Biases

1. Conformity: Status Quo bias

Use it for opt-out forms
Suggestions: Healthy option/ suggest Low calory option for the chosen option
Positioning: Fruits rather than chips/chewing gum
Eye level
2. Regret aversion bias
Give time/ask do you really want to post/leave
For exiting WhatsApp group/unfriend/unfollow
Remind consequences (There is a child in a photo, do you really want to upload this photo?)
3. Deception
Decoy effect
Small apple along with big bad apple, $3.20 medium size Popcorn & $3.3 large size Popcorn
Peak end rule
End your trip at really cool place
Hiking, reaching top
IKEA: Food (effect: Food is cheap, creating halo effect of furniture being cheap)
Placebo
Medicine
Delboeuf illusion: The mindless plate

Small plates make portion sizes appear big. Japanese take more number of small plates,
visually looks lot of food. Americans: Big plates, big portion sizes, big people

Ebbinghaus illusion: Cluster of small circles around medium sized circle & Cluster of big
circles around medium sized circle.
Distance + Size creates illusion

4. Social Influence
Invoking feeling of reciprocity:
Spotlight effect: Our tendency to think how our actions and decisions are noticeable to
others.
Social Toothbrush: For children, changes colour depending on the frequency of brushing
tooth
Herd instinct: To replicate other’s actions even if this implies overriding own beliefs.
Enable social comparison: Am I doing better than yesterday/ same as yesterday?
Am I doing better than others?
Duo Lingo: Streaks/XP points- Leadership board for comparison
Fitness application: 10000 steps goal, I have walked 4000 steps, would I be able to complete
my goal? Am I doing better than other people?
Suggest ways, kms
5. Fear Nudges
Scarcity: Limited time deal, Finish today or you will lose progress, limited seats available

TikTok Watch: gave feedback of physical activity of last week, hence if I see didn’t move at all in last
one hour. It would make me uneasy. (Feedback scarcity)

Reduce distance:

6. Reinforcement

Smart steering wheel: If aggressive driving conducts are observed, steering wheel vibrates

Walkminder: Reminds to walk when user is inactive for a prolonged period of time

Eco-driving:

Notifications: to get attention (click means you grab some of the attention, get user to spend some
more time)

Yellow color: gets more attention

Now You-tube starts playing video the moment user comes to that video. Capture attention.

Amazon: Effect of target expansion & if there is a video, is it possible to play it? Making the product
visually appeal. Further, for the trusted product, target expansion can be accompanied by some
colour scheme.

Auto-play: To grab attention

Youtube- 5 seconds, Netflix- 10 seconds (gives user enough time to get out of the system

Target expansion:

Share: Good things that have happened to us, outrage- we want to share outrage as well

Outrage vs calm news feed: what would social media prefer to show?, similar to which news would
make more rounds?

They want to maximize attention

Color:

Insta: Purple: Elegant, orange: catchy, pink: feminine, young, innocent

White: Clear, virtuous and healthy

Black: Powerful and sophisticated (Most of Viennese people wear black coats, why: skin color white)

Attention: Amazon: Discount, Time limit

Interest: Photos, videos, specs, ratings

Desire: Pros and cons

Action: Purchase

Application repository:

1. Dating apps

Functionality consumers expect

1. Control: distance, preferences, no fake profiles, trust

2. Swipe & Match: algorithm or filter
3. Message: getting people to message

Good things about T:

1. Easy, convenient
2. Based on distance, can meet up easily

Critique:

1. No response after match

2. No buyers for tinder plus