Psychology of Everyday Things

• Gulf of Execution - how it operates

  Gulf of Evaluation - what happened


  2 Gulfs
• Executing the action (doing)

  Evaluating the results (interpreting)


  2 parts of action
• how the item works and what results it produces


  Both execution and evaluation require understanding:
• Goal

  Plan

  Specify

  Perform

  Perceive

  Interpret

  Compare


  7 Stages of Action
• 7 Stages of Action

  provide a guideline for developing new products or services
• Reflective


  Most of the brain's operations are subconscious, hidden beneath our awareness. It is only the highest level, called?
• Overlearning


  Conscious attention is necessary to learn most things, but after the initial learning, continued practice and study, sometimes for thousands of hours over a period of years, produces that psychologists call?
• Declarative and Procedural


  2 Types of Memory
• Declarative Memory


  Memory for factual information
• Procedural Memory


  Easily answered by recalling the activities performed
• Visceral - basic level

  Behavioral - learned skills

  Reflective - conscious cognition


  3 Levels of Processing