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![Yuan-Chi Tseng
Cognition & Experience Design (CXD) LabNCKU
Format for a “Tiny Habit”
After I ________________,
I will _________________.
[existing habit]
[new tiny behavior]](https://image.slidesharecdn.com/2015-151229074827/85/_1041217_14_-_-100-320.jpg)
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通識心理_1041217_14_設計心理學：說服科技與行為設計_曾元琦
- 1. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU 設計心理學：說服科技與行為設計 Yuan-Chi Tseng (曾元琦) Cognition, Experience and Behavior (CXB) Design Lab Industrial Design, National Cheng Kung University
- 2. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Design — BS, MS, NCKU (Taiwan) Cognitive Informatics & Interaction Design, Informatics & MBS — PhD, University of Manchester (UK) Human Factors & Psychology — Post-Doc, University of Illinois at U-C (USA) Vision Science — RCA Research Fellow, SKERI (USA). Yuan-Chi Tseng
- 3. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU QUIZ 0.5 你覺得生活中，什麼是你想做，但是卻做不到的行為， 或是什麼是你最想改變的行為? 例如：早睡早起/早點做作業/拒絕朋友邀約
- 4. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU QUIZ 1.0 你覺得生活中，什麼是你想做，但是卻做不到的行為， 或是什麼是你最想改變的行為? 例如：早睡早起/早點做作業/拒絕朋友邀約 你覺得創新產品，服務，或是科技應該如何設計，才可 以“不強迫自己”的前提下讓自己改變行為？
- 5. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU What is User Experience?
- 6. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU
- 7. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU NO UX Doesn’t Happen on a Screen
- 8. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU UX happens here. In the mind.
- 9. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Cogito ergo sum
- 10. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU So, design needs to design the mind
- 11. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU 江山易改，本性難移 那該怎麼辦呢？
- 12. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Daniel Kahneman - 2002 Nobel Memorial Prize in Economic Sciences Human has two major thinking systems
- 13. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU System 1 Fast Unconscious Approximate System 2 Slow Conscious Precise
- 14. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Let’s think about system 2
- 15. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU System 2 Slow Conscious Precise
- 16. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU People often wish to live more… Peaceful Happy Healthy Fulfilled Sustainable Meaningful
- 17. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU However… 更健康要少吃鹽酥雞，多運動，少騎摩托車… 更意義要多閱讀，少上網，少打電動… 更快樂要多付出，多幫助別人… 更永續要節能省碳，不要用免洗餐具… 更滿足要多感謝，少點慾望… 更放心要多真心，少昧著良心…
- 18. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU THESE LIFE GOALSARE RARELY REALIZED
- 19. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU NO PAIN NO GAIN
- 20. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU BUT PEOPLE DON’T LIKE PAIN
- 21. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU People will do People want
- 22. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU People will do People want
- 23. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU People want to do and do
- 24. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU MOVE UPAND DOWN DIFFERENT PERSPECTIVES FROM DISCIPLINES
- 25. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU PSYCHOLOGY HOW PEOPLE PERCEIVE CUE TO KNOW AND DECIDE TO MOVE
- 26. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU PSYCHOLOGY’S PROBLEM ONLY INTERESTED IN UNDERSTANDING INNER MECHANISMS
- 27. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU PSYCHOLOGY MECHANISMS DRIVE MOVE IN BRAIN
- 28. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU PSYCHOLOGY BUT, WHERE IS THE CONTEXT (OUTSIDE WORLD)?
- 29. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU ENGINEERING TRY SOMETHING TO MAKE SYSTEM WORK BETTER
- 30. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU ENGINEERING’S PROBLEM 1% SUCCESS REQUIRES 99% FAILURE
- 31. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU ENGINEERING MACHINE IS THE CENTER OF TRYING
- 32. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU ENGINEERING BUT, WHERE IS PEOPLE?
- 33. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU PHILOSOPHER KNOWLEDGEAND ACTION SHOULD GO HAND IN HAND
- 34. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU PHILOSOPHY’S PROBLEM NO ONE BELIEVES IN BELIEF NOWADAYS
- 35. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU PHILOSOPHER IF YOU BELIEVE, YOU CAN FLY
- 36. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU PHILOSOPHER BUT, REALLY?
