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Guess whose side of the bookshelf this is! Actually I've read "don't make me think" and "neuro web design" and "neuro web design" at least, is a really good read. It's all about how we make decisions when we buy stuff from websites, and how these decisions are largely unconscious - even if we think otherwise.
See www.justwidgets.com/blog/2006/06/14/javascript-solver-for... for details.
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