De presentatie die Henk gegeven heeft tijdens een private klantensessie op eDay.

1. Persuasive design
Persuasion tactics 101
Henk Wijnholds
henk@concept7.nl
@henkc7

2. Do you think you completely control your own
decisions?

3. Are we being influenced?
How do we decide?
What are persuasion tactics?
How can we use this?
How far can we go?

10. Two possible routes to influence
Central route Peripheral route
High attention Low attention
Logical cosideration Superficial qualities
Potential attitude change Temporary behavior change

12. The Homo Economicus doesn’t exist.
Humans are social beings.

13. persuasion is an attempt to change
attitudes or behaviors or both (without
using coercion or deception)
- BJ Fogg, Stanford University

21. Ability bronnen
Time
Brain cycles
Physical effort
Money
Non-routine
Social deviance
- BJ Fogg, Stanford University

23. Time
Brain cycles
Physical effort
Money
Non-routine
Social deviance
- BJ Fogg, Stanford University

25. Time
Brain cycles
Physical effort
Money
Non-routine
Social deviance
- BJ Fogg, Stanford University

29. Time
Brain cycles
Physical effort
Money
Non-routine
Social deviance
- BJ Fogg, Stanford University

32. Time
Brain cycles
Physical effort
Money
Non-routine
Social deviance
- BJ Fogg, Stanford University

34. Time
Brain cycles
Physical effort
Money
Non-routine
Social deviance
- BJ Fogg, Stanford University

36. Use your towels more than once. Want new towels
anyway? Put them on the bathroom floor. We’ll make
sure you’ll have new ones.

37. Most of our guests use their towels more than once.
Want new towels anyway? Put them on the bathroom
floor. We’ll make sure you’ll have new ones.

38. Most of our guests use their towels more than once.
Want new towels anyway? Put them on the bathroom
floor. We’ll make sure you’ll have new ones.
+26%

45. Principle of Reduction Principle of Tunneling Principle of Tailoring
Principle of Suggestion Principle of Self-Monitoring Principle of Surveillance
Principle of Conditioning Principe of Cause and Effect Principle of Virtual Rehearsal
Principle of Simulations in Real-
Principle of Virtual Rewards Principle of Attractiveness
World Contexts
Principle of Similarity Principle of Praise Principle of Reciprocity
Principle of Authority Principle of Trustworthiness Principle of Expertise
Principe of Presumed Credibility Principle of Surface Credibility Principle of Reputed Credibility
Principele of Earned Credibility Principle of (Near) Perfection Principle of “Real-World Feel”
Principle of Easy Verifiability Principle of Fulfillment Principle of Ease-of-Use
Principle of Personalization Principle of Responsiveness Principle of Kairos
Principle of Convenience Principle of Mobile Simplicity Principle of Mobile Loyalty
Principle of Mobile Marriage Principle of Information Quality Principle of Social Facilitation
Principle of Social Comparison Principle of Normative Influence Principle of Social Learning
Principle of Competition Principle of Cooperation Principle of Recognition

46. Framing

48. Tunneling

50. Tailoring

53. Fun

56. Authority

58. Pal Pedigree

62. Reciprocity

66. Scarcity

70. Consistency

72. Begin met iets simpels

76. Sympathy

80. Empathy

85. Can this all go too far?

88. “The first rule of Persuasion Design is that
every design is persuasive in some ways. There is
no neutral way of designing something.”
- Arjan Haring 2010
“UCD is ethically neutral, while persuasion
design is not? Not so. Ethics rests with the
designer, not the method.”
- Joshua Porter 2010

89. Thank you for your attention and interaction.