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Big Side Effects from Booting up a Mental Model

avalanche.gifGetting people to think about something specific has powerful cognitive effects. Focusing attention and loading a specific mental model fills our working memory with content and activates episodic memories. This in turn can impact how we perceive, learn, solve problems, plan, navigate and behave. A single word, image or interaction can cause an avalanche of incidental mental processing. This is one thing that makes cognitive design such a powerful intervention. But it can have unexpected side effects.

A great example was just published in Psychological Science, as You are What You Eat: Fast Food and Inpatients. To quote:

“We found that even an unconscious exposure to fast-food symbols can automatically increase participants’ reading speed when they are under no time pressure and that thinking about fast food increases preferences for time-saving products while there are potentially many other product dimensions to consider. More strikingly, we found that mere exposure to fast-food symbols reduced people’s willingness to save and led them to prefer immediate gain over greater future return, ultimately harming their economic interest.”

golden-arches.jpgThis means that merely flashing the logo of the golden arches can cause a booting up of a “fast food” mental model that incidentally but powerfully alters seemingly unrelated reading speed, decision-making and behavior. And this is true for more than fast food….

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