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Classical conditioning

Classical conditioning. Todd Smith INLS 718 February 5 th , 2019. The Art of Alienation. Fundamental paradigm: Apple vs Android The Bias only happens on the Apple side Group chat Blue Bubble vs. Green Bubble: Us vs. Them. Classical Conditioning. Pavlov / Russia / 1898

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Classical conditioning

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  1. Classical conditioning Todd Smith INLS 718 February 5th, 2019

  2. The Art of Alienation • Fundamental paradigm: Apple vs Android • The Bias only happens on the Apple side • Group chat • Blue Bubble vs. Green Bubble: Us vs. Them

  3. Classical Conditioning • Pavlov / Russia / 1898 • Researched digestion in dogs • Observed that dogs would salivate before their food arrived • Changed a variable so that dogs salivated when hearing a bell • Classical conditioning: using a stimulus to evoke a reaction

  4. Classical Conditioning Vocabulary • Neutral stimulus: stimulus that initially evokes no response (e.g. dogs standing) • Unconditioned stimulus: automatic response to stimulus (e.g. saliva with food) • Trigger stimulus: stimulus that eventually evokes a conditioned response (e.g. bell)

  5. Classical Conditioning in UX/UI • Continuous exposure to a design will condition over time • Users will ignore design features that are initially alarming • Users will develop a preference for the conditioned design • Using icons or images with positive mental associations • To communicate danger, use icons with negative mental associations

  6. Plutchik’s Color Wheel

  7. Color in Fast Food Restaurants: Taco Bell • Pink = Boredom • Purple = Remorse

  8. Color in Fast Food Restaurants: Subway Green: Health Yellow: Joy

  9. Color in Fast Food Restaurants: McDonald’s • Red = Annoyance, Rage • Yellow = Joy, Optimism

  10. Examples of Classical Conditioning in UI/UX • Message sent sound • Dark mode on Spotify apps

  11. UI/UX Strategy: Use Positive Stimuli

  12. Conclusion • Companies use classical conditioning via color to persuade us to use their products • Apple used classical conditioning to evoke annoyance in users • Classical conditioning produces an emotional and physical response within us • When choosing design features (e.g. icons, interface colors) choose characteristics that your users will associate with positivity

  13. References • Slides: Microsoft Powerpoint • Images from Wikimedia Commons • Apps referenced: Spotify, Jimmy John’s, Papa John’s, Chipotle • Gantt, H. (n.d.). Ivan Petrovich Pavlov. Retrieved February 2, 2019, from https://www.britannica.com/biography/Ivan-Pavlov • Lidwell, W., Holden, K., & Butler, J. (2010). Universal Principles of Design, Revised and Updated: 125 Ways to Enhance Usability, Influence Perception, Increase Appeal, Make Better Design Decisions, and Teach through Design. Beverly, Massachusetts: Rockport Publishers. • Morin, A. (2014, February 4). How To Use Color Psychology To Give Your Business An Edge. Retrieved February 2, 2019, from https://www.forbes.com/sites/amymorin/2014/02/04/how-to-use-color-psychology-to-give-your-business-an-edge/#53f98d8d170a • Rehman, I., & Rehman, C. (2018, October 27). Classical Conditioning . Retrieved February 2, 2019, from https://www.ncbi.nlm.nih.gov/books/NBK470326/ • [ToastPlaysGames] (2017, July 8th) iPhone Message Sound Effects. Retrieved February 4th, 2019, from https://www.youtube.com/watch?v=65jkb7TUBWA

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