Cognitive Design

A recent large-scale meta study (study of studies) supports the confirmation bias or the fact that we are more likely than not to attend to information that supports our views rather than conflicts with them.  More specifically:

“The researchers found that people are about twice as likely to select information that supports their own point of view (67 percent) as to consider an opposing idea (33 percent). Certain individuals, those with close-minded personalities, are even more reluctant to expose themselves to differing perspectives, Albarracín said. They will opt for the information that corresponds to their views nearly 75 percent of the time.”

No surprise here for the cognitive designer. Interestingly, they found that people who are more confident in their views or see some value in opposing information (e.g. it will help them prepare to defend their views) are more open to opposing information.  This provides a hint on how we might be able to design experiences to help avoid the corrupting power of the confirmation bias.

Check out the excellent (but brief) description of the innovation work by the Steelcase Healthcare Team, How to Turn Research into Innovation Gold.

They are focused on designing new spaces and experiences for chemotherapy patients and make good use of cognitive oriented techniques.

I especially like:

“For example, the researchers noticed patients mentioning or complaining about seemingly small things: access to power outlets or a place to store personal items. The Steelcase researchers added them up to understand that as cancer patients face what is both physically and emotionally draining treatment, such small details matter greatly, and that hospitals need to pay attention.” 

Clearly illustrating how small changes in features and functions can have a big impact on cognition.

Placebos, or the assumption we are receiving a treatment (often a drug) when we are not, can have very real effects and even change behaviors.  Placebos are like “mind medicine” or improvement through belief rather than actual intervention.  As such, they are of great interest to cognitive designers.

That’s why this news item on research into the placebo effect at the University at Buffalo caught my eye:

“Now a recent review of research by University at Buffalo pediatric psychologists suggests that such medication, or the assumption of medication, may produce a placebo effect — not in the children, but in their teachers, parents or other adults who evaluate them.”

Some evidence that the expectation of change can in fact produce change, even in those administering change. The news release explains:

“The act of administering medication, or thinking a child has received medication, may induce positive expectancies in parents and teachers about the effects of that medication, which may, in turn, influence how parents and teachers evaluate and behave toward children with ADHD,” said UB researcher Daniel A. Waschbusch, Ph.D., lead author of the review.

Does this have implications for how we approach organizational change?

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Wow has our view of how minds work changed – even in my lifetime. We have gone from rational calculating machines that carefully consider alternative solutions and seek to maximize economic utility to metaphor-driven, evolutionary kludges of cognitive biases that blink our way through hard problems and seek to maximize our personal mental energy.  

I especially like the emphasis on seeking to maximize personal mental energy.  Mental energy is a fundamental resource so we should be naturally wired to seek objects, relationships and experiences that replenish rather than deplete it.  Fireworks, setting them off or watching a professional delivered display, are great examples. They generate tons of excess mental energy in us.

Watching fireworks triggers meaning, emotion and a wide variety of specific mental states from expectation and surprise to awe.  We anticipate the grand finale, we are pulled into “the now” by powerful sensory effects and we can reminisce and even socialize.  Of course fireworks on the 4th of July are a public expression of our independence as a nation.  The joy of freedom, the pride of accomplishment and the deep psychological power of solidarity release a river of mental energy.

We get this for very little mental effort – all we have to do is look up and watch.  Fireworks are an explosion of mental energy. Millions flock to fireworks displays, like moths to a mental energy flame. 

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Cognitive designers will be especially interested in the articles on why music moves us, why it is hard to unlearn false facts and brain/body fitness.

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For some first-hand insights into the cognition of cults and deprogramming check out this TED video on how cults rewire the brain. It is about 6 minutes long and contains some graphic images. Deprogramming, now that’s a truly hard cognitive design challenge!