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How to make customers feel good about doing what you want
Learn how companies make us feel good about doing what they want. Approaching persuasive design from the dark side, this book melds psychology, marketing, and design concepts to show why we're susceptible to certain persuasive techniques. Packed with examples from every nook and cranny of the web, it provides easily digestible and applicable patterns for putting these design techniques to work. Organized by the seven deadly sins, it includes: Pride -- use social proof to position your product in line with your visitors' values Sloth…mehr
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How to make customers feel good about doing what you want
Learn how companies make us feel good about doing what they want. Approaching persuasive design from the dark side, this book melds psychology, marketing, and design concepts to show why we're susceptible to certain persuasive techniques. Packed with examples from every nook and cranny of the web, it provides easily digestible and applicable patterns for putting these design techniques to work. Organized by the seven deadly sins, it includes:
Pride -- use social proof to position your product in line with your visitors' values
Sloth -- build a path of least resistance that leads users where you want them to go
Gluttony -- escalate customers' commitment and use loss aversion to keep them there
Anger -- understand the power of metaphysical arguments and anonymity
Envy -- create a culture of status around your product and feed aspirational desires
Lust -- turn desire into commitment by using emotion to defeat rational behavior
Greed -- keep customers engaged by reinforcing the behaviors you desire
Now you too can leverage human fallibility to create powerful persuasive interfaces that people will love to use -- but will you use your new knowledge for good or evil? Learn more on the companion website, evilbydesign.info.
Learn how companies make us feel good about doing what they want. Approaching persuasive design from the dark side, this book melds psychology, marketing, and design concepts to show why we're susceptible to certain persuasive techniques. Packed with examples from every nook and cranny of the web, it provides easily digestible and applicable patterns for putting these design techniques to work. Organized by the seven deadly sins, it includes:
Pride -- use social proof to position your product in line with your visitors' values
Sloth -- build a path of least resistance that leads users where you want them to go
Gluttony -- escalate customers' commitment and use loss aversion to keep them there
Anger -- understand the power of metaphysical arguments and anonymity
Envy -- create a culture of status around your product and feed aspirational desires
Lust -- turn desire into commitment by using emotion to defeat rational behavior
Greed -- keep customers engaged by reinforcing the behaviors you desire
Now you too can leverage human fallibility to create powerful persuasive interfaces that people will love to use -- but will you use your new knowledge for good or evil? Learn more on the companion website, evilbydesign.info.
Produktdetails
- Produktdetails
- Verlag: Wiley & Sons
- 1. Auflage
- Seitenzahl: 320
- Erscheinungstermin: 26. Juli 2013
- Englisch
- Abmessung: 233mm x 187mm x 20mm
- Gewicht: 740g
- ISBN-13: 9781118422144
- ISBN-10: 1118422147
- Artikelnr.: 37153072
- Verlag: Wiley & Sons
- 1. Auflage
- Seitenzahl: 320
- Erscheinungstermin: 26. Juli 2013
- Englisch
- Abmessung: 233mm x 187mm x 20mm
- Gewicht: 740g
- ISBN-13: 9781118422144
- ISBN-10: 1118422147
- Artikelnr.: 37153072
Chris Nodder is an independent consultant with 20 years' experience working with large organizations and lean startups to make user experience central to their business strategy. He was previously a director at the prestigious Nielsen Norman Group, and a senior user researcher at Microsoft. He has an MS in Human-Computer Interaction and a BS in Psychology.
Foreword xi Introduction xiii Evil designs and their virtuous counterparts
xiii Pride 1 Misplaced pride causes cognitive dissonance 1 Provide reasons
for people to use 3 Social proof: Using messages from friends to make it
personal and emotional 5 Dispel doubt by repeating positive messages 7
Personal messages hit home 11 Gain public commitment to a decision 16
Change opinions by emphasizing general similarities 19 Use images of
certification and endorsement 22 Closure: The appeal of completeness and
desire for order 25 Help people complete a set 26 Pander to people's desire
for order 32 Manipulating pride to change beliefs 35 Sloth 39 Desire
lines: From A to B with as few barriers as possible 39 Path of least
resistance 41 Reduced options and smart defaults smooth the decision
process 44 Provide fewer options 45 Pre-pick your preferred option 50 Make
options hard to find or understand 53 Negative options: Don't not sign up!
