"The designer must understand psychology"--eighth chapter-How people perceive

Eighth chapter how people perceive

people not only think, but also perceive. In addition to understanding the basic messages of the target population , you need to know their mental state.

72. Emotions people have the

Although emotion is crucial in our daily life, the research on it is not as much as you think. Scientists who study emotions distinguish emotions from emotions and attitudes.

Points:

1) Facial expressions are ubiquitous, and body posture is not universal

73. Emotion associated with muscle movement

Points:

1) The brain also maps emotions

74. Stories are more persuasive than data

One reason the story is more appealing than the data is that it has a better form. Stories can resonate, trigger emotional feedback, and, with emotional feedback, people deal with these data and perceptions. Emotions can also activate the memory center.

75. Scent stimulates emotions and evokes memories

Points:

1) Special olfactory pathways (smell can evoke memories)

2) The company will smell as a brand (or color as a brand)

76. People naturally like surprises

The role of the old brain is to scan the surroundings for anything that could be dangerous. It also means that the unconscious old brain will look around for something new or new.

Points:

1) longing for the unknown

When something is unpredictable, the nucleus accumbens is the most active. The reason for the brain to be active is to be pleasantly surprised, not something you prefer.

77. People are more happy when they are busy

Imagine this scenario: you just got off the plane and needed to go on foot to pick up your luggage. It takes 12 minutes to walk. When you get to the luggage office, your luggage just goes to the conveyor belt. Will you be impatient in this situation? Imagine: You just got off the plane, walked to the luggage office for two minutes, and then stood waiting for about 10 minutes to see the luggage. How impatient will you be in this situation?

In both cases, you take 12 minutes to get your luggage, but you'll be more impatient and unhappy in the second stand-up.

Points:

1) People need reason

2) People like to do things

78. Idyllic scenery is pleasant

Points:

1) Pastoral scenes can restore attention

79. Perception is the primary indicator of trust

Points:

1) Trust is the most important indicator of happiness

80. Listen to concerts release dopamine in the brain

Have you ever felt a strong thrill or even chills for hearing a piece of music? Valorie Salimpoor (2011) The team's research shows that listening to music can release neurotransmitter dopamine. Dopamine is released even if you just expect to hear music.

Points:

1) Pleasure and expectation of pleasure

The Samlipoor team found that people's brain and body activity patterns were the same when they listened to music when they were excited when they were rewarded. This pleasurable sensation can cause dopamine in the striatum dopamine system in the brain. When people look forward to pleasing music fragments, the nucleus accumbens in the brain secretes dopamine.

81. The more difficult it is to achieve, the more people like

In 1959, Stanford University's Elliot Aronson first began a study on the "initiation condition effect". Aronson Set 3 Types of membership difficulty (difficult, moderate, simple, the difficulty is not as difficult as imagined), and for the participants randomly assigned difficulty. He did find that the more stringent the membership, the more people liked the group.

Points:

1) Cognitive dissonance theory

2) Scarcity and exclusivity ("I" for the author)

In addition to the cognitive dissonance theory that explains this phenomenon, I think scarcity also plays a role. If this group is difficult to join, it means that many people are unable to join. If I can't join, I will fail. Therefore, if you join a group in the process of a great effort, then it must be a good group.

82. People will overestimate the response to future events

Points:

1) Man is a bad prophet.

In his 2007 book, Stumbling on Happiness, Daniel Gilbert discussed a study he and others had made to predict or estimate their emotional response to events. He found that people vastly overestimated their response to happy and unhappy events in their daily lives. Whether it's predicting negative events such as unemployment, accidents, or the death of a loved one, or reacting to positive events like getting rich, finding an ideal job, or finding the best partner, everyone will overestimate themselves. If it is a negative event, they expect to be very frustrated and haggard for a long time, and if it is a positive event, they expect to be excited for a long time.

2) Internal adjustment

In fact, people have internal regulation mechanism. Whether it's a negative or a positive event, people's happiness stays at the same level for most of the time. Some people's happiness tends to be a little bit more or less than others, and whatever happens, their happiness will remain the same. This means that people's predictions about future happiness are not very accurate.

83. People feel better in advance and afterwards

Before planning the tour, the imagined world is beautiful, but on the trip, People's evaluation of tourism is not so high, so the feeling will increase after the tourism, feel that the memories of travel is beautiful.

people will miss familiar things when they are sad or fearful .

In the afternoon of Friday, the boss called you to the office and said he was dissatisfied with your recent project report. You told him many times that the project was tricky and asked him to arrange a few more staff. He ignores your request and now tells you that the project will have an extremely bad impact on you, and you may even lose your job. On the way home, you stand at the door of the department store, sad and frightened. Do you still buy the cereal you often buy? Will you try to buy something new?

(Will buy a lot of cereal)

Points:

1) People want to be familiar with things

2) The things you want to be familiar with are afraid of losing

"The designer must understand psychology"--eighth chapter-How people perceive