Awaken automatisms

Stereotyping

People think in pigeonholes.

Hand-drawn long-haired person in a black jacket with an “ACDC” shirt making a rock hand sign, with a thought bubble of birds, cats and flowers.

How it works

People expect certain characteristics from a person without really having any information about that person.

When to use it

Use the effect if you want to encourage your customers to act spontaneously.

Online examples from practice

Unexpected behavior

Use the effect for testimonials to achieve a certain effect.

  • By using stereotypical people in certain situations, you can steer the perception of your users and reinforce their prejudices.
  • Another way to draw attention to your website or product is to use unexpected people who don't fit the stereotype: e.g. a hard rocker who likes to knit.
Cartoon illustration of a man with sunglasses, red bandana and huge curly beard sitting cross-legged in green trousers and knitting a long scarf, with a ball of yarn.
Two cartoon scenes: a woman teaching a boy to play violin, and a person with blue spiky hair, skull t-shirt and rock hand signs with yellow lightning bolts.

All 80 triggers as a printed card set

For workshops and test planning with your team.

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