Psychology influencedesign ashtonthomas

How Can Psychology Drive Design?
(for behavior change)

Similarity
(The Law of Attraction)
Byrne, D. (1971) The Attraction Paradigm, New York: Academic Press

Common Principle Name
(formal theory or whatever..)

Expert & Trustworthy
(Source Credibility)
Hovland, C.I., Janis, I.L., & Kelley, H.H. (1953). Communication and Persuasion. New Haven, CT:
Yale University Press

Loss Aversion
(Regret Theory)
Loomes, G. and Sugden, R. (1982). Regret theory: An alternative theory of rational choice under
uncertainty. Economic Journal, 92, 805-824.

Cugelman, B. (2015) Digital Behavior Change Toolkit (Iteration 9), AlterSpark Corp. Toronto, Canada. www.alterspark.com
Kahneman, Daniel. Thinking, Fast and Slow. FSG
Eyal, Nir. Hooked: How to Build Habit-forming Products. Portfolio Penguin
Pryor, Karen. Don’t Shoot The Dog! The New Art of Teaching and Training
Thaler, Richard H., Sunstein, Cass R. Nudge. Improving Decisions About Health, Wealth, and Happiness. Penguin.
Wendel, Stephen. Designing for Behavior Change. O’Reilly
Cialdini, Robert B. Ph.D. Influence. The Psychology of Persuasion. Harper
Saffer, Dan. Microinteractions. Designing with Details. O’Reilly
Krug, Steve. Don’t Make Me Think
Brown, Kenneth G. Influence: Mastering Life’s Most Powerful Skill. The Great Courses
Martin, David W. Psychology of Human Behavior. The Great Courses
Huettel, Scott. Behavioral Economics: When Psychology and Economics Collide. The Great Courses
Leary, Mark. Understanding the Mysteries of Human Behavior. The Great Courses
Sapolsky, Robert. Being Human: Life Lessons from the Frontiers of Science. The Great Courses
Csikszentmihalyi, Mihaly. Flow, The Psychology of Optimal Experience. Harper Perennial Modern Classics.
Maslow, Abraham H. The Farther Reaches of Human Nature. Penguin
Immordino-Yang, Mary Helen. Emotions, Learning, and the Brain. Exploring the Educational Implications of Affective Neuroscience. Norton.
Damasio, Antonio. Self Comes to Mind, Constructing the Conscious Brain. Vintage
http://changingminds.org/
http://psycnet.apa.org/

Today’s Journey
Brain Fundamentals
Principles & Examples
Driving Design Discussions
Soul-searching
Introspection

everything’s changing so fast
digital media is changing everything about our experiences

varying schools of thought
(a history lesson)

we are blank.
(tabula rasa)
Aristotle, De Anima

we are just thoughts.
(I think therefore I am)
Rene Descartes

we are perverts.
(psychoanalysis)
Sigmund Freud

we are rats.
(behaviorism)
John B. Watson

we are dogs.
(behaviorism)
Ivan Pavlov

we are strange.
(evolutionary psychology)
Edward O. Wilson

Doohickies we’re working with
Cerebrum (thinking)
Cerebellum (standing)
Brain Stem (breathing)
Limbic System (crying)

Start With Why
Sinek, Simon. Start with Why: How Great Leaders Inspire Everyone to Take Action. New York:
Portfolio, 2009

“...without emotion, all decisions and
outcomes are equal - people can have no
preferences, no interests, no motivations, no
morality, and no sense of creativity, beauty, or
purpose”
Immordino-Yang, Mary Helen. Emotions, Learning, and the Brain: Exploring the Educational
Implications of Affective Neuroscience. Norton, 2016. pg 28

Before we continue..
behavior is a black box
evolutionary psychology will help us
what moves us to act is “old”
we are in love with our phones..

Human-Computer Psychology
Human-Human Psychology
Cugelman, B. (2015) Digital Behavior Change Toolkit (Iteration 9), AlterSpark Corp. Toronto,
Canada. www.alterspark.com

digital media is new, but brain mechanics are old
we can’t differentiate between face and screen
the most influential aspects of behavior are primal
we are in love with our phones (for real)

more brain fundamentals
(neurotransmitters)

dopamine: reward & pleasure
serotonin: status
oxytocin: affiliation
cortisol: stress

Slow, Cold, Reflective: is powerful
plan for the future
create abstract notions of the physical world
(probably) facilitates consciousness

Slow, Cold, Reflective: is NOT powerful
takes whatever the fast, hot system gives it
substitutes heuristics for really solving what you want
it’s basically a lazy cheater

good to note
automatic brain powerd by mental maps
easy to bias what associations are “first to mind”
cognitive brain has to operate within this bias & chaos

Today’s Journey
Soul-searching
Introspection
Brain Fundamentals
Principles & Examples

mapping principles to implementations
build a bank of principles
collect examples of these principles
apply these to your design discussions

a mapping exercise
(toilet tipping)

professional
smile
paper towel
hear coins
see the tip bowl
hold door
turn on water
we tip in our culture
coins in tip jar
source credibility, surface appeal,
halo effect
liking, trustworthy
reciprocity
cue (auditory), attention,
focus, memory
cue (visual), attention, focus,
memory
reciprocity
reciprocity
social norms
social proof, priming