- 37. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU DESIGNER DESIGN WHATEVER PEOPLE WANT
- 38. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU DESIGN’S PROBLEM PEOPLE WANT PEOPLE WANT TO DO FOR IT
- 39. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU DESIGN ESCALATOR IS HUMAN DESIRE
- 40. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU DESIGN BUT, IS IT FOR PEOPLE TO ACT FOR THEMSELVES?
- 41. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU FACING THESE PROBLEMS PSYCHOLOGIST, ENGINEER, DESIGNER CAN WORK TOGETHER
- 42. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU WHEN WE WORK TOGETHER THE SOLUTION COULD BE DIFFERENT
- 43. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU
- 44. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU HOW TO ASPIRE PEOPLE
- 45. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Why Cognition & Experience are Important Factor in Designing for Green Life? • ASPIRE • Direct one's hopes or ambitions towards achieving something (Oxford Dictionary) • To seek to attain or accomplish a particular goal (Merriam-Webster) • To have a strong wish or hope to do or have something (Cambridge Dictionary) • 立志要, 向往, 追求, 向志
- 46. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Why User Experience? ASPIRATION DESIGN Aspiration design aims to find a better way to help people to act to achieve the most common but difficult goals of life.
- 47. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU • YOU CAN PRESENT SOMEONE WITH A VERY COMPELLING REASON FOR DOING SOMETHING However If the outcome is not connected either with the logic of that person or with the emotional attachment of that person, there won't be enough incentive for that person to make any meaningful changes.
- 48. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Very few if any of you have change your behavior based on TED Knowledge. If you did, if we all did, it would profoundly change the world in which we live.
- 49. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU People often know doing something is good for themselves and society.
- 50. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU BUT, they do not really want to do it right now.
- 51. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU WHY DON’T WE DO WHAT WE KNOW WE SHOULD DO?
- 52. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU DECISION MAKING Decision-making is regarded as the cognitive process resulting in the selection of a course of action among several alternative possibilities.
- 53. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU THE EMERGE OF BEHAVIORAL ECONOMICS
- 54. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU BEHAVIORAL ECONOMICS Study the effects of psychological, social, cognitive, and emotional factors on the economic decisions of individuals and institutions and the consequences for market prices, returns, and the resource allocation
- 55. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU DECISION MAKING OVER TIME Most of our decisions do not yield immediate outcomes, but outcomes that can only be realized at some point in the future.
- 56. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU TIME PREFERENCE Someone with a high time preference is focused substantially on well-being in the present and the immediate future.
- 57. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Front Neurosci. 2011; 5: 82.
- 58. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU UTILITY IS DIMINISHING AS THE TIME TO GAIN THE UTILITY INCREASES
- 59. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU LEVERAGING TECHNOLOGY INTO DESIGN BEHAVIOR & PLATFORM
- 60. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU TRADITIONAL HUMAN PERSUADER FAIL
- 61. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU TRADITIONAL HUMAN PERSUADER Teacher Parents Salespeople Religious leader Friends Medical Doctor Politician
- 62. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Technology’s Advantages over Human Persuaders Computers Are Persistent Computers Allow Anonymity Computers Can Store, Access, and Manipulate Huge Volumes of Data Computers Can Use Many Modalities Computer Software Can Scale Computers Can Be Ubiquitous
- 63. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU TECH PRODUCTS HAS PROFOUNDLY CHANGE OUR BEHAVIORS INTENTIONALLY OR UNINTENTIONALLY
- 64. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU
- 65. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU
- 66. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU WE CAN HELP PEOPLE EXPERIENCE THE DIFFERENCE IF CHANGE
- 67. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU
- 68. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU
- 69. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU
- 70. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU WE CAN ALLOW PEOPLE HAVING FUN WITH CHANGE
- 71. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU WE CAN AROUSE PEOPLE TO THINK DEEPLYAND THEN TAKE ACTION
- 72. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU • Sportlight: BJ Fogg, Psychology of Persuasion • http://link.brightcove.com/services/player/bcpid1216679084001?bckey=AQ~~,AAAB GxtWYtk~,_5-yMiieLa3W5_yN-9JbtbArjH6K6KFb&bclid=0&bctid=1301533070001
- 73. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU
- 74. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Motivation Ability Easy to DoHard to Do High Motivation Low Motivation Triggers fall here Triggers succeed here Activation Threshold B = M+A+T Fogg Behavior Model – Behavior is the trade-off between Motivation and Ability. Technology can make task easier or tiny steps. Technology can be great trigger. Technology can bring motivation to you (BJ Fogg, 2009)
- 75. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Three Core Motivators (Motivation) • Sensation: Pleasure/Pain • Anticipation: Hope/Fear • Social Cohesion: Acceptance/Rejection
- 76. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU People crave Dopamine
- 77. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Three Core Motivators (Motivation) • Sensation: Pleasure/Pain • Anticipation: Hope/Fear • Social Cohesion: Acceptance/Rejection
- 78. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU People love to expect
- 79. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Three Core Motivators (Motivation) • Sensation: Pleasure/Pain • Anticipation: Hope/Fear • Social Cohesion: Acceptance/Rejection
- 80. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU People are social
- 81. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Three Core Motivators (Motivation) • Sensation: Pleasure/Pain • Anticipation: Hope/Fear • Social Cohesion: Acceptance/Rejection
- 82. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Two Paths to Increasing Ability • Train People • Make the Target Behavior Easier to Do
- 83. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Training is hard path
- 84. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Least Effort
- 85. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Two Paths to Increasing Ability • Train People • Make the Target Behavior Easier to Do
- 86. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Six Simplicity Factors (Ability) • Time • Money • Physical effort • Brain cycles • Social deviance • Non-routine
- 87. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Six Simplicity Factors (Ability) • Time • Money • Physical effort • Brain cycles • Social deviance • Non-routine
- 88. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Six Simplicity Factors (Ability) • Time • Money • Physical effort • Brain cycles • Social deviance • Non-routine
- 89. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Six Simplicity Factors (Ability) • Time • Money • Physical effort • Brain cycles • Social deviance • Non-routine
- 90. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Six Simplicity Factors (Ability) • Time • Money • Physical effort • Brain cycles • Social deviance • Non-routine
- 91. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Six Simplicity Factors (Ability) • Time • Money • Physical effort • Brain cycles • Social deviance • Non-routine
- 92. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Different Name of Trigger • Cue • Prompt • Call to Action • Request • Offer
- 93. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Three Type of Triggers • Facilitator • Spark • Signal Motivation Ability Easy to DoHard to Do High Motivation Low Motivation Facilitator Signal Spark
- 94. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Three Type of Triggers • Facilitator • Spark • Signal Motivation Ability Easy to DoHard to Do High Motivation Low Motivation Facilitator Signal Spark
- 95. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Three Type of Triggers • Facilitator • Spark • Signal Motivation Ability Easy to DoHard to Do High Motivation Low Motivation Facilitator Signal Spark
- 96. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU
- 97. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU
