Abstract: . . .  content March 16, 2004 Paul Sas 3 Goals of this talk NOT an Ed Tufte dot of infinite data density NOT a demonstration of what happens with Choice Overload Rather: Tales. Many psychological principles best shown through stories Suggestive applications for Designers and User Testing Experts March 16, 2004 Paul Sas 4 Heuristics, . . .
. . .  and downplay attributes that appear subjective March 16, 2004 Paul Sas 12 Primed to feel or Primed to Calculate (Rottenstreich) Box of Madonna CDs If evaluated from an affective/emotional valence, then quantity is irrelevant If viewed as tokens with exchange value, then more equals more Primed to feel: No more price for . . .
. . .  Explanation of P(F and H)>P(F) Adding features increases representativeness – but cannot increase probability March 16, 2004 Paul Sas 27 Descriptive Choice: Prospect Theory March 16, 2004 Paul Sas 28 Sources for followup Less is More (Chris Hsee) http://gsbwww.uchicago.edu/fac/christopher.hsee/vita/ Primed for Feeling (Yuval . . .
. . .  psychology 1581 Tales from the Lab Reports from the field -- psychology experiments relevant to Usability Professionals Paul Sas March 16, 2004 March 16, 2004 Paul Sas 2 Unlike my CHI2003 Tutorial User bias & judgment: The . . .
. . .  2004 Paul Sas 12 Primed to feel or Primed to Calculate (Rottenstreich) Box of Madonna CDs If evaluated from an affective/emotional valence, then quantity is irrelevant If viewed as tokens with exchange value, then more equals more Primed to feel: No more price for box of 10 CDs than for 5 CDs Primed to calculate: Box of . . .
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