Cognitive Biases: Understanding Human Behavior

#UXUI #design #manipulation #users #techniques #buyers #articles #layout #calltoactions #psychology #colors #emotion #animation #darkpatterns #techniques

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Introduction:

A cognitive bias is a deceptive and falsely logical thinking pattern. This form of thinking enables an individual to make judgments or decisions quickly. Cognitive biases influence our choices, especially when dealing with a significant amount of information or when time is limited. This results in a form of dysfunction in reasoning.

Companies that employ dark patterns have a deep understanding of cognitive and neurosciences to influence you into taking unconscious actions. To do this, they leverage cognitive biases, which are thinking mechanisms that prompt your brain to influence your behavior, creating a habit to induce addiction to a service.

Leveraging Cognitive Biases in Dark Patterns:

Companies proficient in dark patterns use their knowledge of cognitive biases to subtly guide users towards specific actions. Here's a more detailed breakdown of the process:

1- Trigger or Lever:

- Internal Trigger: These triggers are emotions or feelings that are sometimes unconscious. For example, feelings of boredom, curiosity, or anxiety.

- External Trigger: This involves elements in the user's environment, such as notifications, pop-ups, or prompts. These can be strategically placed to catch the user's attention.

2- Action:

Once a trigger is activated, it prompts the user to take a specific action. This action is often designed to lead the user further into the desired behavior.

3- Reward:

After completing the action, the user receives a reward. This could be in the form of discounts, access to exclusive content, or even virtual badges and rewards. The reward serves to reinforce the behavior and create a positive association.

4. Investment:

To foster user loyalty and engagement, companies may encourage users to invest more time or effort in the platform. This could involve tasks like creating a profile, providing personal information, or participating in challenges or surveys.

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The Loop of Influence:

This cycle operates largely on an unconscious level. Users may find themselves repeatedly drawn back to the website or app, engaging in a loop of triggers, actions, rewards, and investments. Over time, this can lead to a habitual pattern of behavior, effectively making the user addicted to the service.

Ethical Considerations:

Understanding these tactics is crucial for consumers to make informed decisions about their online interactions. Advocates for ethical design, like Jérémie Poiroux mentioned in your initial statement, work towards creating digital experiences that prioritize user well-being and transparency over manipulative practices.

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By being aware of these techniques, users can better navigate online platforms and make choices that align with their own interests and values.

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Ressources:

https://www.atipik.ch/fr/blog/definition-dark-patterns-design-ux

https://www.usabilis.com/definition-biais-cognitifs/