The Environmental Cues that Affect our Online Decisions

July 27, 2015

Why do people tend to read a particular article on a news site while skipping another? When browsing through dozens of recipes on the web, what compels people to choose one over the other? What are the odds you’ll finish reading this article?

To understand the psychology driving human behavior, it’s important to note that incidental variables affect the way visitors evaluate a product more than one might imagine. Often, browsers are not aware of the environmental cues affecting their online decision-making. If asked, website visitors will generally explain their decisions as completely rational and based on a logic thinking process. However, when web users choose between several options, most of the time their decisions are based on automatic evaluations that occur without conscious awareness. They are often unaware of the variables that influence automatic decisions.

When dealing with a cognitive task…read more

By Liraz Margalit