Seductive Interaction Design: Creating Playful, Fun, and Effective User Experiences

Chapter 17. The Influence of Words

AS WE NEAR THE END of our discussion on the subtle art of seduction, we’ll turn our attention to how your choice of words can influence behavior.

Framing

Let’s begin with the idea of “framing” a choice. I’m going to ask you a difficult question:

An epidemic breaks out that’s likely to kill 600 people if left untreated.

Treatment strategy A will save 200 people.

Treatment strategy B has a one-third chance of saving 600 people and a two-thirds chance of saving nobody.

Which one do you choose? When asked this question, 72 percent of people choose option A, the one that will save 200 people.

Now, I’m going to ...