2013 Korean Cognitive Science Conference
3rd Call for Participation
Sogang University, Chung Ha-sang (J) Hall,
http://CogEng.net/CogSci2013
May 25, Saturday
Behavioral Economics and UX
The Simpsons, Homer Simpson: intuitive thinking
Star Trek, Spock: rational thinking
-> In reality, humans are half and half
Switch: "the elephant and the rider — in the short term it looks like the rider is in control, but in the long run the elephant drags you along"
Humans as seen by economics — rational and reasonable
Humans as seen by psychology — real humans
(economics fell short on actual economic choices)
Humans have bounded rationality.
But they lean in consistent directions, which makes them predictable
Phenomena that traditional economics can't explain
- The economy is moved by emotion.
(mad cow beef, fear of plane crashes)
Why changing user behavior is hard
- Loss aversion
- A benefit may not feel like a benefit
- Losses loom larger than rewards.
Why judgments are inconsistent
- The outcome changes depending on initial settings
- Framing effect
(preferences shift depending on how something is presented)
- Give a sense of having succeeded
Why user preferences change
- Preference reversal
- Suppressing preference reversal
(carrot and stick)
: discharge summaries, blog penalties
: patient passivity — reframe from formal, doctor-initiated visits into promises patients make to themselves
- Set up a helper who can share the goal
: for patients with chronic illness, set goals, make feedback visible, and provide a helper so motivation keeps going
- Self-control is a consumable resource.
(if you set too many goals, you can't keep them up.)
: Forcing students to set their target score, progress, and schedule before they start studying -> the self-setting premise itself was unrealistic.
A designer's problem-centered thinking
: a tendency to zero in on the problem and analyze
They tend to lean heavily toward rational forms of thinking.
: What's the core problem?
vs the answer might be inside the problem
: (Inferring what to do tomorrow from what was recorded yesterday) — finding answers for many patients through a small number of patients
: High turnover among nurses — surveying not just the nurses who leave but the ones who stay. (Running mentoring or identity-reinforcement projects so they can keep their professional pride)
-> Look for the bright spots
: How people in the same situation solved it
: Understanding runs deep and it doesn't come across as exclusionary
