Neuro Web Design
What Makes Them Click?
Published on 8. January 2009
Book
Paperback/Softback
168 pages
978-0-321-60360-9 (ISBN)
Description
Why does someone decide to buy a product online or register at a website? Psychologists have known for years about the nonconscious forces that persuade people to take action. Neuro WebDesign applies the research on persuasion and decision making to the design of websites. Neuro WebDesign explains psychological research on social validation, reciprocity, fear of loss, contrast and other principles in an easy to understand way, and then goes on to show how to implement these powerful ideas. For example, why are customer ratings so important at a website, and what are the critical elements to include to make them even more effective? Does the order in which you provide choices have an unconscious effect on which one is chosen? Some books describe research; some books give advice on web design, but Neuro WebDesign combines the research on non-conscious decision-making and persuasion with web design advice.
More details
Person
Susan Weinschenk has a Ph.D. in Psychology. For the past 30 years she has
been an industry leader, consultant, and expert in usability, interface, and web
design. Most recently she has been reviewing the research on the psychology of
persuasion and non-conscious decision-making and has been a keynote speaker
on this topic at conferences and for clients. Susan is a national and
international speaker for user experience and usability conferences, most
recently the keynote speaker for the Internet User Experience Conference in
Ann Arbor MI, and an invited speaker for the Usability Professionals
Association, just held in Baltimore MD. She has hundreds of clients, mainly in
the US.
been an industry leader, consultant, and expert in usability, interface, and web
design. Most recently she has been reviewing the research on the psychology of
persuasion and non-conscious decision-making and has been a keynote speaker
on this topic at conferences and for clients. Susan is a national and
international speaker for user experience and usability conferences, most
recently the keynote speaker for the Internet User Experience Conference in
Ann Arbor MI, and an invited speaker for the Usability Professionals
Association, just held in Baltimore MD. She has hundreds of clients, mainly in
the US.
Content
CHAPTER 1: Designing Web Sites for Persuasion and the Unconscious Mind
CHAPTER 2: Wanting to Belong: The Power of Social Validation
CHAPTER 3: Feeling Indebted: How to Build in Reciprocity and Concession
CHAPTER 4: Invoking Scarcity-If Something Seems Unavailable, We Seem to Want It Even More
CHAPTER 5: Choosing Carefully-Given Too Many Choices, We Freeze (and Then We Don't Choose at All)
CHAPTER 6: It's All About You: Speaking to the Self-Centered, Unconscious Mind
CHAPTER 7: Building Commitment-We Want to Think We're Consistent
CHAPTER 8: Using Similarity, Attractiveness, and Association: Are We the Same?
CHAPTER 9: Afraid to Lose-How Fear of Loss Trumps Our Anticipation of Victory
CHAPTER 10: Using Pictures and Stories-the Best Way to Talk to Our Unconscious Minds
CHAPTER 11: We're Social Animals-Finding the Next Big Thing by Making It Social
Appendix
Index
CHAPTER 2: Wanting to Belong: The Power of Social Validation
CHAPTER 3: Feeling Indebted: How to Build in Reciprocity and Concession
CHAPTER 4: Invoking Scarcity-If Something Seems Unavailable, We Seem to Want It Even More
CHAPTER 5: Choosing Carefully-Given Too Many Choices, We Freeze (and Then We Don't Choose at All)
CHAPTER 6: It's All About You: Speaking to the Self-Centered, Unconscious Mind
CHAPTER 7: Building Commitment-We Want to Think We're Consistent
CHAPTER 8: Using Similarity, Attractiveness, and Association: Are We the Same?
CHAPTER 9: Afraid to Lose-How Fear of Loss Trumps Our Anticipation of Victory
CHAPTER 10: Using Pictures and Stories-the Best Way to Talk to Our Unconscious Minds
CHAPTER 11: We're Social Animals-Finding the Next Big Thing by Making It Social
Appendix
Index