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    Design For Persuasion Emotion and Trust

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    Jay Suthar
    PET theory is a framework developed to encourage user engagement through persuasion principles from social psychology and marketing. It focuses on motivating "will do" actions through 50+ techniques like authority, social proof, scarcity, and goal setting. While it can motivate tasks, it should be used sparingly and truthfully to support business goals without obscuring information or tricking users. PET aims to encourage behaviors through emotional and trust cues, whereas usability ensures users can complete tasks efficiently.

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    Design For Persuasion Emotion and Trust

    Uploaded by

    Jay Suthar
    241 views63 pages
    PET theory is a framework developed to encourage user engagement through persuasion principles from social psychology and marketing. It focuses on motivating "will do" actions through 50+ techniques like authority, social proof, scarcity, and goal setting. While it can motivate tasks, it should be used sparingly and truthfully to support business goals without obscuring information or tricking users. PET aims to encourage behaviors through emotional and trust cues, whereas usability ensures users can complete tasks efficiently.

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    Design for persuasion emotion and trust

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    Design for persuasion emotion and trust

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    PET theory is a framework developed to encourage user engagement through persuasion principles from social psychology and marketing. It focuses on motivating "will do" actions through 50+ techniques like authority, social proof, scarcity, and goal setting. While it can motivate tasks, it should be used sparingly and truthfully to support business goals without obscuring information or tricking users. PET aims to encourage behaviors through emotional and trust cues, whereas usability ensures users can complete tasks efficiently.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    241 views63 pages

    Design For Persuasion Emotion and Trust

    Uploaded by

    Jay Suthar
    PET theory is a framework developed to encourage user engagement through persuasion principles from social psychology and marketing. It focuses on motivating "will do" actions through 50+ techniques like authority, social proof, scarcity, and goal setting. While it can motivate tasks, it should be used sparingly and truthfully to support business goals without obscuring information or tricking users. PET aims to encourage behaviors through emotional and trust cues, whereas usability ensures users can complete tasks efficiently.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 63
    At a glance
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    The key takeaways are that PET theory focuses on persuading, motivating and encouraging users through principles related to persuasion, emotion and trust. It was developed to support user engagement and encourage actions.

    The three main components of PET theory are Persuasion, Emotion, and Trust. Persuasion principles are used to encourage or discourage behaviors. Emotion principles are used to encourage emotional responses. Trust principles are used to establish confidence.

    Some techniques used to establish trust include design quality, current and extensive quality content, affiliations, certifications, and testimonials.

    Chris Bush

    UX Practice Lead
    @wearesigma / @suthen
    Chris Bush
    UX Practice Lead
    @wearesigma / @suthen
    WHAT IS ‘PET’ THEORY?

    HOW IT IS USED

    THE GOOD, THE BAD & THE MISLEADING!


    Persuasion
    Principles used to encourage or discourage a users behaviour during a process.

    Emotion
    Principles used to encourage any emotional response during a process such as
    achievement, empathy or surprise.

    Trust
    Principles used to establish confidence during a process, for example: confidence,
    security and credibility.
    • Developed by Human Factors Inc. to support user engagement
    in the maturing digital eco-system

    • Based on social psychology, existing marketing principles and


    research on how users interact with information

    • A toolkit of 50+ principles to aid design decisions

    • Strong focus on interaction and encouraging “Will do” actions


    from users

    • Broadly compliments usability, but there are a few important


    exceptions
    GetMentalNotes.com
    SEO USABILITY PET THEORY
    Ability to find your site complete the task efficiently motivation to complete the task
    SEO USABILITY PET THEORY
    Ability to find your site complete the task efficiently motivation to complete the task

    “Can do” “Will do”


    SEO USABILITY PET THEORY
    Ability to find your site complete the task efficiently motivation to complete the task

    “Can do” “Will do”


    Encourage,
    Motivate,
    Constrain
    Usability
    An easy to use door
    Persuasion
    A door you’re motivated to enter
    Persuasion
    Looks like an inviting place to rest
    Persuasion
    A bench which constrains behaviour
    A brief exploration of some of the techniques
    A list of some of the Persuasion techniques.

    • Authority.
    Use your authority and others will obey.

    • Contrast.
    We notice and decide by difference between two things, not absolutes.