56 Sloth: Is it worth the effort? 64 Gluttony 67 Deserving our rewards 67
Make customers work for a reward 69 Consider a small reward rather than a
big one 72 Hide the math 75 Show the problems 78 Escalating commitment:
foot-in-the-door, door-in-the-face 84 Foot-in-the-door 84 Door-in-the-face
87 Present hard decisions only after investment 90 Invoking gluttony with
scarcity and loss aversion 93 The Tom Sawyer effect 93 Instill doubt to
prevent cancellations 96 Impatience leads to compliance 99 Self-control:
Gluttony's nemesis 101 Anger 103 Avoiding anger 104 Use humor to deflect
anger 104 Avoid overt anger with a slippery slope 107 Use metaphysical
arguments to beat opponents 112 Embracing anger 117 Use anonymity to
encourage repressed behaviors 119 Give people permission 124 Scare people
(if you have the solution) 129 Using anger safely in your products 134 Envy
137 Manufacturing envy through desire and aspiration 138 Create
desirability to produce envy 138 Create something aspirational 140 Make
people feel ownership before they've bought 145 Status envy: demonstrating
achievement and importance 150 Create status differences to drive behavior
151 Emphasize achievement as a form of status 154 Encourage payment as an
alternative to achievement 156 Let users advertise their status 159 Let
people feel important 161 Manufacturing and maintaining envy in your
products 166 Lust 169 Creating lust: Using emotion to shape behavior 169
Say "I love you" 170 Be the second best 174 Frame your message as a
question 178 Create an in-group 182 Controlling lust: Using desire to get a
commitment 185 Give something to get something 186 Make something free 190
Sell the intangible value 195 Make a request in order to be seen more
favorably 198 Lustful behavior 201 Greed 203 Learning from casinos: Luck,
probability, and partial reinforcement schedules 204 Use a partial
reinforcement schedule 208 Make it into a game 211 Customers should "win"
rather than "finish" or "buy" 214 Further inflate people's (already
overconfident) feelings of skill and mastery 217 Make rewards seem due to
skill, not luck 221 Create a walled garden 225 Anchoring and arbitrary
coherence 227 Own the anchor 229 Move from money to tokens 233 Encourage
breakage 236 Make it expensive 238 Show your second-best option first 240
Break coherence to justify prices 243 Feeling greedy? 246 Evil by Design
249 Should you feel bad about deception? 250 Should you feel bad about
using the principles in this book? 254 Be purposefully persuasive 258 The
Persuasive Patterns Game 259 References 269 Index 297
xiii Pride 1 Misplaced pride causes cognitive dissonance 1 Provide reasons
for people to use 3 Social proof: Using messages from friends to make it
personal and emotional 5 Dispel doubt by repeating positive messages 7
Personal messages hit home 11 Gain public commitment to a decision 16
Change opinions by emphasizing general similarities 19 Use images of
certification and endorsement 22 Closure: The appeal of completeness and
desire for order 25 Help people complete a set 26 Pander to people's desire
for order 32 Manipulating pride to change beliefs 35 Sloth 39 Desire
lines: From A to B with as few barriers as possible 39 Path of least
resistance 41 Reduced options and smart defaults smooth the decision
process 44 Provide fewer options 45 Pre-pick your preferred option 50 Make
options hard to find or understand 53 Negative options: Don't not sign up!
