[CXL Live 16] Motivational Chemistry and Susceptibility to Digital Persuasion by Brian Cugelman
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In this session Dr. Cugelman will focus on the core elements of motivation, to help you build interactive technologies that are engineered to push your users' emotional hot-buttons. You will enjoy a presentation on motivation and influence, followed by an interactive session on the ways that ancient emotions, play out in landing page design elements. We'll invite you to complete a quick-and-dirty psychometric test, and then discus different landing page elements that have been designed to resonate with different decision making styles, personality dispositions, and more. This session will give you actionable tips on how to design page elements that boost your users good feelings, and avoids accidentally triggering negative emotions.
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[CXL Live 16] Motivational Chemistry and Susceptibility to Digital Persuasion by Brian Cugelman
- 1. @cugelman Motivational Chemistry and Susceptibility to Digital Persuasion Brian Cugelman, PhD
- 2. @cugelman Triggering your dopamine (Setting expectations on what you’ll gain)
- 4. @cugelman Intention-Outcome Matrix 4 Intended Unintended Positive Outcome Negative Outcome Target behavior Backfiring Unexpected benefits Dark patterns Stibe, A. & Cugelman, B. (2016, in press) Persuasive Backfiring: When Behavior Change Interventions Trigger Unintended Negative Outcomes. PERSUASIVE 2016, LNCS 9638, Springer International Publishing Switzerland 2016. pp. 1–13, 2016. DOI: 10.1007/978-3-319-31510-2_6
- 6. @cugelman Evolutionary psychology and motivation/emotion 6 I must attain this survival advantage! Kenrick, Douglas T., et al. "Renovating the pyramid of needs contemporary extensions built upon ancient foundations." Perspectives on psychological science 5.3 (2010): 292-314. I must avoid this survival threat! Incentives +(+) What we desire Loss aversion -(-) What we avoid
- 7. @cugelman I no longer see any difference between the words ‘emotion’ and ‘motivation’. Emotion = Motivation 7
- 8. @cugelman 8 How can we trigger emotions, to nudge users in the right direction?
- 10. @cugelman Dopamine • How to trigger: Perceiving anything that promote survival • Emotional impact: Pleasure, curiosity, interest, anticipation, excitement • Behavioral impact: Creates anticipation of reward, driving us to pursue goals with rewards 10
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- 12. @cugelman Triggering dopamine 12 Triggeringdopamine Hypothetical model based on a conversation between Brian and Loretta Graziano Breuning, PhD Too Familiar (Habituated to old rewards) Novel (triggers most) Too Different (Unrecognizable as a potential reward)
- 13. @cugelman Digital crack for toddlers 13 https://www.youtube.com/watch?v=R91WnllMcNA
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- 15. @cugelman Marketing fatigue (habituation) 15 Time Impact Oh wow! Another ad.
- 16. @cugelman Habituation: Why rewards lose motivational impact over time Habituation • The brain habituates to old rewards • Something that triggered dopamine (motivated) in the past, no longer triggers dopamine • When habituation kicks-in, the person still seeks rewards, but your offer loses its ability to trigger dopamine Overcoming habituation • Use novelty, new surprises • Keep offering more, better, bigger • Always hold back the full story • Slow down your outreach frequency • Place your old wine in a new bottle 16 How do you overcome habituation?
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- 19. @cugelman Cortisol 19 • How to trigger: Perceiving any internal or external threat • Emotional impact: Stress, alertness (low levels), alert (high-levels), anxiety (high- levels) • Behavioral impact: Grabs our attention, and drives us to remove the pain or threat
- 20. @cugelman Cortisol and the stress response 20
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- 23. @cugelman Value props can be visual 23 If you do X, you will get Y. In this image, does Y trigger cortisol (threat avoidance) or dopamine (anticipation of reward)?
- 25. @cugelman Unhealthy cortisol/stress Frustrating Preventing goal attainment • Errors / 404 pages • Breaking conventions • Impossible goals • Requesting too much, too fast Complexity • Information architecture disaster • Confusing users with option overload Ambiguity • Inconsistent page-level UI logic • Ambiguity on performing key tasks • Unclear what buttons do Threatening Social threats • Social banishment • Lack of social endorsements • Jealousy Status threats • Degrading text messages • Public shaming / embarrassment • Negative social comparison Physical threats • Unethical “lobster trap” design • Red flags of scams, identity theft, fraud 25 What are some awful ways to increase user stress?
- 26. @cugelman Reducing stress (reducing cortisol levels) • Simplifying processes:wizards, checklists,checkouts • Error free design is stress free design • Reassuring the goal will be met • Human contact(media equation contact) • Reducing cognitive load • Reduce ambiguity • Humor and fun • Entertainment • Don’t trap users 26
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- 33. @cugelman 33 Is it really worth $47? Or is this a marketing ploy? Who backs these claims? Is this a professional design, or a cheap template? Why are they trying so hard to reassure me? It looks secure. I trust these credit card companies.
- 35. @cugelman Oxytocin 35 • How to trigger: Social bonds, interaction with others, physical touch • Emotional impact: Feeling trust, feeling connected, jealous, territorial, possessive • Behavioral impact: Acting on trust, loyalty behavior
- 36. @cugelman Social approval / disapproval Social approval Social disapproval 36
- 37. @cugelman Source representation 37 A source is a person, place, or thing. They can be trusted and earn a reputation. -bo
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- 40. @cugelman 40 Brian’s “method writing” editorial trick to trigger oxytocin
- 42. @cugelman Serotonin 42 • How to trigger: Realizing superiority, obtaining recognition, achieving status, climbing the social ladder • Emotional impact: Feeling important, proud, special, confident, safe, secure, empowered, envious • Behavioral impact: Status seeking behavior, risk-aversion, loyalty to social structures (tradition) BACKFIRE RISK Social comparison may be moderated by the serotonin system, with low-status emotions tied to anxiety, self worth, and depression.
- 43. @cugelman Social comparison When people compare themselves to others, and make evaluations of higher/lower ranking. Related to pecking orders, social status, hierarchies, etc… 43
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- 47. @cugelman When your website flatters 47 Fogg, Brian J., and Clifford Nass. "Silicon sycophants:the effects of computers that flatter." International Journal ofHuman-Computer Studies 46.5 (1997):551-561.
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- 49. @cugelman Flattery will get you everywhere 49
- 50. @cugelman Thanks so much Brian Cugelman, PhD Stay in touch. www.alterspark.com www.cugelman.com 50 © Copyright 2016 | Brian Cugelman, PhD | AlterSpark Corp.