- 98. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU
- 99. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU after Secret of trigger
- 100. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Format for a “Tiny Habit” After I ________________, I will _________________. [existing habit] [new tiny behavior]
- 101. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU Format for a “Tiny Habit” After I ________________, I will _________________. walk in the door hang my keys on hook
- 102. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU
- 103. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU
- 104. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU
- 105. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU
- 106. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU
- 107. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU 兩三事關於動機
- 108. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU 人們越接近目標會越積極 咖啡集點卡的實驗（Ran Kivertz,2006） • A:卡片有10個蓋章的格子，當你拿到卡片時，格子都是空白的。 • B:卡片有12個蓋章的格子，當你拿到卡片時，有2格已經蓋好章。 • 問題：哪一個卡片集得比較快。
- 109. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU 答案是B 這實驗啟發於1934年Clark Hull 用老鼠做的實驗，他發現在迷宮終點放食物， 發現老鼠越接近迷宮終點時跑越快。
- 110. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU 人們樂於參與獎勵方案。 跟沒有參與獎勵方案的顧客相比，Kivertz發現有回饋獎勵卡的顧客比 較常笑、跟咖啡店員工會聊得比較久、比較常說謝謝、比較常給小費。
- 111. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU 注意完成的部分，還是未完成的部分 • 什麼狀況下，人們完成目標的動機比較強： • A:注意他們已經完成的部分 • B:注意未完成的部分 • Minjun Koo ＆ Ayelet Fishbach 2010
- 112. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU • 答案是B, 當人們注意未完成的部分時，持續行為的動機會比較強。
- 113. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU 內在獎勵vs外在獎勵 • 如果你是一位藝術老師，你想要鼓勵學生多花時間繪畫，因此你設立 了優秀繪畫獎狀要頒給學生。 • 若你的目的是想要他們多畫畫並想成畫畫的習慣，你應該怎麼發獎狀 給學生？是每次學生畫畫就花一張？還是只有某些時候才花？ 1. 期望組：研究人員給孩子看獎狀，問他們是否想要畫畫以得到獎狀 2. 未期望組：研究人員問他們是否想要畫畫，但沒有跟他們說有獎狀 這件事。當他們花時間畫畫時，他們收到未期望的獎狀。 3. 控制組：研究人員問他們是否想要畫畫，但沒有提到獎狀，也沒有 花獎狀。 問題：兩星期後在遊戲時間，畫具放在房間。孩子們沒有被要求要畫畫， 你猜哪一組人花比較多的時間畫畫？
- 114. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU • Mark Lepper、David Greene & Richard Nisbett(1973)發現事先告知會 針對特並行為給予獎勵，若沒有持續給予獎勵，原本想強化的行為反 而會減少
- 115. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU
- 116. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU DESIGN TECH TO CHANGE FOR GOOD MAKE INDIVIDUALS HAPPIER MAKE HOUSEHOLDS STRONGER MAKE COMMUNITIES MORE VIBRANT
- 117. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU
- 118. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU
- 119. Yuan-Chi Tseng Cognition &Experience Design (CXD) LabNCKU HOME WORKS 你覺得生活中，什麼是你想做，但是卻做不到的行為 是 什麼是你最想改變的行為? 例如：早睡早起/早點做作業/拒絕朋友邀約 你覺得創新產品，服務，或是科技應該如何設計，才可 以“不強迫自己”的前提下讓自己改變行為？
Editor's Notes
- #4 找幾位同學來分享 答案
- #5 找幾位同學來分享 答案
- #11 So, designing experience needs to design the mind
- #13 We use two major thinking systems
- #20 Every goal should fail, if we do not make any action for it. Why do not we make effort on it?
- #21 Every goal should fail, if we do not make any action for it.
- #27 Psychologies hold the secret, but they don’t know how to use the secret to make people’s life better.
- #30 Every goal should fail, if we do not make any action for it. Why do not we make effort on it?
- #31 Success represents the 1% of your work which results from the 99% that is called failure. Too much waste….very unsustainable
- #32 Every goal should fail, if we do not make any action for it. Why do not we make effort on it?
- #33 Every goal should fail, if we do not make any action for it. Why do not we make effort on it?
- #34 in Wang Yangming's view people make subject and object unified and make knowledge and action unifed through intention.
- #35 So, after thousand of years, we are not quite there. For example, TED Talks Very few if any of you have change your behavior based on TED Knowledge. If you did, if we all did, it would profoundly change the world in which we live. TED Talks are great But, why don't we change our behaviors even if we have already understood change is good?
- #36 in Wang Yangming's view people make subject and object unified and make knowledge and action unifed through intention.
- #37 in Wang Yangming's view people make subject and object unified and make knowledge and action unifed through intention.
- #38 Every goal should fail, if we do not make any action for it. Why do not we make effort on it?
- #39 Only design what people desire creating more problems. We make the situation that people are lazy even worse, we human lose the power for everything. We lose the power to fight for poverty.
