The Science of Communicating & Marketing Your Business

One reason I find it a worthwhile read is because it addresses a challenge NextStage successfully addressed -- understanding and measuring a site visitor's persuasionability and intentions without interrogation -- albeit from a totally different direction. This paper and NextStage's research have direct implications to Web 2.0, Web 1.x and Rich Media content developers.

1. The more direct and immediate response a visitor has to some actions they take on the site, the more positive they will feel about their experience on the site (something I'll be addressing in an upcoming IMedia Column)
2. The more interaction a visitor experiences with a virtual environment the more trust they will place in their ability to predict and create desired outcomes in that environment (any virtual reality game player would tell you this)
3. The more a visitor experiences success in the virtual environment the greater their desire to return to the virtual environment (something I may be addressing in an upcoming IMedia Column)
4. These first three, properly done, will greatly increase positive branding experiences
5. A too rich media experience will likely cause debranding (yep, another upcoming IMedia Column)