For a company without major cloud computing collaboration clout, Microsoft has a good sense of humor regarding its competition with Google.
Coming from the underdog--if only because Google has over 4 million business customers, thanks to a four-year head start in Web-based collaboration software for businesses--"Googlelighting" is cute.
It's a video that strongly suggests Google is a search business that just does cloud collaboration software on the side, stopping just short of calling Google Apps a sideshow to the main event, but you get that idea for sure:
The concept leverages the mid-to-late 1980s TV comedy "Moonlighting," starring Bruce Willis and Cybill Shepherd as detectives. "Moonlighting" was Willis' big break; he had been tending bar at the time.
What, you didn't think Willis just jumped in as John McClane of "Diehard" fame did you? I digress.
The Shepherd character in this clip grills the WIllis character, called something like "Googen Apperson," who is trying to sell her Google Apps collaboration software.
There are jokes about Google Apps not having active spell check, pivot charts and document editing without a Web connection. One good turn deserves another; Google makes fun of Microsoft for having too many features people don't use.
It's true Google's offline access for is a work in progress. Microsoft also makes fun of Google's frequent software iteration, particularly for its beta products, and the fact that it has killed off Google Gears, Wave and Buzz.
It's pretty humorous, but is it effective? Not really. It's too campy to be effective. Tom Rizzo, senior director for Microsoft Office and Office 365 and the leader of these competitive grenades, noted in a blog post introducing Googlelighting:
Many businesses find that Googlighting also means taking shortcuts, making assumptions about how people "should" work, and generally failing to build and deploy solutions which meet a wide range of business needs. If these concerns and current revelations about Google's privacy policies have you troubled, this may be a great time to check out Office 365, the online collaboration solution for businesses who don't want their documents and mail read.
So that's the pitch, which is a little like the company's Gmail Man approach from last summer. You have to love how Rizzo worked in the Cookiegate reference, in which Google circumvented Apple's Safari rules to place cookies on iOS devices and Mac computers.
From what I know of Office 365, it's pretty solid, but Google Apps also has a solid reputation.
The company landed BBVA bank as a big customer with 110,000 seats last year and tapped the Roche Group health care concern and its 90,000 users this year.
Of course, Microsoft is still Microsoft, the leader in enterprise collaboration software. I must also note that in the near term, Microsoft's approach of offering cloud and on-premise software seems logical.
There are plenty of businesses that aren't going to give up all of their Exchange/Office software licenses for all cloud, whether it's Google Apps or Office 365. It's just not going to happen.
So Google may be a little ahead of its time, but you can be sure ,Microsoft will be right there with them. This is great for every consumer, prosumer or corporate user because the rivals will keep driving each other.
There will no doubt be some search traditionalists and Google lovers who will see this as sacrilege.
I see it as another shining example of how Google+ is coming to be synonymous with Google. Or is Google becoming synonymous with Google+. Increasingly, the lines are blurring.
Personally, I find it intrusive. I don't get why I want to go to the Google home page to share content on Google+. Rather, I'll go to Google+, if I want to do that.
I see his point. The Google+ share box doesn't offend me per se, but I'm not sure how valuable it is in this context. How many people are going to post comments, photos, videos or links to Google+ from the home page? I didn't think so.
Rather, I think Google+ users who rely on notifications will find this particularly useful. Don't want to be bothered with the noisy Google+ page? Go to Google.com to see your update alerts.
For Google+, placement on the home page is the ultimate ad, besting the Chrome download or Android Nexus phone links. The share box is also part of the search results pages, which is probably more useful.
You like the results you see? Comment on them, and send a link or two via copy and paste.
Indeed, as Sullivan noted, the search box as Google currently implements it is dumb. From Google.com, Google Maps, Google News and other sites, you have to copy and paste URLs to share pages.
Not very helpful, so there's some work to be done there.
The rub is this: Google and a few other advertising companies have secretly tracked the Web-browsing habits of millions of people using Apple's Mac computers, iPhones and iPad tablets.
Apple's Safari browser is designed to prevent such monitoring to preserve user privacy, but Google and others tricked the browser into allowing the tracking via advertising cookies.
