Empathy Library

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.

Read more on Wikipedia

Product example

An online store may display a premium product next to standard options to make its higher price seem more justified by the additional features.

Empathy tips

1

Strategic Product Placement

Place products or options strategically to highlight the value proposition of premium offerings.

2

Varied Comparisons

Provide comparisons that showcase a range of options to help users make informed decisions.

3

Personalization

Tailor comparisons to the user's browsing history or preferences to increase relevance.

4

A/B Testing

Utilize A/B testing to find the most effective presentation strategies.

Related

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.

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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