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Presentation given by Jeffrey Gold at Westminster College in 2007. The talk concerns the von Restorff effect, the use of which is of interest in visual communications and graphic design.
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Von Restorff Effect
P r e s e n t a t i o n b yJ e f f r e y G o l d
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Von Restorff Effect
Hedwig von Restorff (1906-1962)
Über die Wirkung von Bereichsbildungen im Spurenfeld (The effects of field formation in the trace field). Psychologie Forschung, 18, 299-34, [1933].
Gestalt Theory (particularly Figure & Ground principles)
Von Restorff Effect also called the Isolation Effect or the Distinctiveness Principle (Nelson, 1979). The same principle has also been described as prominence effects (Gardner, 1983), environmental salience effects (Taylor & Fiske, 1978), novel popout effect (Johnson, Hawley, Plewe, Elliott, & De Witt, 1990), next-in-line effect (Brenner, 1973).
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Von Restorff Effect
Hedwig von Restorff: an isolated item, in a list of otherwise similar items, is better remembered than an item in the same relative position in a list where all items are similar.
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Von Restorff Effect
It’s like throwing a monkeywrench into continuity. (Blackeley Hudson, 2007)
“Stands out like a sore thumb.”
(distinctive encoding)
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Von Restorff Effect
Jump
Cut
Run
Fly
Duck-billed Platypus
Read
Build
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Von Restorff Effect
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45682T5876
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Von Restorff Effect
Zeigarnik Effect
Russian psychologist Bluma Zeigarnik (1927)
Short Term Memory: waiters remembered orders only as long as the order was in the process of being served
Contrast Principle
We notice difference between things, not absolute measures.
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Von Restorff Effect
The reverse effect: You remember the unique item, but the attention it grabs de-emphasizes the other items.
You may, in fact, remember less overall.
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The serial position effect implies recall accuracy varies as a function of an item's position within a study list.
When asked to recall a list of items in any order (free recall), people tend to best recall items from the end of the list (the recency effect). Then, among earlier list items, the first few items are recalled more frequently than the middle items (the primacy effect). Deese and Kaufman (1957) and Murdock (1962).
Serial Position Effect
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Von Restorff Effect"German pioneers of memory science: H. Ebbinghaus (1850-1909), G.E. Mueller (1850-1934), and Hedwig von Restorff (1906-1962)." · David J. Murray
"Influenced by the theory of J.F. Herbart (1776-1841), Hermann Ebbinghaus initiated experimental memory science with the five experiments, using nonsense syllables as the to-be-remembered material, published in his book of 1885. Later, he extended his research on forgetting to include poetry as the to-be-remembered material. The extension of memory science to include theories of forgetting was largely the contribution of G.E. Mueller, who introduced the words 'consolidation' and 'retroactive inhibition' into the literature, but who also suggested that, over the course of a lifetime, an individual's long-term memories tended to "converge" (become increasingly indistinguishable), with the exception that certain isolated memories tended to persist probably because they were thought about to an unusual extent.
Mueller also emphasized the importance of grouping as a facilitator of memorizing, and the importance of being provided with the initial letter of words, names, etc. in the process of memory search. The importance of grouping was stressed by the Gestalt psychologists as being essential not only in perception but also in memory; and one of Koehler's students, von Restorff, initiated a new approach to memory theory by suggesting that forgetting often occurred because memory traces became so "crowded" that they became indistinguishable, whereas memory traces that were 'isolated' from others (in terms of being very different in content or context) were easy to retrieve. From this basic idea, she, and other students of Koehler, developed a theory of retroactive inhibition for which support can be found from the late twentieth-century literature on verbal learning theory."
Source: www.psych.uni-goettingen.de/congress/dgps2004/.../symposium
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Bandwagon effect — the tendency to do (or believe) things because many other people do (or believe) the same. Related to groupthink, herd behaviour, and manias.Base rate fallacy — ignoring available statistical data in favor of particulars.Bias blind spot — the tendency not to compensate for one's own cognitive biases.Choice-supportive bias — the tendency to remember one's choices as better than they actually were.Confirmation bias — the tendency to search for or interpret information in a way that confirms one's preconceptions.Congruence bias — the tendency to test hypotheses exclusively through direct testing, in contrast to tests of possible alternative hypotheses.Contrast effect — the enhancement or diminishment of a weight or other measurement when compared with recently observed contrasting object.Déformation professionnelle — the tendency to look at things according to the conventions of one's own profession, forgetting any broader point of view.Endowment effect — "the fact that people often demand much more to give up an object than they would be willing to pay to acquire it".Extreme aversion — the tendency to avoid extremes, being more likely to choose an option if it is the intermediate choice.Focusing effect — prediction bias occurring when people place too much importance on one aspect of an event; causes error in accurately predicting the utility of a future outcome.Framing — by using a too narrow approach or description of the situation or issue.Hyperbolic discounting — the tendency for people to have a stronger preference for more immediate payoffs relative to later payoffs, the closer to the present both payoffs are.Illusion of control — the tendency for human beings to believe they can control or at least influence outcomes that they clearly cannot.Impact bias — the tendency for people to overestimate the length or the intensity of the impact of future feeling states.
Source: Wikipedia
Cognitive Biases
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Information bias — the tendency to seek information even when it cannot affect action.Irrational escalation — the tendency to make irrational decisions based upon rational decisions in the past or to justify actions already taken.Loss aversion — "the disutility of giving up an object is greater than the utility associated with acquiring it". (see also sunk cost effects and Endowment effect).Mere exposure effect — the tendency for people to express undue liking for things merely because they are familiar with them.Need for closure — the need to reach a verdict in important matters; to have an answer and to escape the feeling of doubt and uncertainty. The personal context (time or social pressure) might increase this bias.Neglect of probability — the tendency to completely disregard probability when making a decision under uncertainty.Omission bias — The tendency to judge harmful actions as worse, or less moral, than equally harmful omissions (inactions).Outcome bias — the tendency to judge a decision by its eventual outcome instead of based on the quality of the decision at the time it was made.Planning fallacy — the tendency to underestimate task-completion times.Post-purchase rationalization — the tendency to persuade oneself through rational argument that a purchase was a good value.Pseudocertainty effect — the tendency to make risk-averse choices if the expected outcome is positive, but make risk-seeking choices to avoid negative outcomes.Reactance - the urge to do the opposite of what someone wants you to do out of a need to resist a perceived attempt to constrain your freedom of choice.Selective perception — the tendency for expectations to affect perception.Status quo bias — the tendency for people to like things to stay relatively the same (see also Loss aversion and Endowment effect).Unit bias — the tendency to want to finish a given unit of a task or an item with strong effects on the consumption of food in particularVon Restorff effect — the tendency for an item that "stands out like a sore thumb" to be more likely to be remembered than other items.Zero-risk bias — preference for reducing a small risk to zero over a greater reduction in a larger risk.
Source: Wikipedia
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