People make up their mind very, very quickly about how much they like what they see.

It really is just a physiological response. So Web designers have to make sure they're not offending users visually. If the first impression is negative, you'll probably drive people off.

We've been trying to figure out from these web pages whether there were any commonalities between the ones that were liked . . . We really haven't found an awful lot.

Unless the first impression is favorable, visitors will be out of your site before they even know that you might be offering more than your competitors.

We know from the judgment and decision-making literature that once we have formed an opinion, that opinion is likely to stick and we're going to look selectively for evidence supporting our hypothesis.

Most folks are about as happy as they make up their minds to be