Evil by design : interaction design to lead us into temptation

Content: Foreword xi    Introduction xiii     Evil designs and their virtuous counterparts xiii     Pride 1     Misplaced pride causes cognitive dissonance 1     Provide reasons for people to use 3     Social proof: Using messages from friends to make it personal and emotional 5     Dispel doubt by repeating positive messages 7     Personal messages hit home 11     Gain public commitment to a decision 16     Change opinions by emphasizing general similarities 19     Use images of certification and endorsement 22     Closure: The appeal of completeness and desire for order 25     Help people complete a set 26     Pander to people   s desire for order 32     Manipulating pride to change beliefs 35     Sloth 39     Desire lines: From A to B with as few barriers as possible 39     Path of least resistance 41     Reduced options and smart defaults smooth the decision process 44     Provide fewer options 45     Pre-pick your preferred option 50     Make options hard to find or understand 53     Negative options: Don   t not sign up! 56     Sloth: Is it worth the effort? 64     Gluttony 67     Deserving our rewards 67     Make customers work for a reward 69     Consider a small reward rather than a big one 72     Hide the math 75     Show the problems 78     Escalating commitment: foot-in-the-door, door-in-the-face 84     Foot-in-the-door 84     Door-in-the-face 87     Present hard decisions only after investment 90     Invoking gluttony with scarcity and loss aversion 93     The Tom Sawyer effect 93     Instill doubt to prevent cancellations 96     Impatience leads to compliance 99     Self-control: Gluttony   s nemesis 101     Anger 103     Avoiding anger 104     Use humor to deflect anger 104     Avoid overt anger with a slippery slope 107     Use metaphysical arguments to beat opponents 112     Embracing anger 117     Use anonymity to encourage repressed behaviors 119     Give people permission 124     Scare people (if you have the solution) 129     Using anger safely in your products 134     Envy 137     Manufacturing envy through desire and aspiration 138     Create desirability to produce envy 138     Create something aspirational 140     Make people feel ownership before they   ve bought 145     Status envy: demonstrating achievement and importance 150     Create status differences to drive behavior 151     Emphasize achievement as a form of status 154     Encourage payment as an alternative to achievement 156     Let users advertise their status 159     Let people feel important 161     Manufacturing and maintaining envy in your products 166     Lust 169     Creating lust: Using emotion to shape behavior 169     Say    I love you    170     Be the second best 174     Frame your message as a question 178     Create an in-group 182     Controlling lust: Using desire to get a commitment 185     Give something to get something 186     Make something free 190     Sell the intangible value 195     Make a request in order to be seen more favorably 198     Lustful behavior 201     Greed 203     Learning from casinos: Luck, probability, and partial reinforcement schedules 204     Use a partial reinforcement schedule 208     Make it into a game 211     Customers should    win    rather than    finish    or    buy    214     Further inflate people   s (already overconfident) feelings of skill and mastery 217     Make rewards seem due to skill, not luck 221     Create a walled garden 225     Anchoring and arbitrary coherence 227     Own the anchor 229     Move from money to tokens 233     Encourage breakage 236     Make it expensive 238     Show your second-best option first 240     Break coherence to justify prices 243     Feeling greedy? 246     Evil by Design 249     Should you feel bad about deception? 250     Should you feel bad about using the principles in this book? 254     Be purposefully persuasive 258     The Persuasive Patterns Game 259     References 269     Index 297