56 Sloth: Is it worth the effort? 64 Gluttony 67 Deserving our rewards 67
Make customers work for a reward 69 Consider a small reward rather than a
big one 72 Hide the math 75 Show the problems 78 Escalating commitment:
foot-in-the-door, door-in-the-face 84 Foot-in-the-door 84 Door-in-the-face
87 Present hard decisions only after investment 90 Invoking gluttony with
scarcity and loss aversion 93 The Tom Sawyer effect 93 Instill doubt to
prevent cancellations 96 Impatience leads to compliance 99 Self-control:
Gluttony's nemesis 101 Anger 103 Avoiding anger 104 Use humor to deflect
anger 104 Avoid overt anger with a slippery slope 107 Use metaphysical
arguments to beat opponents 112 Embracing anger 117 Use anonymity to
encourage repressed behaviors 119 Give people permission 124 Scare people
(if you have the solution) 129 Using anger safely in your products 134 Envy
137 Manufacturing envy through desire and aspiration 138 Create
desirability to produce envy 138 Create something aspirational 140 Make
people feel ownership before they've bought 145 Status envy: demonstrating
achievement and importance 150 Create status differences to drive behavior
151 Emphasize achievement as a form of status 154 Encourage payment as an
alternative to achievement 156 Let users advertise their status 159 Let
people feel important 161 Manufacturing and maintaining envy in your
products 166 Lust 169 Creating lust: Using emotion to shape behavior 169
Say "I love you" 170 Be the second best 174 Frame your message as a
question 178 Create an in-group 182 Controlling lust: Using desire to get a
commitment 185 Give something to get something 186 Make something free 190
Sell the intangible value 195 Make a request in order to be seen more
favorably 198 Lustful behavior 201 Greed 203 Learning from casinos: Luck,
probability, and partial reinforcement schedules 204 Use a partial
reinforcement schedule 208 Make it into a game 211 Customers should "win"
rather than "finish" or "buy" 214 Further inflate people's (already
overconfident) feelings of skill and mastery 217 Make rewards seem due to
skill, not luck 221 Create a walled garden 225 Anchoring and arbitrary
coherence 227 Own the anchor 229 Move from money to tokens 233 Encourage
breakage 236 Make it expensive 238 Show your second-best option first 240
Break coherence to justify prices 243 Feeling greedy? 246 Evil by Design
249 Should you feel bad about deception? 250 Should you feel bad about
using the principles in this book? 254 Be purposefully persuasive 258 The
Persuasive Patterns Game 259 References 269 Index 297
Foreword xi
Introduction xiii
Evil designs and their virtuous counterparts xiii
Pride 1
Misplaced pride causes cognitive dissonance 1
Provide reasons for people to use 3
Social proof: Using messages from friends to make it personal and emotional 5
Dispel doubt by repeating positive messages 7
Personal messages hit home 11
Gain public commitment to a decision 16
Change opinions by emphasizing general similarities 19
Use images of certification and endorsement 22
Closure: The appeal of completeness and desire for order 25
Help people complete a set 26
Pander to people’s desire for order 32
Manipulating pride to change beliefs 35
Sloth 39
Desire lines: From A to B with as few barriers as possible 39
Path of least resistance 41
Reduced options and smart defaults smooth the decision process 44
Provide fewer options 45
Pre-pick your preferred option 50
Make options hard to find or understand 53
Negative options: Don’t not sign up! 56
Sloth: Is it worth the effort? 64
Gluttony 67
Deserving our rewards 67
Make customers work for a reward 69
Consider a small reward rather than a big one 72
Hide the math 75
Show the problems 78
Escalating commitment: foot-in-the-door, door-in-the-face 84
Foot-in-the-door 84
Door-in-the-face 87
Present hard decisions only after investment 90
Invoking gluttony with scarcity and loss aversion 93
The Tom Sawyer effect 93
Instill doubt to prevent cancellations 96
Impatience leads to compliance 99
Self-control: Gluttony’s nemesis 101
Anger 103
Avoiding anger 104
Use humor to deflect anger 104
Avoid overt anger with a slippery slope 107
Use metaphysical arguments to beat opponents 112
Embracing anger 117
Use anonymity to encourage repressed behaviors 119
Give people permission 124
Scare people (if you have the solution) 129
Using anger safely in your products 134
Envy 137
Manufacturing envy through desire and aspiration 138
Create desirability to produce envy 138
Create something aspirational 140
Make people feel ownership before they’ve bought 145
Status envy: demonstrating achievement and importance 150
Create status differences to drive behavior 151
Emphasize achievement as a form of status 154
Encourage payment as an alternative to achievement 156
Let users advertise their status 159
Let people feel important 161
Manufacturing and maintaining envy in your products 166
Lust 169
Creating lust: Using emotion to shape behavior 169
Say “I love you” 170
Be the second best 174
Frame your message as a question 178
Create an in-group 182
Controlling lust: Using desire to get a commitment 185
Give something to get something 186
Make something free 190
Sell the intangible value 195
Make a request in order to be seen more favorably 198
