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All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
1:30 KEYNOTE Nathalie Nahai
THE SECRET PSYCHOLOGYSOCIAL BEHAVIORbehind
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Weve all seen them
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From bizarre memes
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to videos that go viral for no apparent reason
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All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
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All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
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So what is it that makes us share content socially?
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1SOCIAL CONTENT
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Carrier for emotional contagionSOCIAL CONTENT
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All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Carrier for emotional contagionIndicate the mood of the sharerSOCIAL CONTENT
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Carrier for emotional contagionIndicate the mood of the sharerProvoke curiositySOCIAL CONTENT
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You can use psychological principles to get people to read, watch and share anything.
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So how do you create shareable, clickable headlines?
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.Number / Trigger word+
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All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.Number / Trigger wordAdjective +
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
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All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.Number / Trigger wordAdjective Keyword+
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All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.Number / Trigger wordAdjective KeywordPromise +
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All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.Number / Trigger wordAdjective KeywordPromise KILLER HEADLINE+
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All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.EXAMPLESubject:
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All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.EXAMPLESubject: Frying eggs
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All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.EXAMPLESubject: Frying eggs
You could write an article entitled:
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
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All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.EXAMPLESubject: Frying eggs
You could write an article entitled: How to fry an egg
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
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All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.EXAMPLESubject: Frying eggs
You could write an article entitled: How to fry an egg Why I love frying eggs
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
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All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.OR APPLY THE FORMULA:
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
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All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.OR APPLY THE FORMULA:
13 unbelievable ways you can fry a small egg with a sock
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All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.OR APPLY THE FORMULA:
13 unbelievable ways you can fry a small egg with a socknumber
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.OR APPLY THE FORMULA:
13 unbelievable ways you can fry a small egg with a socknumber trigger word
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.OR APPLY THE FORMULA:
13 unbelievable ways you can fry a small egg with a socknumber trigger wordadjective
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.OR APPLY THE FORMULA:
13 unbelievable ways you can fry a small egg with a socknumber trigger wordadjectivekeyword
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.OR APPLY THE FORMULA:
13 unbelievable ways you can fry a small egg with a socknumber trigger wordadjectivekeyword
promise
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Carrier for emotional contagionIndicate the mood of the sharerProvoke curiosityAct as social commentarySOCIAL CONTENT
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Carrier for emotional contagionIndicate the mood of the sharerProvoke curiosityAct as social commentaryCreate a shared cultural experienceSOCIAL CONTENT
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
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All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
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When social content reaches critical mass, it becomes a meme
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.MEMESWords, thoughts, beliefs, music, theories, rituals, fashion, recipes, and any norms that people pass onhttp://blogs.scientificamerican.com/anthropology-in-practice/why-do-we-share-viral-videos
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.MEMESIdeas or content that have successfully spread via imitation
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Social content serves a function
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.SOCIAL CONTENTIt reflects not only who we are,but also who our friends are, and what they will accept
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So why do we share some things, and not others?
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There are several psychological reasons behind why and how we share
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2WHY & HOW WE SHARE
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Social validation & self-esteemWHY & HOW WE SHARE
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All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
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All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.REINFORCEMENTThe more social reinforcement we receive that certain actions are appropriate, the more likely we are to adopt those actionshttp://blogs.scientificamerican.com/anthropology-in-practice/why-do-we-share-viral-videos
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Social validation & self-esteemTo change our emotional stateWHY & HOW WE SHARE
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.EMOTIONNielsen (2014). Tech-or-treat: Consumers are sweet on mobile apps, Q3 2014 Report. http://acnielsen.Co.Uk/us/en/insights/news/2014/tech-or-treat-consumers-are-sweet-on-mobile-apps.Html
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Social validation & self-esteemTo change our emotional stateSeek out informationWHY & HOW WE SHARE
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INFORMATION
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.HOMOGENOUS
INFORMATION
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.HOMOGENOUS
INFORMATION
Confirms existing views
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.HOMOGENOUS
INFORMATION
Confirms existing viewsComforting
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.HOMOGENOUS
INFORMATION
Confirms existing viewsComfortingReinforces our perspectives
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.HOMOGENOUS
INFORMATION
Confirms existing viewsComfortingReinforces our perspectivesEncourages stasis
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We amplify people we agree with
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We love homogenous info because of homophily
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.Love of the same The tendency of individuals to associate and bond with similar othersHOMOPHILY
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.HOMOPHILYChu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75.A homophilous source is more likely to be perceived as credible, trustworthy, and reliable
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.HOMOPHILYThe effectiveness of communication from a homophilous source may be greaterChu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75.
