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BRAIN BUGSby Todd Moy for Viget Lab Shares on August 26, 2011© Viget Labs, LLC  • This presentation is CONFIDENTIAL and sh...
Please fill in the circle that best describes how you feelI found this task to be easy to accomplish  Strongly             ...
Please fill in the circle that best describes how you feelI found this task to be easy to accomplish  Strongly             ...
Usability Bro                Me
A talk about cognitive bugs andtheir effect on decision making.
It started with a question about questions© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared ...
TODAY➡         Decision theory and rationality➡         Brain bugs (i.e. cognitive biases)➡         Discussion© Viget Labs...
A SUPER BRIEF PRIMERON DECISION THEORY© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared with...
DECISIONthe cognitiveprocess forreaching aconclusion.pessimist sees the difficulty in every opportunity; an optimist sees ...
Classical Theories                                                                            RATIONAL                    ...
Contemporary Theories                                                                     IMPERFECT                       ...
SATISFICING      evaluating options      based on adequacy      rather than maximum      benefit.pessimist sees the difficu...
THREEBRAIN BUGS© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
COGNITIVE BIASa pattern of judgement that stems fromadaptive behavior and/or mental flaw.pessimist sees the difficulty in e...
© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
STUDYHow do we distort information?
WE FAVOR WHAT WE BELIEVE                                Confirmation • Cognitive Dissonance© Viget Labs, LLC  • This presen...
© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
STUDYHow does “processing ease” affect our perception?                     “KAR” vs “RDO”
STUDYHow does “processing ease” affect our perception?                     “KAR” vs “RDO”
WE FAVOR WHAT WE CAN IMAGINE                                Availability • Recency • Cognitive fluency© Viget Labs, LLC  • ...
© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
STUDYHow do we evaluate options?                 subscription test 1                 Online-only        $59               ...
STUDYHow do we evaluate options?                 subscription test 1                 Online-only        $59    16%        ...
STUDYHow do we evaluate options?                 subscription test 2                 Online-only     $59                 P...
STUDYHow do we evaluate options?                 subscription test 2                 Online-only     $59    68%           ...
STUDYHow do we evaluate options?subscription test 1             subscription test 2Online-only        $59    16%   Online-...
WE EVALUATE BY COMPARISON                                Anchoring • Contrast© Viget Labs, LLC  • This presentation is CON...
WHEREUPON WEWRAP THIS UP© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
WHERE DO WE TAKE THIS?© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
WHERE DO WE TAKE THIS?➡         Trust no one.© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shar...
WHERE DO WE TAKE THIS?➡         Trust no one.➡         Knowing is half the battle.© Viget Labs, LLC  • This presentation i...
WHERE DO WE TAKE THIS?➡         Trust no one.➡         Knowing is half the battle.➡         Search your feelings.© Viget L...
question time
NOW’S THE TIME ATFLF WHEN WE DANCE
Thanks!                                                                                            Learn more             ...
Brain Bugs - How we unconsciously shape our own decisions
Brain Bugs - How we unconsciously shape our own decisions
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Brain Bugs - How we unconsciously shape our own decisions

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Brain Bugs - How we unconsciously shape our own decisions

  1. 1. BRAIN BUGSby Todd Moy for Viget Lab Shares on August 26, 2011© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
  2. 2. Please fill in the circle that best describes how you feelI found this task to be easy to accomplish Strongly Neither agree Strongly disagree nor disagree agree
  3. 3. Please fill in the circle that best describes how you feelI found this task to be easy to accomplish Strongly Neither agree Strongly disagree nor disagree agree
  4. 4. Usability Bro Me
  5. 5. A talk about cognitive bugs andtheir effect on decision making.
  6. 6. It started with a question about questions© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
  7. 7. TODAY➡ Decision theory and rationality➡ Brain bugs (i.e. cognitive biases)➡ Discussion© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
  8. 8. A SUPER BRIEF PRIMERON DECISION THEORY© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
  9. 9. DECISIONthe cognitiveprocess forreaching aconclusion.pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty.
  10. 10. Classical Theories RATIONAL PEOPLE OPTIMAL DECISIONS© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
  11. 11. Contemporary Theories IMPERFECT RATIONALITY GOOD ENOUGH© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
  12. 12. SATISFICING evaluating options based on adequacy rather than maximum benefit.pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty.
  13. 13. THREEBRAIN BUGS© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
  14. 14. COGNITIVE BIASa pattern of judgement that stems fromadaptive behavior and/or mental flaw.pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty.
  15. 15. © Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
  16. 16. STUDYHow do we distort information?
  17. 17. WE FAVOR WHAT WE BELIEVE Confirmation • Cognitive Dissonance© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
  18. 18. © Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
  19. 19. STUDYHow does “processing ease” affect our perception? “KAR” vs “RDO”
  20. 20. STUDYHow does “processing ease” affect our perception? “KAR” vs “RDO”
  21. 21. WE FAVOR WHAT WE CAN IMAGINE Availability • Recency • Cognitive fluency© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
  22. 22. © Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
  23. 23. STUDYHow do we evaluate options? subscription test 1 Online-only $59 Print-only $125 Print and Online $125
  24. 24. STUDYHow do we evaluate options? subscription test 1 Online-only $59 16% Print-only $125 Print and Online $125 84%
  25. 25. STUDYHow do we evaluate options? subscription test 2 Online-only $59 Print-only $125
  26. 26. STUDYHow do we evaluate options? subscription test 2 Online-only $59 68% Print-only $125 32%
  27. 27. STUDYHow do we evaluate options?subscription test 1 subscription test 2Online-only $59 16% Online-only $59 68%Print-only $125 Print-only $125 32%Print and Online $125 84%
  28. 28. WE EVALUATE BY COMPARISON Anchoring • Contrast© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
  29. 29. WHEREUPON WEWRAP THIS UP© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
  30. 30. WHERE DO WE TAKE THIS?© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
  31. 31. WHERE DO WE TAKE THIS?➡ Trust no one.© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
  32. 32. WHERE DO WE TAKE THIS?➡ Trust no one.➡ Knowing is half the battle.© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
  33. 33. WHERE DO WE TAKE THIS?➡ Trust no one.➡ Knowing is half the battle.➡ Search your feelings.© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
  34. 34. question time
  35. 35. NOW’S THE TIME ATFLF WHEN WE DANCE
  36. 36. Thanks! Learn more http://bitly.com/oqTgcl© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.

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