Donald Norman’s theory of Emotional Design. A theoretical model of the way the human brain responds emotionally to the designs we produce. Norman describes three levels at which we judge the appeal of designs: The ‘Visceral’, ‘Behavioral’, and ‘Reflective’ Visceral Level – The most immediate level of processing, in which we react to visual and …
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The interaction cost is the sum of efforts — mental and physical — that the users must deploy in interacting with a site in order to reach their goals. Zero interaction cost and is the holy grail of usability as a field. Most of the time, users have to look around, read, possibly scroll, find …
Mental accounting refers to the tendency for people to separate their money into separate accounts based on a variety of subjective criteria, like the source of the money and intent for each account. According to the theory, individuals assign different functions to each asset group, which has an often irrational and detrimental effect on their …
In organizational theory and organizational behavior, imprinting is a core concept describing how the past affects the present.[1] Imprinting is generally defined as a process whereby, during a brief period of susceptibility, a focal entity or actor (such as an industry, organization, or an individual) develops characteristics that reflect prominent features of the environment, and …
Naive diversification is best described as a rough and, more or less, instinctive common sense division of a portfolio, without bothering with sophisticated mathematical models.
The peak–end rule is a psychological heuristic in which people judge experiences largely based on how they were at their peak (i.e., their most intense point) and at their end, rather than based on the total sum or average of every moment of the experience.
the brain craves a story that ties everything together. If the story lacks causality, it will struggle to create that story, and will eventually just make up it’s own causalities — the WYSIATI effect.