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Which is why adverts like this work so well
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BUT on the other hand
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.HOMOGENOUS
HETEROGENOUSINFORMATION
Confirms existing viewsComfortingReinforces our perspectivesEncourages stasis
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.HOMOGENOUS
HETEROGENOUSINFORMATION
Confirms existing viewsComfortingReinforces our perspectivesEncourages stasisChallenges our views
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.HOMOGENOUS
HETEROGENOUSINFORMATION
Confirms existing viewsComfortingReinforces our perspectivesEncourages stasisChallenges our viewsUncomfortable
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.HOMOGENOUS
HETEROGENOUSINFORMATION
Confirms existing viewsComfortingReinforces our perspectivesEncourages stasisChallenges our viewsUncomfortableAlternative perspectives
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.HOMOGENOUS
HETEROGENOUSINFORMATION
Confirms existing viewsComfortingReinforces our perspectivesEncourages stasisChallenges our viewsUncomfortableAlternative perspectivesEncourages growth
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Challenging peoples preconceptions can have a powerful emotional impact
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Social validation & self-esteemTo change our emotional stateSeek out informationAffiliate to reduce stressWHY & HOW WE SHARE
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All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
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All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
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All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
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BUT it can lead to destructive behaviors
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So why is social media so addictive?
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Social validation & self-esteemTo change our emotional stateSeek out informationAffiliate to reduce stressDopamine loopsWHY & HOW WE SHARE
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4.1
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They all activate our dopamine systems
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For example, post-conference drinks
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To attenuate the experience of this cost you have to figure out how to grab and hold their attention.
WANTING VS LIKING
DopamineWanting
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.WANTING VS LIKING
DopamineWanting
Take action
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.WANTING VS LIKING
DopamineWanting
Take action
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.WANTING VS LIKING
DopamineWanting
OpioidLiking
Take action
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.WANTING VS LIKING
DopamineWanting
OpioidLiking
Take actionFeel satisfied
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.WANTING VS LIKING
DopamineWanting
OpioidLiking
Feel satisfiedTake action
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BUT social media can create dopamine loops
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To attenuate the experience of this cost you have to figure out how to grab and hold their attention.
WANTING VS LIKING
DopamineWanting
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.WANTING VS LIKING
DopamineWanting
Take action
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.WANTING VS LIKING
DopamineWanting
Take action
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.WANTING VS LIKING
DopamineWanting
Take actionOpioidLiking
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.WANTING VS LIKING
DopamineWanting
Take actionOpioidLiking
Feel satisfied
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.WANTING VS LIKING
DopamineWanting
Take actionOpioidLiking
Feel satisfied
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So whats happening?
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To attenuate the experience of this cost you have to figure out how to grab and hold their attention.
DOPAMINE LOOPSWe seek more than were satisfied
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.DOPAMINE LOOPSWe seek more than were satisfiedAnticipating vs. receiving reward
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.DOPAMINE LOOPSWe seek more than were satisfiedAnticipating vs. receiving rewardExternal triggers
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.DOPAMINE LOOPSWe seek more than were satisfiedAnticipating vs. receiving rewardExternal triggersSmall rewards
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.DOPAMINE LOOPSWe seek more than were satisfiedAnticipating vs. receiving rewardExternal triggersSmall rewardsUnpredictable
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This is why were such prolific users
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To attenuate the experience of this cost you have to figure out how to grab and hold their attention.
So what can we learn from the way we use social?
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To attenuate the experience of this cost you have to figure out how to grab and hold their attention.
