3/4/2023 0 Comments Compare anything![]() In the dictionary study, for example, it might have been helpful to provide supporting information such as: Most college-level dictionaries contain at least 50,000 entries. If your current design does not provide any points of comparison, consider adding the types of information people would typically look for in making a comparison. If your design requires people to evaluate something in isolation, be aware that people assign value by comparing things to one another. People’s assessment of value is highly dependent upon whether they consider something in isolation or by making a comparison.People are constantly comparing and contrasting just about everything.People typically determine the value of something by making comparisons.Here are three valuable takeaways UX designers should keep in mind when designing for decision making: These aspects of a decision-making context are significant drivers of decision outcomes. In addition to determining the right number of options to present and what options to present, an important aspect of designing contexts for decision making is whether we expect people to evaluate something in isolation rather than through a process of comparison. Implications for Design An important aspect of designing contexts for decision making is whether we expect people to evaluate something in isolation rather than through a process of comparison. However, when people assessed both dictionaries in a side-by-side comparison, Head gained enough information to readily see that having 20,000 entries was clearly superior to having 10,000 entries, and the torn cover was a merely cosmetic factor that had no adverse impact on the true value of the dictionary. It couldn’t answer the question: how many entries does a good dictionary have? Head didn’t have enough information to overrule Gut’s decision. When people considered each dictionary in isolation, Gut made an instant assessment of the value of the dictionary with the torn cover: a torn cover = defective. Gut is very attuned to contrasts-the difference between big and small, light and dark, or perfect and defective, for example. However, Head can step in and overrule Gut’s decisions. Most of our decision making occurs at a Gut level. ![]() ![]() In my first column, I talked about how we are of two minds when making decisions. The process of comparison makes evaluation easy and draws attention to the more important attributes under consideration-in this case, the number of entries in the two dictionaries. Clearly, a dictionary with 20,000 entries is superior to one with only 10,000 entries. However, when people considered the two dictionaries side by side, it was easy for them to determine which one was the better of the two. How many entries does a good dictionary have? But a torn cover is easy to evaluate: it means the dictionary is defective and, consequently, of less value. When a person evaluates a dictionary in isolation, it is difficult to determine what makes a good dictionary. Table 2-How people compared the value of two dictionaries DictionaryĪs you can see, people valued the dictionaries very differently, depending on whether they considered them in isolation or by comparing them side by side. ![]() Then, they asked a third group of people to evaluate the two dictionaries side by side and determine how much they would be willing to pay for each of them. Table 1-What people were willing to pay Dictionary They asked another group how much they would pay for a 10,000-entry dictionary with a cover that was intact. Researchers conducted a study in which they asked a group of people how much they would be willing to pay for a 20,000-entry dictionary with a torn cover. The Effect of Comparison on Evaluationīecause people have no innate means of determining the value of something, whether they evaluate something by itself or in comparison to something else often impacts their preferences and decision outcomes. But research shows that decision outcomes are very dependent on these things. If people’s preferences were well defined, the contexts in which they make decisions would not affect their decision outcomes-that is, how many options are available or what options are available would not affect their decisions. People are constantly comparing and contrasting physical things, people, experiences, and ephemeral things such as emotions, attitudes, and points of view.People do not possess an innate value meter that determines absolute value. People assign value to things by comparing one thing to another.Essentially, the concept of relativity in decision making says:
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