Liking
Carnegie, D. (1936). How to Win Friends and Influence People, Simon and Schuster

Surface Appeal
Petty, R. E. and Cacioppo, J. T. (1986) Communication and persuasion: Central and peripheral
routes to attitude change, New York: Springer-Verlag

Halo Effect
Asch, S. E. Forming impressions of personality, Journal of Abnormal and Social Psychology (1946)

Reciprocity
Cialdini, R. (1993) Influence: Science and practice (3rd edn), New York: HarperCollins

Social Norms
Deutch, M. and Gerard, H. B. (1955). A study of normative and informational social influence upon
judgment. Journal of Abnormal and Social Psychology, 51, 629-636.

Priming
Meyer, D.E. and Schvanveldt, R.W. (1971). Facilitation in recognizing pairs of words: Evidence of a
dependence between retrieval operations, Journal of Experimental Psychology, 90, 227-234

Personification
(Engineering UX with Personality)

Do X, Get Y

Support Decisions Making

Assure Outcomes

Features Tell, Benefits Sell

Values can be Visual

Foot in the door
Beaman, A. L., Cole, C. M., Klentz, B., & Steblay, N. M. (1983). Fifteen years of the foot-in-the-door
Research: A meta-analysis. Personality and Social Psychology Bulletin, 9,181-196

“People hate losses (and their Automatic Systems
can get pretty emotional about them).”
Thaler, Richard H., Sunstein, Cass R. Nudge. Improving Decisions About Health, Wealth, and
Happiness. Penguin.

“Roughly speaking, losing something makes you
twice as miserable as gaining the same thing
makes you happy.”
Thaler, Richard H., Sunstein, Cass R. Nudge. Improving Decisions About Health, Wealth, and
Happiness. Penguin.

Social Proof
Cialdini, R. (1993) Influence: Science and practice (3rd edn), New York: HarperCollins

Anchoring
Kahneman, D. and Tversky, A. (1973) On the psychology of prediction, Psychology Review, 80,
237-251

Framing
Tversky, A. and Kahneman, D. (1981). The framing of decisions and psychology of choice. Science,
211, 453-458.

Decoys

Personalization

Tailoring

Leverage Previous Behavior

Endowment Effect
Thaler, R. (1980). Towards a positive theory of consumer choice. Journal of Economic Behavior
and Organization, 1, 39-60.

Concrete vs Abstract
Thaler, R. (1980). Towards a positive theory of consumer choice. Journal of Economic Behavior
and Organization, 1, 39-60.

Scarcity
Worchel, S., Lee, J., and Adewole, A. (1975). Effects of supply and demand on ratings of object
value. Journal of Personality and Social Psychology, 32, 906-914

Urgency
Emotion-based dispositions to rash action: Positive and negative urgency. Cyders, Melissa A.;
Smith, Gregory T. Psychological Bulletin, Vol 134(6), Nov 2008, 807-828

Repetition, Multiple Touch Points
Kunst-Wilson, W. R. and Zajonc, R. B. (1980). Affective discrimination of stimuli that cannot be
recognized. Science, 207, 557-558

Goal Setting, Intentions, Commitments
Locke, E. A., and Latham, G. P. (1990). A theory of goal setting and task performance. Englewood
Cliffs, NJ: Prentice Hall.

False Memory Syndrome
The recovered memory/false memory debate. Pezdek, Kathy (Ed); Banks, William P. (Ed) San
Diego, CA, US: Academic Press The recovered memory/false memory debate

Variable Reward
Eyal, Nir. Hooked: How to Build Habit-forming Products. Portfolio Penguin

Status, Progress, Expectations

starting with a blank page
assess what we already have
improve goal-oriented outcomes
using principle mapping

Cugelman, B. (2015) Digital Behavior Change Toolkit (Iteration 9), AlterSpark Corp. Toronto, Canada. www.alterspark.com

the good, the bad and the ugly
just understanding the audience
help our audience (toward their goals)
manipulate our audience
somewhere in the grey area

strategic planning
use your mission, vision, and values
align some core principles with your values
document user journeys
blacklist manipulative strategies
be transparent with this plan

“The nonverbal kinds of images are those that
help you display mentally the concepts that
correspond to words. ”

“The feelings that make up the background of
each mental instant and that largely signify aspect
of the body state are images as well.”

“Perception, in whatever sensory modality, is the
result of the brain’s cartographic skill.”

“The process of mind is a continuous flow of such
images, some of which correspond to actual,
ongoing business outside the brain, while some
are being reconstituted from memory in the
process of recall.”

“The best moments in our lives, are not the
passive, receptive, relaxing times ... The best
moments usually occur when a person’s body or
mind is stretched to it’s limits in a voluntary effort
to accomplish something difficult and worthwhile.”
Csikszentmihalyi, Mihaly. Flow, The Psychology of Optimal Experience. Harper Perennial Modern
Classics.

Psychology influencedesign ashtonthomas

Psychology influencedesign ashtonthomas

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