Google, which said the tracking was inadvertent and that the ad cookies did not collect personal information, disabled its code Feb. 16. Congress wants the FTC to investigate further.
Fortunately, less clouded minds such as that of John Battelle saw another huge wrinkle to this story.
That is, maybe this isn't an issue about privacy policy violations so much as why Google resorted to Cookiegate in the first place.
Apple only allows third-party cookies in certain instances, which means Google and other online providers can't rake in money there.
Why would Apple do this at a time when top browsers such as Microsoft Internet Explorer, Google Chrome and Mozilla Firefox allow such tracking? Apple doesn't make much money from online ads, and iAd has been anything but a smashing success.
Apple makes billions from its great consumer hardware, OS and applications. It doesn't need the ad dollars. By preventing third-party cookies, it can keep browser makers that make money from online advertising from leveraging Safari for extra cash.
But let's face it: The move is mainly aimed at hurting Google, for whom online ads provide 96 percent of revenues each year.
I don't want to oversimplify Battelle's views on the Web, which he generally sees as closed or open, with a whole lot of nuances thrown in the mix.
But he's concerned Apple has broken the open Web, not unlike the way it eschewed Flash on its mobile devices. His argument works if you believe in (or even care about) the open Web--the idea that Web access and Websites should be open instead of closed. Sadly, average Joe Consumer doesn't care, but that doesn't make Battelle any less correct.
Google circumvented Safari's default settings by using some trickery described in this WSJ blog post, which reports the main reason Google did what it did was so that it could know if a user was a Google+ member, and if so (or even if not so), it could show that user Google+ enhanced ads via AdSense.
In short, Apple's mobile version of Safari broke with common Web practice, and as a result, it broke Google's normal approach to engaging with consumers. Was Google's "normal approach" wrong? Well, I suppose that's a debate worth having--it's currently standard practice and the backbone of the entire Web advertising ecosystem--but the Journal doesn't bother to go into those details. One can debate whether setting cookies should happen by default--but the fact is, that's how it's done on the open Web.
It's hard for me to feel bad for Google, which got caught trying to get around Apple's self-serving rule, which is masked as a a privacy control when it's really a measure against online ad purveyors it has every incentive to keep at bay.
At the same time, I don't feel Google hurt consumers. It merely sought a competitive advantage, just as Apple has tried to do, but barring third-party cookies. I agree again with Battelle's point:
...Perhaps it's because Apple considers anyone using iOS, even if they're browsing the Web, as "Apple's customer," and wants to throttle potential competitors, ensuring that it's impossible to gain access to "Apple's" audiences using iOS in any sophisticated fashion? Might it be possible that Apple is using data as its weapon, dressed up in the PR-friendly clothing of "privacy protection" for users?
We don't get mad at Google for tracking users via cookies placed on Android phones, so why should we, or the Federal Trade Commission, for that matter, get bent out of shape about this. We shouldn't, and I won't.
Here's another thing to consider: The Wall Street Journal, which broke the story, took the Google-is-gobbling-our-data-again approach. Why?
Because it's greater theater than the Google-is-tricking-Safari-to-be-able-to-serve-online ads argument, which leads to the greater argument of competition between Google, Apple and Facebook.
Accusing Google of shredding user privacy will also attract more attention from federal regulators already gunning for the search engine giant.
Sometimes you read reports and just shake your head. That was the case for this DigiTimes report that said Google is rushing Android 5.0, or "Jelly Bean," to market in the second quarter. The reason?
"Adoption of Android 4.0 has fallen short of original expectations, and Microsoft will launch Windows 8 in the third quarter of 2012."
Huh? True, Ice Cream Sandwich is only on roughly 1 percent of smartphones and tablets, but that's because OEMs haven't launched new ICS gadgets or upgraded their existing lineups. I hardly think that is reason to characterize it as a platform that has fallen short of expectations. Carriers and OEMs always drag their feet on upgrades.
Samsung's Galaxy Nexus has ICS as its native OS and Motorola's Xoom has been upgraded, with the OEM announcing a more detailed upgrade schedule, much of which will take place in Q4.
