Smooth pursuit eye movements allow the eyes to closely follow a moving object. It is one of two ways that visual animals can voluntarily shift gaze, the other being saccadic eye movements. Pursuit differs from the vestibulo-ocular reflex, which only occurs during movements of the head and serves to stabilize gaze on a stationary object. …
Change blindness (aka. inattention blindness and selective attention) is a surprising perceptual phenomenon that occurs when a change in a visual stimulus is introduced and the observer does not notice it. For example, observers often fail to notice major differences introduced into an image while it flickers off and on again.
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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 …