In Zhang Xiaolong's 10-year speech PPT on WeChat, there are three points of view that are particularly touching - people are lazy, people are impatient, and people don't like to learn. It is precisely these seemingly ordinary truths about people that are the core underlying logic and the most difficult part when making products.
Product operation and activities also require insight into human nature. Only by fully understanding the user, knowing the user's pain points, refreshing points, and itching points, can users be willing to use your product and share it, forming a giant wheel of user recommendation.
In this article, I want to share 5 psychological effects on people. Through the study of psychological knowledge, we can gain insight into users, and then better operate your products and users.
1. Five Practical Psychological Effects
1. The primacy effect
Many people have heard of the primacy effect. The primacy effect is the first impression, also known as the first effect, the priority effect or the first impression effect. The first impression is very important and directly affects the user's future perception and retention of the product.
What kind of product do you think XX mobile phone is?
User A: Beautiful design, smooth interaction, many resources, rogue, and many pushes
User B: Rogue, many pushes, beautiful design, smooth interaction, and many resources
The same 5 words, everyone's views on a product are worlds apart. User A thinks this is a relatively perfect product and meets expectations. Except for the occasional forced software upgrade, which is rogue and pushes a lot, the overall experience is still great; User B thinks this is a very rogue product, often forced to upgrade, monitor the local information of the mobile phone, and push a lot, even if the product design and interaction They are all perfect and have a lot of resources, but the overall experience is still relatively poor.
This is because of the product experience bias caused by the primacy effect. If you want the product to impress users deeply, then when the product is released to the public for the first time, more attention should be paid to product vision and interaction, software upgrades & push messages should be restrained, and most functions of the product should be given to users as much as possible. The experience brought is excellent. On the contrary, if the product is relatively bland when it first meets the user, it will not be able to give the user a good first impression, and the user will easily feel cold to the product.
2. Recency effect
The recency effect refers to the impression left by the last meeting in the "communication". This impression will remain in our minds for a long country email list time, and even affect our judgment of each other.
A common example:
You have always especially liked the western restaurant on the corner of your house, with rich dishes, delicious food, decent prices and good service. During a recent meal, you found a large cockroach in the dish. You seriously doubted the food safety and hygiene of the entire store, and since then, your favorability rating for the entire store has dropped to 0. This is a typical 360° shift in attitude towards the whole store due to recency effect.
The recency effect can also easily cause a chain reaction. A user said that a restaurant was not good, and he would quickly publicize it to his relatives and friends. In the end, 148 friends in his social circle might not come back to this western restaurant. This is also the famous "Dunbar number" (Dunbar's number). The law states that the number of people whose intelligence will allow humans to have a stable social network is 148, rounding up to about 150).