Evil by Design: Interaction design to lead us into temptation

Contents......Page 9
Foreword......Page 13
Evil designs and their virtuous counterparts......Page 15
Misplaced pride causes cognitive dissonance......Page 19
Provide reasons for people to use......Page 21
Social proof: Using messages from friends to make it personal and emotional......Page 23
Dispel doubt by repeating positive messages......Page 25
Personal messages hit home......Page 29
Gain public commitment to a decision......Page 34
Change opinions by emphasizing general similarities......Page 37
Use images of certification and endorsement......Page 40
Closure: The appeal of completeness and desire for order......Page 43
Help people complete a set......Page 44
Pander to people’s desire for order......Page 50
Manipulating pride to change beliefs......Page 53
Desire lines: From A to B with as few barriers as possible......Page 57
Path of least resistance......Page 59
Reduced options and smart defaults smooth the decision process......Page 62
Provide fewer options......Page 63
Pre-pick your preferred option......Page 68
Make options hard to find or understand......Page 71
Negative options: Don’t not sign up!......Page 74
Sloth: Is it worth the effort?......Page 82
Deserving our rewards......Page 85
Make customers work for a reward......Page 87
Consider a small reward rather than a big one......Page 90
Hide the math......Page 93
Show the problems......Page 96
Foot-in-the-door......Page 102
Door-in-the-face......Page 105
Present hard decisions only after investment......Page 108
The Tom Sawyer effect......Page 111
Instill doubt to prevent cancellations......Page 114
Impatience leads to compliance......Page 117
Self-control: Gluttony’s nemesis......Page 119
Anger......Page 121
Use humor to deflect anger......Page 122
Avoid overt anger with a slippery slope......Page 125
Use metaphysical arguments to beat opponents......Page 130
Embracing anger......Page 135
Use anonymity to encourage repressed behaviors......Page 137
Give people permission......Page 142
Scare people (if you have the solution)......Page 147
Using anger safely in your products......Page 152
Envy......Page 155
Create desirability to produce envy......Page 156
Create something aspirational......Page 158
Make people feel ownership before they’ve bought......Page 163
Status envy: demonstrating achievement and importance......Page 168
Create status differences to drive behavior......Page 169
Emphasize achievement as a form of status......Page 172
Encourage payment as an alternative to achievement......Page 174
Let users advertise their status......Page 177
Let people feel important......Page 179
Manufacturing and maintaining envy in your products......Page 184
Creating lust: Using emotion to shape behavior......Page 187
Say “I love you”......Page 188
Be the second best......Page 192
Frame your message as a question......Page 196
Create an in-group......Page 200
Controlling lust: Using desire to get a commitment......Page 203
Give something to get something......Page 204
Make something free......Page 208
Sell the intangible value......Page 213
Make a request in order to be seen more favorably......Page 216
Lustful behavior......Page 219
Greed......Page 221
Learning from casinos: Luck, probability, and partial reinforcement schedules......Page 222
Use a partial reinforcement schedule......Page 226
Make it into a game......Page 229
Customers should “win” rather than “finish” or “buy”......Page 232
Further inflate people’s (already overconfident) ­feelings of skill and mastery......Page 235
Make rewards seem due to skill, not luck......Page 239
Create a walled garden......Page 243
Anchoring and arbitrary coherence......Page 245
Own the anchor......Page 247
Move from money to tokens......Page 251
Encourage breakage......Page 254
Make it expensive......Page 256
Show your second-best option first......Page 258
Break coherence to justify prices......Page 261
Feeling greedy?......Page 264
Evil by Design......Page 267
Should you feel bad about deception?......Page 268
Should you feel bad about using the principles in this book?......Page 272
Be purposefully persuasive......Page 276
The Persuasive Patterns Game......Page 277
Pride......Page 279
Sloth......Page 280
Gluttony......Page 281
Anger......Page 282
Envy......Page 283
Lust......Page 284
Greed......Page 285
Pride......Page 287
Sloth......Page 290
Gluttony......Page 293
Anger......Page 298
Envy......Page 302
Lust......Page 305
Greed......Page 308
Summary......Page 313
Index......Page 315