But I think saying that the adoption of ICS--which has cool features like Face Unlock and Android Beam, not to mention new security support--has been slow is way past premature.
I'll buy that Android 5.0 will be further optimized for tablet PCs, and could include Chrome considering that the Chrome Android mobile browser beta just launched.
But I think the publication is a little early with this report. Typically, new Android builds--major ones--come out at the end of the year or, in the case of Honeycomb, the beginning of a new year.
I doubt Google will race to push out Jelly Bean with more tablet perks so soon. Google might as well fork the OS again, and the company has vowed not to do that. That's smart considering lackluster Honeycomb tablet sales.
I do like the dual-boot notion that DigiTimes posited that "brand vendors can either choose to adopt only Android 5.0 or add Android 5.0 to Windows 8 devices with the ability to switch between the two OSes."
That's an interesting interplay between open-source OS and the most proprietary OS on the planet.
Anyway, I'm still getting comfortable with ICS, including recently testing Chrome for Android on the Galaxy Nexus. I prefer not to worry about Jelly Bean until I've lived, breathed and digested ICS.
A News Blog about Motorcycle Accident Attorneys Orange County. Personal injury is a legal term for an injury to the body, mind or emotions, as opposed to an injury to property. The term is most commonly used to refer to a type of tort lawsuit alleging that the plaintiff's injury has been caused by the negligence of another, but also arises in defamation torts. The most common types of personal injury claims are road traffic accidents, accidents at work, tripping accidents, assault claims, accidents in the home, product defect accidents (product liability) and holiday accidents. The term personal injury also incorporates medical and dental accidents (which lead to numerous medical negligence claims every year) and conditions that are often classified as industrial disease cases, including asbestosis and peritoneal mesothelioma, chest diseases (e.g., emphysema, pneumoconiosis, silicosis, chronic bronchitis, asthma, chronic obstructive pulmonary disease, and chronic obstructive airways disease), vibration white finger, occupational deafness, occupational stress, contact dermititis, and repetitive strain injury cases. If the negligence of another party can be proved, the injured party may be entitled to monetary compensation from that party. In the United States, this system is complex and controversial, with critics calling for various forms of tort reform. From: Motorcycle Accident Attorneys Orange County. Attorneys and lawyers often represent clients on a "contingency basis," in which the attorney's fee is a percentage of the plaintiff's eventual compensation, payable when the case is resolved. Oftentimes, having an attorney becomes essential because cases become extremely complex, such as in medical malpratice cases. From: Motorcycle Accident Attorneys Orange County.
Infoupdater.com provides Los Angeles Search Engine Optimization, Search Engine Marketing, SEO, SEM, Web Design, and News Content For Websites and Blogs. What are Robotic Blogs? Robotic blogs are Wordpress blogs that have dynamic content. These blogs are relevant to your website and are updated automatically everyday by our system without any interference on your part. The content is unique and is based on a patent pending technology. Since they are updated as new content is created, they are self updated and Google loves it. The content is News links and News description extracted from 120,000 RSS pages all over the Internet. It is usually a combination from several RSS pages. This combination is unique and fresh to Google. Since we have control over their creation, we make them relevant to your website and we also place relevant back links (with your keywords anchored) from these websites. From: Los Angeles Search Engine Optimization, Search Engine Marketing, SEO, SEM, Blog and Web Design Services
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Home Page Design + Blog
A change in paradigm
1) Well designed, easy to navigate, looks professional, and offer credible information
2) Rich in state-of-the-art design (Video and/or Flash short enough for fast download)
3) Clearly identifies the sources of online information
4) Pages that are updated frequently with Blogs, RSS, and ......
5) Provides clear and useful information (not necessarily advice) to allow visitors to judge the site’s credibility
For the Home Page we suggest a well-thought-of Narrative regarding firm's experience and history - including descriptions and
testimonials, representative clients, and noteworthy comments that other visitors (as potential clients) can identify with.
Nothing is as powerful as a narrative when it comes to Internet Marketing.