Lustful behavior 201
Greed 203
Learning from casinos: Luck, probability, and partial reinforcement schedules 204
Use a partial reinforcement schedule 208
Make it into a game 211
Customers should “win” rather than “finish” or “buy” 214
Further inflate people’s (already overconfident) feelings of skill and mastery 217
Make rewards seem due to skill, not luck 221
Create a walled garden 225
Anchoring and arbitrary coherence 227
Own the anchor 229
Move from money to tokens 233
Encourage breakage 236
Make it expensive 238
Show your second-best option first 240
Break coherence to justify prices 243
Feeling greedy? 246
Evil by Design 249
Should you feel bad about deception? 250
Should you feel bad about using the principles in this book? 254
Be purposefully persuasive 258
The Persuasive Patterns Game 259
References 269
Index 297
Introduction xiii
Evil designs and their virtuous counterparts xiii
Pride 1
Misplaced pride causes cognitive dissonance 1
Provide reasons for people to use 3
Social proof: Using messages from friends to make it personal and emotional 5
Dispel doubt by repeating positive messages 7
Personal messages hit home 11
Gain public commitment to a decision 16
Change opinions by emphasizing general similarities 19
Use images of certification and endorsement 22
Closure: The appeal of completeness and desire for order 25
Help people complete a set 26
Pander to people’s desire for order 32
Manipulating pride to change beliefs 35
Sloth 39
Desire lines: From A to B with as few barriers as possible 39
Path of least resistance 41
Reduced options and smart defaults smooth the decision process 44
Provide fewer options 45
Pre-pick your preferred option 50
Make options hard to find or understand 53
Negative options: Don’t not sign up! 56
Sloth: Is it worth the effort? 64
Gluttony 67
Deserving our rewards 67
Make customers work for a reward 69
Consider a small reward rather than a big one 72
Hide the math 75
Show the problems 78
Escalating commitment: foot-in-the-door, door-in-the-face 84
Foot-in-the-door 84
Door-in-the-face 87
Present hard decisions only after investment 90
Invoking gluttony with scarcity and loss aversion 93
The Tom Sawyer effect 93
Instill doubt to prevent cancellations 96
Impatience leads to compliance 99
Self-control: Gluttony’s nemesis 101
Anger 103
Avoiding anger 104
Use humor to deflect anger 104
Avoid overt anger with a slippery slope 107
Use metaphysical arguments to beat opponents 112
Embracing anger 117
Use anonymity to encourage repressed behaviors 119
Give people permission 124
Scare people (if you have the solution) 129
Using anger safely in your products 134
Envy 137
Manufacturing envy through desire and aspiration 138
Create desirability to produce envy 138
Create something aspirational 140
Make people feel ownership before they’ve bought 145
Status envy: demonstrating achievement and importance 150
Create status differences to drive behavior 151
Emphasize achievement as a form of status 154
Encourage payment as an alternative to achievement 156
Let users advertise their status 159
Let people feel important 161
Manufacturing and maintaining envy in your products 166
Lust 169
Creating lust: Using emotion to shape behavior 169
Say “I love you” 170
Be the second best 174
Frame your message as a question 178
Create an in-group 182
Controlling lust: Using desire to get a commitment 185
Give something to get something 186
Make something free 190
Sell the intangible value 195
Make a request in order to be seen more favorably 198
Lustful behavior 201
Greed 203
Learning from casinos: Luck, probability, and partial reinforcement schedules 204
Use a partial reinforcement schedule 208
Make it into a game 211
Customers should “win” rather than “finish” or “buy” 214
Further inflate people’s (already overconfident) feelings of skill and mastery 217
Make rewards seem due to skill, not luck 221
Create a walled garden 225
Anchoring and arbitrary coherence 227
Own the anchor 229
Move from money to tokens 233
Encourage breakage 236
Make it expensive 238
Show your second-best option first 240
Break coherence to justify prices 243
Feeling greedy? 246
Evil by Design 249
Should you feel bad about deception? 250
Should you feel bad about using the principles in this book? 254
Be purposefully persuasive 258
The Persuasive Patterns Game 259
References 269
Index 297
Foreword xi Introduction xiii Evil designs and their virtuous counterparts
xiii Pride 1 Misplaced pride causes cognitive dissonance 1 Provide reasons
for people to use 3 Social proof: Using messages from friends to make it
personal and emotional 5 Dispel doubt by repeating positive messages 7
Personal messages hit home 11 Gain public commitment to a decision 16
Change opinions by emphasizing general similarities 19 Use images of
certification and endorsement 22 Closure: The appeal of completeness and
desire for order 25 Help people complete a set 26 Pander to people's desire
for order 32 Manipulating pride to change beliefs 35 Sloth 39 Desire
lines: From A to B with as few barriers as possible 39 Path of least
resistance 41 Reduced options and smart defaults smooth the decision
process 44 Provide fewer options 45 Pre-pick your preferred option 50 Make
options hard to find or understand 53 Negative options: Don't not sign up!
