Evil By Design 1st edition by Chris Nodder ISBN 1118422147 978-1118422144

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ISBN 10: 1118422147
ISBN 13:  978-1118422144
Author: Chris Nodder

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.

Evil By Design 1st Table of contents:

1. Provide reasons for people to use
2. Social proof: Using messages from friends to make it personal and emotional
3. Dispel doubt by repeating positive messages
4. Personal messages hit home
5. Gain public commitment to a decision
6. Change opinions by emphasizing general similarities
7. Use images of certification and endorsement
8. Closure: The appeal of completeness and desire for order
9. Help people complete a set
10. Pander to people’s desire for order
11. Manipulating pride to change beliefs
12. Misplaced pride causes cognitive dissonance
13. Sloth
14. Desire lines: From A to B with as few barriers as possible
15. Path of least resistance
16. Reduced options and smart defaults smooth the decision process
17. Provide fewer options
18. Pre-pick your preferred option
19. Make options hard to find or understand
20. Negative options: Don’t not sign up!
21. Sloth: Is it worth the effort?
22. Gluttony
23. Deserving our rewards
24. Make customers work for a reward
25. Consider a small reward rather than a big one
26. Hide the math
27. Show the problems
28. Escalating commitment: foot-in-the-door, door-in-the-face
29. Foot-in-the-door
30. Door-in-the-face
31. Present hard decisions only after investment
32. Invoking gluttony with scarcity and loss aversion
33. The Tom Sawyer effect
34. Instill doubt to prevent cancellations
35. Impatience leads to compliance
36. Self-control: Gluttony’s nemesis
37. Anger
38. Avoiding anger
39. Use humor to deflect anger
40. Avoid overt anger with a slippery slope
41. Use metaphysical arguments to beat opponents
42. Embracing anger
43. Use anonymity to encourage repressed behaviors
44. Give people permission
45. Scare people (if you have the solution)
46. Using anger safely in your products
47. Envy
48. Manufacturing envy through desire and aspiration
49. Create desirability to produce envy
50. Create something aspirational
51. Make people feel ownership before they’ve bought
52. Status envy: demonstrating achievement and importance
53. Create status differences to drive behavior
54. Emphasize achievement as a form of status
55. Encourage payment as an alternative to achievement
56. Let users advertise their status
57. Let people feel important
58. Manufacturing and maintaining envy in your products
59. Lust
60. Creating lust: Using emotion to shape behavior
61. Say “I love you”
62. Be the second best
63. Frame your message as a question
64. Create an in-group
65. Controlling lust: Using desire to get a commitment
66. Give something to get something
67. Make something free
68. Sell the intangible value
69. Make a request in order to be seen more favorably
70. Lustful behavior
71. Greed
72. Learning from casinos: Luck, probability, and partial reinforcement schedules
73. Use a partial reinforcement schedule
74. Make it into a game
75. Customers should “win” rather than “finish” or “buy”
76. Further inflate people’s (already overconfident) ­feelings of skill and mastery
77. Make rewards seem due to skill, not luck
78. Create a walled garden
79. Anchoring and arbitrary coherence
80. Own the anchor
81. Move from money to tokens
82. Encourage breakage
83. Make it expensive
84. Show your second-best option first
85. Break coherence to justify prices
86. Feeling greedy?
87. Evil by Design
88. Should you feel bad about deception?
89. Should you feel bad about using the principles in this book?
90. Be purposefully persuasive
91. The Persuasive Patterns Game
92. Pride
93. Sloth
94. Gluttony
95. Anger
96. Envy
97. Lust
98. Greed
99. References
100. About the Technical Editor
101. Introduction
102. Pride
103. Sloth
104. Gluttony
105. Anger
106. Envy
107. Lust
108. Greed

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Tags: Chris Nodder, Evil By Design