Blogs
It is well known that two thirds of people coming to a website are looking for practical information and not neccessarily advice on the issue they face. Blogs make it easy to update content to complement blog postings with practical area specific content.
Search engine optimization begins at your own website. Blogs allow power of well-authored XHTML and using Cascading Style Sheets to boost code-to-content ratio to get the website to the top of the search engine rankings.
Research on the net:
Guideline ( Stanford Guidelines)
Additional Comments ( Web Site Credibility)
1.
Make it easy to verify the accuracy of the information on your site.
You can build Web Site credibility by providing third-party support (citations, references, source material) for information you present, especially if you link to this evidence. Even if people don't follow these links, you've shown confidence in your material.
2.
Show that there's a real organization behind your site. Web Credibility?
Showing that your Web Site is for a legitimate organization will boost the site's credibility. The easiest way to do this is by listing a physical address. Other features can also help, such as posting a photo of your offices or listing a membership with the chamber of commerce.
3.
Highlight the expertise in your organization and in the content and services you provide.
Do you have experts on your team? Are your contributors or service providers authorities? Be sure to give their credentials. Are you affiliated with a respected organization? Make that clear. Conversely, don't link to outside sites that are not credible. Your site becomes less credible by association.
4.
Show that honest and trustworthy people stand behind your site. Web Credibility?
The first part of this guideline is to show there are real people behind the site and in the organization. Next, find a way to convey their trustworthiness through images or text. For example, some sites post employee bios that tell about family or hobbies.
5.
Make it easy to contact you.
A simple way to boost your site's credibility is by making your contact information clear: phone number, physical address, and email address.
6.
Design your site so it looks professional (or is appropriate for your purpose).
We find that people quickly evaluate a site by visual design alone. When designing your site, pay attention to layout, typography, images, consistency issues, and more. Of course, not all sites gain credibility by looking like IBM.com. The visual design should match the site's purpose.
7.
Make your site easy to use -- and useful.
We're squeezing two guidelines into one here. Our research shows that sites win credibility points by being both easy to use and useful. Some site operators forget about users when they cater to their own company's ego or try to show the dazzling things they can do with web technology.
8.
Update your site's content often (at least show it's been reviewed recently).
People assign more credibility to sites that show they have been recently updated or reviewed.
9.
Use restraint with any promotional content (e.g., ads, offers).
If possible, avoid having ads on your site. If you must have ads, clearly distinguish the sponsored content from your own. Avoid pop-up ads, unless you don't mind annoying users and losing credibility. As for writing style, try to be clear, direct, and sincere.
10.
Avoid errors of all types, no matter how small they seem.
Typographical errors and broken links hurt a site's credibility more than most people imagine. It's also important to keep your site up and running.
Percent
(of 2,440 comments)
Comment Topics
(addressing specific Web Site Credibility issue)
1.
46.1%
Design Look
2.
28.5%
Information Design/Structure
3.
25.1%
Information Focus
4.
15.5%
Company Motive
5.
14.8%
Information Usefulness
6.
14.3%
Information Accuracy
7.
14.1%
Name Recognition and Reputation
8.
13.8%
Advertising
9.
11.6%
Information Bias
10.
9.0%
Writing Tone
11.
8.8%
Identity of Site Operator
12.
8.6%
Site Functionality
13.
6.4%
Customer Service
14.
4.6%
Past Experience with Site
15.
3.7%
Information Clarity
16.
3.6%
Performance on Test by User
17.
3.6%
Readability
18.
3.4%
Affiliations
(Categories with less than 3% incidence are not in this table.)
While the percentages in Table show the types and frequency of comments about Web Site Credibility, the table alone does not give rich information. Below we provide explanations and examples for each type of comment, along with the incidence for each category of Web Site.
