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Table of Contents

Part I: The Bottlenecks of Attention.-

Chapter 1: Foveal Acuity.-

Chapter 2: Task Orientation.-

Chapter 3: Attentional Focus.-

Chapter 4: Gestalt Perception.-

Part II: The Bottlenecks of Perception.-

Chapter 5: Depth Perception.-

Chapter 6: Motion Perception.-

Part III: The Bottlenecks of Memory.-

Chapter 7: Working Memory.-

Chapter 8: Signal Detection Theory.-

Chapter 9: Long-term Memory.-

Chapter 10: Encoding and Retrieval.-

Part IV: The Bottlenecks of Disposition.-

Chapter 11: Personality.-

Chapter 12: Development.-

Chapter 13: Needs.-

Chapter 14: Fun.-

Part V: The Bottlenecks of Motivation.-

Chapter 15: Schedules of Reinforcement.-

Chapter 16: Escalating Commitment.-

Chapter 17: Approach Avoidance.-

Chapter 18: Routes to Persuasion.-

Part VI: The Bottlenecks of Social Influence.-

Chapter 19: Social Capital.-

Chapter 20: Group Polar


Chapter 21: Social Influence.-

Part VII: Then we will be maximally receptive to it and reward you with a viral cascade that has the potential to reach.-

Chapter 22: Receptivity Thresholds.-

Chapter 23: Six Degrees of Recommendation.-

Chapter 24: Epilogue.-

About the Author

David C. Evans is senior manager of customer research at Microsoft, where he influences the design and positioning of Office 365, Cortana, Windows 10, Skype, Outlook, Yammer, and the Office Graph. He managed GfK’s retail research for Microsoft in 44 countries, established a psychographic segmentation at Allrecipes.com, and ran the usability firm Psychster Inc. in Seattle, where he consulted for Amazon and the States of Washington and Oregon. His whitepapers, cowritten with enterprise clients, have appeared on TechCrunch, Mashable, and MediaPost, and he is a frequent guest on American Public Media’s Marketplace. Dr. Evans teaches graduate courses in usability testing and the psychology of digital media at the University of Washington. He holds his B.A. from Grinnell College and his Ph.D. in Social Psychology from the University of Iowa.


“Bottlenecks is written specifically for the development of memes or digital innovations and is written from the perspective of the user with the developer in mind. … It is perhaps most useful to those groups mentioned as the intended audience (i.e., entrepreneurs, designers, developers, publishers, and advertisers). However, it would also be useful as a text or supplement in an advanced undergraduate- or graduate level course on human factors, design, or applied psychology.” (Jeffrey B. Wagman, PsycCRITIQUES, Vol. 62 (22), May, 2017) 

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