DIC Behavioural Cards PDF

E X P E C TAT I O N F1
Surprise &
Adaptation
img: A.
img: Kneazle.jpg
A. Kneazle.jpg
I used to
When I heard
be really
this excited
song ontothe
uncover
radio I
hadsurprise
the to buy the
toyalbum.
within the
Now chocolate
it’s all I hear
and I but
egg, can’tnow
stand
I don’t
a single
reallybeat.
collect them
anymore.
Adapted by ©2013
DIC fromDIC
IIT Institute
from ©2010
of Design
IIT Institute of Design
People are excited by things

that are unexpected, while
predictable events may lose
impact over time.
Placebo
Effect
img: Medizinflascheflasche
Medicine Sugar water
Expecting to feel less pain can actually

make you feel less pain.
Adapted by ©2013 DIC from ©2010 IIT Institute of Design

People’s experiences align

with their expectations
about what will happen.
Impact Bias
(Affective Forecasting Error)
img: corbis
“I’ll love that car forever!”

People tend to overestimate

how long and how intense
their future feelings will be.
Anticipation of
Rewards
img: flickr
All Jack could think about was the small

toy he won from the cereal box competi-
tion. But when it arrived, he had already
moved on to the next contest.
Adapted by DIC from IIT Institute of Design

People are more excited by

the prospect of a reward
than the reward itself. This
anticipation can contribute
to addictive behavior.
TIME F2
Impact Bias
(Affective Forecasting Error)
img: corbis
“I’ll love that car forever!”

TIME F2
People tend to overestimate

how long and how intense
their future feelings will be.
TIME F2
Hyperbolic
Discounting
img: Vimeo Corbis
Children were offered a choice between a

marshmallow immediately or two marsh-
mallows if they waited for 15minutes. Kids
struggled to resist the single marshmallow
placed before them while some kids ate the
marshmallow immediately. (Stanford)

TIME F2
People tend to value the

present over the future.
(Exception: If both choices
are far enough in the future,
people prefer the greater
benefit.)
TIME F2
Intertemporal
Choice
img: StaticGuimUK
Shopping in the supermarket while hun-

gry can often lead to purchasing more
than what was on you initial shopping
list.

TIME F2
People lack empathy for

their future-self and needs.
When making decisions for
the future, people tend to
focus on how they feel now.
TIME F2
Optimism Bias
img: JaredWilson
People are optimistic when it comes to

big decisions. 50% of marriages end in
divorce, but at the time of the ceremony,
almost all couples believe there is zero
chance of getting a divorce. This holds
true, even if they are on their second
marriage. (Thaler and Sunstein)

TIME F2
People tend to be overly

confident about the
outcome of planned actions
and decisions.
TIME F2
Planning
Fallacy
img: calfinder
The contractor told me that the roof

would only take 4 days to fix. Of course
this didn’t happen as expected and the
project dragged on for 3 weeks.

TIME F2
People tend to underestimate

the time it takes to complete
tasks.
TIME F2
Attentional
Collapse
img: Amadeus_theguardian
We expect a family reunion to be dull if

we compare it with a relaxing trip, and
delightful if we compare it with working
overtime. But, when people are mentally
engaged in the event, they tend not to
think about the other things they could
have done instead. (Daniel Gilbert)
TIME F2
People tend to make

comparison with future or
past experiences when
predicting how much
they will enjoy a future
experience.
TIME F2
Decoupling
img: EileenNorman
Credit cards make purchases less pain-

ful by pushing people’s cash outlay into
the future.

TIME F2
People don’t always

connect their actions to its
consequences. The longer
the delay between an action
and its consequence, the
weaker the link in people’s
minds.
LOSS F3
Loss Aversion
img: A. Clarissa Hartson
People tend to sell stocks that have

increased in value, but hold on to depreci-
ating stocks twice as long. Over time, this
may lead to a portfolio of shares that are
losing money. This is because people are
afraid to take a loss, and postponing the
sale of a losing stock avoids the tangibility
of the loss. (Lehrer)
LOSS F3
People tend to focus on

potential loss more than
potential gain. A loss is
more painful to people
than an equivalent gain is
rewarding to them.
LOSS F3
Hedonic
Framing
img: BenWojdyla
Ann received 5 parking tickets stacked and

issued on separate days. Although the 5
fines added up to the same amount as 1
speeding ticket she received last month, the
5 separate tickets still felt worst.
LOSS F3
People tend to view 2 gains

occurring separately as
having more value than 1
large gain of equal
value. However, 2 losses
occurring separately are
more painful than 1 large
loss.
LOSS F3
Commitment
img: Ikea_Lindsay
I’ve spent the whole day fixing up my new

IKEA table. I think it’s the best thing in the
world and will never throw it away.

