{"product_id":"evil-by-design-isbn-9781118422144","title":"Evil by Design","description":"\u003cp\u003eHow to make customers feel good about doing what you want\u003c\/p\u003e \u003cp\u003eLearn 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:\u003c\/p\u003e \u003cul\u003e \u003cli\u003ePride — use social proof to position your product in line with your visitors’ values\u003c\/li\u003e \u003cli\u003eSloth — build a path of least resistance that leads users where you want them to go\u003c\/li\u003e \u003cli\u003eGluttony — escalate customers’ commitment and use loss aversion to keep them there\u003c\/li\u003e \u003cli\u003eAnger — understand the power of metaphysical arguments and anonymity\u003c\/li\u003e \u003cli\u003eEnvy — create a culture of status around your product and feed aspirational desires\u003c\/li\u003e \u003cli\u003eLust — turn desire into commitment by using emotion to defeat rational behavior\u003c\/li\u003e \u003cli\u003eGreed — keep customers engaged by reinforcing the behaviors you desire\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eNow 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.\u003c\/p\u003e \u003cp\u003eForeword xi\u003c\/p\u003e \u003cp\u003eIntroduction xiii\u003c\/p\u003e \u003cp\u003eEvil designs and their virtuous counterparts xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePride 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMisplaced pride causes cognitive dissonance 1\u003c\/p\u003e \u003cp\u003eProvide reasons for people to use 3\u003c\/p\u003e \u003cp\u003eSocial proof: Using messages from friends to make it personal and emotional 5\u003c\/p\u003e \u003cp\u003eDispel doubt by repeating positive messages 7\u003c\/p\u003e \u003cp\u003ePersonal messages hit home 11\u003c\/p\u003e \u003cp\u003eGain public commitment to a decision 16\u003c\/p\u003e \u003cp\u003eChange opinions by emphasizing general similarities 19\u003c\/p\u003e \u003cp\u003eUse images of certification and endorsement 22\u003c\/p\u003e \u003cp\u003eClosure: The appeal of completeness and desire for order 25\u003c\/p\u003e \u003cp\u003eHelp people complete a set 26\u003c\/p\u003e \u003cp\u003ePander to people’s desire for order 32\u003c\/p\u003e \u003cp\u003eManipulating pride to change beliefs 35\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSloth 39\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDesire lines: From A to B with as few barriers as possible 39\u003c\/p\u003e \u003cp\u003ePath of least resistance 41\u003c\/p\u003e \u003cp\u003eReduced options and smart defaults smooth the decision process 44\u003c\/p\u003e \u003cp\u003eProvide fewer options 45\u003c\/p\u003e \u003cp\u003ePre-pick your preferred option 50\u003c\/p\u003e \u003cp\u003eMake options hard to find or understand 53\u003c\/p\u003e \u003cp\u003eNegative options: Don’t not sign up! 56\u003c\/p\u003e \u003cp\u003eSloth: Is it worth the effort? 64\u003c\/p\u003e \u003cp\u003e\u003cb\u003eGluttony 67\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDeserving our rewards 67\u003c\/p\u003e \u003cp\u003eMake customers work for a reward 69\u003c\/p\u003e \u003cp\u003eConsider a small reward rather than a big one 72\u003c\/p\u003e \u003cp\u003eHide the math 75\u003c\/p\u003e \u003cp\u003eShow the problems 78\u003c\/p\u003e \u003cp\u003eEscalating commitment: foot-in-the-door, door-in-the-face 84\u003c\/p\u003e \u003cp\u003eFoot-in-the-door 84\u003c\/p\u003e \u003cp\u003eDoor-in-the-face 87\u003c\/p\u003e \u003cp\u003ePresent hard decisions only after investment 90\u003c\/p\u003e \u003cp\u003eInvoking gluttony with scarcity and loss aversion 93\u003c\/p\u003e \u003cp\u003eThe Tom Sawyer effect 93\u003c\/p\u003e \u003cp\u003eInstill doubt to prevent cancellations 96\u003c\/p\u003e \u003cp\u003eImpatience leads to compliance 99\u003c\/p\u003e \u003cp\u003eSelf-control: Gluttony’s nemesis 101\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAnger 103\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAvoiding anger 104\u003c\/p\u003e \u003cp\u003eUse humor to deflect anger 104\u003c\/p\u003e \u003cp\u003eAvoid overt anger with a slippery slope 107\u003c\/p\u003e \u003cp\u003eUse metaphysical arguments to beat opponents 112\u003c\/p\u003e \u003cp\u003eEmbracing anger 117\u003c\/p\u003e \u003cp\u003eUse anonymity to encourage repressed behaviors 119\u003c\/p\u003e \u003cp\u003eGive people permission 124\u003c\/p\u003e \u003cp\u003eScare people (if you have the solution) 129\u003c\/p\u003e \u003cp\u003eUsing anger safely in your products 134\u003c\/p\u003e \u003cp\u003e\u003cb\u003eEnvy 137\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eManufacturing envy through desire and aspiration 138\u003c\/p\u003e \u003cp\u003eCreate desirability to produce envy 138\u003c\/p\u003e \u003cp\u003eCreate something aspirational 140\u003c\/p\u003e \u003cp\u003eMake people feel ownership before they’ve bought 145\u003c\/p\u003e \u003cp\u003eStatus envy: demonstrating achievement and importance 150\u003c\/p\u003e \u003cp\u003eCreate status differences to drive behavior 151\u003c\/p\u003e \u003cp\u003eEmphasize achievement as a form of status 154\u003c\/p\u003e \u003cp\u003eEncourage payment as an alternative to achievement 156\u003c\/p\u003e \u003cp\u003eLet users advertise their status 159\u003c\/p\u003e \u003cp\u003eLet people feel important 161\u003c\/p\u003e \u003cp\u003eManufacturing and maintaining envy in your products 166\u003c\/p\u003e \u003cp\u003e\u003cb\u003eLust 169\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCreating lust: Using emotion to shape behavior 169\u003c\/p\u003e \u003cp\u003eSay “I love you” 170\u003c\/p\u003e \u003cp\u003eBe the second best 174\u003c\/p\u003e \u003cp\u003eFrame your message as a question 178\u003c\/p\u003e \u003cp\u003eCreate an in-group 182\u003c\/p\u003e \u003cp\u003eControlling lust: Using desire to get a commitment 185\u003c\/p\u003e \u003cp\u003eGive something to get something 186\u003c\/p\u003e \u003cp\u003eMake something free 190\u003c\/p\u003e \u003cp\u003eSell the intangible value 195\u003c\/p\u003e \u003cp\u003eMake a request in order to be seen more favorably 198\u003c\/p\u003e \u003cp\u003eLustful behavior 201\u003c\/p\u003e \u003cp\u003e\u003cb\u003eGreed 203\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning from casinos: Luck, probability, and partial reinforcement schedules 204\u003c\/p\u003e \u003cp\u003eUse a partial reinforcement schedule 208\u003c\/p\u003e \u003cp\u003eMake it into a game 211\u003c\/p\u003e \u003cp\u003eCustomers should “win” rather than “finish” or “buy” 214\u003c\/p\u003e \u003cp\u003eFurther inflate people’s (already overconfident) feelings of skill and mastery 217\u003c\/p\u003e \u003cp\u003eMake rewards seem due to skill, not luck 221\u003c\/p\u003e \u003cp\u003eCreate a walled garden 225\u003c\/p\u003e \u003cp\u003eAnchoring and arbitrary coherence 227\u003c\/p\u003e \u003cp\u003eOwn the anchor 229\u003c\/p\u003e \u003cp\u003eMove from money to tokens 233\u003c\/p\u003e \u003cp\u003eEncourage breakage 236\u003c\/p\u003e \u003cp\u003eMake it expensive 238\u003c\/p\u003e \u003cp\u003eShow your second-best option first 240\u003c\/p\u003e \u003cp\u003eBreak coherence to justify prices 243\u003c\/p\u003e \u003cp\u003eFeeling greedy? 246\u003c\/p\u003e \u003cp\u003e\u003cb\u003eEvil by Design 249\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eShould you feel bad about deception? 250\u003c\/p\u003e \u003cp\u003eShould you feel bad about using the principles in this book? 254\u003c\/p\u003e \u003cp\u003eBe purposefully persuasive 258\u003c\/p\u003e \u003cp\u003eThe Persuasive Patterns Game 259\u003c\/p\u003e \u003cp\u003eReferences 269\u003c\/p\u003e \u003cp\u003eIndex 297\u003c\/p\u003e   \u003cp\u003eChris 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.     \u003c\/p\u003e\u003cp\u003e\"Better read this book before your neighbor goes and pulls a fast one on you. If this appeal to fear isn't enough, then maybe greed will do the trick: any website will make lots of money by following the guidelines in this book, even if you don't go all the way to become truly evil.\"\u003cbr\u003e \u003cb\u003e— \u003ci\u003eJakob Nielsen, author of\u003c\/i\u003e Designing Web Usability \u003ci\u003eand\u003c\/i\u003e Mobile Usability\u003c\/b\u003e  \u003c\/p\u003e\u003cp\u003e\"Illuminating, amusing, and a genuine page-turner....this book will give you insight into ways you have been tricked and, even better, give you the tools to persuade others either for evil or, if you really must, for good.\"\u003cbr\u003e \u003cb\u003e— \u003ci\u003eBruce \"Tog\" Tognazzini, Principal, Nielsen Norman Group, mad scientist, and former Apple employee #66\u003c\/i\u003e\u003c\/b\u003e  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eHow to make customers feel good about doing what you want\u003c\/b\u003e  \u003c\/p\u003e\u003cp\u003eApproaching 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:  \u003c\/p\u003e\u003cp\u003e\u003cb\u003ePride\u003c\/b\u003e – use social proof to position your product in line with your visitors' values\u003cbr\u003e \u003cb\u003eSloth\u003c\/b\u003e – build a path of least resistance that leads users where you want them to go\u003cbr\u003e \u003cb\u003eGluttony\u003c\/b\u003e – escalate customers' commitment and use loss aversion to keep them there\u003cbr\u003e \u003cb\u003eAnger\u003c\/b\u003e – understand the power of metaphysical arguments and anonymity\u003cbr\u003e \u003cb\u003eEnvy\u003c\/b\u003e – create a culture of status around your product and feed aspirational desires\u003cbr\u003e \u003cb\u003eLust\u003c\/b\u003e – turn desire into commitment by using emotion to defeat rational behavior\u003cbr\u003e \u003cb\u003eGreed\u003c\/b\u003e – keep customers engaged by reinforcing the behaviors you desire  \u003c\/p\u003e\u003cp\u003eNow 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, \u003cb\u003eevilbydesign.info\u003c\/b\u003e.  \u003c\/p\u003e\u003cp\u003e\"The seven sins are all around us, easy to spot. But the designs that apply the underlying behavioral forces that underpin the sins are harder to discern. That's why we need this book.\"\u003cbr\u003e \u003cb\u003e—\u003ci\u003eFrom the foreword by Don Norman, author of\u003c\/i\u003e Design of Everyday Things\u003c\/b\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989178138853,"sku":"NP9781118422144","price":42.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118422144.jpg?v=1761783106","url":"https:\/\/k12savings.com\/products\/evil-by-design-isbn-9781118422144","provider":"K12savings","version":"1.0","type":"link"}