Nathalie Nahai é uma oradora vencedora de vários prémios, autora e psicóloga da Web, e encontra-se a escrever um livro para a Pearson, intitulado 'Teias de Influência: A Psicologia da Persuasão Online', com lançamento previsto para Outubro deste ano. Com formação em psicologia e estratégia digital, ela é uma das poucas vozes principais neste campo a ter tanto experiência académica, como prática comprovada na engenharia da persuasão online. Nathalie dá palestras regulares sobre o tema da Psicologia da Web e Social Media e trabalha com empresas para aumentar a sua reputação, base de clientes e o lucro online. É também um membro do #OgilvyChange, uma nova Prática de Ciências Comportamentais que utiliza o pensamento mais recente em psicologia cognitiva, psicologia social e economia comportamental para criar intervenções comportamentais no mundo real. Poderá encontrar os seus tweets @TheWebPsych, e ler o seu blog em TheWebPsychologist.com.

1. WEB PSYCHOLOGY
__________ and the future of
__________
ONLINE INFLUENCE
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

2. 1 A SHORT STORY
2 WHAT IS ONLINE INFLUENCE?
3 GLOCALISATION
4 RISK, TRUST & PRIVACY
5 CULTURE & PERSONALISATION
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 2
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

3. 1 A SHORT STORY
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 3
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

4. A SHORT STORY
There once was a little girl
who couldn’t sit still…
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 4
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

5. A SHORT STORY
Gillian Lynne
Dancer, choreographer
(Cats, Phantom of the Opera)
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 5
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

6. WHAT HAPPENED?
1 Mis-attribution
2 Research
3 An informed approach
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 6
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

7. WHY WEB PSYCHOLOGY?
1 Explains why we do things
2 Provides insights into your target(s)
3 Designs a persuasive environment
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 7
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

8. 2 ONLINE INFLUENCE
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 8
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

9. ONLINE INFLUENCE
Is it the number of people
in your network?
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 9
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

10. ONLINE INFLUENCE
Or the power to influence
key people within it?
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 10
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

11. ONLINE = KEY PEOPLE
+
NETWORK NUMBER
INFLUENCE
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 11
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

12. ONLINE INFLUENCE
So how do we influence
these people?
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 12
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

13. WEB PSYCHOLOGY
“ ”
The empirical study of how
online environments influence
our attitudes and behaviours
- Nathalie Nahai
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 13
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

14. neuroscience
behavioural human-computer
economics interaction
cognitive
psychology WEB
PSYCHOLOGY
cross-cultural
psychology
neuroaesthetics user experience
social psychology
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 14
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

15. IT’S ABOUT
CONTEXT
PSYCHOLOGY
INDIVIDUAL
CULTURAL
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 15
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

16. 3 GLOCALISATION
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 16
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

17. GLOCALISATION
“ ”
A global outlook adapted
to local conditions
- Robertson (1994) 1
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 17
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

18. CASE STUDY
3500 products
200 countries
2nd most popular word
after OK (94% recognition)
Adapts products,
marketing, and online
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 18
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

19. CULTURAL ADAPTATION
Coca-Cola:
Papua New Guinea
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 19
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

20. GERMANY
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 20
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

21. CHINA
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 21
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

22. JAPAN
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 22
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

23. SOUTH AFRICA
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 23
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

24. KEY TAKEAWAYS
Consumers are increasingly rejecting
one-size-fits-all solutions
To succeed online, you have to glocalise
your business
If in doubt, research your audience
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 24
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

25. 4 RISK, TRUST &
PRIVACY
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 25
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

26. RISK, TRUST & PRIVACY
“ ”
A lack of trust and
face-to-face interaction
prevents many people
from purchasing online
- Peter de Vries & Ad Pruyn 2
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 26
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

27. CONSUMER TRENDS
What stops us buying online?
Lack of customer service
Privacy / security concerns
No real salesperson
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 27
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

28. CONSUMER TRENDS
What information do we trust?
Consumer reviews
Earned media
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 28
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

29. RISK, TRUST & PRIVACY
Consumers require greater trust and
confidence buying online vs. face to face 3
The first thing visitors do is subconsciously
scan your site for trust cues 4
New visitors assess trust via your website’s
functionality, design & reputation 5
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 29
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