DESIGN LOOK — 46.1% OVERALL
When evaluating the Web Site Credibility of a Web Site, participants commented on the design look of the site more often than any other Web Site feature, with 46.1% of the comments addressing the design look in some way. When coding for comments on design look, researchers included comments on many elements of the visual design, including layout, typography, white space, images, color schemes, and so on. The comments could be either positive or negative. Some of the comments coded in this category are as follows:
This site is more credible. I find it to be much more professional looking. — M, 38, Washington
More pleasing graphics, higher-quality look and feel — F, 52, Tennessee
Just looks more credible. — M, 24, New Jersey
Actually, despite the subject of the Web Site, it looks very credible. This may be due to the subdued color scheme and the font used on the left-hand side of the page. — F, 29, California
I know this is superficial, but the first thing that struck me is the color difference. The … site is a soothing green (sort of like money) while the [other] site is a jarring purple. — M, 56, Virginia
The design is sloppy and looks like some adolescent boys in a garage threw this together. — F, 48, California
Not very professional looking. Don't like the cheesy graphics. — F, 33, Washington
Looks childish and like it was put together in 5 minutes. — F, 25, Maryland
INFORMATION DESIGN/STRUCTURE — 28.5% OVERALL
After Design Look, the next category that people commented on in assessing Web Site Credibility was the structure of the site's information, being mentioned in 28.5% of the total comments. The participant comments discussed how well or poorly the information fit together, as well as how hard it was to navigate the site to find things of interest. While information structure is often associated with usability, the comments here show how information structure has implications for Web Site Credibility. Sites that were easy to navigate were seen as being more credible. Some sample comments are below:
This site is very well organized, which lends to more Web Site Credibility. — M, 33, Illinois
This one is more credible because it is more organized. — F, 57, Maryland
Horrible site, information badly presented. They try to put everything on the front page, instead of having multiple layers of navigation. This to me suggests that they developed this thing on a whim. — M, 42, Canada
INFORMATION FOCUS — 25.1% OVERALL
In 25.1% of the comments about Web Site Credibility, people in this study talked about the focus of information on the site.
The comments varied in content. At times a focused site was seen as more credible, other times a narrow focus hurt Web Site Credibility. What's clear is that many people in this study relied on information focus to determine whether a site was credible or not. Sample comments are below:
Credible because of the breadth of information available. — M, 35, California
I find this site trustworthy because it offers a simple message to a very targeted community. — F, 34, Massachusetts
This Web Site is filled with too much crap. I feel as though part of the reason it seems less credible is the fact that the crap they fill it with is taking attention away from their own Web Site. — F, 23, Illinois
Broad categories, but shallow reviews and comparisons. — M, 35, California
This site seems focused on body image. They have articles about feeling good naked, the perfect swimsuit for every body type, and toning exercises. Not a lot of solid health information. — F, 22 Minnesota
INFORMATION USEFULNESS — 14.8% OVERALL
When evaluating Web Site credibility, people in this study commented on the usefulness of the site's information 14.8% of the time. As one might expect, useful information led people to see the Web Site as more credible. Below are sample comments we found in this category:
This Web Site provided useful and interesting knowledge about events in sports. — F, 30, New Jersey
Liked it because it is something that would be useful to me and other family members. — F, 18, Illinois
I searched for a particular scientific term, and this search engine came up with more useful Web Sites than the other one. — F, 40, Washington
NAME RECOGNITION AND REPUTATION — 14.1% OVERALL
One strategy for evaluating Web Site Credibility seemed to be relying on the name recognition or reputation of the site operator (such as the Red Cross). In 14.1% of the comments, people talked about issues of reputation and name recognition. One frequent comment had to do with one's never having heard about an organization before. This hurt the Web Site Credibility of the site. In other cases, people saw a familiar company name and inferred the site was credible because of that. Below are the sample comments coded in this category:
This site is less credible because the name is unfamiliar. — F, 22, Maryland
It seems to me that Web Site Credibility is all about the name and having heard about it. — M, 25, Michigan
CNN is well recognized in the US as a provider of news. Their reputation is not something they would put at risk with unfounded claims or under-researched articles. — M, 24, Illinois
The Mayo Clinic has a great reputation. I would trust the info I found at this Web Site. — M, 34, Connecticut
INFORMATION CLARITY — 3.7% OVERALL
In 3.7% of the comments, people in this study addressed the clarity of information (or the extent to which the information was easily understood) when evaluating a Web Site Credibility. Sample comments are below:
Clear, concise information on home page — tells you what you need to know right away in an up-front manner. — F, 51, Australia
Easy to understand...I felt comfortable reading and understanding the information presented. — F, 33, New Jersey
Very wordy and vague information. — F, 50, California
Site affinity predicts positive site ratings
ATTITUDES TOWARD SITE
Has unique content or features
Has experienced/credible editors
Site I can really trust
Content is timely
Value more
Quality/credible content
Variety of content
Has exactly what I’m looking for
Helps identify new products
Too cluttered
The Power of Narrative and a guide as how to create it From Research on Intrinsic Motivation:
I like to discuss the power of narrative in terms of removing website's visitor doubts and resistance to the site's credibility.
