Cognition, Motivation & Behaviour
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Are western minds weird? An ongoing study, started in 2008 is highlighting a startling, but unsurprising statistic - that our idea of how humans see the themselves, the world and each other, is based on a very small, very wierd group of outliers within the larger global village.
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Cognition, Motivation & Behaviour
- 1. Cognition, Motivation & Behaviour Considering research in Emerging Markets Marcel Rossouw @marcelrsw 15th February 2014 #wierdatwiad
- 2. Who is Fjord? WE ARE A SERVICE DESIGN CONSULTANCY We create useful, effective and desirable services that people love.
- 3. ONE OFFICE WITH NINE FRONT DOORS London Helsinki Berlin Madrid New York Stockholm Paris San Francisco Johannesburg Who is Fjord?
- 4. http:// trends.fjordnet.com A side note…
- 6. The Average South African • 25 - 34 yr • Urban Black Female • LSM 6 • Internet Access using Nokia Asha 210 • Buys airtime at Spaza Shop (R90 pm) GMSA Africa Mobile Observatory Report 2012 Nielsen Insights 2011 AMPS 2010 – 2011 FGI Urban Commuter study 2011
- 7. But that’s not a person.
- 8. Source: Service Design: From insight to Implementation Quantitative Qualitative 100 people 10 People 10 truths 100 insights
- 9. Source: Service Design: From insight to Implementation Quantitative Qualitative Explain Understand
- 10. Qualitative Research. User Interviews. Contextual Enquiry. Immersion. Stakeholder Interviews. Ethnography. Cultural Probes. Focus Groups. Competitive Benchmarking.
- 11. Qualitative Research. User Interviews. Contextual Enquiry. Immersion. Stakeholder Interviews. Ethnography. Cultural Probes. Focus Groups. Competitive Benchmarking.
- 13. Joe Henrich Professor of Psychology and Economics, UBC Steven Heine Professor of Psychology, UBC Ara Norenzayan Social Psychologist, UBC
- 14. a 2008 survey of the top six psychology journals 96%of the test subjects were Westerners in psychological studies from 2003 to 2007 70% from the US
- 15. W.E.I.R.DWestern. Educated. Industrialized. Rich. Democratic.
- 16. Spacial Cognition Visual Perception Economic Decision Making Folkbiological Reasoning TESTING THE UNIVERSALS
- 19. 0 5 10 15 20 25 Adults Children Point of Subjective Equality (PSE)
- 22. The Ultimatum Game • 2 players • Player A is given R100 For both to keep the money • Player A has to sharen a portion • Player B has to accept the offer
- 23. 0 10 20 30 40 50 60 Ultimatum Game Offer (%) Receiver has option to reject offer
- 24. 0 10 20 30 40 50 60 Income Maximising Offer (IMO) Receiver not allowed to reject offer
- 26. Folk Biology the cognitive study of how people classify and reason about the organic world
- 27. Urban Kids apply stronger inference from humans to bugs than from bugs to bees
- 28. It’s a fish! Urban Kids It’s a trout! Rural Kids
- 29. Urban KidsRelations of natural phenomena to the self.
- 30. Rural Kids Relations between of natural phenomena (incl self) and the whole.
- 32. Egocentric Relative to the self Allocentric Relative to another object, or to a global reference. ie. I’m to the right of the flagpole ie. I’m behind the house Describing the location of objects
- 35. Egocentric Allocentric 20 Languages from diverse societies Describing the location of objects
- 36. Japanese Dutch English Egocentric Allocentric 20 Languages from diverse societies Describing the location of objects
- 37. In Conclusion
- 38. “different cultures foster strikingly different views of the self”
- 41. “the content of our thoughts and their process are intertwined.” - Ara Norenzayan
- 42. Implications
- 43. CONTEXTUAL INQUIRY One cannot study the man, without studying his culture and environment.
- 44. SYNTHESIS One cannot assimilate research data and make inferences without some sort of bias.
- 45. We create cultural artifacts and inject them back into societies. DESIGN
- 46. Thank You 15th February 2014 #wierdatwiad
Editor's Notes
- Put another way: 96 percent of human subjects in these studies came from countries that represent only 12 percent of the world’s population
- The vertical axis gives the (PSE), ‘point of subjective equality’ , measures the amount that segment ‘a’ must be longer than ‘b’ before the two segments are judged equal in length. PSE measures the strength of the illusion It’s not merely that the strength of the illusory effect varies across populations – the effect cannot be detected in two populations.
- suggest that visual exposure during ontogeny to factors such as the “carpentered corners” of modern environments may favor certain optical calibrations and visual habits that create and perpetuate the illusion
- 23 small‐scale human societies, including foragers, horticulturalists, pastoralists, and subsistence farmers, drawn from Africa, Amazonia, Oceania, Siberia and New Guinea
- small‐scale societies with only face‐to‐face interaction made low offers and did not reject. the origins of agriculture and the rise of complex societies and expanding populations required set of social norms for dealing with money and strangers Community size positively predicts greater punishment (Henrich et al. n.d.). The U.S. offers are nearly double that of the Hadza, foragers from Tanzania, and the Tsimane, forager‐horticulturalists from the Bolivian Amazon.
- Before age 7 urban children reason about biological phenomena by analogy to, and by extension from, humans . stronger inference from humans to bugs than from bugs to bees
- populations with greater familiarity with the natural world make strong inferences from folkbiological knowledge that takes into account ecological context and relationships among species
- populations with greater familiarity with the natural world make strong inferences from folkbiological knowledge that takes into account ecological context and relationships among species
- In data on spatial reference systems from 20 languages drawn from diverse societies—including foragers, horticulturalists, agriculturalists, and industrialized populations—only three languages relied on egocentric frames as their single preferred system of reference. All three were from industrialized populations: Japanese, English and Dutch
- In data on spatial reference systems from 20 languages drawn from diverse societies—including foragers, horticulturalists, agriculturalists, and industrialized populations—only three languages relied on egocentric frames as their single preferred system of reference. All three were from industrialized populations: Japanese, English and Dutch
- In data on spatial reference systems from 20 languages drawn from diverse societies—including foragers, horticulturalists, agriculturalists, and industrialized populations—only three languages relied on egocentric frames as their single preferred system of reference. All three were from industrialized populations: Japanese, English and Dutch
- cultural differences almost everywhere they looked: in spatial reasoning, the way we infer the motivations of others, categorization, moral reasoning, the boundaries between the self and others, etc.