Join Chris Nodder for an in-depth discussion in this video Smart defaults, part of Persuasive UX: Creating Credibility.
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…Psychologists have known for a long time that…if they show you specific words or pictures…before hand you'll find it easier to recall…those items or related ones in the later test.…Even if you've consciously forgotten the specific words.…This effect is called priming.…This is one reason why you see so much brand related advertising.…Rather than specifically telling you to buy a certain…thing, the adverts build a picture of a brand…associated with a specific location, say a stadium, an…emotion, perhaps happiness, or an occasion, for instance a celebration.…
The next time you're at a sporting event, all that brand…priming comes straight back from your subconscious brain and hits you.…Now, you aren't going to get a coke, you're going to get a…Coca Cola, you're not going to buy a chips, you're going to buy Doritos.…When you couple this priming with people's…tendencies to take the shortest path to get…to their goals, you have the perfect conditions…for encouraging people to select the given option.…By making the options familiar before hand, and then presenting it…
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