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Posted by cadsmith on January 27, 2009

Neuro Web Design: What Makes Them Click, 2008, Weinschenk, describes how unconscious emotions play a significant roll in decision-making. The web is successful because it is a means of social communication. The author’s approach is illustrated using snapshots of web pages, e.g. gain attention by appealing to basic impulses for food, intimacy, or the word you. Make associations using pictures or stories. Stimulate different parts of the brain to reinforce a proposed conclusion. Create a sense of belonging, allow users to mimic others on the site who may be similar to them or celebrities. Offer immediate benefits. Put the desired option in first place since it is most popular. Initiate commitment verbally or in writing prior to desired action. Give them a free benefit to produce a sense of obligation. Other motivators are scarcity, fear of loss and having to initially reject something out of their means.

The pages recently added to the test wiki include:

Website Optimization, 2008, King

How We Test Software at Microsoft, 2008, Page and others.

A Practical Guide to Testing Object-Oriented Software, 2001, McGregor and Sykes.


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