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Here are previews of new books, online resources, and more at the Pomerantz Business Library.

New at the Business Library

New materials

Hidden persuasion : 33 Psychological Influence Techniques in Advertising

Hidden Persuasion"Advertisements may be evaluated scientifically; they cannot be created scientifically."

- John Wanamaker, marketing pioneer

Visual messages are omnipresent in our daily life. They are constantly attempting to persuade us to buy, learn, and act. Some are more successful than others in influencing our behavior and choices.

What is the secret power of these messages? How do they succeed in changing our behavior?

This book explains the psychology behind 33 effective influence techniques of visual persuasion and how to apply them. The techniques range from influence essentials to more obscure and insidious methods. The reader will gain deep insights into how visual means are constructed to influence behavior and decision making on an unconscious level.

All techniques are supported by rich visual references and additional information on the psychology of behavior change. This publication is not just an eye-opener for professionals and students in the communication and design fields, but also for anybody who wants to understand how our behavior is influenced unconsciously by advertising, social campaigns, and government messages.

The book is co-authored by leading figures in social influence and visual persuasion. It is designed as an accessible modern reference book for creating and understanding persuasive visual imagery. - Book description

Did you know ...?

Friendly numbers

An example of an extremely friendly number combination. Not only are the numbers very familiar, but they are also even. Furthermore, 8 is two times 4, and the numeric increases from 0 to 4 and 4 to 8 are the same, thereby making the numbers reinforce each other. (p. 25)
Free gifts But wait, that's not all! There are three more gifts you will receive for free. Of course these items are, by definition, not free because you have to buy the magazine in order to get them. (p. 89)

Average faces

Surprisingly, an average face with average proportions is not experienced as average, but as attractive .... The man and woman on the bottom are composites (a "mean") of the individual faces seen above. (p. 63)

Todd DeGraff

Todd DeGraff
Pomerantz Business Library

University of Iowa

(319) 335-3077