JESSICA TURNER P0RTF0LI0

ABS0LUTE DESIGN
PRINT & DIGITAL
A selection of print and digital work for Absolute Design.
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The Coolmore Nunthorpe Stakes, the fastest race of the season; offering the chance to race into the weekend
with no work the following day! The Day will start at 10am where the master chef at Create has worked his
magic with a delicious Bucks Fizz Brunch. Onboard our executive coach for a champagne reception and on
disembarking we have tickets to The County Stand the only place to be!

Enjoy the journey back with hopefully your winnings and some new friends. Anyone wishing for more fun can
join us at The Restaurant Bar & Grill on City Square.
Tickets for this exclusive event are just 99 and can be
booked by em
ail to:
Luke Taylor at luke@luketaylorevents.co.uk
www.electclub.co.uk/events.php?eventref=120
For details on elect club contact Caron Munro
caron@electclub.co.uk or 07786175277

This event is not exclusively for singles.

The date: Friday 24th August 2012

from
10:00-18:00
The Coolm
ore Nunthorpe Stakes, the fastest race of the
season; offering the chance to race into the weekend with no
work the following day!
The Day will start at 10am where the master chef at Create has worked his
Magic with a delicious Bucks Fizz Brunch.
Then onboard our executive coach for a champagne reception whilst
enjoying the atmosphere en route to York Racecourse.
On disembarking we have tickets to The County Stand the only place to be!
Atmosphere, Champagne Bar, The Parade Ring and of course The W
inning Post!

Enjoy the journey back with hopefully your winnings and of course some new
friends.
Anyone wishing for more fun can join us at The Restaurant Bar & Grill on City
Square.

Tickets for this exclusive event are just 99 and can be booked by email to:

Luke Taylor at luke@
luketaylorevents.co.uk
Online at http://www.electclub.co.uk/events.php?eventref=120

This event is not exclusively for singles.
elect club Leeds Ltd invites you to its 2012 race day
W
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O
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TEL: 0113 244 5393 www.napoleons-casinos.co.uk
Napoleons Casino & Restaurant, West Street, Leeds, LS3 1LX
(Just O Kirkstall Road)
*TERMS & CONDITIONS APPLY. STRICTLY 18+
NON-MEMBERS ARE WELCOME AT NAPOLEONS CASINOS
BOOK YOUR PARTY NOW
!
*TERMS & CONDITIONS APPLY TO ALL PROMOTIONS. STRICTLY 18+
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MAY DAY BUFFET
11.30pm til 2.30am
PLUS SPECIAL PRIZE DRAW AT 7pm, 12 MIDNIGHT & 1am WIN UP TO 500
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FREE BREAKFAST
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11.30pm til 2.45am
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WIN UP TO 500
1am & 2am
EVERY SUNDAY
CHEFS SPECIAL BUFFET 11.30pm til 2.45am
*(EXCEPT SUNDAY 20th)
EVERY SUNDAY
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HEEL OF FORTUNE
9pm til 2am
WIN CASH PRIZES UP TO 250
MONDAY TO THURSDAY
FREE BOTTLE OF W
INE FOR EVERY TWO DINERS
FROM TUESDAY 1st MAY
7pm til 10.45pm
SUNDAY 20th
ASIAN BUFFET BY A LOCAL SUPPLIER
from 11.30pm
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TICK TOCK SLOTS
8pm til 3am
WIN 50 INSTANTLY
IF THE CLOCK RINGS IN THE
MACHINE YOU ARE PLAYING
JESSICA TURNER P0RTF0LI0
~CITY DWELLER" MAGAZINE
LAY0UT DESIGN
Layout design for ~City Dweller" magazine.
18
When you pop into Normans its easy to
see why so many City Dwellers call it
their local. They have great drinks
offers, exceptionally tasty food deals
and friendly staff. Events Manager and
top socialite Mav maintains an exciting
events calendar throughout the year and
the forever changing interior keeps
this bar sassy and vibrant.
The trademark Curvy wall amongst sleek wooden wall features
creates a dramatic visual eect and provides the perfect back drop
for this funky restaurant and late night dance bar.
Mav- Its my job to make sure we are providing what our
customers want. I invite our regulars in to help with wine tasting,
host regular parties and do my best to make sure that every
customer is well looked after. We have a continuous commitment to
the interior and have just nished a total refurbishment of the toilets
maintaining the contemporary feel throughout.
W
hat the City D
w
ellers say....
Josh & Tom from Harrogate - We always eat here when we
are in Leeds. The 5 curry and drink oer is unbelievable. Best curry
in town.
Rick from the Wildboyz Show - I usually end up here on a
night out in Leeds. This is the rst time Ive eaten here and Im very
impressed. Tasty and super value.
Emma from Pink Gorilla PR and friends - Norman is
the best place in town. The location, the food, the atmosphere...Its
great for any occasion and we love the events they run especially
the wine tasting nights...
Lucy - I love the friendly relaxed atmosphere and the fact that it
turns into a bar later. It just ticks all the boxes for me.
N
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at is it th
at m
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C
ity D
w
ellers?
Suzie calls in to catch the mid week 5 Thai
curry and wine deal and chats to Mav and a
few City Dwellers!
Fiona, Nikki & Chani - Its our after work meeting point... which regularly turns
into an after work night out. We come here because we know the food is great, the sta
are friendly and there is always a great atmosphere.
Norman Bar is situated in the heart of Call Lane. So if by day you are wanting to escape
from the hustle and bustle of Leeds city centre to a relaxed and friendly atmosphere
and enjoy a Thai curry, Yaki Soba, or even a breakfast on Sunday, this is place for you.
If your wanting a funky place to celebrate the weekend with an eclectic mix of music
then this is the place for you. Norman Bar are able to cater for all your needs however
large or small from exclusive hire of the venue on a Tuesday or Sunday to reserving an
area for after work drinks on a Friday.
And if your wanting a versatile space perfect for private functions and corporate events
available to hire on a Tuesday and Sunday then again, this is the place for you.
For more information about Norman Bar, their mid week oers and future events visit
their website www.normanbar.co.uk... Or just pop in and ask for Mav.
Hope to see you there soon. Suzie x
36 Call Lane | Leeds | LS1 6DT |
0872 080 8000 | maveer@normanbar.co.uk
M
E
N
'S

