first impression gives only one time I'm thinking about the first impressions. But not in a human relationship instead in a web context. We absorb what we see we want it or not. Thats why the advertisement is so eficient. It has power over us. I don't know how exactly the psicologycal process is but I've experienced that every single object and image influences us, and our decisions. Going back to the web context. You have control over your actions only when you visit a website for the first time. The following visits are just a consequence of that original visit, and we have just a little control over it. The website controls us. Just think on facebook control over millions of people.