Webs of Influence: The Psychology Of Online Persuasion, 2nd edition

Published by Pearson (February 9, 2017) © 2018

  • Nathalie Nahai
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Title 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 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.

Table of contents

  • PART 1 KNOW WHO YOU'RE TARGETING
  • 1 Introduction
  • 2 The psychology of decision-making
  • 3 Who are you targeting?
  • 4 Cultural quirks
  • 5 Individual differences
  • PART 2 COMMUNICATE PERSUASIVELY
  • 6 Basic principles
  • 7 Optimising your website
  • 8 Selecting the right images
  • 9 The psychology of colour
  • 10 Social media and customer service
  • 11 Designing persuasive videos
  • PART 3 SELL WITH INTEGRITY
  • 12 Influence: An introduction
  • 13 Principles of online persuasion
  • 14 Increase your sales
  • 15 Pricing and value
  • 16 The behaviour chain

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