Psychological factors such as thinking, feeling, sensation, and intuition directly correlate with our customers’ online advertising experience. Making customers feel like wanting to do something requires us to offer a completely enthralling experience, not one that has negative connotations for our customers. Today, we often see advertisements that clamor for our attention, begging us to view them. Customers’ past experiences with the Web set their expectations for online advertising today. How can we shift this prevalent advertising paradigm to one that instead has psychological appeal?
In this article, I’ll discuss the cognitive elements at the intersection of advertising and human behavior. By taking an approach to advertising that looks at the impact psychological factors have on customer behavior, I’ve learned that customers respond directly to online advertisements, as we can see from their emotions, behavior, and interactions on the Web. Read More
By whatever definition of older we might use, the number of older people throughout the world is surging. The general characteristics of older adults—along with demographic and technological trends—merit particular consideration when designing the user interfaces that they will use. As a heterogeneous population with its own usability considerations, however, this group has not gotten much attention.
The “Web Content Accessibility Guidelines (WCAG) 2.0” speak in terms of accessibility rather than usability. (For this discussion, let’s assume a very large overlap exists between the two terms.) And the W3C’s WAI-AGE project, which looked at the application of the WCAG to improve Web accessibility for older and disabled people, found that “existing standards … address the accessibility needs of older Web users,” implying that no further work was necessary. But have greatly improved user experiences for older Web site visitors resulted from the existence of WCAG 2.0 or any other set of usability or accessibility guidelines? Read More
Much of economics theory is based on the premise that people are rational decision-makers. In recent years, behavioral economics—also known as behavioral finance—has emerged as a discipline, bringing together economics and psychology to understand how social, cognitive, and emotional factors influence how people make decisions, both as individuals and at the market level. Many of the findings of behavioral economics have a direct influence on how users interact with a product. In a worst?case scenario, a product’s design may encourage user behaviors that are detrimental to users’ best interests.
To understand this, let’s take a look at the video of the Selective Attention Test shown in Figure 1 and follow the voice-over instructions. Read More