Chapter 5 Web exercises

Exercise 1

Watch Siemon Scamell-Katz on YouTube and TED to hear about how shoppers navigate and make purchase decisions and how persuasion works.


Exercise 2

Look at the shocking ads at

Try to identify what are the main themes that you and/or your friends find shocking. Are there some ads that you do not find shocking but you think others would do? Why do you think this would be?

Now look at this YouTube video about why shocking ads work:

Has this changed your opinion about shocking ads? What do you think the main ingredient of a shocking ad needs to be to make it ‘work’?


Exercise 3

Abercrombie & Fitch is famous for providing consumers with an intense multi-sensory experience in stores

Visit their webpage ( and list the ways that it attempts to provide a multi-sensory experience online. Is it effective? What suggestions do you have for the brand to improve the multi-sensory experience online?