Category: psychology
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The Licensing Effect and the Unhealthy Habit of Vitamin Supplements
The licensing effect is the phenomenon whereby positive actions or decisions taken now increase negative or unethical decisions taken later. I’ve written about this previously, before I was aware of a general effect: Just considering ordering a salad at a restaurant increases unhealthy orders. Purchasing ‘green’ products increases unethical behaviour such as cheating and stealing.…
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Long Reads and the Stockholm Syndrome
Since reading one of the longest novels I have shied away from other lengthy tomes despite thoroughly enjoying my 1000-page adventure. When considering this choice, I frame my decision as defending against a type of literary post-purchase rationalisation: after investing such an enormous amount of time in reading a book, will I be able to objectively consider both…
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Apple’s Implementation of the Duration-of-Exposure Effect: Screens at 70˚
Hours after writing about the duration-of-exposure effect (whereby merely touching an unowned object increases our attachment to it and how much we value it), a post came into my feed reader pointing out how Apple Inc. take advantage of this effect in their “painstakingly calibrated” stores. Carmine Gallo, providing a glimpse into his upcoming book, The Apple…
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Increasing Attachment and Valuation Through Touch
The endowment effect is old news: the amount that we value an object increases once we take ownership of it. The ‘extended version’ shows that the impact of the endowment effect increases with time: our valuation of an object increases more and more as the amount of time that we own it also increases. This…
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The Zeigarnik Effect and the Force of Incomplete Tasks
Why do unresolved issues linger in our mind, making us ponder them for days on end? Why are cliffhangers so successful in getting viewers to tune in to the next episode? How can we overcome procrastination? These questions can be answered by learning about the psychological concept/theory known as the Zeigarnik effect. ‘Discovered’ by Soviet…
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Dark Patterns for Marketers, or: Practical Behavioural Economics
Taking a systematic approach to implementing findings from behavioural economics into a sales cycle can “unlock significant value”, according to McKinsey’s Ned Welch. To help business do exactly that, Welch–in what, at times, reads a bit like a ‘dark patterns guide for marketers’–has written an article looking at four practical techniques from behavioural economics that marketers should use…
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A “Felt Need” Is What Makes Us Buy
A “felt need” is what differentiates a vitamin from an aspirin: when we crave something (relief from pain), a product that satisfies that desire becomes a must-have rather than a nice-to-have. Realising this and re-framing a product in terms of this craving is an important step in ensuring a product’s success, say Dan and Chip…
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Realism and Abstraction in User Interface Design
User interface designers (and particularly icon designers) could learn a lot from comics and the theory behind them. Taking his cue from Scott McCloud’s excellent Understanding Comics, Lukas Mathis looks at how for optimum recognition and in order to aid understanding, user interface elements must find the sweet spot between universality and realism. Like when…