    • Framing.
    Our perception is influenced by the information we are presented.

    • Limited Duration.
    Given a choice between action and inaction, a limited time to respond increases the likelihood that people will
    participate.

    • Scarcity.
    I want now what I may not be able to get in the future.

    • Social Proof.
    When uncertain we take cues from other people.

    • Trigger.
    We need small nudges placed on our regular paths to remind and motivate us to take action.
    We tend to follow the patterns of similar
    people in new or unfamiliar situations
    ›
    SOCIAL PROF

    Likes
    Likesand
    &
    reviews

    ›
    We infer value in something that has limited
    availability or is promoted as being scarce
    Scarcity

    Limited
    duration

    ›
    We notice and decide by difference between
    two things, not absolutes
    Which form received the most clicks?
    21%
    more clicks
    We need small nudges placed on our regular
    paths to remind and motivate us to take action
    80%
    less spillage
    I dread to
    think…
    Click me!
    The following summary describes some of the Emotion principles.

    • Aesthetic usability.
    Aesthetically pleasing designs are often perceived to be easier to use.

    • Behavioural processing.
    We respond favourably to learned, expected behaviours.

    • Delight.
    We remember and respond favourably to small, unexpected and playful pleasures.

    • Goal setting.
    We are compelled to strive to achieve a goal if it is achievable.

    • Knowledge of results.
    We continue our actions if we are shown evidence of their success.

    • Optimal level of challenge.


    We like to be challenged and tested, but not too much.

    • Social contagion.
    Our emotions are affected by the actions of those we see around us.
    We are compelled to strive to achieve a goal
    if it is achievable
    GOAL SETTING
    We remember and respond favourably to
    small, unexpected and playful pleasures.
    Trust is influenced by a combination of factors which act as Trust Markers.

    • Design quality.
    We perceive value in the things we see.

    • Current content.
    Up-to-date content indicates freshness and responsiveness.

    • Extensive quality content.


    We trust an authority that is plentiful with knowledgeable.

    • Affiliation.
    We judge other based on their recommendations and affiliations.

    • Certifications.
    We trust established, certified organisations and trademarks.

    • Testimonials.
    We trust organisations who trust and value their customers opinions
    We trust established, certified organisations
    and trademarks
    Reinforced
    secure check
    out button

    Known and trusted


    › money handling
    companies
    Well, yeah!
    USE PET SPARINGLY
    Authority
    &
    Difference

    Authority
    USE TECHNIQUES THAT SUPPORT
    YOUR BUSINESS GOALS

    Goal setting

    Framing
    DON’T OVERLOAD THE USER

    Trigger Social
    proof

    Scarcity

    Social proof
    Framing

    Social
    proof
    DON’T DISTORT THE TRUTH
    (LIMITED DURATION )

    ›
    Sites designed to obscure information
    or trick users

    (Examples from Darkpatterns.org)


    Tries to trick you
    in to buying
    insurance

    Very difficult to
    opt-out
    The new site is
    much better

    But still very


    difficult to
    opt-out
    Comet thought it was
    a good idea to add
    things to your basket.
    • BJ Fogg and the Persuasive Tech lab
    http://captology.stanford.edu/invisible-resource/design-for-impact.html

    • Susan Weinschenk
    http://theteamw.com
    http://theteamw.com/#books
    Recommend – ‘Neuro Web design’, ‘100 Things Every Designer Needs To Know About People’ and ‘How to get
    people to do stuff’

    • Joe Leech @MrJoe


    http://psychologyfordesigners.com

    • Mailchimp & Aarron Walter


    http://aarronwalter.com
    http://www.abookapart.com/products/designing-for-emotion
    http://www.toneandvoice.com

    • Changing minds
    http://changingminds.org/principles/principles.htm

    • Mental notes
    http://www.getmentalnotes.com
    http://www.getmentalnotes.com/cards
    Any questions?

    Christopher J Bush
    Head of User Experience
    wearesigma.com
    @wearesigma
    @suthen
    W: wearesigma.com
    E: [email protected]
    P: +44 (0)1625 427718

    SIGMA
    Ropewalks Building
    Newton Street,
    Macclesfield,
    Cheshire
    SK11 6QJ

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