Consumer Psychology

Psych Eye for the Social Media Guy [Download]

Here’s a short downloadable refresher on need-to-know psychology for social media professionals that I’ve put together for my new advanced class on social media at ISOC. It contains examples from Adobe, ALS, Burberry, DNC, Ford, Heinz, L’Oreal, Mercedes, Nike, P&G, Samsung…

All in the service of the central point that smart, effective social media communication delivers on one of our three core psychological needs

  • Affiliation
  • Power
  • Achievement

The deck also includes examples of how organisations are using social information to appeal to our System 1 (fast, intuitive) mind in social media.

Thoughts welcome.


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.

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