Book Review: ‘Webs of Influence (2nd Edition)’ by Nathalie Nahai

Looking for a straightforward introduction to online psychology? Look no further. Nathalie Nahai’s ‘Webs Of Influence’ is the book you need.

Unlike Kahneman’s ‘Thinking Fast and Slow’ or the multi-million selling ‘Nudge’ (more on these at a later date), Nathalie Nahai’s ‘Webs of Influence’ is not a summary of her own psychological research. It’s more of a detailed set of signposts to many theories and pieces of research that help explain online behaviour: an intriguing read from either the perspective of a marketer or a consumer.

The main bulk of the book is fewer than 200 pages, but this is a good thing! It’s this brevity that keeps the cost low (RRP £15.99) and keeps the book accessible and engaging. Split into three clear sections and 16 chapters, Nahai as a ‘web psychologist’ will help you to understand the psychological make-up of a consumer, then effective communication techniques, and finally how to sell a product or service online. In places the discussion is specific to online environments, such as website optimisation through imagery and aesthetics; in other areas the book guides us through more general theories related to marketing such as understanding the effect of a consumer’s culture and personality traits, and introducing ‘anchors’ and ‘decoys’ into a pricing strategy. The text is also littered with citations to academic studies for anyone wishing to explore the concepts in more depth (the full references then fill nearly 30 pages at the end of the book).

OK, it’s not exactly a ‘bible’ of every theory you might ever want to learn (Wilkinson & Klaes’ ‘An Introduction to Behavioural Economics’ is closer to that), but this is a really good starting point. Dip your toe to sample the water rather than quickly drowning in complicated methodologies and equations. The final section even heavily and openly references Cialdini, who might be a logical next step for a keen reader.

Although it’s not designed specifically as a textbook, I strongly recommend the book to both my undergraduates and postgraduates studying digital marketing. But fear not if you’re neither scholar nor student; if you have even a passing interest in the psychological appeal of online content, then this is the book for you.