56 Sloth: Is it worth the effort? 64 Gluttony 67 Deserving our rewards 67
Make customers work for a reward 69 Consider a small reward rather than a
big one 72 Hide the math 75 Show the problems 78 Escalating commitment:
foot-in-the-door, door-in-the-face 84 Foot-in-the-door 84 Door-in-the-face
87 Present hard decisions only after investment 90 Invoking gluttony with
scarcity and loss aversion 93 The Tom Sawyer effect 93 Instill doubt to
prevent cancellations 96 Impatience leads to compliance 99 Self-control:
Gluttony's nemesis 101 Anger 103 Avoiding anger 104 Use humor to deflect
anger 104 Avoid overt anger with a slippery slope 107 Use metaphysical
arguments to beat opponents 112 Embracing anger 117 Use anonymity to
encourage repressed behaviors 119 Give people permission 124 Scare people
(if you have the solution) 129 Using anger safely in your products 134 Envy
137 Manufacturing envy through desire and aspiration 138 Create
desirability to produce envy 138 Create something aspirational 140 Make
people feel ownership before they've bought 145 Status envy: demonstrating
achievement and importance 150 Create status differences to drive behavior
151 Emphasize achievement as a form of status 154 Encourage payment as an
alternative to achievement 156 Let users advertise their status 159 Let
people feel important 161 Manufacturing and maintaining envy in your
products 166 Lust 169 Creating lust: Using emotion to shape behavior 169
Say "I love you" 170 Be the second best 174 Frame your message as a
question 178 Create an in-group 182 Controlling lust: Using desire to get a
commitment 185 Give something to get something 186 Make something free 190
Sell the intangible value 195 Make a request in order to be seen more
favorably 198 Lustful behavior 201 Greed 203 Learning from casinos: Luck,
probability, and partial reinforcement schedules 204 Use a partial
reinforcement schedule 208 Make it into a game 211 Customers should "win"
rather than "finish" or "buy" 214 Further inflate people's (already
overconfident) feelings of skill and mastery 217 Make rewards seem due to
skill, not luck 221 Create a walled garden 225 Anchoring and arbitrary
coherence 227 Own the anchor 229 Move from money to tokens 233 Encourage
breakage 236 Make it expensive 238 Show your second-best option first 240
Break coherence to justify prices 243 Feeling greedy? 246 Evil by Design
249 Should you feel bad about deception? 250 Should you feel bad about
using the principles in this book? 254 Be purposefully persuasive 258 The
Persuasive Patterns Game 259 References 269 Index 297
xiii Pride 1 Misplaced pride causes cognitive dissonance 1 Provide reasons
for people to use 3 Social proof: Using messages from friends to make it
personal and emotional 5 Dispel doubt by repeating positive messages 7
Personal messages hit home 11 Gain public commitment to a decision 16
Change opinions by emphasizing general similarities 19 Use images of
certification and endorsement 22 Closure: The appeal of completeness and
desire for order 25 Help people complete a set 26 Pander to people's desire
for order 32 Manipulating pride to change beliefs 35 Sloth 39 Desire
lines: From A to B with as few barriers as possible 39 Path of least
resistance 41 Reduced options and smart defaults smooth the decision
process 44 Provide fewer options 45 Pre-pick your preferred option 50 Make
options hard to find or understand 53 Negative options: Don't not sign up!
