Behavioral Economics as a Lens for Interaction design
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Interaction designers craft experiences by curating the flow of information within contexts that aim to focus attention and interest. Subtle psychological details can dramatically transform an experience. Experimental results from behavioral economics spotlight opportunities for improving the dynamics of an interaction: The presentation frame can harness intrinsically motivating cues, drive engagement, and enable people to develop behavioral patterns that harmonize with their deepest aspirations. http://www.baychi.org/calendar/20120214/
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Behavioral Economics as a Lens for Interaction design
- 3. 6 Behavioral economists view Designers/Product Managers as CHOICE ARCHITECTS “ Many features, noticed and unnoticed, can influence decisions. The person who creates that environment is, in our terminology, a choice architect . ” (Thaler & Sunstein) Option A Option B
- 9. To recall a success, not connected to most important goal, can help overcome the Delmore Effect
- 10. Many sites/apps demand explicit expression of a preference Notwithstanding inchoate & tender essence It’s typical to front-load cognitively demanding & emotionally challenging tasks
- 11. Next week I will want things that are good for me… Choosing for tonight Choosing for next Thursday Choosing for second Thursday Don ’ t Assume Participants Know Themselves slide adapted from Prof Russell James III, Texas Tech U
- 12. How can interaction designers solicit the revelation of preferences? 1- Make it possible to accumulate info without deliberate action 2- Enable answers to “ quiz ” like questions to create small successes to build greater engagement w/o triggering anxiety Much of the hobo ’ ing invasions by FaceBook, PATH, Angry Birds, et al involves stealing a look at predictors of useful actions to perform for the invaded privacy. When caught, the services point to the favors generated from the theft. Perhaps we ’ ll get used to being abused this way
- 20. Move from framing where response is flat into framing where the payoff is still increasing. Games do this by slicing infinite horizon into smaller intervals The reverse occurs with Subscription, and explains how friction reduces: Move many short, sharp shocks toward one smooth flat perspective. Behavioral Econ explains one way that games hook into motivation
- 26. Choice Overload shown in 401K participation 32
- 31. Descriptive Choice: Prospect Theory
Editor's Notes
- Philip Roth, Operation Shylock (1993), p. 115-117. Moishe Pipik! The derogatory, joking nonsense name that translates literally to Moses Bellybutton and that probably connoted something slightly different to every Jewish family on our block-the little guy who wants to be a big shot, the kid who pisses in his pants, the someone who is a bit ridiculous, a bit funny, a bit childish, the comical shadow alongside whom we had all grown up, that little folkloric fall guy whose surname designated the thing that for most children was neither here nor there, neither a part nor an orifice, somehow a concavity and a convexity both, something neither upper nor lower, neither lewd nor entirely respectable either, a short enough distance from the genitals to make it suspiciously intriguing and yet, despite this teasing proximity, this conspicuously puzzling centrality, as meaningless as it was without function-the sole archeological evidence of the fairy tale of one’s origins, the lasting imprint of the fetus who was somehow oneself without actually being anyone at all, just about the silliest, blankest, stupidest watermark that could have been devised for a species with a brain like ours. It might as well have been the omphalos at Delphi given the enigma the Pipik presented. Exactly what was your pipik trying to tell you? Nobody could ever really figure it out. You were left with only the word, the delightful playword itself, the sonic prankishness of the two syllabic pips and the closing click encasing those peepingly meekish, unobtrusively shlemielish twin vowels. And all the more rapturously ridiculous for being yoked to Moishe, to Moses, which signaled, even to small and ignorant boys overshadowed by their big wage-earning, wisecracking elders, that in the folk language of our immigrant grandparents and their inconceivable forebears there was a strong predisposition to think of even the supermen of our tribe as all kind of imminently pathetic. The goyim had Paul Bunyan and we had Moishe Pipik. Edgar Allan Poe in his short story, "The Imp of the Perverse". We have a task before us which must be speedily performed. We know that it will be ruinous to make delay. The most important crisis of our life calls, trumpet-tongued, for immediate energy and action. ... It must, it shall be undertaken to-day, and yet we put it off until to-morrow, and why? There is no answer, except that we feel perverse, using the word with no comprehension of the principle. Examine these and similar actions as we will, we shall find them resulting solely from the spirit of the Perverse. We perpetrate them merely because we feel that we should not.