LOSS F3
People tend to have trouble

letting go of something
when time and effort have
been invested, even if it’s
taking them down a long
dark path.
OWNERSHIP F4
Endowment
Effect
img: Anthony Rosenberg
“Look around your house. Pick something.

How much would you sell it for? How much
would people really pay for it? The contents
of your house are more valuable to you
than to other people.”(ChangingMinds.org)

OWNERSHIP F4
People tend to value things

they own more than others
value them—this includes
abstract things such as
ideas and beliefs.
OWNERSHIP F4
Actor-Observer
Bias
img: Jean Kelley
He had a bad team experience because

he’s very stubborn. But I had a bad
team experience because we didn’t
meet enough.

OWNERSHIP F4
People often attribute

successes to their own
actions and virtues,
and blame problems on
situational factors.
EXTERNAL CUES S1
Status Quo
Bias
img: 123rf
In Germany’s opt-in organ donation

program, only 12% of citizens
consented to donate. But in Austria,
where they have established an
opt-out program, 99% consented.
(Thaler and Sunstein)
EXTERNAL CUES S1
People tend to choose not

to make decisions. The most
frequently selected option
will often be the default
because people are
unwilling to commit to the
time and risk associated
with choice.
EXTERNAL CUES S1
Bandwagon
Effect
img: hotelchatter
Guests who received signs saying “75%

of guests who stayed in this Room 222
reused their towels” reused their towels
more than rooms that just say “help save
the environment”. (Mindlin)

EXTERNAL CUES S1
People tend to do or believe

things because many other
people do or believe the
same.
C O M PA RT M E N T S S2
Framing
img: Canstockphoto
One person sees a holiday in the hills as

an opportunity for outdoor exercise. Her
friend sees it as a chance for a quiet
read. Her son sees it as a long period of
boredom. (ChangingMinds.org)

EXTERNAL CUES S2
People tend to draw

different conclusions based
on how data is presented.
Differences include: the
information source, context,
loss/gain and personal
attributes appealed to.
Choice
Bracketing
img: SimplyShredded
People buying coffee daily don’t feel

that $5 a day is a big deal, but the
$1000 a year is more than they would
be willing to pay.

EXTERNAL CUES S2
Boundaries are drawn

around information when
one makes a decision.
Broad bracketing takes
into account a wider
context with more choices.
People tend to bracket
Narrowly (include fewer or
single choices) despite the
tendency of more desirable
decisions through broad
bracketing.
Mental
Accounting
img: Dem10
People tend to think of their salary as

lump sums. But when they are paid
hourly, it’s much easier to equate a job
with specific items. “If I do an extra shift,
I can buy that new sofa.” (Schmidt)
EXTERNAL CUES S2
People tend to think about

the world in terms of
specific accounts, where
value isn’t interchangeable.
Identity
img: AutomotiveBuzzz
Rob wants to buy a new flashy sports

car, but his wife reminds him that he is
already a father of 3 and they need a
practical car that fits the family.

EXTERNAL CUES S2
People view themselves

(feelings, mind-sets,
thoughts, behaviours,
values, priorities) as
internally consistent.
Context and the way things
are framed can radically
affect how people behave.
This results in transitional
identities throughout the
day.
Business vs.
Social Norms
img: Normas_globalpost
Day care centres fine parents for late

pickups. However this backfired when
parents no longer feel guilty but instead
treat it as a paid service.

EXTERNAL CUES S2
Money changes the way

people evaluate their
choices and view their
behavior. It can shift people
into a business mind set
and violate social norms.
M E N TA L M O D E L S S3
Information
Avoidance
img: Corbis
People with negative views about

cancer are more likely to avoid cancer
information, as they do not want to
allow their negative feelings and views
to continue.
People tend to avoid

information when faced
with extreme cases of
stories or images. They also
assume they can avoid by
ignoring them.
Resolving
Cognitive
Dissonance
img: psychpage
Sam wants to live a long healthy life. Even

though smoking causes lung cancer, he
still smokes. He rationalizes his behaviour
by telling himself that not everyone who
smokes will get lung cancer.
People feel a need to

resolve having multiple
contradictory states or
beliefs in their minds.
Sometimes this leads to
rationalizing evidences that
don’t support their choices.
Diagnosis Bias
img: Corbis
Job interview candidates are judged

based on their initial impression, and
it’s difficult to overcome that initial
assessment later on.

People tend to label

people, ideas or things
based on initial opinions,
and have an inability to
reconsider these judgments
later on.
Q U I C K I N D I C AT O R S S4
Diagnosis Bias
img: Corbis
People tend to label people, ideas or

things based on initial opinions, and
have an inability to reconsider these
judgments later on.

