The increasing requirements for the effectivity of a website and the more and more complex knowledge about human behavioral patterns are challenging the online presence of banks. Nowadays, a good usability by itself is no significant basis for decision making and the choice of a house bank. Good usability is expected. Rather, the user experience is an essential factor for the success of a website. Due to the fact that the human behavior is determined by unconscious patterns it is necessary to take these into consideration when conceptualizing a website in order to develop a user-centered, target-oriented website design.
By means of persuasive design it is possible to directly address these behavioral patterns. Therefore it is reasonable to optimize the user experience by the application of persuasive design methods. This shall provide a motivating experience in consideration of decision making tools and motives of the user. In this way it is possible to generate competitive advantage and to gain new customers as well as to boost customer loyalty. Here, the need for emotionalizing plays a particularly important role.
But especially in view of banking products it is difficult to create an emotional presentation due to the absence of haptics and because accounts are rather a functional instrument and a means to an end than a product with a high pleasure value. Cooperative banks however benefit particularly from this competitive advantage. Due to the cooperative idea, and their values and principles, they are enabled to address (potential) customers emotionally. If values are illustrated, the users have the opportunity to identify themselves with those, and to align them with their own ideals.
Table of Contents
1. Introduction
1.1 Starting Position
1.2 Objective and Structure
2. Cognitions of Neuromarketing
2.1 Consciousness and Subconsciousness
2.1.1 Pilot and Autopilot
2.1.2 Framing Effect
2.1.3 Priming Effect
2.2 Emotions and Motives of Decisions and Buying Behavior
2.2.1 Interaction of Emotion and Motive Systems: The Limbic® Map
2.2.2 Neurobiological Target Group Segmentation: The Limbic® Types
2.3 Codes
2.3.1 Language
2.3.2 Storytelling
2.3.3 Symbols
2.3.4 Sensors
3. Instruments of Persuasive Webdesign
3.1 Persuasion and Mindset
3.2 Rhetoric
3.2.1 Ethos
3.2.2 Pathos
3.2.3 Logos
3.3 Elaboration Likelihood Model
3.4 Heuristic Systematic Model
3.5 Decision Making Process
3.5.1 Process Phases of the Buying Decision
3.5.2 Influencing Factors of the Buying Decision
3.6 Fogg’s Behavior Model
3.7 Extrinsic Motivation and Flow
3.8 Persuasion by Triggers
3.8.1 Similarity
3.8.2 Selection
3.8.3 Authority
3.8.4 Scarcity
3.8.5 Consistent Behavior
3.8.6 Reciprocity
3.8.7 Social Proof
4. Applicability Analysis for Cooperative Banks
4.1 Cooperative Principles and Values
4.2 Website Objectives
4.3 Online Design Guidelines for Volksbanken Raiffeisenbanken
4.4 Application of Persuasive Webdesign Instruments
4.5 Critical Assessment
5. Conclusion
5.1 Target Achievement
5.2 Prospects
Objectives and Topics
The thesis explores the integration of neuroscientific findings and persuasive design methods into the websites of cooperative banks (Volksbanken Raiffeisenbanken). The primary research goal is to develop a concept for an optimized, user-centric, and emotional online presence that aligns with cooperative values while effectively influencing user behavior and decision-making processes.
- Neuromarketing and the impact of unconscious behavioral patterns on consumer decision-making.
- Theoretical foundations of persuasion, including classical rhetoric, the Elaboration Likelihood Model, and Fogg’s Behavior Model.
- Analysis of specific persuasive "trigger" mechanisms (similarity, social proof, scarcity, etc.) in an e-commerce context.
- Evaluation of digital design guidelines for German cooperative banks in relation to persuasive web design practices.
Excerpt from the Book
2.1.1 Pilot and Autopilot
The explicit system is described by Scheier and Held as pilot27. The implicit system is called autopilot. Within one second, eleven millions of bits reach the memory through our five senses. Only fourty bits of this information are absorbed and processed by the brain28. The other 10,999,960 bits are transferred directly in actions through the unconscious29. The human mind reflects this process as if the particular person made the decision consciously and rationally. In fact, the brain already influenced the human’s behavior before the perceived decision making process30.
The pilot contains the mental activity, rationality and language. All conscious emotions and cognitive processes are placed here31. The implicit system, the autopilot, processes the remaining 10,999,960 bits. Automated processes that influence the buying behavior and are activated via codes are placed here32. The autopilot is a self-contained system that works independent from the consciousness. Accordingly, the pilot is unable to sense the processes of the autopilot33. The behavior results from the processes of both systems. However, there is only a slight correlation between the consciously experienced and the implicit processes in the brain34. The own perception differentiates from what really occurs in the organism. This is important for marketing communication because therefore it is necessary to address the autopilot via suitable measures35.
Summary of Chapters
1. Introduction: Presents the motivation for persuasive website design in the banking sector and outlines the research objective.
2. Cognitions of Neuromarketing: Explores the role of the unconscious (autopilot) versus conscious (pilot) brain systems in consumer behavior and decision-making.
3. Instruments of Persuasive Webdesign: Details psychological models of persuasion, such as rhetoric and the elaboration likelihood model, and their practical application as triggers.
4. Applicability Analysis for Cooperative Banks: Applies the theoretical frameworks to the specific context of Volksbanken Raiffeisenbanken and their online design standards.
5. Conclusion: Summarizes the key findings and addresses the moral implications and future potential of using persuasive methods in online banking.
Keywords
Neuromarketing, Persuasive Design, Cooperative Banks, User Experience, Consumer Behavior, Limbic Map, Decision Making Process, Online Banking, Behavioral Patterns, Implicit Processing, Rhetoric, Trigger Mechanisms, Web Optimization, Digital Strategy, Volksbanken Raiffeisenbanken
Frequently Asked Questions
What is the core focus of this thesis?
The thesis fundamentally examines how insights from neuroscientific and persuasion research can be utilized to optimize the websites of cooperative banks, aiming for a more effective and emotional online user experience.
What are the central thematic fields?
The work covers neuromarketing, the psychology of decision-making (conscious vs. unconscious), classical rhetoric applied to digital design, and the specific application of persuasive triggers in the banking industry.
What is the primary research question?
The research investigates to what extent and by which means neuroscientific findings and persuasive design methods can be integrated into the online presence of cooperative banks to boost customer engagement and competitive advantage.
Which scientific methods are employed?
The study utilizes a theoretical literature review and descriptive analysis, connecting psychological/neuroscientific models with economic marketing strategies to build a practical concept for website design.
What is covered in the main section?
The main section elaborates on the theoretical basis of the human decision-making process, details specific instruments of persuasive design (such as Fogg’s model and Cialdini’s triggers), and performs an applicability analysis for German Volksbanken Raiffeisenbanken.
What are the defining keywords of the work?
The work is characterized by terms such as Neuromarketing, Persuasive Design, Consumer Behavior, Implicit Processing, and Cooperative Banks.
How do "Pilot" and "Autopilot" influence web design decisions?
The "pilot" represents conscious, slow processing, while the "autopilot" handles implicit, unconscious information. Effective web design must address the autopilot through codes and triggers to influence behavior faster and more efficiently.
What role does the "Limbic® Map" play for cooperative banks?
The Limbic® Map is used to segment target groups based on emotional systems (Stimulant, Dominance, Balance). It allows banks to tailor their content and design to specific emotional values, such as the "Trust Web" which is vital for the financial sector.
- Citation du texte
- Anonym (Auteur), 2015, Optimization of Cooperative Banks' Websites by Application of Persuasive Methods, Munich, GRIN Verlag, https://www.grin.com/document/349772
