This is the presentation I gave at UX Brighton (2013). Behind every screen sits a user, waiting to be engaged. Whether you reach them or not will depend on how you make them feel, more than anything else. In this presentation, Nathalie will explore how the primal, emotional and rational systems in the brain can be used as a metaphorical model to build persuasive online experiences. And show why mirror neurons and empathy are the hidden driving force behind effective design.

1. EMPATHY
YOUR SECRET WEAPON IN
DESIGNING FOR THE WEB
THE WEB PSYCHOLOGIST @THEWEBPSYCH
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1

2. 1
2
3
4
5
INTRODUCTION
‘THREE SYSTEMS’ BRAIN
EMPATHY
GETTING ON THE SAME WAVELENGTH
FIVE STEPS: USE EMPATHY ONLINE
THE WEB PSYCHOLOGIST @THEWEBPSYCH
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2

3. 1
2
3
4
5
INTRODUCTION
‘THREE SYSTEMS’ BRAIN
EMPATHY
GETTING ON THE SAME WAVELENGTH
FIVE STEPS: USE EMPATHY ONLINE
THE WEB PSYCHOLOGIST @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
3

4. 1
2
3
4
5
INTRODUCTION
‘THREE SYSTEMS’ BRAIN
EMPATHY
GETTING ON THE SAME WAVELENGTH
FIVE STEPS: USE EMPATHY ONLINE
THE WEB PSYCHOLOGIST @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
4

5. 1
2
3
4
5
INTRODUCTION
‘THREE SYSTEMS’ BRAIN
EMPATHY
GETTING ON THE SAME WAVELENGTH
FIVE STEPS: USE EMPATHY ONLINE
THE WEB PSYCHOLOGIST @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
5

6. 1
2
3
4
5
INTRODUCTION
‘THREE SYSTEMS’ BRAIN
EMPATHY
GETTING ON THE SAME WAVELENGTH
FIVE STEPS: USE EMPATHY ONLINE
THE WEB PSYCHOLOGIST @THEWEBPSYCH
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6

7. 1
INTRODUCTION
THE WEB PSYCHOLOGIST @THEWEBPSYCH
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7

8. WEBS OF INFLUENCE
THE PSYCHOLOGY OF ONLINE PERSUASION
Pearson, 2012
UK | EU | USA | KOREA | JAPAN | CHINA
THE WEB PSYCHOLOGIST @THEWEBPSYCH
@THEWEBPSYCH
8
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

9. THE WEB PSYCHOLOGIST @THEWEBPSYCH
@THEWEBPSYCH
9
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

10. WEB PSYCHOLOGY
“
The empirical study of how
online environments influence
our attitudes and behaviours
THE WEB PSYCHOLOGIST @THEWEBPSYCH
”
@THEWEBPSYCH
10
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11. neuroscience
behavioural
economics
cognitive
psychology
neuroaesthetics
THE WEB PSYCHOLOGIST @THEWEBPSYCH
HCI
WEB
PSYCHOLOGY
cross-cultural
psychology
user
experience
social
psychology
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11

12. IT’S ABOUT
CONTEXT
PSYCHOLOGY
INDIVIDUAL
CULTURAL
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12

13. 3 SECRETS
TO ONLINE SUCCESS
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13

14. 1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
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14

15. 1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
THE WEB PSYCHOLOGIST @THEWEBPSYCH
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15

16. 1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
THE WEB PSYCHOLOGIST @THEWEBPSYCH
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16

17. 2
‘THREE SYSTEMS’ BRAIN
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17

18. PRIMAL
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18

19. PRIMAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
COMMON TO ALL ANIMALS
BASIC VITAL FUNCTIONS
RISKY vs SAFE (FFF)
SEX
FOOD
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19

20. PRIMAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
COMMON TO ALL ANIMALS
BASIC VITAL FUNCTIONS
RISKY vs SAFE (FFF)
SEX
FOOD
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20

21. PRIMAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
COMMON TO ALL ANIMALS
BASIC VITAL FUNCTIONS
RISKY vs SAFE (FFF)
SEX
FOOD
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
21

22. PRIMAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
COMMON TO ALL ANIMALS
BASIC VITAL FUNCTIONS
RISKY vs SAFE (FFF)
SEX
FOOD
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
22

23. PRIMAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
COMMON TO ALL ANIMALS
BASIC VITAL FUNCTIONS
RISKY vs SAFE (FFF)
SEX
FOOD
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
23

24. KEY POINTS
•
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
CUES FOR SEX
IMAGES OF FOOD
MOTION
CONTRAST & CONCRETE
END EXPERIENCES
SCARCITY
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24

25. THE WEB PSYCHOLOGIST @THEWEBPSYCH
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25

26. EMOTIONAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
LIMBIC SYSTEM
ANCIENT & AUTOMATIC
AMYGDALA FEAR, RELEVANCE, TRUST
THALAMUS HAPPY, SAD, DISGUSTED
VTA DOPAMINE – RISK & REWARD
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26

27. EMOTIONAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
LIMBIC SYSTEM
ANCIENT & AUTOMATIC
AMYGDALA FEAR, RELEVANCE, TRUST
THALAMUS HAPPY, SAD, DISGUSTED
VTA DOPAMINE – RISK & REWARD
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
27

28. EMOTIONAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
LIMBIC SYSTEM
ANCIENT & AUTOMATIC
AMYGDALA FEAR, RELEVANCE, TRUST
THALAMUS HAPPY, SAD, DISGUSTED
VTA DOPAMINE – RISK & REWARD
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
28

29. EMOTIONAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
LIMBIC SYSTEM
ANCIENT & AUTOMATIC
AMYGDALA FEAR, RELEVANCE, TRUST
THALAMUS HAPPY, SAD, DISGUSTED
VTA DOPAMINE – RISK & REWARD
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
29

30. EMOTIONAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
LIMBIC SYSTEM
ANCIENT & AUTOMATIC
AMYGDALA FEAR, RELEVANCE, TRUST
THALAMUS HAPPY, SAD, DISGUSTED
VTA DOPAMINE – RISK & REWARD
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30

31. KEY POINTS
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
EMPATHY
MIRROR NEURONS
PLEASURE & PAIN
BODY LANGUAGE
STORY-TELLING
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31

32. THE WEB PSYCHOLOGIST @THEWEBPSYCH
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32

33. RATIONAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
UNIQUE TO HUMANS
HIGHER COGNITIVE FUNCTIONS
PLAN, ORGANISE, PROBLEM-SOLVE
SOCIAL LEARNING & INNOVATION
LANGUAGE, ABSTRACT THOUGHT
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33

34. RATIONAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
UNIQUE TO HUMANS
HIGHER COGNITIVE FUNCTIONS
PLAN, ORGANISE, PROBLEM-SOLVE
SOCIAL LEARNING & INNOVATION
LANGUAGE, ABSTRACT THOUGHT
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
34

35. RATIONAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
UNIQUE TO HUMANS
HIGHER COGNITIVE FUNCTIONS
PLAN, ORGANISE, PROBLEM-SOLVE
SOCIAL LEARNING & INNOVATION
LANGUAGE, ABSTRACT THOUGHT
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
35

36. RATIONAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
UNIQUE TO HUMANS
HIGHER COGNITIVE FUNCTIONS
PLAN, ORGANISE, PROBLEM-SOLVE
SOCIAL LEARNING & INNOVATION
LANGUAGE, ABSTRACT THOUGHT
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
36

37. RATIONAL
•
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
UNIQUE TO HUMANS
HIGHER COGNITIVE FUNCTIONS
PLAN, ORGANISE, PROBLEM-SOLVE
SOCIAL LEARNING & INNOVATION
LANGUAGE, ABSTRACT THOUGHT
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37

38. KEY POINTS
•
•
•
•
•
ENABLE POST-RATIONALISATION
PRODUCT DEMONSTRATION
LISTING SPECS / PRODUCT BENEFITS
GIVE EVIDENCE THAT IT WORKS
BE THE AUTHORITY
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38

