The document discusses factors that influence human behavior and decision making in a digital context. It explores cultural differences and how understanding culture can help connect with people emotionally and create loyal fans. It also examines psychological theories like Lewin's equation of behavior being a function of person and environment, Maslow's hierarchy of needs, and principles of social proof, positive reinforcement, and color manipulation. The document argues that properly understanding these cultural and psychological factors is key to influencing digital consumer behavior.

1. The digisocial brain
Which variables are truly affecting the digital consumer?
Adam Hassan

2. Yes, I really do

3. Talcot Parson
founding father of human action theory

4. Cultural norms, social & individualistic behavior
is what’s driving human action

5. whats more important?
Culture VS Strategy

6. Cultural differences error
you said whaaaaaaat?

7. Part 1- Culture

8. Culture is like an iceberg...
... or an onion.

9. what’s your thing?
cultural obsession

11. High Context & Low Context
Do you know what I mean?

12. Verbal
VS
Non Verbal

15. High power
VS
Low power

18. Monochronic & Polychronic
...making one thing at a time.. or many things.

21. Individualism VS
Collectivism

24. Talk to me...
...like asians do

25. knowing what’s up (there)...
makes everything a little bit easier

26. you can tell and motivate...
... about functions and benefits

27. you can connect...
...emotionally

28. or you can make a..
... cultural connection - witch is far more empowering

29. by making a cultural connection..
...you create hardcore fans

30. Creating a cultural connection...
.. and what good can come out of it.

31. Texas wanted to know
who litters?

32. King of the hill lifestyle
does the crying indian really stop him from throwing a beer can?

33. Please don’t.
Really.

34. You can’t touch this..
...or that.

35. with knowledge and flexibility..
...we will succeed!

36. Part 2 - The (white) man
aka the monochronic, low-context user

37. What’s what?
And who’s who?

38. Kurt Lewin
founding father of social psychology

39. B=⨍(PE)
Lewins equation

40. B=⨍(PE)
Behavior is a function of a Person & their Environment

41. We can’t change the Person
B=⨍(PE)
But we can change Behavior by changing the Environment

42. One small step for Google...
...and a big for step for behavioral change

43. All mighty creators

44. The behavior you’re seeing...
...is the behavior you’ve designed for...

45. ...but also a mix of everything else...
...that you can’t control

46. all else second
Behavior first

47. The furious five

48. We can’t help but see ourselves at the center of it all.
1. Egocentric Worldview

49. Abraham Maslow
The hierarchy of needs

50. Maslow’s pyramid

51. The Del.icio.us Lesson
Personal value precedes network value

52. Even if social value didn’t exist, Delicious would still provide real personal value

55. 2. Single Locus of Attention
We can actively think about only one thing at a time.

56. William James
Master of attention

57. The spotlight model

58. “...you need to limit distractions to the full extent
possible. Pull quotes—so effective near the top of an
article— become a nuisance further down; many
readers will find themselves unconsciously drawn to
them, even when they want to focus on the text.”

64. 3. Social proof
The mere fact that others are doing something is often enough

65. Robert Cialdini
How to influence

69. 4. Positive Reinforcement
Immediate, positive feedback elicits similar behavior in the future.

70. B.F. Skinner
Mr. Reinforcement

71. Four behavioral consequences and their effects

72. Before first post

73. After first post

74. After second post

75. After a few posts...

76. 5. Color Manipulation
Making impact through the use of colors

77. Ernest Dichter
father of motivational research

78. how’s your coffee, mam?
to affect through colors

79. Version A - the green button

80. Version b - the red button

82. Red outperformed green by 21%.

83. Never forget.
Customer culture
+ Egocentric worldview
+ Single locus of attention
+ Social Proof
+ Positive Reinforcement
+ Color Manipulation
= is what’s influencing the digital mind

84. The end
Gracias!