{"product_id":"evil-by-design-9781118422144","title":"Evil by Design","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eHow to make customers feel good about doing what you want    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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\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","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49406867046743,"sku":"9781118422144","price":26.4,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781118422144.jpg?v=1730497385","url":"https:\/\/bookcurl.com\/products\/evil-by-design-9781118422144","provider":"Book Curl","version":"1.0","type":"link"}