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Webs of Influence: The Psychology of Online Persuasion [Kindle Edition]

Nathalie Nahai
4.5 out of 5 stars  See all reviews (67 customer reviews)

Print List Price: £14.99
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Book Description

As legions of businesses scramble to set up virtual-shop, we face an unprecedented level of competition to win over and keep new customers online.

 

At the forefront of this battleground is your ability to connect with your customers, nurture your relationships and understand the psychology behind what makes them click.

 

In this book The Web Psychologist, Nathalie Nahai, expertly draws from the worlds of psychology, neuroscience and behavioural economics to bring you the latest developments, cutting edge techniques and fascinating insights that will lead to online success.

 

Webs of Influence delivers the tools you need to develop a compelling, influential and profitable online strategy which will catapult your business to the next level – with dazzling results.



Product Description

From the Back Cover

As legions of businesses scramble to set up virtual-shop, we face an unprecedented level of competition to win over and keep new customers online.

 

At the forefront of this battleground is your ability to connect with your customers, nurture your relationships and understand the psychology behind what makes them click.

 

In this book The Web Psychologist, Nathalie Nahai, expertly draws from the worlds of psychology, neuroscience and behavioural economics to bring you the latest developments, cutting edge techniques and fascinating insights that will lead to online success.

 

Webs of Influence delivers the tools you need to develop a compelling, influential and profitable online strategy which will catapult your business to the next level – with dazzling results.

About the Author

Nathalie Nahai is an award-winning speaker, lecturer and Web Psychologist, who consults with businesses to psychologically optimise their online engagement.

With a background in psychology and digital strategy, she is one of the few leading voices in this field to have both academic and hands-on experience in engineering online persuasion.  

Also a member of #OgilvyChange, Nathalie has a large online readership and an established internet presence. You'll find her articles at www.thewebpsychologist.com, and her tweets @TheWebPsych

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Customer Reviews

Most Helpful Customer Reviews
45 of 49 people found the following review helpful
Format:Kindle Edition
Short Review:

A broad and useful introduction to several areas of psychology. Lively, engaging writing style. An easy-read.

Weak at proving that the ideas offered (the book is full of 'Make This Work For You' suggestions) would made a difference i.e. a lack of evidence.

Recommendation:

If you don't know much about psychology, web marketing and web design principles, then it's a good intro. Unfortunately - in my humble opinion - I don't think it's as revolutionary as some of the other reviews imply.

Longer Review:

I love psychology. I have a degree in it, post-grad qualifications and more psychology books than I have items of clothing.

OK. The bit about my clothing is an exaggeration. But my love of psychology and all things, 'influence and persuasion' especially, isn't. I also work in digital marketing and have done so for about 100 years (or so it feels).

You can imagine my excitement - glee in fact - at reading the synopsis of 'Webs of Influence'. I couldn't think of a better combination of two of my fave subjects - psychology and the InterWeb. Ace!

As soon as I got the book, I read it eagerly from cover to cover. And I like it. Sort of. Ish.

The Good

It's got lots of solid, psychology information in it. There's stuff in there that I did know, knew a little about and stuff I'd not come across before. Believe me, I could read this type of material again and again. Any book that covers this ground is a winner with me :)

It's just when the book tries to tie the psychology into web design and online marketing that I feel it book doesn't quite work. Or, perhaps more accurately, the premise of the book doesn't work. Because I have to say that this is a lovely book to read.
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Format:Paperback|Verified Purchase
I found a fair chunk of the first two sections called 'Know who you are targeting' and 'Communicate persuasively' a lot of generally familiar business psychology. However, the last section 'Selling with integrity' usefully explores the neuroaesthetics of a web site's professional look and feel (v its content) in order to elicit those all important repeated clicks - where the "secret strategies" in the title come into play.