56 Sloth: Is it worth the effort? 64 Gluttony 67 Deserving our rewards 67
Make customers work for a reward 69 Consider a small reward rather than a
big one 72 Hide the math 75 Show the problems 78 Escalating commitment:
foot-in-the-door, door-in-the-face 84 Foot-in-the-door 84 Door-in-the-face
87 Present hard decisions only after investment 90 Invoking gluttony with
scarcity and loss aversion 93 The Tom Sawyer effect 93 Instill doubt to
prevent cancellations 96 Impatience leads to compliance 99 Self-control:
Gluttony's nemesis 101 Anger 103 Avoiding anger 104 Use humor to deflect
anger 104 Avoid overt anger with a slippery slope 107 Use metaphysical
arguments to beat opponents 112 Embracing anger 117 Use anonymity to
encourage repressed behaviors 119 Give people permission 124 Scare people
(if you have the solution) 129 Using anger safely in your products 134 Envy
137 Manufacturing envy through desire and aspiration 138 Create
desirability to produce envy 138 Create something aspirational 140 Make
people feel ownership before they've bought 145 Status envy: demonstrating
achievement and importance 150 Create status differences to drive behavior
151 Emphasize achievement as a form of status 154 Encourage payment as an
alternative to achievement 156 Let users advertise their status 159 Let
people feel important 161 Manufacturing and maintaining envy in your
products 166 Lust 169 Creating lust: Using emotion to shape behavior 169
Say "I love you" 170 Be the second best 174 Frame your message as a
question 178 Create an in-group 182 Controlling lust: Using desire to get a
commitment 185 Give something to get something 186 Make something free 190
Sell the intangible value 195 Make a request in order to be seen more
favorably 198 Lustful behavior 201 Greed 203 Learning from casinos: Luck,
probability, and partial reinforcement schedules 204 Use a partial
reinforcement schedule 208 Make it into a game 211 Customers should "win"
rather than "finish" or "buy" 214 Further inflate people's (already
overconfident) feelings of skill and mastery 217 Make rewards seem due to
skill, not luck 221 Create a walled garden 225 Anchoring and arbitrary
coherence 227 Own the anchor 229 Move from money to tokens 233 Encourage
breakage 236 Make it expensive 238 Show your second-best option first 240
Break coherence to justify prices 243 Feeling greedy? 246 Evil by Design
249 Should you feel bad about deception? 250 Should you feel bad about
using the principles in this book? 254 Be purposefully persuasive 258 The
Persuasive Patterns Game 259 References 269 Index 297
Foreword xi
Introduction xiii
Evil designs and their virtuous counterparts xiii
Pride 1
Misplaced pride causes cognitive dissonance 1
Provide reasons for people to use 3
Social proof: Using messages from friends to make it personal and emotional 5
Dispel doubt by repeating positive messages 7
Personal messages hit home 11
Gain public commitment to a decision 16
Change opinions by emphasizing general similarities 19
Use images of certification and endorsement 22
Closure: The appeal of completeness and desire for order 25
Help people complete a set 26
Pander to people’s desire for order 32
Manipulating pride to change beliefs 35
Sloth 39
Desire lines: From A to B with as few barriers as possible 39
Path of least resistance 41
Reduced options and smart defaults smooth the decision process 44
Provide fewer options 45
Pre-pick your preferred option 50
Make options hard to find or understand 53
Negative options: Don’t not sign up! 56
Sloth: Is it worth the effort? 64
Gluttony 67
Deserving our rewards 67
Make customers work for a reward 69
Consider a small reward rather than a big one 72
Hide the math 75
Show the problems 78
Escalating commitment: foot-in-the-door, door-in-the-face 84
Foot-in-the-door 84
Door-in-the-face 87
Present hard decisions only after investment 90
Invoking gluttony with scarcity and loss aversion 93
The Tom Sawyer effect 93
Instill doubt to prevent cancellations 96
Impatience leads to compliance 99
Self-control: Gluttony’s nemesis 101
Anger 103
Avoiding anger 104
Use humor to deflect anger 104
Avoid overt anger with a slippery slope 107
Use metaphysical arguments to beat opponents 112
Embracing anger 117
Use anonymity to encourage repressed behaviors 119
Give people permission 124
Scare people (if you have the solution) 129
Using anger safely in your products 134
Envy 137
Manufacturing envy through desire and aspiration 138
Create desirability to produce envy 138
Create something aspirational 140
Make people feel ownership before they’ve bought 145
Status envy: demonstrating achievement and importance 150
Create status differences to drive behavior 151
Emphasize achievement as a form of status 154
Encourage payment as an alternative to achievement 156
Let users advertise their status 159
