Joakim Schonert, liiketoiminnan kehitysjohtaja, Ottoboni Finland Markkinointiviestinnän viikko 2015

1. UXPsychology101

2. Foundation
Cognitive psychology is the study
of mental processes such as
attention, language use, memory,
perception, problem solving,
creativity, and thinking.
Behaviourism is an approach to
psychology that focuses on an
individual's behaviour. It
combines elements of
philosophy, methodology, and
theory.
Social psychology is the
scientific study of how people's
thoughts, feelings, and
behaviors are influenced by the
actual, imagined, or implied
presence of others.
Cognitive
psychology
Behaviourism
Social
psychology

3. Pointofview
User OwnerChoice &
preference Design decisionsInteractions

4. Examples
Behaviourism
Cognitive
psychology
Social
psychology
System thinking Decision paralysis Sosial validation

5. Cognition

6. Humanfactorloads
Cognitive
demands
Visual
demands
Motor
demands

7. Cognition and memory
System 1 & System 2 thinking
Kahneman’s central thesis is a dichotomy
between two modes of thought: "System
1" is fast, instinctive and emotional;
"System 2" is slower, more deliberative,
and more logical.

8. System1&2thinking
13 x 17

9. Anchoring
1 x 2 x 3 x 4 x 5 x 6 x 7 x 8
Average estimate: 512
8 x 7 x 6 x 5 x 4 x 3 x 2 x 1
Average estimate: 2250

13. Behaviour

14. Decisionparalysis
Ability to process
information
Number of presented choices
Decision paralysis

15. TheJamStudy
Sheena Iyengar, Mark Lepper: The Jam Study, 2000

16. • The large display attracted more interest than the small one. But when the time came to
purchase, people who saw the large display were one-tenth as likely to buy as people
who saw the small display.
• When there is too much choice, consumers are less likely to buy anything at all, and if
they do buy, they are less satisfied with their selection.
• These studies and others have shown not only that excessive choice can produce
“choice paralysis,” but also that it can reduce people’s satisfaction with their decisions,
even if they made good ones.
• Choice is good for us, but its relationship to satisfaction appears to be more
complicated than we had assumed. Eventually, each new option makes us feel worse
off than we did before.
Findings
https://hbr.org/2006/06/more-isnt-always-better

20. Social

21. TheBystanderEffect

22. TheBystanderEffect
Latane, Darley: Group Inhibition of Bystander Intervention in Emergencies
One
bystander
Five
bystanders
Gives help 85% of
the time
Gives help 31%
of the time

23. SocialValidation
Psychological phenomenon where
one or more passive individuals
follow or conform to the actions of
others within a group

26. Chen, Yi-Fen: Herd behaviour in purchasing books online
SocialValidation
Ratings vs.
no ratings
Sales volumes
vs. ratings
Peer vs. expert
recommendations

28. Thankyou