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WHAT DOES SCIENCE DO FOR US? GOAL: IMPROVING THE USER’S PERCEPTION OF AN EXPERIENCE WITH A PRODUCT OR SERVICE 1 HELPS WITH FRAMING AND TIMING HOW OUR ENVIRONMENT TIMING AFFECT DECISIONS 2 HELPS US UNDERSTAND DECISION MAKING PROCESSES HOW WE MAKE DECISIONS THE ROLE OF EMOTION 3 HELPS US ALIGN OUR GOALS WITH CONSUMER NEEDS MAKING SURE OUR GOALS DON’T CONFLICT WITH NEEDS 4 GIVES US HEURISTICS TO GUIDE THE WAY SHORTCUTS FOR ALIGNING GOALS NEEDS

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