The secret psychology behind social behaviour

All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
THE SECRET
PSYCHOLOGY
SOCIAL BEHAVIOR
behind

We’ve all seen them

Topical memes…

https://twitter.com/TrumpSniff/status/780577064634068992

…and videos that go viral for no apparent reason

https://www.youtube.com/watch?v=_ulMJgeTkcM

http://www.forbes.com/sites/erinhale/2016/09/29/philippines-falls-hard-for-viral-japanese-pen-pineapple-apple-pen-song/#34b30130c1d9

@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.http://www.hindustantimes.com/music/do-you-know-what-pen-pineapple-apple-pen-is-it-could-be-the-next-gangnam-style/story-
kadmpmXRgjN8o4Wf2qlAkO.html

http://www.bbc.co.uk/news/world-asia-37480920

https://twitter.com/justinbieber/status/780860684426895360

https://en.wikipedia.org/wiki/Pen-Pineapple-Apple-Pen

What is it that makes us share content socially?

1
SOCIAL CONTENT

1. Carrier for emotional contagion
SOCIAL CONTENT

2. Indicate the mood of the sharer
SOCIAL CONTENT

3. Provoke curiosity
SOCIAL CONTENT

You can use psychological principles to
get people to read, watch and share anything….

So how do you create shareable, clickable headlines?

Number / Trigger word
+

Adjective
+

Adjective
Keyword
+

Adjective
Keyword
Promise+

Adjective
Keyword
Promise
KILLER HEADLINE
+

TRIGGER WORDS
Weird
Surprising
Secret
Mystery
Effortless

TRIGGER WORDS
Weird
Surprising
Secret
Mystery
Effortless
Painstaking
Strange
Outrageous
Odd
Amazing

TRIGGER WORDS
Weird
Surprising
Secret
Mystery
Effortless
Painstaking
Strange
Outrageous
Odd
Amazing
Bizarre
Essential
Incredible
(It’s not what
you think)

EXAMPLE
Subject:

EXAMPLE
Subject: Frying eggs

EXAMPLE
You could write an article entitled:

EXAMPLE
-“How to fry an egg”

EXAMPLE
-“How to fry an egg”
-“Why I love frying eggs”

OR APPLY THE FORMULA:

“13 unbelievable ways you can fry a small egg with a sock”

number

number
trigger word

number
trigger word
adjective

number
trigger word
adjective
keyword

number
trigger word
adjective
keyword
promise

4. Act as social commentary
SOCIAL CONTENT

4. Act as social commentary
5. Create a shared cultural experience
SOCIAL CONTENT

Did anyone hear about Azeem’s flute recital?

https://www.youtube.com/watch?v=_VJhoBmFDpE

@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.http://www.independent.co.uk/arts-entertainment/music/features/50000-brits-watched-us-music-student-azeem-ward-live-stream-his-private-flute-
recital-10265273.html

When social content reaches
critical mass it becomes a ‘meme’

MEMES
Words, thoughts, beliefs, music, theories,
rituals, fashion, recipes, and any
norms that people pass on
http://blogs.scientificamerican.com/anthropology-in-practice/why-do-we-share-viral-videos
“ ”

MEMES
Ideas or content that have
successfully spread via imitation
“ ”

Social content serves a function

SOCIAL CONTENT
It reflects not only who we are,
but also who our friends are, and
what they will accept
“ ”

So why do we share some things, and not others?

There are several psychological reasons
behind why and how we share

WHY & HOW WE SHARE
2

1. Social validation & self-esteem
WHY & HOW WE SHARE

REINFORCEMENT
The more social reinforcement we receive
that certain actions are appropriate, the
more likely we are to adopt those actions
http://blogs.scientificamerican.com/anthropology-in-practice/why-do-we-share-viral-videos
“ ”

2. To change our emotional state
WHY & HOW WE SHARE

EMOTION
Nielsen (2014). Tech-or-treat: Consumers are sweet on mobile apps, Q3 2014 Report. http://acnielsen.Co.Uk/us/en/insights/news/2014/tech-or-treat-
consumers-are-sweet-on-mobile-apps.Html

