Cognitive Biases: Miscellaneous Family

Attentional Bias

Also known as Attention Bias or Selective Attention Bias

Definition:

We do not pay equal attention to all available information based on their perceived relevance. The attention we give depends on our interests and emotional state. For example, something emotionally stimulating is more likely to capture our attention.

Example:

In an interface, the most important information should be highlighted compared to other information. It should also be repeated and consistently presented to be more easily perceived and retained by users.

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Contrast Effect

Definition:

The perception of information is influenced by the presentation of opposing information presented before or simultaneously. We judge and perceive relatively.

Example:

When evaluating multiple versions of a product or service with users, presenting these versions in a random order can counteract the contrast effect. The impression users have of one version will influence their impression of the subsequent versions.

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Selective Perception

Definition:

We are biased in our perception and interpretation of information from our environment. We favor what aligns with our experiences, interests, beliefs, values, and social situation. This is one of the mechanisms that helps avoid cognitive dissonance.

Cognitive Dissonance: A state of psychological discomfort caused by a contradiction between our behaviors and our values or thoughts.

Example:

During a usability test on an interface we designed ourselves, we are likely to be less receptive to identified issues and may minimize them.

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Unit Bias

Definition:

We tend to want to complete a unit (task, item) once started, regardless of its size. This gives a sense of satisfactory completion.

Example:

Segmenting a user journey into small, easily achievable tasks can show users that the steps are quick and simple to finish.

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Risk Compensation

Also known as the Peltzman Effect

Definition:

We adjust our behavior based on the perceived level of risk: the more protected we feel, the less cautious we become.

Example:

For users concerned about online purchases, including reassuring elements on an e-commerce site (data security, customer reviews, etc.) can make them more inclined to make a purchase.

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