Web psychology: Your roadmap to online success

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An introduction to the secret strategies that make us click, and why Web Psychology is revolutionising the way we do business online.

Nathalie Nahai is an award-winning speaker, Web Psychologist, and author of the business best-seller, ‘Webs of Influence: The psychology of online persuasion'.

With a background in psychology, web design and digital strategy, she is one of the few leaders in this field to have both academic and hands-on experience in engineering online persuasion.

Read her best-selling book, 'Webs Of Influence: The Psychology of Online Persuasion', here: bit.ly/WebsOfInfluence

Published in: Design

Web psychology: Your roadmap to online success

  1. 1. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH__________ __________  your roadmap to  WEB PSYCHOLOGYONLINE SUCCESS
  2. 2. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.3 SECRETSTO ONLINE SUCCESS2NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  3. 3. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.1 KNOW WHO YOU’RE TARGETING2 COMMUNICATE PERSUASIVELY3 SELL WITH INTEGRITY3NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  4. 4. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.LET’S PLAY A GAME4NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  5. 5. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.5NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHThe thing is, this isn’t just any game.
  6. 6. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.6NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHAnd the map?
  7. 7. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.7NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  8. 8. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.8NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  9. 9. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.TESTIMONIALSIf Prof. Brian Cox was to writea book about web psychology –it would look a lot like thisJeremy WaiteHead of Social Strategy - Adobe9“ ”NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  10. 10. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.TESTIMONIALSBeautifully and healthilybroad in its influences, but thenvery practical in the area itsuggests we apply itRory SutherlandVice Chairman, Ogilvy UK10“ ”NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  11. 11. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.11NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHWEB PSYCHOLOGYYour roadmap to online success
  12. 12. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.WEB PSYCHOLOGYThe empirical study of howonline environments influenceour attitudes and behaviours- Nathalie Nahai12“ ”NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  13. 13. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.WEBPSYCHOLOGY13NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHhuman-computerinteractionneuroaesthetics user experiencesocial psychologycognitivepsychologyneurosciencecross-culturalpsychologybehaviouraleconomics
  14. 14. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.IT’S ABOUT14CONTEXTPSYCHOLOGYINDIVIDUALCULTURALNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  15. 15. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.15BUILDER NEGOTIATORGood with peopleAstute and introspectivePatientCompassionateFlexibleFacility with languageDiplomaticOK with ambiguitySociable and loyalFriendlyCautiousDependableMethodicalHard-workingTraditionalConcerned with safetyserotonin oestrogenEXPLORERSeeks risk and noveltyIndependentUnpredictableCreativeHedonisticSensual and funEasily boredInsatiably curiousdopamineDIRECTOR HOFSTEDE’S 6 CULTURAL TRAITSDrivenLikes reason and logicTough-mindedCompetitiveGoal-orientedProblem-solverBold and bluntUncompromisingtestosteroneNEUROCHEMICAL ARCHETYPES p61 p37 SOFTWARE OF THE MINDYOUR BRAIN p4 p23 GLOBAL INTERNET PENETRATION RATES78% 79% 80%52% 61%43% 10%13% 38%trait score countryGLOBAL INTERNET PENETRATION RATES100 20 30 40 50 60 70 80 90 100 110 120POWER-DISTANCEINDIVIDUALISMMASCULINITYUNCERTAINTY AVOIDANCELONG-TERM ORIENTEDINDULGENCES. AFRICA*BRAZILCHINAINDIAJAPANRUSSIASAUDI ARABIA*UKUSA*NO DATA AVAILABLE FOR LONG-TERM ORIENTED TRAIT200 million billioncalculations per secondDo you believe in free will?300 millisecondsWe become consciouslyaware of our intention to actafter the relevant areas of our brain become active.FastEmotionalUnconsciousIntuitiveAutomaticFFFSYSTEM1SlowAnalyticalConsciousLaboriousIntentionalRationalSYSTEM2SELL WITHINTEGRITYKNOW WHO YOU’RETARGETING