3. Seek out information
WHY & HOW WE SHARE

INFORMATION

HOMOGENOUS
INFORMATION

HOMOGENOUS
INFORMATION
Confirms existing views

HOMOGENOUS
INFORMATION
Comforting

HOMOGENOUS
INFORMATION
Comforting
Reinforces our perspectives

HOMOGENOUS
INFORMATION
Comforting
Encourages stasis

We amplify people we agree with

https://twitter.com/theintercept/status/779652677152243712

We love homogenous info because of homophily

“Love of the same”
The tendency of individuals to associate
and bond with similar others
“ ”
HOMOPHILY

HOMOPHILY
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of
Advertising, 30(1), 47-75.
“ ”
A homophilous source is
more likely to be perceived as credible,
trustworthy, and reliable…

HOMOPHILY
…The effectiveness of
communication from a homophilous
source may be greater
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of
Advertising, 30(1), 47-75.
“ ”

Which is why adverts like this work so well

But on the other hand…

HOMOGENOUS HETEROGENOUS
INFORMATION
Comforting
Encourages stasis

INFORMATION
Comforting
Encourages stasis
Challenges our views

INFORMATION
Comforting
Encourages stasis
Uncomfortable

INFORMATION
Comforting
Encourages stasis
Uncomfortable
Alternative perspectives

INFORMATION
Comforting
Encourages stasis
Uncomfortable
Alternative perspectives
Encourages growth

Challenging people’s preconceptions can
have a powerful emotional impact

4. Affiliate to reduce stress
WHY & HOW WE SHARE

Why is social media so addictive?

4. Affiliate to reduce stress
5. Dopamine loops
WHY & HOW WE SHARE

What do these platforms have in common?

They all activate our dopamine systems

DOPAMINE
• Arvid Carlsson & Nils-Ake Hillarp (1958)  
National Heart Institute of Sweden
Carlsson, A., & Hillarp, N. Å. (1958). On the state of the catechol amines of the adrenal medullary granules. Acta Physiologica Scandinavica,44(2), 163-169.

DOPAMINE
• Critical for mood, attention, motivation, thinking,
moving, sleeping

DOPAMINE
• Critical for mood, attention, motivation, thinking,
moving, sleeping
• Causes pleasure-seeking behavior

For example, post-conference drinks…

WANTING VS LIKING
Dopamine
“Wanting”

WANTING VS LIKING
Dopamine
“Wanting” 
Take action

WANTING VS LIKING
Take action
Dopamine
“Wanting”

WANTING VS LIKING
Dopamine
“Wanting” 
Opioid
“Liking” 
Take action

WANTING VS LIKING
Dopamine
“Wanting” 
Opioid
“Liking” 
Take action
Feel satisfied

WANTING VS LIKING
Opioid
“Liking” 
Feel satisfied
Take action
Dopamine
“Wanting”

But social media can create dopamine loops

WANTING VS LIKING
Dopamine
“Wanting” 
Opioid
“Liking” 
Feel satisfied
Take action

What’s happening?

DOPAMINE LOOPS
1. We seek more than we’re satisfied

DOPAMINE LOOPS
2. Anticipating vs. receiving reward

DOPAMINE LOOPS
3. External triggers

DOPAMINE LOOPS
4. Small rewards

DOPAMINE LOOPS
4. Small rewards
5. Unpredictable

This is why we’re such prolific users

Whatever your content,
you have to understand the
principles, biases & motivations
that drive your customers

But when we’re designing to persuade…

PERSUASION CONTINUUM

Facilitation

Facilitation
Persuasion

Facilitation
Persuasion
Coercion

Facilitation
Persuasion
Coercion
Manipulation

As marketers and social content folks…

You are both the
ARCHITECTS & THE USERS
of our future web

WHAT KIND OF WORLD
do you want to build?

For the chance to  
win a signed copy  
of my new book:
webpsy.ch/NN-book

THANK YOU!
@NathalieNahai
NathalieNahai.com

The secret psychology behind social behaviour

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