Brain Bugs - How we unconsciously shape our own decisions

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BRAIN BUGS by Todd Moy for Viget Lab Shares on August !", !#$$

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Usability Bro

A talk about !"#$%&%'( )*#+ and their e!ect on ,(!%+%"$ -./%$#.

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➡ Decision theory and rationality

➡ Brain bugs (i.e. cognitive biases)

➡ Discussion

TODAY

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A SUPER BRIEF PRIMER ON DECISION THEORY

DECISIONthe cognitive process for reaching a conclusion.

1(++%-%+& sees the di"culty in every opportunity; an "1&%-%+& sees the opportunity in every di"culty.

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RATIONALPEOPLE

OPTIMAL DECISIONS

Classical Theories

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Contemporary Theories

IMPERFECTRATIONALITY

GOOD ENOUGH

SATISFICINGevaluating options based on adequacy rather than maximum benefit.

1(++%-%+& sees the di"culty in every opportunity; an "1&%-%+& sees the opportunity in every di"culty.

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THREEBRAIN BUGS

COGNITIVE BIASa pattern of judgement that stems from adaptive behavior and/or mental flaw.

1(++%-%+& sees the di"culty in every opportunity; an "1&%-%+& sees the opportunity in every di"culty.

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STUDY How do we distort information?

WE FAVOR WHAT WE BELIEVEConfirmation • Cognitive Dissonance

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© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.

STUDY

How does “processing ease” a%ect our perception?

“KAR” vs “RDO”

STUDY

How does “processing ease” a%ect our perception?

“KAR” vs “RDO”

WE FAVOR WHAT WE CAN IMAGINEAvailability • Recency • Cognitive fluency

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© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.

STUDY

How do we evaluate options?

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STUDY

How do we evaluate options?

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STUDY

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STUDY

How do we evaluate options?

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WE EVALUATE BY COMPARISONAnchoring • Contrast

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WHEREUPON WEWRAP THIS UP

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WHERE DO WE TAKE THIS?

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➡ Trust no one.

WHERE DO WE TAKE THIS?

© 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?

© 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?

!"#$%&'( %&)#

NOW’S THE TIME AT FLF WHEN WE DANCE

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