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A five minute talk for the Web Directions What Do You Know event Sydney 2013.
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TURNINGEMOTIONAL WANT INTO RATIONAL NEED
HOW WE TURNDESSERTINTO VEGETABLES.
RATIONAL NEEDSARE STORED.EMOTIONAL WANTS ARE TESTED FORVALIDATION.
EMOTIONAL
RATIONAL
AWARENESS DISCOVERY CONSIDERATION DECISION OPERATIONAL
EMOTIONAL
WORD OF MOUTH
REFFERAL / REVIEWSOMEONE LIKE ME
SOCIAL MEDIARECOMMENDATION
SHORTLISTING
COMPARISONSEEK CONFIRMATION
EXPERIENCESHARING
RATIONAL
AWARENESS DISCOVERY CONSIDERATION DECISION OPERATIONAL
EMOTIONAL
RATIONAL
AWARENESS DISCOVERY CONSIDERATION DECISION OPERATIONAL
EMOTIONAL
WORD OF MOUTH
REFFERAL / REVIEWSOMEONE LIKE ME
SOCIAL MEDIARECOMMENDATION
SHORTLISTING
COMPARISONSEEK CONFIRMATION
EXPERIENCESHARING
RATIONAL
AWARENESS DISCOVERY CONSIDERATION DECISION OPERATIONAL
CONTENT TYPE OVER TIME
AWARENESS DISCOVERY CONSIDERATION DECISION OPERATIONAL
Orientation Material Expert reviews User ratings Friends’ opinions In-store research
WORD OF MOUTH
HIGH
LOW
REFFERAL / REVIEWSOMEONE LIKE ME
SOCIAL MEDIARECOMMENDATION
EXPERIENCESHARING
EMOTIONAL
RATIONAL
AWARENESS DISCOVERY CONSIDERATION DECISION OPERATIONAL
EMOTIONAL
WORD OF MOUTH
REFFERAL / REVIEWSOMEONE LIKE ME
SOCIAL MEDIARECOMMENDATION
SHORTLISTING
COMPARISONSEEK CONFIRMATION
EXPERIENCESHARING
RATIONAL
AWARENESS DISCOVERY CONSIDERATION DECISION OPERATIONAL
CONTENT TYPE OVER TIME
AWARENESS DISCOVERY CONSIDERATION DECISION OPERATIONAL
Orientation Material Expert reviews User ratings Friends’ opinions In-store research
WORD OF MOUTH
HIGH
LOW
REFFERAL / REVIEWSOMEONE LIKE ME
SOCIAL MEDIARECOMMENDATION
EXPERIENCESHARING
CONTENT TYPE OVER TIME
PERSUASION METHODS
AWARENESS DISCOVERY CONSIDERATION DECISION OPERATIONAL
LIKING
AUTHORITY
SOCIAL ADVICE SOCIAL PROOF
ADVOCACYSOCIAL PROOF
COMMITMENTCONSISTENCY SCARCITYVALUE EXCHANGE
FINALVALUE EXCHANGE
DEEPERVALUE EXCHANGE
Orientation Material Expert reviews User ratings Friends’ opinions In-store research
HIGH
LOW
A SIMPLEPERSUASIVECONVERSATION
AVOIDING NEWDARK PATTERNS
