Cognitive Biases: Decision Family
Framing Effect
Also known as Context Effect
Definition:
The way information is perceived depends not only on the information itself but also on the context in which it is presented.
Example:
During the design phase, how information is presented (such as its placement and format) impacts its perception.
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Distinction Bias
Definition:
Two options are judged as more different when evaluated together than separately.
Example:
When evaluating multiple versions of the same product, comparing them makes their differences, advantages, and disadvantages more apparent.
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Focusing Effect
Also known as Focus Effect
Definition:
To make a decision, we primarily use the most distinct and accessible information. This can come at the expense of other more important information.
Example:
In a buying journey, ensure that all useful information for users is easily accessible at all times.
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Pygmalion Effect
Also known as Rosenthal-Jacobson Effect
Definition:
Our behaviors and performance are influenced by others' perceptions and expectations, leading us to conform to them.
Example:
Showing empathy and offering encouragement to someone can push them to improve. Conversely, belittling someone tends to decrease their performance.
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Semmelweis Reflex
Also known as Semmelweis Effect
Definition:
There is a tendency to reject new data, even if proven, if it contradicts well-established norms and beliefs.
Example:
When evaluating a user interface with users, all their feedback should be considered, even if it goes against established ergonomic principles.
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Ambiguity Aversion Bias
Also known as Ambiguity Effect, Ellsberg Paradox
Definition:
There is a tendency to avoid options where information is lacking, even if they may be more advantageous.
Example:
To reassure users and help them make decisions, provide them with adequate information to choose the best option.
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Status Quo Bias
Also known as Conservatism Bias, Change Aversion, Inaction Bias
Definition:
It's a form of resistance to change: one believes that changing a situation carries more risks than benefits. Maintaining the current state is preferred over the possibility of improving it, and the consideration of new information is generally reduced.
Example:
In an interface, it's important to choose relevant default settings for users because very few of them will modify them.
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Boomerang Effect
Also known as Reactance
Definition:
Attempts to persuade someone can have the opposite effect: they strengthen their attitudes rather than change them. This happens when a person feels their freedom of action or thought is threatened.
Example:
In a focus group, if one of the participants is a detractor for all your ideas, don't try to convince them. The more arguments you provide in your favor, the more it reinforces their opposition.
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Zero-Risk Bias
Definition:
In decision-making, one prefers to completely eliminate a small risk rather than reduce a larger risk to a greater extent but not to zero. This disadvantageous and irrational choice is based on a preference for absolute certainty in decisions.
Example:
For free trial periods, mentioning that users' bank details are not required is more likely to encourage them to take the trial.
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Ikea Effect
Also known as Ownership Effect
Definition:
We attach more value to something we have partially created or contributed to.
Example:
On a music streaming platform, allowing users to create or modify playlists and share them with the community strengthens the bond between users and the service. This also applies to research: involving users from the beginning can make them more open to change and more satisfied with the result.
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Identifiable Victim Effect
Definition:
Our empathy is greater for personally identified individuals than for statistics of people in need. Our empathy is even greater when the identified individuals are geographically and culturally closer to us.
Example:
After quantitative research on future users of a product/service, formalizing these results into personas allows the project team to better address their needs.