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evolutionary design ecology

Archive for preferences

Learning Relevance

I’ve been casually reading Scott Atran and Douglas Medin’s The Native Mind and the Cultural Construction of Nature since I came back from the U.S. in January.  I picked the book up for a few reasons. One, I was familiar with Scott Atran’s work after running across it while I was studying at the University of Michigan.  Atran is an anthropologist who has been working to integrate psychology and anthropology in pursuit of a better perspective on how the natural environment and the social landscape interacts to affect belief, behavior, and practice.  Two, I am interested in how cognition facilitates learning and behavior, especially in a shared resources or public infrastructure context.  Some of Atran’s more recent work deals with negotiations and intercultural understanding for problems ranging from terrorism, common resources, and Iran’s nuclear policy.  Third, the discussions and research in the book can be helpful for artists, designers, teachers, and evolutionary biologists who want to gain better control or understanding of how, effectively, epistemology develops.

I found one particular passage to be quite helpful for a project I am working on at the moment. It deals with relevance drawing from Sperber and Wilson’s book on communication and cognition. Relevance is a pretty subjective measure of how much something matters to someone.  The articulation of relevance in these pages shows ghosts of Bateson’s difference that makes a difference, but here there is an efforts to start to describe exactly what aspects of cognition make something relevant–that is, how does the environment and one’s interactions in it affect meaning?  pay attention teachers…this is where it gets relevant to learning.

Here’s some notes:

Relevance: if processing an input at a certain time yields cognitive effects.

Cognitive Effects =

  1. revision of previous beliefs
  2. derivation of contextual conclusions following from input taken together with previously available information

So:

greater cognitive effect = greater relevance

While:

greater effort = lower relevance

Thus:

Salient information has greater relevance given the lower effort it requires.  Atran and Medin make this point be describing their research with different groups’ interpretations (interpretations = mappings from objects, situations, problems, and events to words. In an interpretation, one word can mean many objects) of ecological relationships and taxonomy.  They also studied school children who had a more nuanced view of ecology and compared them to urban children to try to help understand why they had different experiences in the classroom.  The conclusions supported the idea that textbooks and instruction was not relevant enough to support the expansion of learning among those with more nuanced perspectives (perspectives = mappings from reality to an internal language such that each distinct object, situation, problem, or event gets mapped to a unique word).

Learning, then, is guided by what is already known. What is learned first often becomes a category ideal.  It’s like when your idea of what tastes good, what a certain kind of flower is, or how to do a task is based on what you first learn. It’s also affects things like what we think of when we think of a bear. My image of a bear may be based on North American species like the black bear or grizzly. In India, an image of a bear may be based on their Himalayan relatives.

This seems to resonate somewhat with patterns of cognitive bias studied across different organisms in evolutionary biology in an attempt to get a better understanding of sexual selection.  Cognitive or sensory bias, as studied in evolutionary biology, refers to an organism’s set of preferences.  It’s similar to judgment biases studied by psychologists and micro economists (e.g. Tversky and Kahneman). However, in biological terms, sensory bias often has a genetic/sensory basis and can significantly affect mating and reproduction. Some well-studied examples include how Tungara frogs (Ryan lab at UTexas) or even crickets (Zuk lab at UC Riverside) influence mate choice with different call structures or signals (e.g. deep, red, loud, frequent, etc).

So in an experimental, teaching, or design setting, good examples of categories are ones that are familiar, have a high word frequency (use = familiarity + context), or that represent ideals.  So as we design interfaces, software, interactions, and signs for access, it makes sense to consider categories that are culturally relevant and that have legacies of use in context.  Additional learning uses these categories as supports (scaffolds?) to build on.

This is why representation of goals and categories is so important.  The implicit organization of knowledge around goals creates category ideals, subsequently driving category based inference–that is, the creation of new knowledge from what already exists.

So in terms of deriving an experimental practice from these ideas, a student at CEMA, Aliya, has been trying to look at how naming objects as concepts (decategorization?) rather than the names they have been given.  Thus a “chair” becomes a “people holder” or a “step ladder” depending on new contexts of use.  It leads to the question, “How do we take objects from everyday life & create a stimulus that provides an opportunity for reflection & engagement on the use, interaction, and consumption that the object supports—all while waiting for whatever that object does?”

Signals, Truth & Design

Dangerous Questions

There is a critical issue at the core of the discussions about innovation that isn’t being discussed. I hesitate to say that it’s the elephant in the room, but when in India…

This issue is encapsulated in an exchange I had with Gregg Davis during the questions period following his presentation at the “Leadership through Design Summit” in Bangalore just before the end of the year. In reality it was only a question and response, but it’s worth sharing.

Davis presented a talk during the IDEAS section on “Innovation for Business Transformation.” The presentation was titled something like “Brand, Design and The Brain: A New Methodology for Building Design and Brand Attributes Based on Recent Scientific Studies of the Brain.” I grabbed this title from a recent talk he gave at the CONNECTING’07 Congress of Industrial Designers, but it was basically the same thing.

What is interesting about this topic is how cognition studies are being used to inform business and communication practices aimed at better attracting customers. The talk itself was fascinating and full of insight and ideas from cognitive science. Davis presented Magnetic Resonance Imaging (MRI) imaging as a tool to more closely predict how consumers make choices. MRIs “take a picture” of the brain basically by showing where blood flow is most intense. MRIs can even be performed over a time-interval to show how changes in blood flow happen over time. The basic idea is that blood flow increases to parts of the brain that are being used most intensely. So if you are having an emotional response to something, then the amygdala may light up. If you are recognizing metaphors, then the angular gyrus may be involved. If you are involved in reasoning or planning, then the frontal lobe may show a signal (and so on). When Davis and collaborators presented people with “familiar products” they observed that regions associated with comfort lit up. When they showed “unfamiliar products” the regions associated with anxiety lit up.

Here is where it gets really interesting. Davis suggested that one of the purposes of this approach was to do many of the things that artists do. He put it another way by saying that there is an assumption that artists typically “unlock” those regions of the brain associated with emotion that also, incidentally, affect non-rational consumer choice. Given that marketers and business folks are interested in understanding (and in fact controlling) choice, it’s not surprising that they would be interested in those factors and patterns in the brain that affect consumer decision-making.

Okay, let’s assume that artists do indeed capitalize on those “emotional” and “non-rational” regions of the brain (I think it’s reasonable). Why then do we need to expend the vast resources and put people under the enormous imposition of MRI technologies in order to do things that are already possible if you involve artists in the business and design processes? The response I received was great. Davis started by commenting that this was a hugely dangerous question and that it got to some of the issues of the relationship of business and artists. He didn’t go much further than that, and it was fine by me. I could understand why he wouldn’t.

This is the key question. Why do we do things that are technically feasible but ultimately more harmful and manipulative to individuals? Why are big problems approached from a technological perspective rather than the more complicated social one? I understand why this problem exists; artists talk back and make suggestions that businesses do not want to hear. MRI machines just do what they were made to do. While there is some interesting data and observations that can be made, where will the real design innovation come from? Will it come from the more precise matching of people’s preferences to product offerings, or will it come from people who have the ability to predict and enliven design ecologies to respond to the cognitive changes that cause people’s preferences to shift and flux in an ever-changing environment?

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