3PSYCHOGRAPHICS
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.PSYCHOGRAPHICSStudy and classification of peopleaccording to their attitudes, aspirations, and other psychological criteriaOxford Dictionaries, 2015
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.PSYCHOGRAPHICSPersonalityMassive Facebook study
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.PSYCHOGRAPHICSPersonalityMassive Facebook study Sentiment analysisPredicts stock market performance
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.PSYCHOGRAPHICSPersonalityMassive Facebook study Sentiment analysisPredicts stock market performanceHealthLikelihood of heart attack
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Our online behaviours reveal more than we think
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To attenuate the experience of this cost you have to figure out how to grab and hold their attention.
The words we use and respond to can expose our personality traits
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.PERSONALITY MATTERSJ. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012Adapting persuasive messages to the personality traits can be an effective way of increasing the messages impact
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The Big 5(a quick quiz)
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.DO YOU HAVEA high degree of intellectual curiosity, creativity and a preference for novelty and variety?Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.
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OpennessTHE BIG 5
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.ARE YOUOrganised, dependable and self-disciplined? Do you prefer to plan and aim for achievement?Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.OPENNESSJ. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012InnovationIntelligenceSophisticationImaginationCreative
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OpennessConscientiousnessTHE BIG 5
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.ARE YOUEnergetic, positive, assertive & sociable? Do you tend to seek stimulation in the company of others?Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.
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OpennessConscientiousnessExtraversionTHE BIG 5
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.EXTRAVERSIONJ. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012Strong OutgoingActiveExcitementAttention
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.DO YOU HAVEThe tendency to be compassionate and cooperative rather than suspicious and antagonistic towards others?Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.
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OpennessConscientiousnessExtraversionAgreeablenessTHE BIG 5
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.DO YOU HAVEThe tendency to experience unpleasant emotions easily, such as anger, anxiety, depression, and vulnerability?Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources.
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OpennessConscientiousnessExtraversionAgreeablenessNeuroticismTHE BIG 5
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.NEUROTICISMSafeReduce the anxietyUncertaintySecurityProtectionJ. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012
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Who does this appeal to?
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.EXTRAVERSIONJ. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012Strong OutgoingActiveExcitementAttention
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All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.OPENNESSJ. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012InnovationIntelligenceSophisticationImaginationCreative
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All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.NEUROTICISMSafeReduce the anxietyUncertaintySecurityProtectionJ. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012
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Specific words engage specific traits
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You can research & segment your audience by personality trait, based on linguistic patterns
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If you want to design a trait-specific campaign
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012TRAIT MOTIVATION
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012TRAIT MOTIVATIONOpen
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012TRAIT MOTIVATIONOpen Creativity & intellectual stimulation
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012TRAIT MOTIVATIONOpen Creativity & intellectual stimulation Conscientious
All material THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012TRAIT MOTIVATIONOpen Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012TRAIT MOTIVATIONOpen Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit Extravert
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012TRAIT MOTIVATIONOpen Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit Extravert Excitement & social rewards
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012TRAIT MOTIVATIONOpen Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit Extravert Excitement & social rewards Agreeable
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012TRAIT MOTIVATIONOpen Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit Extravert Excitement & social rewards Agreeable Connection with family & community
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012TRAIT MOTIVATIONOpen Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit Extravert Excitement & social rewards Agreeable Connection with family & community Neurotic
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012TRAIT MOTIVATIONOpen Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit Extravert Excitement & social rewards Agreeable Connection with family & community Neurotic Safety & security
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Useful tools to get started
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.TOOLSBig 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.TOOLSBig 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP Various personality tests: discovermyprofile.com
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.TOOLSBig 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP Various personality tests: discovermyprofile.com From Facebook likes: applymagicsauce.com
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.TOOLSBig 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP Various personality tests: discovermyprofile.com From Facebook likes: applymagicsauce.com From digital footprint: hogan-x.com
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.TOOLSBig 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP Various personality tests: discovermyprofile.com From Facebook likes: applymagicsauce.com From digital footprint: hogan-x.com Computerized text analysis: liwc.wpengine.com
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THANK YOU!
@NathalieNahaiNathalieNahai.com
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1:30 KEYNOTE Nathalie Nahai