A stand-out feature of the phenomenal influence of the internet is of course its ability to connect across the globe, and a heavyweight of underpinning research that Nahai draws on in this area is Geert Hofstede's cross-cultural factor analysis on values (5 dimensional model of MAS, PDI, IVR, LTO, UAI, IDV). In a 'glocalised' (dochakuka) economy mainstream cultural norms driven by technology - often americanized - are adapted to national preferences and with it global branding, advertising strategy and consumer behaviour. Also drawing upon, for example, Latane's work on dynamic social impact theory (DSIT) - local clusters of subcultural consensus based on perceived strength, numbers and proximiity - web marketing has the understanding to release its tools to penetrate just about every reach of our social human experience. We tend to consider members of our in-group as more credible (trustworthiness + expertise) than people from out-groups, since we rely on markers of being sociable, influential, competent and having character. These markers are now being developed to apply to avatars or virtual agents, which help to iron out fears of risk, trust (cognitively driven or emotional) and privacy.
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5.0 out of 5 stars Great for marketing students 19 July 2015
Format:Paperback|Verified Purchase
Brilliant book for marketing students, includes section on international markets which is really helpful and going to be great for my dissertation. Would recommend
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Format:Paperback|Verified Purchase
This is an important book about online persuasion. Having read it once, I 'm planning on a second read so I can absorb everything it's has to teach.
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5.0 out of 5 stars Like anybody in the Internet biz 18 July 2015
Format:Paperback|Verified Purchase
Like anybody in the Internet biz , the holy grail is to be able to influence with your content, this book is full of great information.
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1 of 2 people found the following review helpful
4.0 out of 5 stars Web Psychology 28 May 2013
Format:Paperback
Nathalie Nahai's goal in Webs of Influence is to provide insights into how we can improve our online presence. Her book takes you through all the necessary background to how psychology can be used to great effect to boost online success.

Whilst Web Psychology is a comparatively new field, the author has managed to use the latest available research and data to support her theories and provide hands-on advice in a very practical and engaging way. The book is a very easy (and thoroughly enjoyable!) read and should be kept close at hand for all web marketeers and online professionals to refer to, and draw inspiration from in their online ventures.
I particularly liked the last 2 sentences on the last page (p. 234):

"We will always exploit technology to meet our human desires. Whoever understands these desires and the drivers behind them will hold the key to online influence."
This is precisely what Nathalie Nahai delivers in her book: the key to achieve this.
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1 of 2 people found the following review helpful
4.0 out of 5 stars A great book for all interested in UX 8 April 2013
By Patrick
Format:Paperback
This book is great as it's a good read whether you're a total novice to psychology or a seasoned expert. It's easy and light to read (just one of many instances of Nathalie practicing what she preaches) and yet it contains a number of useful studies and brand examples which are like gold dust for the more experienced behavioural economist.
What really set this book apart for me was it's use of psychological principles in its own execution - concreteness, fluency and emotion are all used to great effect.
I would have liked there to have been more coverage of empirical studies investigating the use of heuristics online (e.g. social proof makes people x% more likely to sign up to a newsletter), but having looked myself, it seems this research may not even exist yet. This is an exciting field which is only going to grow, and Nathalie has done a great job of spearheading it.
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Most Recent Customer Reviews
4.0 out of 5 stars Four Stars
Good tips that you can actually apply to the real world
Published 7 days ago by sg
3.0 out of 5 stars Three Stars
Good product
Published 2 months ago by martin
4.0 out of 5 stars Four Stars
have only just started reading this book but seems to be everything it says on the cover!
Published 2 months ago by Amanda Pattinson
5.0 out of 5 stars A good read
Brilliant and quite insightful
Published 5 months ago by Consumer Friend
4.0 out of 5 stars A readable introduction to digital marketing psychology
A nice, light read that covers a lot of ground.

Entrepreneurs, new online traders, and 'template site' web developers will certainly find something of practical... Read more
Published 7 months ago by Steve Minto
3.0 out of 5 stars Too often very vague in content.
The author regularly describes in detail the thoughts and feelings behind user interactions but fails to tie them to actionable suggestions for online activities. E. Read more
Published 8 months ago by Neil Darling
4.0 out of 5 stars Practical book, well structured, informative, up to ...
Practical book, well structured, informative, up to date. The layout is done in such a way that it helps make the content engaging and visually rich.
Published 9 months ago by Garym213
5.0 out of 5 stars Five Stars
Very interesting
Published 9 months ago by The 1 for U
5.0 out of 5 stars I'm sold on Webs of Influence
This is a TERRIFIC read of a book. And that's what a book should be - readable. First huge tick in the box. Read more
Published 10 months ago by Amazon Customer
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