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Clout: The Art and Science of Influential Web Content by Colleen Jones

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5. Psychology: The Science of Influence

We have modern science to thank for more insight into influence. Over time, science has discovered principles such as framing, metaphor, reciprocity, and social proof. These principles can help your web content influence results.

SCIENCE MAY SET LIMITS TO KNOWLEDGE, BUT SHOULD NOT SET LIMITS TO IMAGINATION.

—Bertrand Russell, philosopher and Nobel Peace Prize winner

Scientific research tells us a lot about how we’re influenced. But, we don’t learn about it in Psychology 101. And, people sometimes mistakenly believe science is a wet blanket on creativity. Let’s right these wrongs by touring some of psychology’s key principles of influence. Along the way, we’ll apply them to web content—without dampening ...

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