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Title:

The Psychology of Persuasion: Principles without Borders

Author:

Straub, K.

Abstract:

It is not just technology that is evolving - consumers are evolving. Today's consumers know more, do more, and expect more and interact differently. In this talk, the consumer ecosystem, how business-to-consumer communication is changing and how culture influences consumer behavior is explored. We address the expanding role of the web as a primary information resource and communication tool, and the implications of these shifts on the definition (and measure) of effective web content internationally. We discuss how principles of basic Psychology will continue to shape and influence persuasive design strategies, in addition to cultural influence. Finally we touch on emerging methods to identify consumers' emotional trips and triggers to guide the design of products and services--and the content that describes them-- so as to engage consumers, influence attitudes and drive desire behaviors.

Original publication:

Evers, V., Abdelnour-Nocera, J. & E. del Galdo. Designing for Global Markets 9, 3-4. 9th International Workshop on Internationalization of Products and Systems. London, UK. July 7-10, 2010.

Copyright:

© 2010 Product & Systems Internationalisation, Inc. ISBN: 0-9722184-8-3

Availability:

proceedings available online soon - please email to proceedings@iwips.org for notification
©2018 Product & System Internationalisation, Inc.