From Behavioural Scientist
…we put out a call to help us imagine the next decade of behavioral science. We asked you to share your hopes and fears, predictions and warnings, open questions and big ideas.
We received over 120 submissions from behavioral scientists around the world. We picked the most thought-provoking submissions and curated them below.
There are some interesting ideas and trends to watch out for especially in the technology section.
From Imagining the Next Decade of Behavioral Science – Behavioral Scientist
It reminds me of the quote from Bill Gates
We always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next ten.
Great listen, about 1 hour so perfect to accompany a couple of commutes.
Daniel Kahneman is winner of the Nobel Prize in economics for his integration of economic science with the psychology of human behavior, judgment and decision-making. He is the author of the popular book “Thinking, Fast and Slow” that summarizes in an accessible way his research of several decades, often in collaboration with Amos Tversky, on cognitive biases, prospect theory, and happiness. The central thesis of this work is a dichotomy between two modes of thought: “System 1” is fast, instinctive and emot
Source: Daniel Kahneman: Thinking Fast and Slow, Deep Learning, and AI | MIT | Artificial Intelligence Podcast
Some scary uses of psychology to game users into paying for things. Doubly scary when this game is marketed to kids:
6 Ways Mario Kart Tour Triggers You Into Gambling Your Money
Love this. I’ve always thought smell was underused in UIs.
Source: Bad Smells Make Memories Stronger | Technology Networks
I’m working with a company who run auctions for travel upgrades so researching auction psychology and I thought I’d share some links.
Some good options in there…
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I’ve been talking about the inherent problems with flat design for a few years now. (Affordance anyone?)
We finally have some evidence that flat design is harder to use:
The results show that a search in flat text mode (compared with the traditional mode) is associated with higher cognitive load.
Source: (PDF) Flat Design vs Traditional Design: Comparative Experimental Study
Twice as hard in-fact and much more error prone:
A search for flat icons takes twice as long as for realistic icons and is also characterized by higher cognitive load. Identifying clickable objects on flat web pages requires more time and is characterised by a significantly greater number of errors.
Here’s a video showing the problem well. This is a user new to flat design and well, you can see how he is struggling:
I get asked a lot about numbers and psychology. Here are some common questions and the answers I give.
Q: Are odd or even numbers more attractive?
Humans “prefer” round numbers.
- Individuals tend to recall odd-ending prices less accurately than even-ending prices
- Expressing a price as odd-ending increases the likelihood that it will be underestimated when recalled
- People prefer to ignore the last available digit for conservation of memory
- Americans cluster their tips around multiples of $5.
- Preference for round prices is so strong that restaurant dinners will calculate an exact tip amount to arrive at a round check total.
- Direct evidence that investors prefer round numbers when buying stocks
- Stock prices cluster on round fractions
Source: Aesthetic preference for even or odd numbers
Not as simple as that of course:
- Prices ending in “9” were more likely to find buyers, relative to the prices ending in “4”
Source: Effects of $9 Price Endings on Retail Sales: Evidence from Field Experiments
Q: What is the right number of items to put in a list / navigation menu / widget?
The psychology of lists, how many items is the best. Spoiler, it’s multiples of 10.
Power of Ten: The Weird Psychology of Rankings
I bust the myth of the magic number 7 +/- 2:
Miller’s number 7 ± 2: Psychology Myth Busting #2 – Joe Leech @mrjoe
The magic number when it comes to items in our heads all at once might be 4: (academic paper)
The magical number 4 in short-term memory: a reconsideration of mental storage capacity
Hick’s Law describes the time it takes for a person to make design is directly related to the number of options they have to choose from. Less options. Faster choice.