Mental Principles

Behavioral Principles

A comprehensive guide to understanding human decision-making, motivation, learning, social dynamics, and perception.

1

Decision Making & Judgment

Evaluation Biases

• Affect HeuristicsOur current emotions influence our judgement and decisions.
• Anchor and AdjustmentWhen making decisions, we rely too heavily—or anchor—on one trait or piece of information.
• FramingThe way in which issues and data are stated can alter our judgement and affect decisions.
• Loss AversionWe hate losing or letting go of what we have (even if more could be had).
• Ownership BiasWe more highly value goods or services once we feel like we own them.
• Status Quo BiasWe tend not to change an established behavior (unless the incentive to change is compelling).
• Value AttributionWe value things when they cost more.

Choice Architecture

• Limited ChoiceWe’re more likely to make a choice when there are fewer options.
• Need of ClarityWe crave certainty and are more likely to take action if specific information is available.
• StoryAll our decisions are filtered through a story — real or imagined — that we believe.

2

Motivation & Engagement

Drive & Progress

• AchievementsWe are more likely to engage in activities in which meaningful achievements are recognized.
• Appropri ChallengesWe delight in challenges, especially ones that strike a balance between overwhelming and boring.
• AutonomyWe seek out situations where we can exert influence or control over something.
• CollectingWhere there is interest, people like to amass units that add to or complete a set.
• Commitment and ConsistencyWe desire to act in a manner consistent with our stated beliefs and prior actions.
• Feedback LoopsWe are engaged by situations in which we see our actions modify subsequent results.
• Periodic EventsRecurring events create sustained interest, anticipation and a sense of belonging.
• SequencingWe are more likely to take action when complex activities are broken down into smaller tasks.
• Set CompletionThe closer a collection is to being complete, the more we desire collecting all pieces.
• TriggerWe need small nudges placed on our regular paths to remind and motivate us to take action.

Scarcity & Exclusivity

• Limited AccessWe naturally desire things that are perceived as exclusive or belonging to a select few.
• Limited DurationGiven a choice between action and inaction, a limited time to respond increases the likelihood that people will participate.
• ScarcityWe infer value in something that has limited availability or is promoted as being scarce.

Incentives & Rewards

• DelightersWe remember and respond favorably to small, unexpected and playful pleasures.
• GiftingWe feel the need to reciprocate when we receive a gift.
• SurpriseOur brains are aroused by new and unexpected discoveries (within our normal routines).
• Variable Rewards“Random“ rewards make powerful motivators; they seem scarce and unpredictable.

3

Learning, Memory & Comprehension

Information Structuring

• ChunkingInformation grouped into familiar, manageable units is more easily understood and recalled.
• Pattern RecognitionOur brains seek ways to organize and simplify complex information, even when there is no pattern.
• ShapingTo teach something new, start with the simplest form; reinforce increasingly accurate approximations.

Recall & Retention

• Humor EffectHumorous items are more easily remembered—and enjoyed!
• Peak End RuleWe judge past experiences by their peaks (pleasant and unpleasant) and how they ended.
• PrimingSubtle visual or verbal suggestions help us recall specific information, influencing response.
• Recognize before recallIt's easier to recognize things previously experienced than it is to recall them from memory.
• Serial position effectWe have much better recall of the first and last items within a list.

Mental Mapping

• Conceptual MetaphorWe make sense of a new idea or conceptual domain by likening it to another.
• Familiarity BiasWe tend to develop a preference for things merely because we are familiar with them.
• JuxtapositionOur brains will force a connection between any two items shown together or in sequence.

4

Social Interaction & Influence

Peer & Community Dynamics

• CompetitionWhen sharing the same environment, we’ll strive to attain things that cannot be shared.
• Positive MimicryWe learn by modeling our behavior after others.
• Social ProofWe tend to follow the patterns of similar others in new or unfamiliar situations.

Identity & Standing

• AuthorityWe want to follow the lead and advice of a legitimate authority.
• ReputationWe care more deeply about personal behaviors when they may affect how others perceive us.
• Self-ExpressionPeople seek opportunities to express their personality, feelings or ideas.
• StatusWe constantly assess how interactions enhance or diminish our standing relative to others.

5

Visual Design & Perception

Layout & Relationships

• ProximityThings that are close to one another are perceived to be more related than things spaced apart.
• Uniform ConnectednessElements connected by uniform visual properties are perceived as more related.

Aesthetics & Attention

• Aesthetic-Usability EffectAesthetically pleasing designs are often perceived as being easier to use.
• ContrastWhen scanning information, we are drawn to things that stand out against their surroundings.
• CuriosityWhen teased with a bit of interesting information, people will want to know more!
• Duration EffectPerception of time is subjective.
• Sensory AppealWe are engaged by things that appeal to multiple senses.
• Visual ImageryVision trumps all other senses and is the most direct way to perception.