  16. 16. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.16NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHBUILDER NEGOTIATORGood with peopleAstute and introspectivePatientCompassionateFlexibleFacility with languageDiplomaticOK with ambiguitySociable and loyalFriendlyCautiousDependableMethodicalHard-workingTraditionalConcerned with safetyserotonin oestrogenEXPLORERSeeks risk and noveltyIndependentUnpredictableCreativeHedonisticSensual and funEasily boredInsatiably curiousdopamineDIRECTOR HOFSTEDE’S 6 CULTURAL TRAITSDrivenLikes reason and logicTough-mindedCompetitiveGoal-orientedProblem-solverBold and bluntUncompromisingtestosteroneNEUROCHEMICAL ARCHETYPES p61 p37 SOFTWARE OF THE MINDYOUR BRAIN p4 p23 GLOBAL INTERNET PENETRATION RATES78% 79% 80%52% 61%43% 10%13% 38%trait score countryGLOBAL INTERNET PENETRATION RATES100 20 30 40 50 60 70 80 90 100 110 120POWER-DISTANCEINDIVIDUALISMMASCULINITYUNCERTAINTY AVOIDANCELONG-TERM ORIENTEDINDULGENCES. AFRICA*BRAZILCHINAINDIAJAPANRUSSIASAUDI ARABIA*UKUSA*NO DATA AVAILABLE FOR LONG-TERM ORIENTED TRAIT200 million billioncalculations per secondDo you believe in free will?300 millisecondsWe become consciouslyaware of our intention to actafter the relevant areas of our brain become active.FastEmotionalUnconsciousIntuitiveAutomaticFFFSYSTEM1SlowAnalyticalConsciousLaboriousIntentionalRationalSYSTEM2
  17. 17. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.DECISION-MAKINGAN EXPERIMENT17NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  18. 18. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.18NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHECONOMISTONLINE $59PRINT $125ONLINE + PRINT $125Which would you choose?
  19. 19. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.19NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHECONOMISTONLINE $59ONLINE + PRINT $125What about now?
  20. 20. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.20NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHECONOMIST$59 ONLINE 68%$125 ONLINE + PRINT 32%Results - when given 2 options:
  21. 21. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.21NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHECONOMIST$59 ONLINE 16%$125 PRINT$125 ONLINE + PRINT 84%Results - when given 3 options:
  22. 22. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.DECISION-MAKINGONLINE22NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  23. 23. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.23NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  24. 24. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.24NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  25. 25. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.25NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  26. 26. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.26NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHWhen faced with graded options we gofor the middle one – in value and location-  Wine experiment- Grocery stores- Online optionsCHOICE
  27. 27. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.27BUILDER NEGOTIATORGood with peopleAstute and introspectivePatientCompassionateFlexibleFacility with languageDiplomaticOK with ambiguitySociable and loyalFriendlyCautiousDependableMethodicalHard-workingTraditionalConcerned with safetyserotonin oestrogenEXPLORERSeeks risk and noveltyIndependentUnpredictableCreativeHedonisticSensual and funEasily boredInsatiably curiousdopamineDIRECTOR HOFSTEDE’S 6 CULTURAL TRAITSDrivenLikes reason and logicTough-mindedCompetitiveGoal-orientedProblem-solverBold and bluntUncompromisingtestosteroneNEUROCHEMICAL ARCHETYPES p61 p37 SOFTWARE OF THE MINDYOUR BRAIN p4 p23 GLOBAL INTERNET PENETRATION RATES78% 79% 80%52% 61%43% 10%13% 38%trait score countryGLOBAL INTERNET PENETRATION RATES100 20 30 40 50 60 70 80 90 100 110 120POWER-DISTANCEINDIVIDUALISMMASCULINITYUNCERTAINTY AVOIDANCELONG-TERM ORIENTEDINDULGENCES. AFRICA*BRAZILCHINAINDIAJAPANRUSSIASAUDI ARABIA*UKUSA*NO DATA AVAILABLE FOR LONG-TERM ORIENTED TRAIT200 million billioncalculations per secondDo you believe in free will?300 millisecondsWe become consciouslyaware of our intention to actafter the relevant areas of our brain become active.FastEmotionalUnconsciousIntuitiveAutomaticFFFSYSTEM1SlowAnalyticalConsciousLaboriousIntentionalRationalSYSTEM2COMMUNICATEPERSUASIVELY
  28. 28. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.28NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHIMAGES VIDEOSTap into emotionTell storiesNostalgia is persuasiveNeurologicallyoptimise your videosEmbed commandsStop an image to attractattentionBeauty is universalUse faces to engagewith visitors and directtheir gazeMystery is alluringOur brains enjoy visualmetaphorsUse exaggerated imagesattract communicateWEBSITEHave a clear purposeTarget your audienceand meet their needsCreate a communityUpdate your contentClear calls to actionSimplicity rulesAttention is a resourcetarget  and  testSOCIAL MEDIAHave a clear identityTarget the right peopleUse social validation,reciprocity and socialproof in your campaignsBecome valuableOwn up to mistakesConverse and convertengageCOMMUNICATION p109 p109 NEURAL COUPLINGMEDIA p80 p80 YOUR WEBSITEWhen you talk The mind meldidentical patternsof neurological activitymerging as oneare trying to be coupledPEOPLE2engaged ina story - bothbrains fire inMIND1the brains ofcommunicatorand listenerFlashyInteractiveAnimatedColoursFewer levelsUnclutteredattractivenessand usability?versusDid you know...in individualist countrieswomen and men differin their perceptionof a website’sAESTHETIC DYNAMICculture-specificattractivevisually appropriateharmoniousand elegantuniversalattention-grabbingcolourfulfun to use andinteractiveYour website’s appealcan be measured in two ways:
  29. 29. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.ATTENTION OPTIMISATIONCASE STUDY29NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  30. 30. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.30NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHHow users will look at your website withinthe first few seconds of their visitComputational neuroscientific modelof human attention >90% predictiveaccuracy vs. empirical studies
  31. 31. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.31NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  32. 32. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.32NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  33. 33. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.33NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  34. 34. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.THE RESULT52%conversion uplift34NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  35. 35. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.GENDER DIVIDEAESTHETICS & USABILITY35NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  36. 36. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.36NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHMen and women have distinctlydifferent neural responses to artistic andnatural stimuliIndividualistic cultures express biggergender differencesGENDER DIVIDE
  37. 37. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.37NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  38. 38. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.38NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  39. 39. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.WEBSITESFlashy,interactive andanimatedGoal-oriented,gamifiedMany sub-levels39NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHAttracted to awebsite’s coloursClean, un-clutteredPrefer fewersub-page levels totrawl through
  40. 40. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.RISK, TRUST & PRIVACYLess concernedabout privacyHappier partingwith sensitivepersonal info40NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHMore skeptical ofonline infoPerceive onlinepurchasing asriskier than males
  41. 41. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.41BUILDER NEGOTIATORGood with peopleAstute and introspectivePatientCompassionateFlexibleFacility with languageDiplomaticOK with ambiguitySociable and loyalFriendlyCautiousDependableMethodicalHard-workingTraditionalConcerned with safetyserotonin oestrogenEXPLORERSeeks risk and noveltyIndependentUnpredictableCreativeHedonisticSensual and funEasily boredInsatiably curiousdopamineDIRECTOR HOFSTEDE’S 6 CULTURAL TRAITSDrivenLikes reason and logicTough-mindedCompetitiveGoal-orientedProblem-solverBold and bluntUncompromisingtestosteroneNEUROCHEMICAL ARCHETYPES p61 p37 SOFTWARE OF THE MINDYOUR BRAIN p4 p23 GLOBAL INTERNET PENETRATION RATES78% 79% 80%52% 61%43% 10%13% 38%trait score countryGLOBAL INTERNET PENETRATION RATES100 20 30 40 50 60 70 80 90 100 110 120POWER-DISTANCEINDIVIDUALISMMASCULINITYUNCERTAINTY AVOIDANCELONG-TERM ORIENTEDINDULGENCES. AFRICA*BRAZILCHINAINDIAJAPANRUSSIASAUDI ARABIA*UKUSA*NO DATA AVAILABLE FOR LONG-TERM ORIENTED TRAIT200 million billioncalculations per secondDo you believe in free will?300 millisecondsWe become consciouslyaware of our intention to actafter the relevant areas of our brain become active.FastEmotionalUnconsciousIntuitiveAutomaticFFFSYSTEM1SlowAnalyticalConsciousLaboriousIntentionalRationalSYSTEM2SELL WITHINTEGRITY
  42. 42. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.42NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHRECIPROCITYAn obligation to givean obligation to receivean obligation to repayStart the exchange:- be proactive- give something away- make concessionsgive  and  takeCONSISTENCYWe act in a way thatis consistent with ourvalues and identityGet a commitment:- identify clients’ traits- activate self-concept- make your requestcommitmentLIKING AUTHORITYWe are rewarded forbehaving in accordancewith authority figuresMake this work for you:- show you’re the expert- back up with evidence- be inspiringWe prefer to complywith people whom weactually likeBoost your likeability:- highlight similarities- genuine compliments- be trustworthysimilarities expert  appealSOCIAL PROOFWe naturally look toother people for cueson how to behaveWe conform when:- the group is strong- physically close to us- has many membersherd  instinctSCARCITYWe tend to value thatwhich is in scarcesupplyUse it online:- have flash sales- include a countdown- show limited stockin  short  supply69principles ofinfluenceProfessor Robert Cialdini’sand how to use them onlinesell more?We rely on cognitive shortcuts - known asheuristics - to guide our behaviours and thedecisions we make on a daily basis. Understandhow they work for greater influence online.......earned mediaconsumer reviewsno real salespersonprivacy / securitylack of customer serviceWhat stops us buying online?What information do we trust?NUMBER70%92%25%30%15%Did you know...prices ending inare calledcharm pricesbecause theyINFLUENCE: AN INTRODUCTION p158 p164 PRINCIPLES OF ONLINE INFLUENCEPRICING AND VALUE p205 p225 RISK, TRUST AND PRIVACYWhen visitors arrive atyour website they willscan for cueson what it’s about,if it’s secureand whether or not theycan trust youSUBCONSCIOUSLY
