100 Things Every Designer Needs to Know About People, 2nd Edition

90 People make most Decisions Unconsciously

You’re thinking of buying a TV. You do some research on what TV to buy and then go online to purchase one. What factors are involved in this decision-making process? It may not be the process you think it is. In my book Neuro Web Design: What Makes Them Click? I explain that people like to think that they’ve carefully and logically weighed all the relevant factors before they make a decision. In the case of the TV, you’ve considered the size of TV that works best in your room, the brand that you’ve read is the most reliable, the competitive price, whether this is the best time to buy, and so on. You’ve considered all those factors consciously, but research on decision-making shows that your actual ...