39. 3
EMPATHY
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39

40. WHAT IS EMPATHY?
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40

41. EMPATHY
“
The ability to understand and share
the feelings of another
Oxford
Dic5onary
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”
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41

42. WHY IS IT IMPORTANT?
“
Primitive emotional contagion is of
critical importance in understanding human
cognition, emotion, and behavior
Ha:ield
et
al
(2009)
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”
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42

43. MIRROR NEURONS
[
]
Placed electrodes in ventral premotor cortex
of macaques, to study neurons specialized in
control of hand and mouth actions…
10% mirror actions
RizzolaB
et
al
(1992)
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43

44. MIRRORING
Credit:
Evolu5on
of
Neonatal
Imita5on.
Gross
L,
PLoS
Biology
Vol.
4/9/2006,
e311
doi:10.1371/journal.pbio.0040311
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44

45. MIND-READING
“
Building block of human interaction assisting in “mind-reading” and allowing
people to understand and to share
the feelings of others
Ha:ield
et
al
(2009)
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”
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45

46. EXPER MENT
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46

47. Credit:
iStockphoto
/
Thomas
Perkins
THE WEB PSYCHOLOGIST @THEWEBPSYCH
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47

48. Credit:
Ray
Tamarra
/
Gey
Images
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48

49. Credit:
Unknown
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49

50. EXPER MENT
[
What did you experience?
]
Laird
et
al
(1989)
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50

51. PROVOKING EMOTIONS
[
If you adopt certain facial expressions,
you’re more likely to feel the
associated emotion
]
Laird
et
al
(1989)
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51

52. PROVOKING EMOTIONS
1
2
3
4
5
6
ANGER
FEAR
HAPPINESS
DISGUST
SURPRISE
SADNESS
Laird
et
al
(1989)
THE WEB PSYCHOLOGIST @THEWEBPSYCH
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52

53. PROVOKING EMOTIONS
1
2
3
4
5
6
ANGER
FEAR
HAPPINESS
DISGUST
SURPRISE
SADNESS
Laird
et
al
(1989)
THE WEB PSYCHOLOGIST @THEWEBPSYCH
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53

54. PROVOKING EMOTIONS
1
2
3
4
5
6
ANGER
FEAR
HAPPINESS
DISGUST
SURPRISE
SADNESS
Laird
et
al
(1989)
THE WEB PSYCHOLOGIST @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
54

55. PROVOKING EMOTIONS
1
2
3
4
5
6
ANGER
FEAR
HAPPINESS
DISGUST
SURPRISE
SADNESS
Laird
et
al
(1989)
THE WEB PSYCHOLOGIST @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
55

56. PROVOKING EMOTIONS
1
2
3
4
5
6
ANGER
FEAR
HAPPINESS
DISGUST
SURPRISE
SADNESS
Laird
et
al
(1989)
THE WEB PSYCHOLOGIST @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
56

57. PROVOKING EMOTIONS
1
2
3
4
5
6
ANGER
FEAR
HAPPINESS
DISGUST
SURPRISE
SADNESS
Laird
et
al
(1989)
THE WEB PSYCHOLOGIST @THEWEBPSYCH
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57

58. Credit:
Adrianne
Galla5n
(2012)
hp://www.globalanimal.org/2013/08/08/secret-­‐to-­‐animal-­‐happiness-­‐gallery/71985/laughing-­‐seal-­‐on-­‐beach/
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58

59. CHANGES IN STATE
“
Viewing emotional facial expressions
elicits changes in emotional state
Wild
et
al
(2001)
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”
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59

60. ADVERT
THE WEB PSYCHOLOGIST @THEWEBPSYCH
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60

61. Lynx
TV:
Premature
Perspira5on
ad
(2010)
hp://www.youtube.com/watch?v=kZQUljMZ7aE
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61

62. Fail
Blog
Nut
Shots
(2012)
hp://ow.ly/q99xI
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62

63. WEBSITE
THE WEB PSYCHOLOGIST @THEWEBPSYCH
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63

64. hp://www.marieforleo.com/
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64

65. hp://next.co.uk
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65

66. 4
GETTING ON THE SAME
WAVELENGTH
THE WEB PSYCHOLOGIST @THEWEBPSYCH
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66

