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Online persuasion
1. Workshop Online Persuasion
Online persuasion
Workshop Online persuasion
Maastricht University
Faculty of Psychology and Neuroscience
Optimizing your online dialogue! www.BetterChange.nl
2. Workshop Online Persuasion
⢠Short bio
⢠www.betterchange.nl
⢠Which Test Won quiz
Optimizing your online dialogue! www.BetterChange.nl
3. Workshop Online Persuasion
⢠Dr. Dirk Franssens
⢠Internationaal Marketing (HBO)
⢠Psychology in Maastricht
⢠PhD Applied Social Psychology in
Maastricht
⢠Senior researcher Rutgers/WPF
⢠Founded BetterChange.nl
Optimizing your online dialogue! www.BetterChange.nl
4. Workshop Online Persuasion
⢠Psychology at Maasticht University
⢠Cognitive psychology (bachelor)
⢠Cognitive ergonomics (master)
⢠Psychology and Law (master)
⢠Applied Social Psychology (student-
assistent)
Optimizing your online dialogue! www.BetterChange.nl
5. Workshop Online Persuasion
⢠PhD at Maastricht University
⢠Project âOutcomesâ
⢠Sexual Risk Behavior and Mental Health
of Young Gay Men in the Netherlands
⢠Intervention Mapping in Maastricht &
Bandung, Indonesia
Optimizing your online dialogue! www.BetterChange.nl
7. Workshop Online Persuasion
Why www.BetterChange.nl
⢠Lots of Cialdini in online marketing
⢠Online marketing is not evidence-based
⢠Social Psychology to change behavior
⢠Intervention Mapping
⢠Decision Making (Kahneman)
Optimizing your online dialogue! www.BetterChange.nl
13. Workshop Online Persuasion
⢠Decision making 1:
The bat is $1.00 more expensive than the
ball.
How much is the ball?
Optimizing your online dialogue! www.BetterChange.nl
17. Workshop Online Persuasion
⢠Which Test Won quiz:
⢠Two versions A & B of a website
⢠Guess or reason which version leads to
more conversions.
⢠10 websites, 1 winner?
⢠Example
Optimizing your online dialogue! www.BetterChange.nl
24. Workshop Online Persuasion
ďź Geachte heer Franssens, U spreekt ďź Spreek ik met dhr. Franssens?
met Anita XX van Nuon. ďź Klopt het dat u ondernemer
ďź Bel ik gelegen? bent?
ďź Weet u dat u â sinds januari -
X veel energiekosten kan besparen
omdat u ook privĂŠ een zakelijk
energiecontract af kunt sluiten?
ďź EssentâŚ
Optimizing your online dialogue! www.BetterChange.nl
43. Workshop Online Persuasion
Thatâs it!
Follow me @dxfranssens
Link with me at: linkedin.com/dirkfranssens
Optimizing your online dialogue! www.BetterChange.nl