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Many customers often notice that being on the site of some online store with a clear goal of buying a certain product, in the end, acquire not only it but an additional pile of completely unnecessary junk for them. Internet stores often use certain tricks to attract potential buyers and force them to buy the product. One can look at this topic in two ways: on the one hand, a pleasant interface and competently structured site help the buyer to choose the right items, but on the other hand, various details on the sites can prompt the purchase of unnecessary goods.
In her essay “An Evaluation of how fashion is consumed online,” Ashley Foster described a platform called Polyvore. This site was created to create original images, combinations of those, or other products. The interface of this site is very pleasant, which makes using it as efficient as possible. This site provides an opportunity to assemble an individual fashion image and purchase the goods included in it.
For her part, Sidney Fussell, in an essay entitled “The Endless, Invisible Persuasion Tactics of the Internet,” condemns the use of so-called “nudges” by online stores and platforms. The author argues that the majority of online purchases come from the manipulation of potential customers. Product accentuations, fake sales and promotions, and the use of notifications that influence people’s minds cause people to make unnecessary purchases online.
In the opinions of the authors can be found both similarities and differences. The first author writes about the Polyvore platform: “A home page is a place where praise and recognition are paid to the work of Polyvore users” (Bullock et al. 850). The second author complements this idea in his essay, only in a negative way, arguing that most of the “social proofs” are fake (Bullock et al.). Since this tool can inspire a potential buyer, this aspect can also be considered positively. The next important aspect is the use of accents in the design of websites. In the first essay, the author argues that black-and-white website design helps focus on the most needed – the products (Bullock et al.).
If the designer places the product in the middle of the page and depicts it in a distinctive color scheme from the page, the buyer’s attention will be solely on the product. For his part, Sidney Fussell argues that no platform can be devoid of nudges (Bullock et al.). This is a convergence in the opinion of the authors. Thus, pleasing design and the right placement of accents can not always be regarded negatively. Many people appreciate a pretty picture, it is important to them that everything around them is beautiful, and only a beautifully designed website can encourage them to buy.
I believe that both readings on synthesis have influenced my opinion. I can agree with some aspects of both essays. For example, I agree with Ashley Foster’s idea that enhanced site functionality, a pleasant interface, and a focus on customer convenience attract users. I, like most shoppers, would rather have a site with a nice design and advanced features than an awkward online store. In the second essay, my opinions agree with most of the statements, for example, that the use of the so-called “shadow template” should be eradicated.
Like the author, I believe such manipulation takes away the buyer’s right to choose. Today’s world is full of provocations that prevent people from shopping intelligently. Canceling various subscriptions should be as easy as making those subscriptions. Internet platforms prey on people who, for one reason or another, do not have the time or knowledge to cancel a purchase.
Works Cited
Bullock, Richard, et al. The Norton Field Guide to Writing with Readings (Sixth Edition). Available from: Yuzu, (6th Edition). W. W. Norton, 2022.
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