Webs of Influence
The Psychology of Online Persuasion

By Nathalie Nahai
December 2012
Pearson Education
Distributed by Trans-Atlantic Publications
ISBN: 9780273772958
271 pages, Illustrated
$33.50 paper original

As legions of businesses scramble to set up virtual-shop, we face an unprecedented level of competition to win over and keep new customers online.

At the forefront of this battleground is your ability to connect with your customers, nurture your relationships and understand the psychology behind what makes them click.

In this book The Web Psychologist, Nathalie Nahai, expertly draws from the worlds of psychology, neuroscience and behavioural economics to bring you the latest developments, cutting edge techniques and fascinating insights that will lead to online success.

Webs of Influence delivers the tools you need to develop a compelling, influential and profitable online strategy which will catapult your business to the next level – with dazzling results.




Publisher's acknowledgements

About the Author


Part 1 Know Who You’re Targeting

1. The human brain
2. The psychology of decision-making
3. Who is online and why?
4. Who are you targeting?
5. Cultural quirks
6. Individual differences

Part 2 Communicate Persuasively

7. Basic principles

8. Your website

9. Your images

10. Your videos

11. Your colours

12. Your social media

Part 3 Sell with Integrity

13. Influence: an introduction

14. Principles of online influence

15. Building reputational capital

16. Increase your sales
17. Pricing and value
18. The 'behaviour chain'

19. Risk, trust and privacy

A closing note…





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