Exam 3 (cumulative) Flashcards
What are the two ways to describe how people reason and make decisions?
Normative & descriptive
What is normative decision-making?
Choices a rational person makes under ideal circumstances; pros and cons
ex. if we were computers
What is descriptive decision-making?
choices a typical person makes under typical circumstances
ex. humans & emotions
How can problem solving be measured?
Moves, accuracy, time
*avoid bad questions, think aloud
What is the problem space?
Hypothetical state that shows current state, goal state, all possible spaced in between, and operations to move from one or another
ex. chess match
What are two important things to consider when dealing with the problem space?
- how the problem is represented - may differ from task environment, needs to facilitate goal achievement
- how problem space is searched - consideration and evaluation of allowable moves, limited capacity of working memory (can’t think of all 500 possible moves at once)
What are three types of strategies used for solving problems?
forward chaining, backward chaining, means-end analysis
What is forward chaining?
Evaluates all possible actions and selects the best option to achieve a goal
What is backward chaining?
starts with goal and works backwards to initial state
What is a means-end analysis?
you identify the difference between the current state and goal state and try to reduce it (assuming straight path)
What is an analogy?
A type of heuristic, comparison between current problem and similar, familiar problem
- good unless bad analogy
- can be used to explain process
What step comes after problem solving?
Decision making
What is the expected-utility theory?
Gambling preference determined by outcomes, probability of happening, risk aversion, individual differences
What are some descriptive theories of decision-making?
Framing, bounded rationality, heuristics
What is framing?
context of decision changes our decision even when context doesn’t change utility
ex. 20% fat or 80% fat free
What is bounded rationality?
decision-maker based decisions on simplified model of the world
What are heuristics?
Mental shortcuts, allow us to overcome the many decisions we make every day; can lead to bias
What is the satisficing heuristic?
Searching through alternatives until you find one that’s good enough
ex. grocery shopping
What is elimination-by-aspects heuristic? What does stress cause?
People only focus on features that are most personally important
ex. buying a car -> eliminate cars over $15k
- more stress, more likely to narrow down
- reduces processing load, but can lead to elimination of optimal choice
What is availability heuristic?
How easily you can retrieve an event
- easy to remember = more likely to remember
- causes overestimation (ex. plane crashes more memorable, less likely to occur than car crashes)
What is representativeness heuristic?
Things that seem more like parent population more likely to occur (atypical doesn’t happen as often)
ex. birth order
Complex tasks [increase/decrease] the use of heuristics?
increase
How does HFE want to improve decision-making?
training, should focus on specific task environments; teach statistics
What are decision aids?
Help improve decision-making performance
ex. notes on index cards, Google Maps - routes based on traffic etc.
A more attractive design [increases/decreases] usability?
Increases
Emotion changes what level of processing?
Behavior
[Positive/negative] emotions lead to better brainstorming, examining alternatives, and creativity
Positive
What are the three levels of processing (Norman)?
Visceral, behavioral, reflective
What does the visceral level control?
Automatic responses, emotions, subconscious
What does the behavioral level control?
Actions, conscious
What does the reflective level control?
Contemplation, intelligence, thought
What level of processing is the quickest and most reflective?
visceral
What is the definition of persuasive technology?
Any computing technology designed with the goal of changing user’s attitude or behavior
What is captology?
Computers As Persuasive technology
What are the qualifications for captology?
Persuasion without coercion (force) or deception (misleading)
completely voluntary, requires intentionality
doesn’t include unintended outcomes, only attitude and behavior changes
ex. Amazon dash button
What is macrosuasion?
Overall persuasive intent of a product
ex. Fitbit - gets you to increase your physical activity
What is microsuasion?
primary goal not to persuade but that incorporates smaller persuasive elements
ex. Mint.com - tracking and categorizing spending
What are the three roles of PBCTs?
Tools, media, social actors
What PBCT helps performance and increases user abilities?
Tools
What PBCT helps enhance the user’s experience; provide insight and experiences?
Media
What PBCT acts as a virtual peer?
Social actors
What is needed for a behavior to occur?
Trigger
What is a trigger?
Call to action
What do you call a one time behavior change?
dot
What do you call a behavior change for a set duration?
Span
What do you call a lasting behavior change? “from now on”
Path
What are the types of behavior changes?
new, familiar, increase, decrease, & stop
What are the 8 steps to designing persuasive technology?
- choose behavior to target
- choose audience
- find what prevents/facilitates target behavior
- choose technology channel
- find examples of persuasive technology
- imitate successful examples
- test and iterate quickly
- expand on success
