Cognitive Dissonance

Principle

Mental discomfort caused by conflicting beliefs or behaviors. • Users seek to reduce dissonance through justification or behavior change. • Designs can exploit this to influence decisions (e.g., persuasive design). • Small incentives often lead to lasting change. • Important in advertising and habit formation.

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Prospect-Refuge

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Control

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Scaling Fallacy

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Satisficing

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Proximity

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Legibility

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