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Chapter 1. Getting Users to Click > Two Fundamental Motivators

Two Fundamental Motivators

Now that we know how people make decisions, we need to find a way to move them through the decision process. Motivating users is like getting a donkey to move by using a carrot and a stick. The carrot is held in front of the donkey as a potential reward for moving forward, whereas the stick is used to hit the donkey as a reminder of the punishment for not moving. So, for us humans, we can summarize our fundamental motivators as the desire for reward and the fear of punishment:

The desire for reward.

We all have a desire to gain something or to be rewarded. This can be based on objective reward attributes (for example, the side air bags in a sports car will help protect you in a collision) or emotional ones (for example, a sports car will show others that you’re young and affluent). Rewards are about communicating to users the type of person they can be or the results they can accomplish by doing business with you. That is why we will continue to have bikini-clad women selling beer for the foreseeable future.




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