Chapter 13
When Consumers’ Brains Go Online
In This Chapter
Recognizing how online marketing is different from traditional marketing
Understanding how our brains consume web pages
Looking at what causes website frustration, confusion, and rejection
Seeing how we use nonconscious processes when we go online
Identifying three major ways the Internet is changing our world
The human brain has encountered something brand-new with the invention of the online world. Throughout history, our brains have absorbed many profound innovations in communication technologies, beginning with the invention of language itself, then writing and reading, then the visual languages of photography and film, and most recently that pinnacle of human civilization, TV.
But the online experience includes and goes beyond all these modes of communication. It challenges and entices our brains in new ways, enabling ...
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