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By pairing a product with a specific stimulus, the product will, through conditioning, become emotionally associated with the characteristics of the stimulus. E.g. Showing customers an image of a car in the context of a lovely pastoral scene will cause a conditioned emotional response to the car consistent with the positive emotional response to the …
Get agreement on a small point, then use that to get another point, then another. Key Takeaway: The probability of persuading a person to agree to something large increases by persuading them to agree to something small and building upwards from that. citation: HFI – PET Design
Color decisions can influence both direct messages and secondary brand values and attributes in any communication. Color should be carefully selected to align with the key message and emotions being conveyed in a piece. However, saying that one color converts better than another is an oversimplification. There is no universal best color. What works on …
cognitive load theory (Sweller, 1988), which posits that “goal attainment and schema acquisition may be two largely unrelated and even incompatible processes” (p. 283). In other words, the demand for resources in performance type reasoning activities in System 2, compete with resources available for learning. According to CLT, there are three types of cognitive load: …
It has been conjectured that a full WM processing sequence from input to output, called a “cognitive cycle,” takes a minimum of 200 msec (Baars & Franklin, 2003). This is equivalent to a maximum of about four or five decisions or goal formations or executions per second. In EMI, during episodic model generation, users may …
If a business, organization, or individual has gained a certification, it should prominently publish this fact, since this increases trust in the site. Example certifications include professional and academic qualifications, trade, software, ISO, and safety certifications, to name but a few. Key Takeaway: Especially for brands that do not already have a strong association with …
Giving a greater weight to easily recalled and recent information over information that is less recallable or harder to understand. The heuristics states that if the information can be recalled then it must be important. citation:
Episodic model usability can be further operationalized using a WM and LTM associations matrix (see Fig. 12, 13, and 15). Cowan (2001) defines a chunk in WM as having strong intra-associations within a collection of items and weak inter-associations between items. citation: https://patsula.com/usefo/episodicmodel/images/matrix_experiment_small.gif
The old brain, humans’ lower brain structures involved in the limbic system (the ‘lizard brain’) is constantly scanning the environment looking for any changes that signal danger, food or sex. A major job of the old brain is to keep us from harm, anything threatening our survival will get our old brain’s attention. The threat …
Arousal (Food, Sex, Danger) Increases Attention and Memory Read More »