Philosophy = conceptual rather than behavioural origin
Psychology = bounded rationality
- How do we act?
- How do we design based upon how we act?
Rational choices
René Descartes
Ludwig Von Mises
Advertising
Long copy in advertising.
A long copy ad is a more detailed ad which goes into more detail than the normal ad would.
Reptilian Brain – survival
Paleommalian Brain – Social and emotional attachment and motivated behaviours
Neomammalian Brain – Skilled moment, logic thinking, languages and higher brain functions.
Rational to Behavioural
- Behavioural sciences
- Behavioural Economics
- Choice Architecture
- Nudge theory (or Nudge)
Design thinking
System 1 and 2
Heuristics – what is guiding us through life
A type of mental shortcut that entails estimating the probability or risk of something based on how easily examples come to mind.
When making judgments about relative risk or danger, our brains rely on several strategies to make quick decisions (Cherry, 2023).
Bibliography
Cherry, K. (2023b, September 5). How the availability heuristic affects your decision making. Verywell Mind. https://www.verywellmind.com/availability-heuristic-2794824
Fiona Neil Design Research Journal 