This document discusses the three systems of the brain - the primal, emotional, and rational systems - and how understanding these systems can help design more persuasive online experiences. The primal system is common to all animals and governs basic functions related to survival like food and sex. The emotional system is centered in the limbic system and processes automatic emotions and feelings. The rational system is centered in the prefrontal cortex and allows for higher-level thinking and decision making. Understanding how to engage each system can provide a psychological toolkit for online persuasion and marketing.

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of
ONLINE PERSUASION
WEB PSYCHOLOGY
THE SCIENCE

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WEB PSYCHOLOGY
“ ”
The empirical study of how
our online environments influence
our attitudes and behaviours

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WEBPSYCHOLOGY
HCI
neuro-
aesthetics
user
experience
social
psychology
cognitive
psychology
neuroscience
cross-cultural
psychology
behavioural
economics
persuasive
technology
personality
psychology
digital
humanities
marketing

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WHY IT’S USEFUL
“ ”
Provides a psychological toolkit to
help design more persuasive websites,
marketing and user experiences

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1. Introduction
2. Persuasive copy
3. Engaging images
4. Viral videos
5. Key takeaways
TODAY’S TALK
@THEWEBPSYCHTHE WEB PSYCHOLOGIST
THE ‘3 SYSTEMS’ BRAIN

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THE ‘THREE SYSTEMS’
• Triune brain
• Brain is highly complex
• Useful model
• Understand hidden motivations
• Design persuasive experiences

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THE ‘THREE SYSTEMS’
• Triune brain
• Brain is highly complex
• Useful model
• Understand hidden motivations
• Design persuasive experiences

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THE ‘THREE SYSTEMS’
• Triune brain
• Brain is highly complex
• Useful model
• Understand hidden motivations
• Design persuasive experiences

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THE ‘THREE SYSTEMS’
• Triune brain
• Brain is highly complex
• Useful model
• Understand hidden motivations
• Design persuasive experiences

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THE ‘THREE SYSTEMS’
• Triune brain
• Brain is highly complex
• Useful model
• Understand hidden motivations
• Design persuasive experiences

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THE PRIMAL SYSTEM
1

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PRIMAL
• Common to all animals
• Basic vital functions
• Risky vs. Safe (FFF)
• Sex
• Food

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PRIMAL
• Common to all animals
• Basic vital functions
• Risky vs. Safe (FFF)
• Sex
• Food

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PRIMAL
• Common to all animals
• Basic vital functions
• Risky vs. Safe (FFF)
• Sex
• Food

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PRIMAL
• Common to all animals
• Basic vital functions
• Risky vs. Safe (FFF)
• Sex
• Food

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PRIMAL
• Common to all animals
• Basic vital functions
• Risky vs. Safe (FFF)
• Sex
• Food

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KEY PRINCIPLES
• Cues for sex
• Images of food / drink
• Motion
• Contrast & concrete
• Peak end rule
• Scarcity

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Julian Wolkenstein – Symmetrical Portraits

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KEY PRINCIPLES
• Cues for sex
• Images of food / drink
• Motion
• Contrast & concrete
• Peak end rule
• Scarcity

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KEY PRINCIPLES
• Cues for sex
• Images of food / drink
• Motion
• Contrast & concrete
• Peak end rule
• Scarcity

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KEY PRINCIPLES
• Cues for sex
• Images of food / drink
• Motion
• Contrast & concrete
• Peak end rule
• Scarcity

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KEY PRINCIPLES
• Cues for sex
• Images of food / drink
• Motion
• Contrast & concrete
• Peak end rule
• Scarcity

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KEY PRINCIPLES
• Cues for sex
• Images of food / drink
• Motion
• Contrast & concrete
• Peak end rule
• Scarcity

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THE EMOTIONAL SYSTEM
2

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EMOTIONAL
• Limbic system
• Ancient & automatic
• Amygdala fear, relevance, trust
• Thalamus happy, sad, disgusted
• VTA dopamine – risk & reward

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EMOTIONAL
• Limbic system
• Ancient & automatic
• Amygdala fear, relevance, trust
• Thalamus happy, sad, disgusted
• VTA dopamine – risk & reward

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EMOTIONAL
• Limbic system
• Ancient & automatic
• Amygdala fear, relevance, trust
• Thalamus happy, sad, disgusted
• VTA dopamine – risk & reward

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EMOTIONAL
• Limbic system
• Ancient & automatic
• Amygdala fear, relevance, trust
• Thalamus happy, sad, disgusted
• VTA dopamine – risk & reward

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EMOTIONAL
• Limbic system
• Ancient & automatic
• Amygdala fear, relevance, trust
• Thalamus happy, sad, disgusted
• VTA dopamine – risk & reward

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KEY PRINCIPLES
• Empathy (mirror neurons)
• Pleasure & pain
• Body language
• Images of faces
• Story-telling