30. GENDER DIFFERENCES
Less concerned More skeptical of
about privacy 6 online info 6
Happier parting Perceive online
with sensitive purchasing as
personal info 7 riskier than males 8
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 30
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

31. KEY TAKEAWAYS
Online shopping is growing, as are privacy
and security concerns
Subconscious cues on websites can mitigate
these concerns
Different audiences have different needs
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 31
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

32. 5 CULTURE &
PERSONALISATION
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 32
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

33. CULTURAL DIFFERENCES
Personalisation involves tailoring a user’s
experience to their needs
Global platforms exist within cultural
contexts that influence user behaviour
Personalisation involves cultural specificity
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 33
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

34. SOFTWARE OF THE MIND
“ ”
The collective mental
programming of the human
mind which distinguishes one
group of people from another
- Hofstede (2010) 9
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 34
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

35. HOFSTEDE’S 6 DIMENSIONS
1. Power Distance
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 35
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

36. HOFSTEDE’S 6 DIMENSIONS
1. Power Distance
2. Individualism v. Collectivism
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 36
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

37. HOFSTEDE’S 6 DIMENSIONS
1. Power Distance
2. Individualism v. Collectivism
3. Masculinity v. Femininity
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 37
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

38. HOFSTEDE’S 6 DIMENSIONS
1. Power Distance
2. Individualism v. Collectivism
3. Masculinity v. Femininity
4. Uncertainty Avoidance
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 38
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

39. HOFSTEDE’S 6 DIMENSIONS
1. Power Distance
2. Individualism v. Collectivism
3. Masculinity v. Femininity
4. Uncertainty Avoidance
5. Long-term Orientation
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 39
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

40. HOFSTEDE’S 6 DIMENSIONS
1. Power Distance
2. Individualism v. Collectivism
3. Masculinity v. Femininity
4. Uncertainty Avoidance
5. Long-term Orientation
6. Indulgence v. Restraint
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 40
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

41. KEY TAKEAWAYS
Consumers expect a coherent, appropriate
experience that reflects their needs
Culture influences user behaviours and
expectations
Understand the cultural context of your
users to design better user engagement
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 41
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

42. WANT TO KNOW MORE?
Contact my agent:
Jacq@londonwritersclub.com
The Web Psychologist . com
@TheWebPsych
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 42
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

43. REFERENCES
1 R. Robertson (1994) ‘Mapping the global condition: Globalization as the central concept’, in M. Featherstone (ed.), Global
Culture: Nationalism, globalization and modernity. Newbury Park, CA: Sage. p. 36.
2 P. de Vries and A. Pruyn (2007) ‘Source salience and the persuasiveness of peer recommendations: The mediating role of
social trust’, Persuasive, LNCS, 4744: 164–75.
3 Y. H. Tan and W. Thoen (2001) ‘Toward a generic model of trust for electronic commerce’, International Journal of
Electronic Markets, 5 (2): 61–74.
4 E. Andrade, V. Kaltcheva and B. Weitz (2002) ‘Self-disclosure on the Web: The impact of privacy policy, reward and brand
reputation’, Advances in Consumer Research, 29: 350–3.
5 M. F. Wolfinbarger and M. C. Gilly (2002) ‘.comQ: Dimensionalizing, measuring and predicting quality of the e-tailing
experience’. MSI Working Paper Series, No. 02-100.
6 D. Cyr and C. Bonanni (2005) ‘Gender and website design in e-business’, International Journal of Electronic Business, 3
(6): 565–82.
7 A. Acquisti and R. Gross (2006) ‘Imagined communities: Awareness, information sharing, and privacy on the Facebook’,
Lecture Notes in Computer Science, 4258: 36–58.
8 E. Garbarino and M. Strahilevitz (2004) ‘Gender differences in the perceived risk of buying online and the effects of
receiving a site recommendation’, Journal of Business Research, 57: 768–75.
9 G. Hofstede (2010) Cultures and Organizations: Software of the mind. Maidenhead: McGraw Hill.
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 43
All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.