First, narratives may overcome resistance by reducing the amount and effectiveness of counter arguing or logical consideration of the message. Second, narratives may overcome resistance by increasing identification with characters in the story.
Theory Detail: Narratives should reduce counter arguing in a number of ways. First, narratives may overcome biased processing in response to counter-attitudinal messages.
A story often unfolds with some degree of suspense-it is not always clear what situation might next befall a character or how that character will react to it. Narratives are often concerned with relating the life experiences of other people. It may be especially difficult to counter argue the lived experiences of another real person. Although one might be able to argue against hypothetical examples ("That would never happen"), it is much more difficult to argue against another's "real" experiences as conveyed in a narrative. Whereas the aim of advocacy is to present clear, logical, specific arguments, the aim of narrative is to tell a story. In a narrative, beliefs are often implied as opposed to stated explicitly. This may inhibit counter arguing because it leaves the reader with no specific arguments to refute. Brought about by a desire to remain engaged with the narrative (which counter arguing would necessarily disrupt), and counter arguing a narrative message should become increasingly difficult as absorption increases.
Thus, narratives may indeed be useful in overcoming resistance by reducing negative thoughts associated with the persuasive message. In addition, we argue that narratives may also function by increasing positive thoughts about a behavior or an attitude object. This would be especially true if a liked protagonist behaves in a particular way or endorses a particular attitude, creating a positive association with the action or the attitude. Identifying with a story character may result in persuasion in a number of ways.
We know from research on rhetorical persuasion that a liked source can be more persuasive under conditions in which it is more difficult to process arguments. Thus, the narrative context may be especially suited to overcoming resistance to persuasion. We believe the power of narratives lies in reducing the amount and effectiveness of counter arguing and through identification with narrative characters that leads to positive associations with specific beliefs and behaviors.
More on Removing Doubt and Resistance:
B) Let the visitor imagine the future ….. . (can be part of narrative).
C) "Strong" arguments are more persuasive than "weak" arguments. If we take the strong versus weak contrast at face value, strong arguments induce persuasion but weak arguments do not. (strong argument could be how courts or a judge perceive certain cases that might not have merit. Quack Buster case….?
D) Acknowledging Resistance . One of the ways to turn resistance against itself is to acknowledge it. Usually persuaders are reluctant to mention resistance, mistakenly believing that to identify it and label it is to give it power and credence. The approach-avoidance conflict theory of persuasion proposes that a persuasive message raises both an accepting consideration of the message and a counteractive resistance to that message.
E) Raise Self-Esteem . Self affirmation reduces people's resistance to persuasion. That is, people who have been praised, reminded of crowning accomplishments, or allowed to succeed at a task are more likely to agree with, that is, less likely to resist, an unrelated persuasive message. Activities that build up people's sense of efficacy, self-esteem, or confidence have the added effect of making people less wary. This makes psychological sense. If a person feels efficacious and accomplished, these feelings imply that the person can overcome any difficulty. These indirect strategies reduce resistance by reducing the need to be resistant.
F) Reduce the chance of future regrets. Reactance findings might be re-conceptualized in terms of the anticipation of the amounts of future regret for compliance versus reactance.
That is, the choice to go against the dictates of another may be due, in part, to the amount of future possible regret that is anticipated for negative consequences after choosing either the "forbidden" or the "promoted" alternative.
