Neuro Web Design: What Makes Them Click?

Index

A

amygdala, 6–7, 12

decision making, time requirements, 101–102

emotional responses

versus cognitive awareness, 103–106

to events, 103

hippocampus, 103

SCR (skin conductance response), 103

animals versus humans, 4–6

attractiveness/association factors, 87–88

building rapport through similarity, 89

elections, 89–90

mathematical formula, 90

sizing up people, 88–89

Web sites

celebrity endorsement, 93

photos/narratives matching target audiences, 94–96

product placement, 91–92

B

behavior chain, 131

breathing, old brain, 3

bystander effect, 16–17

chat groups, 18

decision making, 18–19

C

cell phones, 121, 122

chat groups, bystander effect, 18

choices

analysis

fMRI testing, 56

product attributes, 53–54

purchase decisions, 54–58

relationships, ...