Kwek & . . . .



When he tries hard, Willem is often able to

control Maxima



Our conscious rational thinking, our willpower evolved only recently!


Meet W i l lem (our rat io )

3 C h a r a c t e r i s t i c s o f S y s t e m 2


1.  Imagine, you meet me for the first time 2.  I tell you I have 2 kids. 3.  Based on stories you’re sure one of them is a boy. => How big is the chance that the other is a boy too? "

1) W i l lem prefers to be as leep

It’s 33%... Although we are convinced that we are rational beings;

We are not…


1) W i l lem prefers to be as leep

Incongruency Effect: “System1 sometimes calls system 2 for help, when information cannot be

processed automatically”


Willem"requires full attention and can’t deal with distraction

2) W i l lem needs ‘at tent ion’



Willem, has a hard time focusing on multiple things

Maxima, is only interested in

really salient stimuli



Focussing effect: Don’t distract goal directed

(system 2) visitors


News%Feed%on%Desktop%Computers%

News%Feed%on%Mobile%Devices%

Right%Column%Ads%on%Desktop%Computers%

Right%Column%Ads%on%Home%Page%for%Desktop%Computers%


0,1% 0,2%


3) W i l lem is qu ick ly depleted

At the end of this test, I ask a question.

Don’t stop and think about it Answer is immediately!



Ego-depletion"Our mental energy for self-control is quickly drained



1.  Please remember these numbers

Group A: Group B: 3852869 39

2. Thank you! Now choose your reward:

or Group A Group B







We evolved talking & listening

OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #HostelWorld



Web is costing Willem"lots of effort…

OnlineDialogue.com | Bart Schutz WheelofPersuasion.com @BartS | #HostelWorld


…mobile even more

3) Wi l lem is quickly depleted


W e ’ r e n o t a w a r e , a n d w e d o n ’ t c a r e


W e ’ l l t e l l o u r s e l v e s c o m f o r t i n g l i e s


When W i l lem wakes up, he star ts ly ing

Our consciousness is about"post-decision rationalization "

(ALIBI’S)! Our consciousness = "

Our comfortness


O u r b r a i n i s n o t r a t i o n a l


O u r b r a i n i s r a t i o n a l i z i n g


A f t e r w e m a d e t h e d e c i s i o n


Wil lem or Max ima?

Maxima is on Facebook, "while Willem is depleted


But W i l lem shows CR-graphs l ike these…

Facebook advertising "is hard!


Maxima instead…

Maxima often starts buying when Willem falls asleep


Than sa les is more easy…

For Maxima, Facebook rulez!!!


Meet Max ima (our subconsc iousness)

3 C h a r a c t e r i s t i c s o f S y s t e m 1


What makes Max ima addicted to Facebook?

Facebook is Addictive due to only

INTRINSIC MOTIVATORS!


What determines in t r ins ic mot ivat ions?


“She prefers situations that she has control over “ "

1.  She hates mandatory fields and steps 2.  She loves moving around freely 3.  She loves choices (even trivial ones)

1) Max ima wants to be autonomous

Facebook = Freewillbook FB nudges you, but doesn’t force

you to check, update, tag, like, share,…


1) Max ima wants to be autonomous

Hobson+1 effect Offer Maxima trivial choices to

make her feel autonomous"(or is it ego-depletion or net emotions? #complex_brain)


ü  She’s about “self concept maintenance”

1.  Facebook profiles are micro-reflections of "our self-schemata.

2.  We increase our self-esteem by"reconstructing and controlling our "presentation to the world

2) Max ima loves fee l ing competent

Facebook = Facadebook Manipulating impressions


2) Max ima? Se l f -concept maintenance!

Emotional contagion? Or adjusting to the social norm?!


2) Max ima? Se l f -concept maintenance!

Facebook = Fudgebook


ü  “We have an intrinsic need to belong to a group”!!The tendency for people to "conform to the positive "expectations of others, "motivated by the desire for "approval and to avoid rejection.

3) Max ima has a need to be long

Our closest 10 friends on Facebook matter; the other 140+ don't matter

that much, and some in our group are true influencers, most are followers.



Gains in reputation on Facebook stimulate the brains reward &

pleasure system!


Willem can take control "and help Maxima




And Facebook knows…







Bart Schutz - @BartS [email protected] nl.linkedin.com/in/bartschutz/

testing.agency online-dialogue.com

wheel-of-persuasion.com



Thank you!

ü  Connect: Twitter: @BartS / Linkedin: bartschutz

ü  Read more: Wheel-of-Persuasion.com

ü  Hire us: OnlineDialogue.com

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Facebook conference 2015 Bart Schutz keynote