In that individuals reliably go against the demands of the other, it seemed possible that they anticipate greater regret if negative outcomes follow compliance with the dictates of another than if the same negative outcomes follow defiance against the dictates.
To minimize future regret, individuals will exhibit reactive behavior rather than compliance.
G) Tailored Information . Websites act as tools when they tailor information, offering people content that is pertinent to their needs and contexts. Compared to general information, tailored information increases the potential for attitude and behavior change.
One notable example of a tailoring technology is the Chemical Scorecard Web site ( www.scorecard.org), which generates information according to an individual's geographical location in order to achieve a persuasive outcome. After people enter their zip code in this Web site, the Web technology reports on chemical hazards in their neighborhood, identifies companies that create those hazards, and describes the potential health risks. Although no published studies document the persuasive effects of this particular technology, outside research and analysis suggests that making information relevant to individuals increases their attention and arousal, which can ultimately lead to increased attitude and behavior change.
H) Why do predictions of future behavior increase compliance rates? The key to increasing compliance rates by predicting the future is that the prediction of a behavior arouses less resistance than actually committing to the behavior. It is simply far easier for one to predict that one will do something than to agree to do it. Agreeing to an action in the "hypothetical future" is benign and one need not resist any direct persuasive attempt. Thus, the technique of increasing compliance through future prediction works by diminishing the negative aspects associated with compliance. In this way, resistance is weakened.
I) Communicator Credibility (part of narrative)
The enhancement of communicator credibility view proposes that communicators who use metaphors are judged more credible than are those who use literal language. In turn, this enhanced source judgment leads to greater persuasion by making the attitude towards' the message advocacy more positive. This higher credibility judgment may occur for two related reasons. First, as Aristotle (1952), in his Poetics, argued, "But the greatest thing by far is to be a master of metaphor. It is the one thing that cannot be learnt from others; and it is also a sign of genius". The assumption of this view is that metaphors are exceptional language and are like "ornaments" on the literal language that are used only by poets and writers, not by ordinary folks in everyday discourse. Thus, people who use metaphors are perceived as highly creative and are judged quite positively. The second reason is derived from metaphor's ability to point out previously unknown similarities between entities to a person. In contemporary terms, the key idea of the communicator credibility view is that the source judgment may act as a persuasion heuristic.
The communicator credibility explanation was clearly not supported by the results of the meta-analysis, which showed that on the whole, people do not judge metaphor-using communicators more favorably than they do those who use literal language.
6) Designed toward rewarding Intrinsic Motivations
Our Theory:
Majority of websites are found through visitor's (initial) intrinsic motivations using search engines or other search methods. This is an important premise behind our theory and our model. It is the visitor who is intrinsically motivated and highly involved to find your website using Yahoo or Google. You must first appreciate two very important keywords which are Intrinsic Motivations and High Involvement.
Intrinsic motivation is the type that is originated within. Extrinsic motivations are externals such as rewards and money. Let's first look at extrinsic motivations. A good example of extrinsic motivations to buy something, perhaps would be observing an ad in a newspaper about a product that you really don't need, but extrinsically motivated (maybe just because there is a coupon) to buy that product. The other day I was at a major department store, and after a purchase, I was given a $10 gift certificate toward purchases of more clothing. This is a clear example of extrinsic motivations. Of course that $10 is very motivating to purchase more; however, we believe most buyers will eventually feel cheated.
Those websites that ignore visitor's intrinsic motivations and high involvement will have a hard time being credible. On the contrary, websites that understand their buyer's intrinsic motivations and try to foster such motivations will convince easily. Incorporating the elements of buyer's intrinsic motivations and high involvement into your Internet Advertising is the key.
