susan weinschenk - top 10 things every health communicator needs to know about people
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Presented by Susan Weinschenk, PhD, on September 6, 2012 at the third annual Center for Health Literacy Conference: Plain Talk in Complex Times.TRANSCRIPT
Top 10 Things Every Health
Communicator Needs To Know
About People
Susan Weinschenk, Ph.D.
Weinschenk Institute, LLC
#10. People Do As Little As Possible
Iyengar, Sheena S.
and Mark R. Lepper.
2000. When choice is
demotivating: Can
one desire too much
of a good thing?.
Journal of Personality
and Social
Psychology. 79: 995-
1006.
#9. Too Many Choices = No Choice
Choice = Control = Survival
#8. Most Mental Processing Is Unconscious
People can only remember/process 7 + or –
“things” at a time
Fact or Fiction?
FICTION
7 +/- 2 is an Urban Legend
Baddeley, A. D. (1994). The magical number seven: Still magic after all these years? Psychological Review, 101, 353-356. Broadbent, D. (1975). The magic number seven after fifteen years. In: Studies in long-term memory, ed. A. Kennedy & A. Wilkes. Wiley. Cowan, N. (2001). The magical number 4 in short-term memory: A reconsideration of mental storage capacity. Behavioral and Brain Sciences, 24, 87-185.
#7. People Can Remember/Deal With 3-4 Things At A Time
Larson, Adam, & Loschky, L (2009). The contributions of central versus peripheral vision to scene gist recognition. Journal of Vision, 9(10:6)
#6. People Use Peripheral Vision To Get The “Gist”
#5. The Fusiform Facial Area (FFA) Makes Us Pay Attention To Human Faces
#4. Hard To Read Or Overly Decorative Fonts = Task Is Hard
Song, H. & Schwarz, N. (2008). If it’s hard to read, it’s hard to do: Processing fluency affects effort prediction and motivation. Psychological Science, 19, 986–988.
Sillence, Elizabeth, Briggs, P. Fishwick, L., & Harris, P. (2004). Trust and mistrust of online health sites. CHI’04 Proceedings of the SIGCHI Conference On Human Factors In Computer Systems. New York: ACM.
#3. People Use Look And Feel As The First Indicator For Trust
#2. People Have Mental Models
#1. People Expect Technology To Follow Human To Human Rules
intellectuals solve problems;
geniuses prevent them
~albert einstein
