Empathy Library

No. #18

Anchoring
- First Impressions Last

The tendency to rely too heavily on the first piece of information offered (the 'anchor') when making decisions. This can affect how products are priced, how features are introduced, and how negotiations are framed.

Read more on Wikipedia

Product example

If the first price seen for a product is high, subsequent prices will be judged relative to that anchor, potentially affecting perceived value.

Empathy tips

1

Establish Realistic Anchors

Set initial prices or feature expectations realistically.

2

Reframe Comparisons

Introduce comparisons that reset user expectations positively.

3

Educate Users

Provide context to help users understand why a product or feature is valued as it is.

4

Iterative Feedback

Gather and act on user feedback to adjust initial anchors over time.

Related

No. #20

Contrast Effect
- Comparison Alters Perception

The contrast effect occurs when the value of a proposition is changed by comparing it to a recently observed contrasting proposition. This can impact user decisions in a product's favor or disfavor, depending on the alternatives presented alongside.

No. #22

Framing Effect
- Influence of Presentation

The framing effect is the tendency of our decisions to be influenced by the way information is presented, rather than just the information itself. This can significantly affect user behavior and choices, such as the perceived usability of a product based on its description.

No. #124

Zero-risk Bias
- Preferring Total Risk Elimination

Zero-risk bias describes the preference for completely eliminating a risk over reducing it, even when the reduction would result in a greater overall decrease in risk. This can lead to decisions that prioritize the elimination of minor risks at the expense of addressing more significant, but less absolute, risks. In product development, this might manifest in features or policies that offer complete safeguards against minor issues, potentially diverting resources from more effective, comprehensive risk management strategies.

No. #133

Decoy Effect
- Altered Preferences with Additional Options

The decoy effect occurs when consumers change their preference between two options when presented with a third option that is asymmetrically dominated. This can be used in pricing strategies, product features selection, and more, subtly guiding users toward a preferred choice.

No. #135

Status Quo Bias
- Preference for the Current State

Status quo bias is the preference to keep things the same by doing nothing or sticking with a decision made previously. This bias can affect user decisions in settings requiring change or adaptation, such as software updates, switching services, or adopting new technologies.

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