The invisible forces that influence and persuade people
Did you
hear about Feedback Loop / Kerios/Trigger /Simulation/ and so on? They are just
those words associated with psychology, precisely how human behave and how
their Attitude does shape up, and what instigate to their habit changes. I have
learnt they and they have made their entrance in UX too long back.
Nevertheless, it’s never too late to learn.
Now I
always wondered what drives people toward action and let me tell you why. I am
an Information Architect Living in Kolkata erstwhile Calcutta and I do UX to
earn a living. Besides living that is my passion too, to know more about the
fluids inside the brain.
I wanted
to know why and how the word SALE creates such a huge impact on us that we tend
to buy randomly without any prior need. This is the time we should take deep
dive down and unpack the hidden treasure. How?
Psychologists
would have loved to explain these and we may found thousands and thousands of
line written various websites. They talk about
Rorschach/TUNNELING/ Sequencing and much more. Cognitive psychology
becomes more valuable for UX managers in order to drive right and desired
action amongst the user.
So to cut
the long story in short I would like to feature few traits in following lines.
I thought psychological triggers could come here in a big way. Let us hope all
these lines may help others to define their UX solutions.
Reciprocation
It is our Human Nature that we feel like
we need to repay . “The inner tension created in the gap between receiving and
giving is often so powerful we will give anything in return just to reduce this
discomfort” according to Author and psychologist David Straker.
Ex:- useful service for free
Social Proof
Another Human nature is if you are not
sure what to do, ask people , look at the behavior of others - which might guide
your actions
—especially your peers.
—especially your peers.
EX:- Comedy shows have used laugh tracks for such a long
time. Or - affiliations of well-known organizations help us to build trust.
On the web you see ‘Subscriber count’ /
‘Social Shares’ / ‘Customers also viewed’/ ‘Reviews’ or the Testimonials
Imitations
Brain cells that called Mirror Nuron -
The discovery of mirror neurones owes as much to serendipity as to skill. The
sciences of mirror neurone could be very interesting but before we delve into
that let examine what heck is this . In a nutshell ‘a special class of brain
cells fires not only when an individual performs an action, but also when the
individual observes someone else make the same movement’
Let me put this in an easy way – We are
in Restaurant, someone is delighted with a certain dish, we want the same dish
to be relished. We saw people rushing to
the movie theatre to watch ‘Hangover ‘ – and we decide we must watch it in the
coming weekend.
This how emotions relate to purchasing
behavior , and no wonder this is how
campaigns stimulate our mirror neurons (and empathy)
This has to be the hot topic among online
marketers too. Example: You see a person facing a HOT KFC Chicken Burger and
stretching his hands with his rolling eyes. If there is a ‘Buy button’ , next thing – you will hit the button and
buy it, I bet –why-well in my next blog I shall explain in details. I feel what
you feel!!
There are other
attributes relating to Human behavior and psychological traits draws experience
silently. Such as Evocation,
Identification and may form of Visual Clues – particularly Subliminal. Putting them all together may not do any justice
at all. Let them reveal gradually. But the bottom line is UX is the
consequences of these attributes plus the situation, and being a consultant,
designer we need to how to provide interfaces which help user to be more
productive and less error prone.
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