Conversas com…Nathalie Nahai

A mais recente convidada para a rubrica “Conversas com…” é a oradora internacional e investigadora Nathalie Nahai, já nossa conhecida através do post Psicologia Web.

Nos seguintes parágrafos, Nathalie fala-nos sobre como a área da Psicologia Web nasceu; que tipo de sensibilidade as organizações demonstram em relação à combinação das áreas da psicologia e do web design; o impacto da Internet na influência das relações para-sociais; e finalmente sobre o seu livro recentemente publicado (“Webs of Influence. The Psychology of Online Persuasion”).

1 – How did the idea of studying web psychology come out and how do you define the concept? 

I decided to coin the term ‘ Web Psychology’ when I realised that there was no single, over-arching definition for the general study of how our online environments effect our behaviour. Given the sheer amount of exciting research that is being generated in this area (from human-computer interaction to social psychology and neuroaesthetics), I wanted to create a definition that described the points at which all these different fields of study intersect.

2 – Do you believe organizations are currently sensible to the relation between psychology and web design? 
Sadly not, though there are a few brave outliers who are leading the way in this respect.

3- You also study the impact between influence and people’s roles. In a campaign context, do you think the Internet had any impact on the influence of parasocial-relationships?
Yes – research shows that even in the case of passive visual media, such as Television, we come to form parasocial relationships with our favourite fictional characters, and that this one-way emotional connection can help buffer against real-world loneliness and sadness. Translate this across to an interactive visual medium (online) and you can see how in a campaign context the impact of those pseudo-social relationships can become amplified.

Are peer-to-peer relationships now more powerful or both type of relationships have the same kind of influence?

Peer-to-peer relationships have always been important – they’re one of the primary groups from which we seek social validation and as such we depend on them to bolster our sense of self-worth and help us reach a deeper understanding of ourselves. It’s the same online, though with our ability to project censored, idealised versions of ourselves via platforms such as Facebook, Twitter etc. comes the added difficulty of connecting with and trying to match up to the fake lives of others- which can cause serious problems.

4 – What can we expect from your book that will be published in October? 
Reading the book will benefit my audiences in three key ways:

Firstly, it provides readers with vital insights into the hidden psychology of their their online audience – from how our brains make decisions to who’s online and why. The book also explores the impact of individual and cultural differences on our online experiences.

Secondly, it outlines the principles you need to communicate more persuasively with your customers – from your website and the images you use, to your videos, colour use and social media.

Finally, readers will come away with the techniques and principles they need to stand out in a crowded market and make more sales. From the six principles of persuasion and how to build reputational capital, to the psychology of pricing and value, this book will equip its readers with the psychological tools they need to take their online business to the next level.

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