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The Environmental Cues that Affect our Online Decisions

Posted by Liraz Margalit |27 Jul 15 |

July 27, 2015

Why do people tend to read a particular article on a news site while skipping another? When browsing through dozens of recipes on the web, what compels people to choose one over the other? What are the odds you’ll finish reading this article?

To understand the psychology driving human behavior, it’s important to note that incidental variables affect the way visitors evaluate a product more than one might imagine. Often, browsers are not aware of the environmental cues affecting their online decision-making. If asked, website visitors will generally explain their decisions as completely rational and based on a logic thinking process. However, when web users choose between several options, most of the time their decisions are based on automatic evaluations that occur without conscious awareness. They are often unaware of the variables that influence automatic decisions.

When dealing with a cognitive task…read more
By Liraz Margalit

             

Designing for Different Online Personality Types

Posted by Liraz Margalit |21 Jan 15 |

January 21, 2015

In my work as a web psychologist, I’m exposed to many different types of user behavior and online decision-making processes. Although each person is different and has an individual style, I have identified six recurring patterns of behavior that I identify as specific “online personality types.” In this piece, I’ll discuss the six pattern types, explain the psychological drivers of their behavior, and provide site optimization tips that online businesses can use to leverage each type’s unique desires.

1. The Wish Lister

First up is the “There are so many things I want but know I can’t have” disorder. I’ve seen this pattern mostly in women and mostly on e-commerce websites. The visitor devotes lots of time and effort into carefully picking items she wants and putting them in her shopping…read more
By Liraz Margalit