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Applying Behavioral Principles to Personalize Content Using Social Media

Design-thinking, Psychology, social media

The framework that Don Norman proposed in 2005 for analyzing products and services by the emotions that they evoke in users includes a product’s presentation—its attractiveness, behavior, and the image that it presents. We can assess a product design according to the different levels at which users process their responses to it: visceral, behavioral, and reflective. Visceral design refers to designing the user’s first impression of a product—the appearance the product presents to users. Behavioral design is about the experience that users have while using the product. And reflection is about users’ thoughts after using a product—the feelings that using the product induced, the image that it portrayed, its brand messaging, and the overall trust that the product gains or loses after people use it. It is important to understand these stages because this article focuses on users’ engagement with online products and services, describes how engagement enables conversions, and analyzes the affects of engagement on user behavior.

In this article, I encourage you to use behavioral tools to engage users and motivate their behavior on a Web site with the help of hotspots. Hotspots are key interaction points on a Web site. They carry messaging to create a touchpoint that converts users by motivating them to purchase something or increases their engagement with the site’s content. The behavioral principles that I describe in this article enable you to increase user engagement online and motivate personalization through social media.

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