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Wednesday, November 18 • 12:10 - 13:00
Balancing cognitive resonance and dissonance in product design

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Few psychological theories had an impact so clear on UX design as Festinger’s Cognitive Dissonance. 
Cognitive dissonance is the mental stress or discomfort we feel when our behavior is inconsistent with our beliefs. Humans strive for their behavior and beliefs to be consistent, so when inconsistency (dissonance) arises, we do everything we can to restore balance, either by changing our behavior or belief, or by somehow justifying the behavior. Design dissonance occurs when a product or service sends out cognitive signals that run counter to the desired effect. 
Festinger’s basic hypotheses for cognitive dissonance are as follows: 
• The presence of dissonance, of being psychologically uncomfortable, will motivate the person to try to reduce the dissonance and achieve consonance. 
• In addition to trying to reduce dissonance when it is present, the person will actively avoid situations and information that would likely increase it. 
This theory, however, is frequently misused as a recipe. Experience shows that the “eliminate or reduce cognitive dissonance” mantra does not always lead to a better design, and that balance is key to keep users learning, engaged and away from the uncanny valley. 

In this talk, we will illustrate how products can be designed for dissonance and resonance, using actual examples, and elaborate on the nuances of this theory applied to the design of experiences. 

avatar for Patricio Maller

Patricio Maller

UX leader, Intel
Patricio Maller holds a computer science degree and a Master of Science in computer sciences (2000) with focus on human-computer interaction. He was a Fulbright Scholar at The University of Alabama between 1998 and 2000, completing research on the application of socio-cognitive theories... Read More →

Peter Wyatt-Brandenburg

Design leader with extensive experience addressing all the touch points across the brand experience. A proven track record of developing cutting edge products and in breaking paradigms in mature market segments with a focus on the customer.Especialidades:Big picture thinking and detail... Read More →

Wednesday November 18, 2015 12:10 - 13:00 GMT-03
Aula 2.4 Rondeau 165

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