Brain Bugs

A talk about the cognitive flaws that disturb our decisions. Given at Viget Labs in August 2011.

Transcript

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