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Submission + - How can we apply social science to web design?

An anonymous reader writes: With the success of recent social sites, there has been a newfound interest in applying sociology to webdesign. Whether it's using social psychology to motivate group contributions or using common identity theory and common bond theory to double your userbase, the social sciences can seemingly help us to create more compelling communities. There are even several social consulting firms that are just now getting into the game. What are the best books and scientific papers and general resources to learn more about this up-and-coming field?

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