The Olympics show how our minds shape our emotions. Gold medalists celebrate, bronze winners feel lucky, but silver medalists often seem disappointed. This happens because of counterfactual thinking, or imagining how things could have been different, and the less-is-better effect. These ideas have important implications for UX design.
Why This Happens
Counterfactual thinking means imagining different outcomes:
- Upward counterfactuals: Thinking how things could have been better. Silver medalists compare themselves to gold winners and feel disappointed.
- Downward counterfactuals: Thinking how things could have been worse. Bronze medalists compare themselves to those without medals and feel happier.
A study by Medvec, Madey, and Gilovich (1995) found bronze medalists were happier than silver medalists because of these thoughts. Another study by Christopher Hsee (1998) concluded that people preferred 7oz of ice cream in a full small cup over 8oz in a half-full large cup, showing how framing affects perceived value.
Applying This to UX
Understanding these biases can improve product design by shaping user perceptions.
1. Helping Users Choose
- Showing options side by side helps users feel confident in their choices.
- Example: A pricing page that compares plans clearly.
2. Smart Pricing
- Making basic plans seem better than average makes them more appealing.
- Example: A streaming service showing how their plan is better than other plans.
3. Encouraging Positive Progress
- Celebrating achievements rather than highlighting failures makes users feel good.
- Example: An educational app congratulating mastered skills instead of pointing out near-misses.
Final Thoughts
The less-is-better effect shows how feelings affect satisfaction. UX designers should focus on both what users get and how they feel about it. Using these ideas the right way makes experiences feel more rewarding and engaging.