Chapter 12 Memory: Expectations and Filling in Gaps
In this chapter, we’re going to consider the semantic associations our customers have. By this, I mean not just words and their meanings, but also their biases and expectations (Figure 12-1).
Some of the questions we’ll ask include:
Decision making (and inhibition) require the frontal lobe’s anterior-most areas
Let’s go back to the idea of stereotypes, which I mentioned in Chapter 3. These aren’t necessarily negative, as the stereotypical interpretation of “stereotype” would have you believe—as we discussed earlier, we have stereotypes for everything from what a site or tool should look like to how we think certain experiences are going to work.
Take the experience of eating at a McDonald’s, for example. When I ask you what you expect out of this experience, chances are you’re not expecting white tablecloths or a maître d’. You’re expecting to line up, ...