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Chapter 1. Designing Web Sites for Persuasion and the Unconscious Mind

1. Designing Web Sites for Persuasion and the Unconscious Mind

ON A RECENT VACATION, you broke your digital camera. Now you have to buy a new one. You’d only had the old one for six months and hadn’t even learned to use all the features. You liked the camera you had, but maybe there are better or cheaper ones now? Maybe you don’t need all those features that you hadn’t used in six months. You go online to check out cameras. Which Web site will you go to? Why did you choose that Web site? Will you go to more than one Web site? Will you buy it online after all? Which camera will you choose? How will you make that decision?


  

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