People tend to label

people, ideas or things
based on initial opinions,
and have an inability to
reconsider these judgments
later on.
Ambiguity Effect
img: SingaporeIdol_BILOXI
I know there is a moderate chance of

me winning the local singing compe-
tition. There is another competition in
Malaysia but I do not know how good
the singers are there. Rather than risking
it, I just enter for the local competition.

People tend to avoid

options where they feel they
are unable to understand
the risks because of
missing information.

Segregation
img: 2013jeepaccessories
While buying a new car, Alex made his

decision solely on financing incentives.
A few months later, he regretted that he
had neglected to investigate the car’s
hefty maintenance costs.

People tend to focus on

things that seem most
relevant. Additional
details may be left out or
discarded.

Certainty Bias
img: Nick Reese
People purchase warranties because

not having to worry at all is worth more
than the money spent.

People tend to value

reducing risk to zero more
than other comparable
reductions (e.g. a risk
reduction from 5% to 0% is
more valuable than 20%
to 15%)

Availability
img: mylilventure
“I should go for a mammogram soon!

My friend of the same age just got diag-
nosed with breast cancer recently.”

People tend to rely on easy-

to-access examples when
making decisions. These
examples are most often
recent, vivid, and personal
stories.

Anchoring
img: tabrar&Earle
$12 $10 $8
Given three options, people tend to

choose the middle one: it seems like a
good deal compared to the high end
option. Very few select the lowest priced
option. (Ariely)

People tend to use a

familiar or previously
introduced piece of
information as a reference
point, and make
subsequent decisions
relative to that anchor.
Sometimes even a
meaningless anchor can
have a strong influence on
a person.
Representativeness
img: Michael Sands
He is an extremely athletic young

man who drives a fast car and has an
attractive girlfriend. Do you think he is a
professional footballer or a nurse?

People tend to assume a

limited sample or stereotype
is representative of a larger
trend or population.

Clustering
Illusion
img: Illusion_gulfnews
“It will rain during our soccer match

today. It has been raining for the past
few times we played soccer”.

People tend to see patterns

where actually none exist.

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E X P E C TAT I O N F1

People are excited by things

Medicine Sugar water

Expecting to feel less pain can actually

Adapted by ©2013 DIC from ©2010 IIT Institute of Design

People’s experiences align

“I’ll love that car forever!”

Adapted by ©2013 DIC from ©2010 IIT Institute of Design

People tend to overestimate

All Jack could think about was the small

Adapted by DIC from IIT Institute of Design

People are more excited by

“I’ll love that car forever!”

Adapted by ©2013 DIC from ©2010 IIT Institute of Design

People tend to overestimate

img: Vimeo Corbis

Children were offered a choice between a

Adapted by ©2013 DIC from ©2010 IIT Institute of Design

People tend to value the

Shopping in the supermarket while hun-

Adapted by ©2013 DIC from ©2010 IIT Institute of Design

People lack empathy for

People are optimistic when it comes to

Adapted by ©2013 DIC from ©2010 IIT Institute of Design

People tend to be overly

The contractor told me that the roof

Adapted by ©2013 DIC from ©2010 IIT Institute of Design

People tend to underestimate

We expect a family reunion to be dull if

People tend to make

Credit cards make purchases less pain-

Adapted by ©2013 DIC from ©2010 IIT Institute of Design

People don’t always

img: A. Clarissa Hartson

People tend to sell stocks that have

People tend to focus on

Ann received 5 parking tickets stacked and

People tend to view 2 gains

I’ve spent the whole day fixing up my new

Adapted by ©2013 DIC from ©2010 IIT Institute of Design

People tend to have trouble

img: Anthony Rosenberg

“Look around your house. Pick something.

Adapted by ©2013 DIC from ©2010 IIT Institute of Design

People tend to value things

He had a bad team experience because

Adapted by ©2013 DIC from ©2010 IIT Institute of Design

People often attribute

In Germany’s opt-in organ donation

People tend to choose not

Guests who received signs saying “75%

Adapted by ©2013 DIC from ©2010 IIT Institute of Design

People tend to do or believe

One person sees a holiday in the hills as

Adapted by ©2013 DIC from ©2010 IIT Institute of Design

People tend to draw

People buying coffee daily don’t feel

Adapted by ©2013 DIC from ©2010 IIT Institute of Design

Boundaries are drawn

People tend to think of their salary as

People tend to think about

Rob wants to buy a new flashy sports

Adapted by ©2013 DIC from ©2010 IIT Institute of Design