Let people feel important 161
Manufacturing and maintaining envy in your products 166
Lust 169
Creating lust: Using emotion to shape behavior 169
Say “I love you” 170
Be the second best 174
Frame your message as a question 178
Create an in-group 182
Controlling lust: Using desire to get a commitment 185
Give something to get something 186
Make something free 190
Sell the intangible value 195
Make a request in order to be seen more favorably 198
Lustful behavior 201
Greed 203
Learning from casinos: Luck, probability, and partial reinforcement schedules 204
Use a partial reinforcement schedule 208
Make it into a game 211
Customers should “win” rather than “finish” or “buy” 214
Further inflate people’s (already overconfident) feelings of skill and mastery 217
Make rewards seem due to skill, not luck 221
Create a walled garden 225
Anchoring and arbitrary coherence 227
Own the anchor 229
Move from money to tokens 233
Encourage breakage 236
Make it expensive 238
Show your second-best option first 240
Break coherence to justify prices 243
Feeling greedy? 246
Evil by Design 249
Should you feel bad about deception? 250
Should you feel bad about using the principles in this book? 254
Be purposefully persuasive 258
The Persuasive Patterns Game 259
References 269
Index 297
Introduction xiii
Evil designs and their virtuous counterparts xiii
Pride 1
Misplaced pride causes cognitive dissonance 1
Provide reasons for people to use 3
Social proof: Using messages from friends to make it personal and emotional 5
Dispel doubt by repeating positive messages 7
Personal messages hit home 11
Gain public commitment to a decision 16
Change opinions by emphasizing general similarities 19
Use images of certification and endorsement 22
Closure: The appeal of completeness and desire for order 25
Help people complete a set 26
Pander to people’s desire for order 32
Manipulating pride to change beliefs 35
Sloth 39
Desire lines: From A to B with as few barriers as possible 39
Path of least resistance 41
Reduced options and smart defaults smooth the decision process 44
Provide fewer options 45
Pre-pick your preferred option 50
Make options hard to find or understand 53
Negative options: Don’t not sign up! 56
Sloth: Is it worth the effort? 64
Gluttony 67
Deserving our rewards 67
Make customers work for a reward 69
Consider a small reward rather than a big one 72
Hide the math 75
Show the problems 78
Escalating commitment: foot-in-the-door, door-in-the-face 84
Foot-in-the-door 84
Door-in-the-face 87
Present hard decisions only after investment 90
Invoking gluttony with scarcity and loss aversion 93
The Tom Sawyer effect 93
Instill doubt to prevent cancellations 96
Impatience leads to compliance 99
Self-control: Gluttony’s nemesis 101
Anger 103
Avoiding anger 104
Use humor to deflect anger 104
Avoid overt anger with a slippery slope 107
Use metaphysical arguments to beat opponents 112
Embracing anger 117
Use anonymity to encourage repressed behaviors 119
Give people permission 124
Scare people (if you have the solution) 129
Using anger safely in your products 134
Envy 137
Manufacturing envy through desire and aspiration 138
Create desirability to produce envy 138
Create something aspirational 140
Make people feel ownership before they’ve bought 145
Status envy: demonstrating achievement and importance 150
Create status differences to drive behavior 151
Emphasize achievement as a form of status 154
Encourage payment as an alternative to achievement 156
Let users advertise their status 159
Let people feel important 161
Manufacturing and maintaining envy in your products 166
Lust 169
Creating lust: Using emotion to shape behavior 169
Say “I love you” 170
Be the second best 174
Frame your message as a question 178
Create an in-group 182
Controlling lust: Using desire to get a commitment 185
Give something to get something 186
Make something free 190
Sell the intangible value 195
Make a request in order to be seen more favorably 198
Lustful behavior 201
Greed 203
Learning from casinos: Luck, probability, and partial reinforcement schedules 204
Use a partial reinforcement schedule 208
Make it into a game 211
Customers should “win” rather than “finish” or “buy” 214
Further inflate people’s (already overconfident) feelings of skill and mastery 217
Make rewards seem due to skill, not luck 221
Create a walled garden 225
Anchoring and arbitrary coherence 227
Own the anchor 229
Move from money to tokens 233
Encourage breakage 236
Make it expensive 238
Show your second-best option first 240
Break coherence to justify prices 243
Feeling greedy? 246
Evil by Design 249
Should you feel bad about deception? 250
Should you feel bad about using the principles in this book? 254
Be purposefully persuasive 258
The Persuasive Patterns Game 259
References 269
Index 297