- #48 You can present someone with a very compelling (to you) reason for doing something, however
- #73 將video停止在中間，問同學的答案
- #75 Fogg’s behavior model, showing the diminishing marginal returns that happen with extra motivation or increased ability to act
- #76 pleasure/pain is a primitive response, and it functions adaptively in hunger, sex, and other activities related to self-preservation and propagation of our genes.
- #78 pleasure/pain is a primitive response, and it functions adaptively in hunger, sex, and other activities related to self-preservation and propagation of our genes.
- #80 This dimension is characterized by anticipation of an outcome. Hope is the anticipation of something good happening. Fear is the anticipation of something bad, often the anticipation of loss. This dimension is at times more powerful than pleasure/pain, as is evidenced in everyday behavior. For example, in some situations, people will accept pain (a flu shot) in order to overcome fear (anticipation of getting the flu).
- #82 is a social dimension that has two sides: social acceptance and social rejection.
- #83 You can train people, giving them more skills, more ability to do the target behavior. That’s the hard path. Don’t take this route unless you really must. Training people is hard work, and most people resist learning new things. That’s just how we are as humans: lazy.
- #86 That’s just how we are as humans: lazy.
- #88 Think about time as a resource, If you don’t have 10 minutes to spend, and the target behavior requires 10 minutes, then it’s not simple. Money is another resource. If you don’t have $1, and the behavior requires $1, then it’s not simple. Notice that what simplicity means for a typical 9-year-old is different than simplicity for the 55-year-old, because they have different resources in terms of time and money.
- #89 or example if I want to visit Las Vegas and must walk all the way from Stanford, that behavior would not be simple. But if I take a plane, that’s simpler because I don’t need to exert much physical effort.
- #90 If performing a target behavior causes us to think hard, that might not be simple. This is especially true if our minds are consumed with other issues. In contrast, some people are very good at thinking, so this link in their simplicity chain will rarely break. But for the most part, we overestimate how much everyday people want to think. Thinking deeply or thinking in new ways can be difficult.
- #91 social deviance is going against the norm, breaking the rules of society. If a target behavior requires me to be socially deviant, then that behavior is no longer simple. For example, wearing pajamas to a city council meeting might require the least effort, but there’s a social price I’d pay, which creates complications for that behavior.
- #92 People tend to find behaviors simple if they are routine, activities they do over and over again. When people face a behavior that is not routine, then they may not find it simple. In seeking simplicity, people will often stick to their routine, like buying gas at the same station, even if it costs more money or time than other options.
- #93 The concept of Trigger has different names: cue, prompt, call to action, request, and so on.
- #94 An effective facilitator tells users that the target behavior is easy to do, that it won’t require a resource he or she does not have at that moment.
- #95 In creating sparks for persuasive experiences, designers can review the three core motivators I’ve explained above. Sparks can leverage any of these motivational elements. Sparks and other trigger types can come in various forms; the channel or embodiment doesn’t matter as long as the trigger is recognized, is associated with a target behavior, and is presented to users at a moment when they can take action.
- #96 This trigger type works best when people have both the ability and the motivation to perform the target behavior. The signal doesn’t seek to motivate people or simplify the task. It just serves as a reminder.
- #97 如果我們想要人們去做非常難的事情，你就必須增加人們的動機。但是動機卻是非常難以加強也很難維持的事情。行為是關於repeat一件事情一次又一次。如果你不能保持動機，那麼行為就無法被建立了。
- #98 所以讓我們用這樣的方式。把事情簡單化，人們就容易達成，而不需要很高的動機。
- #100 然後，trigger呢？ 秘密就在於“關鍵字 after 。”如果你利用你已經存在的行為，並將一個新的小小小的行為放在after it。你就可以用你已經存在的行為當作驅動。
- #106 Nir Eyal
- #109 答案是B 這實驗是由1934年Clark Hull 用老鼠做的實驗，他發現在迷宮終點放食物，發現老師越接近迷宮終點時跑越快。
- #112 答案是B, 當人們注意未完成的部分時，持續行為的動機會比較強。
- #114 Mark Lepper、David Greene & Richard Nisbett(1973)發現事先告知會針對特並行為給予獎勵，若沒有持續給予獎勵，原本想強化的行為反而會減少
- #120 找幾位同學來分享 答案