Cognitive Biases: Memory Family

Von Restorff Effect

Also known as Isolation Effect, Distinctiveness Effect

Definition:

We remember more easily an object or information that is different from others or unusual, in contrast to the rest.

Example:

On a website offering different deals, adding color and highlighting the font of one of them draws users' attention to it. This element will be more memorable and better retained.

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Picture Superiority Effect

Definition:

We learn and remember information conveyed through images better than information conveyed through words.

Example:

To convey important information to users, use methods of data visualization, infographics, or diagrams rather than just text.

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Negativity Bias

Definition:

We remember negative experiences more easily and take them more into account in our reasoning than positive experiences. Negative experiences tend to be more striking and carry more weight in decisions than positive experiences.

Example:

In an individual interview, this can lead participants to emphasize the negative aspects of their experiences rather than the positive ones.

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Choice Supportive Bias

Definition:

We remember decisions we've made as being better than they actually were, attributing more positive consequences to them and associating more negative consequences with options not chosen. It's a process of rationalization and justification that helps limit regrets about unchosen options.

Example:

It can be useful to continue reassuring users even after they have made a purchase. This reinforces their choice and maintains the user experience.

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Google Effect

Definition:

We forget information that is accessible and easy to retrieve more easily than information that is less accessible and better retained.

Example:

In an interface that gathers a lot of content, it can be useful to include a search engine to allow users to access the information they are looking for directly.

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Recency Effect

Also known as Recency Bias

Definition:

We remember easily the most recent information we have received because it is stored in short-term memory.

Example:

In a tutorial, it can be more effective to explain the steps as users perform the actions, rather than detailing everything all at once.

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Primacy Effect

Definition:

The information received first about an object or person has a greater influence on the impression formed. It is also better retained.

Example:

In a mobile application, it is important to communicate useful and appealing information on its first screen for users. This will impact the image they form of the application and the brand.

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Peak-End Rule

Definition:

We judge an experience, whether positive or negative, primarily based on our feeling at the most intense point and at the end.

Example:

In a user journey, the peak and end stages influence the long-term perception of the entire experience. Therefore, it can be useful to ensure that these stages are not negative or to limit the impact of the peak on the rest.

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Affective Forecasting Bias

Definition:

We perceive the intensity of an event as lower when we remember it than when we experience it in the moment. Thus, our feelings, emotions, and sensations tend to diminish in our memories. This bias is more pronounced for negative events.

Example:

In individual interviews where participants recall past experiences, it is possible that a product caused them more frustration or annoyance than they describe.

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Memory Suggestibility

Definition:

We can incorporate erroneous elements into our memories from external sources. This phenomenon occurs more easily when our cognitive resources are diminished.

Example:

During a post-user test interview, it is important not to bias the questions asked to participants as it may influence their responses.

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