Webs of Influence: The Psychology Of Online Persuasion

by Nathalie Nahai

Overview

With the majority of commercial transaction now happening online, companies of all shapes and sizes face an unprecedented level of competition to win over and retain new business.

In this second edition of Webs of Influence, Nathalie Nahai brings together the latest insights from the world of psychology, neuroscience and behavioural economics to explain the underlying dynamics and motivations behind consumer behaviour.

This book will show you how to apply specific principles to improve your marketing, products and websites, enabling you to engage with your customers in a more meaningful way.

"Applying the latest in thinking in psychology, sociology, business, design and more, this book is essential reading for anyone who works on the web."

Jamie Bartlett

Author of The Dark Net

"Nathalie Nahai is the most intelligent contemporary writer on technology matters. This new edition is even better and will turn every reader into an expert: a phenomenal book!"

Dr Thomas Chamorro-Premuzic

Professor of Business Psychology at University College London and Columbia University, CEO of Hogan Assessments

Product Details

ISBN-13:	9781292134604
Publisher:	Pearson Education
Publication date:	02/09/2017
Pages:	256
Product dimensions:	6.10(w) x 9.10(h) x 0.70(d)

About the Author

Nathalie Nahai is a web psychologist, international speaker and consultant. Having worked with Fortune 500 companies including Unilever, Google and Harvard Business Review, she helps businesses apply scientific rigour to their website design, content marketing and products. Nathalie presents at conferences around the world on the science of online persuasion, and contributes to national publications, TV and radio on the subject. She also sits on the Social Media Week advisory board and Ogilvy Change experts’ panel. You can tweet her @NathalieNahai and find out more at nathalienahai.com.

Table of Contents

Publisher's acknowledgements xii

About the author xiii

Part 1 Know Who You're Targeting

1 Introduction 4

2 The psychology of decision-making $

3 Who are you targeting? $

4 Cultural quirks $

5 Individual differences 39

Part 2 Communicate Persuasively

6 Basic principles 60

7 Optimising your website 67

8 Selecting the right images 86

9 The psychology of colour 97

10 Social media and customer service 119

11 Designing persuasive videos 120

Part 3 Sell with Integrity

12 Influence: An introduction 130

13 Principles of online persuasion $

14 Increase your sales 162

15 Pricing and value 174

16 The behaviour chain 186

A closing note $

Notes $

Index $