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

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MIRRORING

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

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KEY PRINCIPLES
• Empathy (mirror neurons)
• Pleasure & pain
• Body language
• Images of faces
• Story-telling

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ASK YOURSELF
How does purchasing your product translate
into a greater impact worth celebrating?
“ ”

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KEY PRINCIPLES
• Empathy (mirror neurons)
• Pleasure & pain
• Body language
• Images of faces
• Story-telling

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KEY PRINCIPLES
• Empathy (mirror neurons)
• Pleasure & pain
• Body language
• Images of faces
• Story-telling

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KEY PRINCIPLES
• Empathy (mirror neurons)
• Pleasure & pain
• Body language
• Images of faces
• Story-telling

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THE RATIONAL SYSTEM
3

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RATIONAL
• Unique to humans
• Higher cognitive functions
• Plan, organise, problem-solve
• Social learning & innovation
• Language, abstract thought

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RATIONAL
• Unique to humans
• Higher cognitive functions
• Plan, organise, problem-solve
• Social learning & innovation
• Language, abstract thought

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RATIONAL
• Unique to humans
• Higher cognitive functions
• Plan, organise, problem-solve
• Social learning & innovation
• Language, abstract thought

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RATIONAL
• Unique to humans
• Higher cognitive functions
• Plan, organise, problem-solve
• Social learning & innovation
• Language, abstract thought

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RATIONAL
• Unique to humans
• Higher cognitive functions
• Plan, organise, problem-solve
• Social learning & innovation
• Language, abstract thought

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KEY PRINCIPLES
• Enable post-rationalisation
• Product demonstration
• Listing specs / product benefits
• Be the authority
• Give evidence that it works

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REWARD THEM
• Positive reinforcement – thank your customers!

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REWARD THEM
• Positive reinforcement – thank your customers!
• “You made a good decision…”

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REWARD THEM
• Positive reinforcement – thank your customers!
• “You made a good decision…”
• Give a freebie (e.g. video / resources)

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KEY PRINCIPLES
• Enable post-rationalisation
• Product demonstration
• Listing specs / product benefits
• Be the authority
• Give evidence that it works

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KEY PRINCIPLES
• Enable post-rationalisation
• Product demonstration
• Listing specs / product benefits
• Be the authority
• Give evidence that it works

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KEY PRINCIPLES
• Enable post-rationalisation
• Product demonstration
• Listing specs / product benefits
• Be the authority
• Give evidence that it works

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KEY PRINCIPLES
• Enable post-rationalisation
• Product demonstration
• Listing specs / product benefits
• Be the authority
• Give evidence that it works

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EVIDENCE

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KEY TAKEAWAYS

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KEY TAKEAWAYS
To be persuasive online in ecommerce, marketing and customer
engagement, you have to target all 3 systems.

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KEY TAKEAWAYS
To be persuasive online in ecommerce, marketing and customer
engagement, you have to target all 3 systems.
Your message, content and website should be:

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KEY TAKEAWAYS
To be persuasive online in ecommerce, marketing and customer
engagement, you have to target all 3 systems.
Your message, content and website should be:
☑Primal Arousing

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KEY TAKEAWAYS
To be persuasive online in ecommerce, marketing and customer
engagement, you have to target all 3 systems.
Your message, content and website should be:
☑Primal Arousing
☑Emotional Emotionally effective

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KEY TAKEAWAYS
To be persuasive online in ecommerce, marketing and customer
engagement, you have to target all 3 systems.
Your message, content and website should be:
☑Primal Arousing
☑Emotional Emotionally effective
☑Rational Intellectually compelling

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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.
Monkey Image Credit: Evolution of Neonatal Imitation. Gross L, PLoS Biology Vol. 4/9/2006, e311 doi:10.1371/journal.pbio.0040311
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.
Fail Blog Nut Shots (2012). http://www.youtube.com/watch?v=apVZCG5zAxw&feature=c4-overview&list=UUONQ53-nTMwqiRhj3sRaiAQ
Tom’s Shoes (2015): http://www.toms.co.uk/
Marie Forleo (2013): http://www.marieforleo.com/
Beta Brand (2014): http://www.betabrand.com/
Charity Water (2014): http://www.charitywater.org/
Nasty Gal (2015): http://theclick.nastygal.com/
Olapic (2015): http://learn.olapic.com/request-knowledge
Canon (2016): http://www.canon.co.uk/for_home/product_finder/cameras/digital_slr/eos_600d/#p-specification1
Tesla Motors (2015) http://www.teslamotors.com/
Hootsuite (2013 & 2015): https://hootsuite.com/plans
Boots No 7 (2014): http://www.boots.com/en/No-7/No7-Skincare/
Clinique (2015): http://www.clinique.co.uk/perfect-base#2
Colgate toothpaste (2011): https://www.youtube.com/watch?v=99T-iGcii8U

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THANK YOU!

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