What can social psychology teach us about (better) UX research?

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AccessibilityWhat can social psychology teach us about (better) UX research?Jessica Cameron, PhD@jessscameron123apadivision45conference.com4prisonexp.org5Social psychology is the scientific study of how people's thoughts, feelings, and behaviours are influenced by the actual, imagined, or implied presence of others6(Iyengar & Lepper, 2000)78HELP SAVE THE ENVIRONMENT. You can show your respect for nature and help save the environment by reusing your towels during your stay.JOIN YOUR FELLOW GUESTS IN HELPING TO SAVE THE ENVIRONMENT. Almost 75% of guests who are asked to participate in our new resource savings program do help by using their towels more than once. You can join your fellow guests in this program to help save the environment by reusing your towels during your stay.(Goldstein, Cialdini & Griskivecius, 2008)26%9Social proofScarcityReciprocitySocial proofScarcity10How can social psychology help us craft more effective user testing sessions?11Social psychology research requires:Neutral environmentsScripted interactionsClear hypothesesRandom assignment to conditionhuffingtonpost.comThe environmentNeutral yet comfortablestanforddaily.com, confirmit.com1516The interactionEvery word matters18simplypsychology.org1. Please continue.2. The experiment requires you to continue.3. It is absolutely essential that you continue.4. You have no other choice but to continue.1920The hypothesisCool effects are not enough22The participantsRepresentative versus random24duke.edu25262627bluebottlecoffee.com27Does your test lab make all of your participants comfortable?What purpose is your banter serving?What purpose is your research serving?Do your participants really represent your users?2829How can social psychology help us understand what users have to say?30How reliable are participants comments?a not veryb not at allc it dependsd all of the above3031There is a mismatch between what people say and what they do32bhs.co.uk32When asked directly about a possible effect of the position of the article, virtually all subjects denied it, usually with a worried glance at the interviewer suggesting that they felt either that they had misunderstood the question or were dealing with a madman.(Nisbett & Wilson, 1977)33How can you get more value out of what participants say?Reduce participants biasesReduce your own biases34Ask questions that minimise biasFraming effectAnchoring and adjustmentDunning-Kruger effectFundamental attribution error35Framing effectHow you ask the question matters36How easy did you find that website to use?How satisfied are you with the amount of information that you found?How likely are you to recommend this website?How amazing is this presentation?37How easy or difficult did you find that website to use?How satisfied or dissatisfied are you with the amount of information that you found?How likely or unlikely are you to recommend this website?How amazing is this presentation?38Can we do better?39Tell me about what you found easy. Now tell me about what you found more difficult.Did you feel like the information you read answered your question?What would you tell a friend about this website?40Anchoring effectBiases can multiply411 x 2 x 3 x 4 x 5 x 6 x 7 x 88 x 7 x 6 x 5 x 4 x 3 x 2 x 140,320Dunning-Kruger effectYou dont know what you dont know4647(Kruger & Dunning, 1999)Fundamental attribution errorIt might be your fault50Is it the person or the situation?Are you the situation?52Thank you!Jessica Cameron@jessscameron