Overview

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.

Full Product Details

Author:   Susan Weinschenk
Publisher:   Pearson Education (US)
Imprint:   New Riders Publishing
Dimensions:   Width: 17.90cm , Height: 0.90cm , Length: 22.90cm
Weight:   0.276kg
ISBN:  

9780321603609

ISBN 10:   0321603605
Pages:   168
Publication Date:   08 January 2009
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   In Print  
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

Table of Contents

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 

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Author Information

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.

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