Nick Kolenda

“Website aesthetics are crucial for a number of reasons. First, people use aesthetics as a heuristic for quality; if your website is aesthetically pleasing, they’ll assume your content is above average, and vice versa. This benefit leads to a second benefit: aesthetics will influence website visitors to actually evaluate your content, a decision that’s usually made within 50 milliseconds”
― Nick Kolenda, Methods of Persuasion: How to Use Psychology to Influence Human Behavior

“In order to create the greatest change in your target’s attitude, you need “insufficient justification”—your incentive must be small or nonexistent so that your target attributes his compliance toward a genuine desire to comply, not toward a desire to receive the external reward.”
― Nick Kolenda, Methods of Persuasion: How to Use Psychology to Influence Human Behavior