First let us look at the implications when a website visitor is highly involved in while visiting your web site. When a visitor is highly involved, strong arguments inside the website produce acceptance, but weak arguments are not merely unpersuasive but actually can be anti-persuasive. This means websites who dedicate a page or two explaining the logic behind the product with strong arguments will do better. In fact research has shown that weak arguments might have negative impact or boomerang. That strong arguments are persuasive and that this pattern peaks under high involvement seem straightforward enough; what happens in relation to weak arguments is more complex. Message recipients under weak argument conditions face a potentially interesting dilemma: The message position suggests a conclusion at odds with its supposed supportive content. Intrinsic motivation is defined as the inner life force or inner energy for an activity such as Internet purchases or any Internet activity. Extrinsic motivation is opposite and is defined by any outside force or energy for any activity. Intrinsically motivated behaviors are ones that are aimed at establishing certain internal conditions that are rewarding.
Buying Brands (including Legal Advise), based on buyer's intrinsic motivations, helps alleviate dissatisfaction, brings about improvement in some situations and effects better consequences.
If certain Brands are targeted to make a person more autonomous or relate to his/her intrinsic motivations (rather than extrinsic motivations), they are even more sought after. This is a very powerful concept. We will discuss our theory mainly around the two concepts of autonomy and intrinsic motivations. We will show that marketing campaigns that consider making people more autonomous and also foster buyer's intrinsic motivations are more powerful and influential.
Human motivation falls in two categories, intrinsic motivation and extrinsic motivations. Majority of method and techniques used in motivating people to buy Brands are unfortunately of buyer's extrinsic motivations. We like to encourage the reader to design Websites, Branding or Advertising campaigns based on buyer's intrinsic motivational factors. The concept of autonomy plays an important role here. Autonomy and intrinsic motivation are almost identical. Here is an overview:
The key to intrinsic motivation is the desire to be the "origin" of one's own action rather than a "pawn" manipulated by external forces (extrinsic motivation).
Intrinsic motivation is associated with richer experiences, improving self esteem, better conceptual understanding, greater creativity, achieving competency, and improved problem solving. Using his line of thinking and several experiments with subjects seemed to suggest that extrinsic motivations (such as rewards or fear) do indeed undermine subjects' feelings of personal causation, and thus their intrinsic desire for mastery.
Extrinsic motivational factors seemed to turn the act of playing into something that was controlled from the outside: It turned play into work, and the player into a pawn. Hence any Website, Advertising or Branding campaign that uses extrinsic motivational factors (such as rewards, Fear, Apprehension, Controlling, Evaluative Feedback, Ego Involvement rather than Task Involvement, Pressure, Negative emotional tone, and Constraint) for branding or Internet Marketing purposes target the extrinsic motivation of the buyer and hence is not as effective or fully influential. Our ninth law of Branding deals with this method. If you notice rewards is not used as often as it was used in 60's or 50's.
The web site should address these qualities in itself, employees, clients, or just its values and principles. An example at the end will clear this concept.
Positive mood participants won $1.00 in an allegedly random lottery, while neutral mood participants were simply asked whether or not they had participated in a lottery. All participants then read a message about acid rain containing either strong or weak arguments that was attributed to either an expert or non-expert source. The results indicated that, relative to the neutral mood participants, those in the positive mood condition recalled fewer arguments, were less sensitive to the argument strength manipulation, and were more sensitive to the source cue manipulation. Overall, the evidence suggested that positive mood dampened systematic processing. From these and other findings (Mackie & Worth, 1989), the researchers concluded that positive moods consume cognitive capacity, thereby constraining participants' ability to engage in systematic message processing.
The notion that positive mood participants might have suffered motivational deficits provides the cornerstone to an alternative explanation. The mood-as-information hypothesis suggests that affective states may function as heuristics conveying to individuals whether there is a need to process the message carefully. A positive mood signals that all is well, and by implication so is the advocacy of the suasory appeal.
By contrast, a negative mood gives notice that something is amiss. The individual should, therefore, devote cognitive resources to an analysis of the environment, including the persuasive message.
Our analysis shows how resistance can be reduced and therefore logical persuasion achieved. We will show strategies such as training people to be appropriately resistant, postponing consequences to the future, focusing resistance on realistic concerns, forewarning that a message will be coming, simply acknowledging resistance, raising self-esteem and a sense of efficacy, and consuming resistance. New insights, new influence strategies, and new facets of persuasion have emerged from a focus on resistance.
Sometimes you read reports and just shake your head. That was the case for this 