  43. 43. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.SELL WITH INTEGRITYCASE STUDY43NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  44. 44. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.DOMINO’S PIZZA TURNAROUND44NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  45. 45. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.THE RESULT14.3%Sales increase – first quarter of 2010The biggest ever jump in salesin the fast-food industry45NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  46. 46. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.BARRIERSTO BUYING ONLINE46NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  47. 47. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.RISK, TRUST & PRIVACYA lack of trust andface-to-face interactionprevents many peoplefrom purchasing online- Peter de Vries & Ad Pruyn47“ ”NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  48. 48. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.48NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHCONSUMER TRENDSWhat stops us buying online?Lack of customer servicePrivacy / security concernsNo real salesperson
  49. 49. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.49NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHWhat information do we trust?Consumer reviewsEarned mediaCONSUMER TRENDS
  50. 50. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.RISK, TRUST & PRIVACYConsumers require greater trust andconfidence buying online vs. face to faceThe first thing visitors do is subconsciouslyscan your site for trust cuesNew visitors assess trust via your website’sfunctionality, design & reputation50NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  51. 51. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.KEY TAKEAWAYSTo succeed online, follow the roadmap:1.  Know who you’re targeting2.  Communicate persuasively3.  Sell with integrity51NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  52. 52. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.WANT TO KNOW MORE?52Contact my agent:Jacq@londonwritersclub.comThe Web Psychologist . com@TheWebPsychNATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
  53. 53. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.53D. Ariely (2008). Dan Ariely asks, Are we in control of our own decisions? Ted Talks.Ted.com/talks/lang/en/dan_ariely_asks_are_we_in_control_of_our_own_decisions.htmlP. Rodway, A.Schepman and J. Lambert (2012). Preferring the One in the Middle: Further Evidence for the Centre-stage Effect. Applied Cognitive Psychology, 26 (2),215-222C. Cela-Conde, F. Ayala, E. Munar, F. Maestú, M. Nadal, M. Capó, et al. (2009). Sex related similarities and differences in the neural correlates of beauty. Proceedingsof the National Academy of Sciences of the United States of America,106(10), 3847.S. Simon (2001). The impact of culture and gender on Web sites: An empirical study. The Data Base for Advances in Information Systems, 32(1), pp. 18-37.D. Cyr and C. Bonanni (2005). Gender and website design in e-business. International Journal of Electronic Business, 3 (6): 565–82.A. Acquisti and R. Gross (2006). Imagined communities: Awareness, information sharing, and privacy on the Facebook. Lecture Notes in Computer Science, 4258:36–58.E. Garbarino and M. Strahilevitz (2004). Gender differences in the perceived risk of buying online and the effects of receiving a site recommendation. Journal ofBusiness Research, 57: 768–75.D. Gelles and A. Rappeport (2006). Domino’s eats humble pie to boost sales. FT.com, May.ft.com/cms/s/0/f8178fa2-7804-11e0- b90e-00144feabdc0.html#axzz1uwqbr9Ju (accessed 11th April 2012).P. de Vries and A. Pruyn (2007). Source salience and the persuasiveness of peer recommendations: The mediating role of social trust. Persuasive, LNCS, 4744: 164–75.Y. H. Tan and W. Thoen (2001). Toward a generic model of trust for electronic commerce. International Journal of Electronic Markets, 5 (2): 61–74.E. Andrade, V. Kaltcheva and B. Weitz (2002). Self-disclosure on the Web: The impact of privacy policy, reward and brand reputation. Advances in ConsumerResearch, 29: 350–3.M. F. Wolfinbarger and M. C. Gilly (2002) .comQ: Dimensionalizing, measuring and predicting quality of the e-tailing experience. MSI Working Paper Series, No.02-100.NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCHREFERENCES

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