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Why stories matter: How memories influence your future decisions
Dr. DirkBollen
Ik help bedrijven helpen met het ontwikkelen van nieuwe innovatieve diensten die afgestemd zijn op hun doelpubliek
Thislecturewilltellyouhowyoucreatestoriesfromwhatyouexperience,andhowyourmemoriescandetermineyourfuturebehaviour.TheimplicationsforUserExperienceDesign,ServiceDesign,Designforbehaviourchangeandadvertisementwillbediscussed.
Lecture:
PhD in psychologie - Human Computer Interaction (HCI)
What if we had no memory?
No memoryMemory
What is memory?
Storage and recall
Storage
This is my whole experience
This is what I attend to
StorageMemory
StorageMemory
Bodily states
Emotions
Context
StorageMemory
StorageMemory
StorageMemory
Recall
RecallMemory
RecallMemory
Bodily states
Emotions
Context
+
Memory modelMemory
Sensory memory
Outside world
Experience
Working memory
Long term memory
information loss Error
Error
Why do we need memory?
Why do we need memoryMemory
Time
Now Current experience
FuturePast
The difference between an experience and a memory of an experience
“how much did you suffered during the procedure?”
Memory of an experienceMemory
Colonoscopy study
Peak-endrule
Memory of an experienceMemory
Peak - End rule
Time is not an issue for our memory
TimeMemory
False memories and how we shape the memory of our experience
Deese-Roediger-McDermott (DRM)
bed, rest, awake, tired, dream, wake, snooze, blanket, doze, slumber, snore, nap, peace, yawn, drowsy
False memoriesMemory
Deese-Roediger-McDermott (DRM)
Sleep
False memoriesMemory
Deese-Roediger-McDermott (DRM)
Bed, wakker, moe, deken, snurken, rust, gapen, kussen, nacht, dromen
False memoriesMemory
Deese-Roediger-McDermott (DRM)
Slaap
False memoriesMemory
“About how fast were the cars going when they hit each other?”
“About how fast were the cars going when they smashed into each other?”
Reportedhigherspeedatimpact
Reported2xmoreglassdebris
Group 1 Group 2
False memoriesMemory
50% Of participants could
remember part of the balloon
flight, often quite rich in
details
False memoriesMemory
4x less eating a sandwich with
egg salad
Consequences
User Experience DesignMemory
TimeNow
Current experience
Year
1988 2015
User Experience DesignMemory
Butmaybethemostimportantthingis
thatawell-craftedstorycaninfluence
theinformationinourmemoryofhow
weseeourselvesinrelationtoagiven
brand.
AdvertisementMemory
Behaviour changeMemory
Target behaviour
Start behaviour
Behaviour changeMemory
Large distance / High effort Small distance / Low effort
TargetStartTargetStart
Behaviour changeMemory
V.S.
Internal Motivated
External Motivated
Omnichannel experienceMemory
The end
Questions?