Consumer Psychology Social Commerce

Presentation: Social Psychology of Social Shopping

We’ve had a number of requests for a downloadable presentation on the social psychology of social shopping and the six social cues shoppers use to thinslice information and decide what to buy.
So here is is: The presentation is based on an earlier article in Social Commerce Today (useful for anyone who wants details on the six psychological principles), and has updated examples. View here and click through to SlideShare to download.
View more presentations from Paul Marsden.





Chartered psychologist specialising in consumer behaviour, wellbeing and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.

7 Comments Add New Comment

  1. Hi Paul,

    Thanks for putting this presentation together. I must have missed this when you first posted but incredibly insightful and very well done.

    Before I comment, I'd just like to say that I work for PowerReviews. The one slide that stood out to me was your social commerce matrix. Specifically, the fact that affinity was not associated with ratings & reviews. By and large, reviews may not contain this data but PowerReviews has been collecting reviewer affinity data since the company's inception. We collect what we call structured data across our entire network of sites – product-specific Pros, Cons, Best Uses, Affinity Tags, etc. This ensures data uniformity which powers review sharing and has enabled our clients to do some really cool things. Kiddicare, for example, does social navigation that helps users navigate products based on the type of reviewer (first time parent, granparent, childcare pro, etc.)

    This is just one spoke to the social commerce wheel, but we believe that it's important for a brand or retailer to present as many relevant voices as possible to help a shopper feel like they've got the complete story. Our social shopping study this year actually revealed that Friends (Facebook), People like me (Affinity) and Experts were the top 3 voices with the greatest influence on purchase decisions.

    Hope this comment didn't come off as too salesy, just wanted to make sure you knew that this is a difference in the reviews solution out there today – and it makes a difference. Keep up the fine work and feel free to let me know if you have any questions.


    1. Para mim, o choco frito é mesmo a missão impossível. Agora já não preciso de ir a Setúbal, tenho uma colega lá na escola que é casada com o rei do choco frito (mas nem ela sabe os segredos) e de vez em quando traz-me um tupperware com o malvado… delicioso!Adorei a foto do Pedro sem óculos, acabou-se o miBeo..toijinh.s.

  2. Celso Azevedo • 6 de Fevereiro de 2011 às 23:10Isto é apenas um plugin que adiciona um editor visual ao campo onde escreves ao for¡luÃmrio, não influencia nada nos comentários pois é apenas um editor que facilita a vida dos utilizadores que querem alinhar textos, etc…

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