January 2015
Beginner to intermediate
294 pages
7h 11m
English
Content preview from Badass: Making Users Awesome
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216
The Challenge What Experts Do Help Them Move Forward Support Cognitive Resources
Design
In 1999, Professor Baba Shiv (currently at Stanford) and his
co-author Alex Fedorikhin conducted a simple experiment with
165 grad students. They asked half to memorize a seven-digit
number and the other half to memorize a two-digit number.
After completing the memorization task, participants were told
the experiment was over, and then offered a snack...
Small experiment, super-sized implications
...and that’s when it happened.
217
The Challenge What Experts Do Help Them Move Forward Support Cognitive Resources
Design
two-digit memorization task
memorizing 2 digits...
2, 7
seven-digit memorization task
Group A Group B
memorizing 7 digits...
2, 7, 6, 9, 1, 5, 8
7-digit memorizers were nearly
50% more likely to choose cake
than the 2-digit memorizers.
1. “Memorize these numbers.”
The Experiment
Baba Shiv and Alex Fedorikhin, 1999
2. “We’re done, thank-you. Would you like a snack?”
218
The Challenge What Experts Do Help Them Move Forward Support Cognitive Resources
Design
The participants who memorized the
seven-digit number were nearly 50%
more likely than the other group to
choose cake over fruit.
With ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.