Chapter 13
Principles of online persuasion
“The ever accelerating pace and information crush of modern life will make this particular form of unthinking compliance more and more prevalent in the future.
ROBERT CIALDINI, SOCIAL PSYCHOLOGIST1
Cognitive shortcuts
As sophisticated mammals, we have evolved to streamline our attention so that at any given moment, we can focus on the information that is most important to us. Right now, as you read this paragraph, you’ll probably be vaguely aware of your surroundings, conscious of these words in front of you and alert to the fact that you’re reading this text in a book or on a screen. It’s unlikely, however, that you’ll have given a second thought to the pace of your breath or the movement of your ...
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