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Online Persuasion

Bart Schutz | @BartS | LinkedIn.com/in/bartschutz

Online Dialogue B.V.
Digital Data

@BartS | Online Dialogue

WheelofPersuasion.com

#optimize
Psychology

Psychology
Psychology

Psychology

Psychology

Psychology

Psychology

Psychology
Psychology

Psychology
Psychology
Psychology

Psychology

Psychology

Psychology

Psychology
@BartS | Online Dialogue

Psychology
Psychology

WheelofPersuasion.com

Psych
#optimize
Psychology

Psychology
Psychology

Psychology

Psychology

Psychology

Psychology

Psychology
Psychology

Psychology
Psychology
Psychology

Psychology

Psychology

Psychology

Psychology
@BartS | Online Dialogue

Psychology
Psychology

WheelofPersuasion.com

Psych
#optimize
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize
WheelofPersuasion.com

"
uasion

rs
l of Pe
Whee


de : 

s Co
Acces

n"
bosto
"

ble

(availa

@BartS | Online Dialogue

WheelofPersuasion.com

ct 1
until O

13)

0th 20

#optimize
Decision making

@BartS | Online Dialogue

WheelofPersuasion.com

#optimize
Decision Making
  System 1
  System 2

@BartS | Online Dialogue

WheelofPersuasion.com

#optimize
System 1 & System 2

System 1 is always ‘on’
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize
System 1 & System 2
System 1
  Automatic
  Fast
  Rich
  Effortless
  No control

17	
  x	
  24	
  =	
  ?	
  

System 2
  Reasoning, logic
  Slow
  Poor
  Effortfull
  Control (choice)

System 1 is emotional

System 2 is rational
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize
Choice Paradox

e
The Paradox of Choic
and a
Offer a minimum of 2
es
maximum of 5 choic
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize
Choice Paradox

Goal directed?
nting!
Different from orie
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize
Gaze Placement

“In Gaze Placement”
Put your most persuasive
content in your customers’
gaze
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize
System 2

Post-decision rati
onalization
Our consciousne
ss is about
post-decision AL
IBI’S !
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize
Post-decision rationalization

"
Post-decision ration
ality
Stop focussing on U
SP’s"

@BartS | Online Dialogue

WheelofPersuasion.com

#optimize
System 1
  Essential
  First

@BartS | Online Dialogue

WheelofPersuasion.com

#optimize
Subliminal reassurance

!!! It’s all about system 1 !!!
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize
Present focus bias

“Don’t make me think
consiously”
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize
Ambiguity Aversion

Ambiguity Aversion:
“We prefer options that are
certain”
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize
Focusing effect

ming
Emphasis Fra
subsets
us on specific
“The foc
, highly
levant aspects
of re
dgments”
uences our ju
infl
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize
Equivalence Framing

Equivalence Framing
“The way things are stated or portrayed,
highly influences our choices”
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize
Visual cueing

Visual Cuein
g:
“Our attentio
n is very
easily influen
ced”
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize
Toe in the Door

Toe in the door:
Get that 1st click!
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize
The Wheel of Persuasion

@BartS | Online Dialogue

WheelofPersuasion.com

#optimize
One more thing…

@BartS | Online Dialogue

WheelofPersuasion.com

#optimize
Apply"
! You need a psychologist !
science	
  

Digital Data

Persuasion Psychology

“today start-ups are increasingly looking to
the principles of behavioral psychology to
encourage behaviors and return visits”
@BartS | Online Dialogue

WheelofPersuasion.com

#optimize
Next cou

Beginnin

(“we’re c
o

rse: 

g 2014"

nsidering

online”)

@BartS
bart @ onlinedialogue.com
nl.linkedin.com/in/bartschutz/

n
ersuasio
heel of P
W
ode : 

Access

C

bostotn"0th 2013)
1

(available

until Oc

online-dialogue.com
online-persuasion.com
wheel-of-persuasion.com

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Online Persuasion - Bart Schutz