Unit bias

We want to finish a unit of anything we are consuming - we don't want to stop in the middle.

You can decide to use smaller units to cut down on consumption.

Example

  • People try to finish all the food in the plate even if they are full
  • We stop reading book at the end of the chapter.

Consequences

  • To increase consumption, companies have increased the unit size given.
  • Digital Apps have used Pseudo Sets of related actions(collect 10 stones) to push people to do more.
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Pseudo Sets - Behavior Push

Create and communicate clear ‘pseudo-sets’ to persuade people to complete a certain number of tasks (you've read 1 out of 4), encourage a specific number of donations (donate 6 packs, 1 for each family member), or buy a group of products (

Goal Gradient Effect

The closer to the goal we are, the more motivated we are to do it. Example: We are more motivated to finish a book if we are 90% in compared to just started. This can be used in combination with [[Pseudo Sets - Behavior Push|pseudo sets

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Published on: Jan 01, 2023

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