The world of e-commerce is a competitive one, with unrelenting pressure to attract users to your site and improve conversion rates (the number of users who become purchasers). Imagine then your delight at the prospect of increasing sales through the addition of a few carefully chosen images. A short paper entitled "Do pretty women inspire men to discount the future?" appears to offer great promise. It was originally published in the Royal Society's Biology Letters1 in December 2003 and was quickly reported worldwide in both the science and national press2. The authors reported that male participants were more inclined…
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