Setting expectations

Bradley, Steven. "The Framing Effect: Influence Your Audience by Setting the Context." WebDesign. 7 Jun. 2012. Web. 20 Sept. 2012.

A discussion of expectatation in design and presentation.

Link: http://www.vanseodesign.com/web-design/framing-expectation-exposure-effect/

"The Rule of Expectation: The Impact of Suggestion." The Rules of Persuasion. Westside Toastmasters. n.d. Web. 20 Sept. 2012.

A general discussion of expectation.

Link: http://westsidetoastmasters.com/resources/laws_persuasion/chap10.html