67. EMOTIONAL CONTAGION
“
The tendency to automatically mimic
and synchronize expressions, vocalizations,
postures, and movements with those of
another person's and, consequently,
to converge emotionally
Ha:ield
et
al
(1994)
THE WEB PSYCHOLOGIST @THEWEBPSYCH
”
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67

68. EXAMPLE
Friedman
et
al
(1980)
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68

69. Credit:
iStockPhoto
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69

70. NEURAL COUPLING
“
Communication is one act, in which the
brain of the communicator, and the brain
of the listeners are trying to be coupled,
and merging as one
Ha:ield
et
al
(1994)
THE WEB PSYCHOLOGIST @THEWEBPSYCH
”
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70

71. STORYTELLING
Credit:
Nathalie
Nahai
/
Webs
Of
Influence
(2012)
THE WEB PSYCHOLOGIST @THEWEBPSYCH
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71

72. EXAMPLE
John
Lewis
Christmas
Advert
(2012)
hp://www.youtube.com/watch?v=0N8axp9nHNU
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72

73. 5
FIVE STEPS:
USE EMPATHY ONLINE
THE WEB PSYCHOLOGIST @THEWEBPSYCH
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73

74. 1
PROFILE YOUR AUDIENCE
• AGE
• GENDER
• LANGUAGE
THE WEB PSYCHOLOGIST @THEWEBPSYCH
• INTERESTS
• CLOTHES
• BODY LANGUAGE
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74

75. 2
CHOOSE STATE TO ELICIT
• ANGER
• FEAR
• HAPPINESS
THE WEB PSYCHOLOGIST @THEWEBPSYCH
• DISGUST
• SURPRISE
• SADNESS
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75

76. 2
DESIGN A NARRATIVE THEY
CAN RELATE TO
(THE HERO’S JOURNEY)
THE WEB PSYCHOLOGIST @THEWEBPSYCH
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76

77. 4
CHOOSE YOUR MEDIUM
• VIDEO
• TEXT
• IMAGE
THE WEB PSYCHOLOGIST @THEWEBPSYCH
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77

78. 5
ANALYSE YOUR RESULTS
•
•
•
•
THE WEB PSYCHOLOGIST @THEWEBPSYCH
CONVERSIONS
VIEWS / LIKES
CLICK-THROUGHS
SHARES / EMBEDS
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78

79. REFERENCES
1 Hatfield, E., Cacioppo, J. T., & Rapson, R. L. (1994). Emotional contagion. Cambridge: Cambridge University Press.
2 Hatfield, E., Rapson, R. L., & Le, Y. L. (2009). Emotional contagion and empathy. In J. Decety & W. Ickes (Eds.), The Social neuroscience of Empathy. Cambridge, MA: MIT.
3 Di Pellegrino, G., Fadiga, L., Fogassi, L., Gallese, V., & Rizzolatti, G (1992). Understanding motor events: a neurophysiological study. Experimental Brain Research, 91, pp.
176-180.
4 Laird, J. D., Cuniff, M., Sheehan, K., Shulman, D., & Strum, G. (1989). Emotion specific effects of facial expressions on memory for life events. Journal of Social Behavior
and Personality, 4, pp. 87-98.
5 Wild, B., Erb, M., & Bartels, M. (2001). Are emotions contagious? Evoked emotions while viewing emotionally expressive faces: Quality, quantity, time course and gender
differences. Psychiatry Research, 102(2), pp. 109-124.
6 Fail Blog Nut Shots (2012). http://www.youtube.com/watch?v=apVZCG5zAxw&feature=c4-overview&list=UUONQ53-nTMwqiRhj3sRaiAQ
7 Friedman, H. S., Prince, L. M., Riggio, R. E., & Dimatteo, M. R. (1980). Understanding and assessing nonverbal expressiveness: The affective communication test. Journal
of Personality and Social Psychology, 39, pp. 333-351.
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79

80. THANK YOU!
FREE MINI-COURSE:
INSTITUTE OF WEB PSYCHOLOGY .COM
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