The Persuasive Power of Design Elements on E-Commerce Web Sites

Article in Technical Communications (Full text requires subscription, abstract available with free registration. Also available via Factiva/DJI.)

    This study examines how design elements on an e-commerce Web site carry out the rhetorical function of persuasion. Research results suggest that the way design elements are presented on a site affects their persuasive power, placing designers firmly in command of the persuasive process. Understanding how design elements appeal to a shopper's logic, emotions, and assessment of credibility gives designers a set of tools they can apply in their work.