Diffusion of Responsibility

VKI Studios in their continuing series on Persuasive Web Design:

We’ve all heard of cases where someone’s lying sick on the sidewalk, and hundreds of people just walk by without offering help. What’s going on here? And how can this possibly apply to web design?

What’s going on is “Diffusion of Responsibility”.

PET (persuasion, emotion, trust) is a pretty amazing way to think differently about how you present experiences, but it occurs to me that we’re really just finding new ways to think about our audience.

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