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The Persuasive Power of Design Elements on an E-Commerce Web Site

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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.

Document Type: Research Article

Publication date: February 1, 2002

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  • Technical Communication, the Society's journal, publishes articles about the practical application of technical communication theory and serves as a common arena for discussion by practitioners. Technical Communication includes both quantitative and qualitative research while showcasing the work of some of the field's most noteworthy writers. Among its most popular features are the helpful book reviews. Technical Communication is published quarterly and is free with membership.
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