When we are online there are a series of underlying psychological motivations informing all of our behaviours. Coming to understand these motivations enable us engage more closely with the human nature element of the online experience. Drawing on research from social psychology (Nathalie Nahai) and psychodynamic theory (Aaron Balick), our speakers will address both the cultural and individual motivations behind online behaviour.
Each speaker will present from their own research before opening a discussion with the audience looking at ways these perspectives compliment and challenge each other.
Nathalie Nahai – Culturability: is your website alienating half your audience?
Your site may be giving off the wrong psychological signals and causing potential customers to click away. In this presentation you’ll discover how cultural differences impact your business, and which website elements and psychological techniques you can use to target specific cultures (yes, that includes your own!).
(Nathalie Nahai is a Web Psychologist and best-selling author of ‘Webs of Influence: The Psychology of Online Persuasion’ (Pearson). With a background in psychology, web design and digital strategy, she helps businesses apply scientific rigour to their design and decision-making processes to achieve better engagement online. Projects include work with Fortune 500 companies, design agencies and SME’s. Nathalie lectures internationally on the subject of Web Psychology (audiences include eBay, Lund University and Google), she is a resident blogger at Psychology Today, and contributes to national publications on the subject of online behaviour and research. You can tweet to her @TheWebPsych, and check out her website thewebpsychologist.com).
Aaron Balick – Being online: the psychology of the digitally extended self
Being online is not simply about a set of technologies that enable individuals to email, shop and social network; online life also operates as a virtual extension of the self, full of meaning and unconscious motivation. Because of this, the nature of online interaction (particularly on social networks, but elsewhere too) is fundamentally psychological in nature. Now that our psyches are extended into the online world like never before, it’s time to map psychological thinking onto these extensions to better understand them.
(Aaron Balick PhD, is a psychotherapist, academic, and author of The Psychodynamics of Social Networking: connected-up instantaneous culture and the self, which is launching this week. In his book, Aaron draws on his experience as a psychotherapist and cultural theorist to better understand the unconscious motivations behind social networking. In addition to his clinical and academic life, Aaron works across a variety of media offering psychological consultation and mental health content, particularly on BBC Radio 1 where he is the “resident psychotherapist” on their Sunday phone-in advice show for young people, “The Surgery.” You can tweet Aaron @DrAaronB. Or see his website: mindswork.co.uk)