Neuro Web Design begins by discussing the amount of decision making that is unconscious. It refers to the brain as 3 different things: the old, the mid, and the new. Most of the processing of the old and new, which are based on survival and language thinking, and planning respectively, happen unconsciously. While this is kind of disturbing to think we aren't really in control of much of our behavior, the book presents a lot of science behind the idea.
The next chapter refers to the idea of self validation. The need to fit in is hardwired into our brains and our biology. When we are unsure of what to do, we look to others for a clue. This results in " bystander effect" as seen in the case of Kitty Genovese. The more bystanders there are, the more they will look to each other to help, instead of springing into action themselves.
Chapter 3 concerns the "network of obligation" between human beings. Cards sent out mean cards returned, out of a sense of obligation, even from strangers in one study. Chapter four is about the limited availability of a product increasing the demand. When something is deemed to be in limited supply, the demand skyrockets. This effect can be seen pretty much anytime Apple releases a new product: long lines form, prices skyrocket. The people go through all this and pay all that money because the product is rare and thus its perceived value is higher than it really is.
Design to thrive brings up twelve techniques to encourage site participation:
Make the text fun, add emoticons
Use a subscription application form
Mentors Teach
Seed the Discussion
Use Stars to show membership dedication levels
Rank the value of the members messages
remove the fear factor by providing examples of how to participate
create a safe environment by sending out "tickle messages"
create a regular event
don't automatically archive
discourage attempts to send conversations to other blogs, web sites, or discussion groups
ban redistribution servers and cross-postings
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