543: Robert Cialdini | Pre-suasion
The Art of Charm
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The Importance of Comfort in Website Design
People are especially open to and receptive to hearing the best features of the offer. People were put in a state of mind that made them especially receptive to the idea of comfort when they searched the site. They later rated those features as more important for them in deciding about a sofas, and then they preferred more comfortable sofas for purchase. If website designers were able to shift the mindset of people in the direction that they wanted them to go toward comfort, it would have an effect on sales.
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