F
A
S
H
IO
N "Fashion, it surrounds us everywhere"
Some of us follow it, some of us live by it, others simply notice it, but
essentially we all wear clothes. Its hard not to embrace this living in
Leeds with its unique beautiful old shopping arcades, where a mix of
dierent cultures and lifestyle scenes come together to make our city
what many consider to be the 'fashion capital of the north'.
I have always had a love for fashion and when I moved to Leeds 6 years
ago as a marketing student, I was charmed by how fashion conscious
this city is. I got myself a part time job at Accent within a matter of
weeks and from my rst shift I knew I wanted to work in the fashion
industry. 3 years later I got my wish and became a buyer for the
company. As a fashion buyer it is important to look at what people are wearing
day to day and then aim to slightly evolve it for the next season with
what we buy, as one thing fashion never does is stop changing. When
I rst arrived in Leeds' the lads uniform was Diesel ared jeans and an
Old Glory pastel coloured polo A look which today would have you
hunted down by the fashion police.
This can be avoided by any man; it all comes down to wardrobe basic
staples. For my 1st City Dweller column I feel its tting that we start
with the basics so Im going to go through what I feel are 10 essential
1. FITTED WHITE SHIRT Wedding, funeral, work or a night out, a
guy cannot fail to look good in white designer shirt that ts him.
2. SLIM BLACK TIE The perfect companion to the above, accessible
and in your wardrobe for when you need to notch it up a gear.
3. DESIGNER UNDERWEAR Guys who already own it know
the dierence, if you disagree with spending over 15 on your
undercrackers then I challenge you to do it the once - If you go back I
promise to reimburse you.
4. CLASSIC DESIGNER SUIT Must be plain Black, Grey or Navy.
5. BASIC DENIM JACKET As worn by Elvis, James Dean, Brad Pitt,
Steve Mc Queen and pretty much every other fashion icon who has
ever lived this item of clothing will never ever go out of fashion.
6. NAVY BLAZER looks the part on any colour of chino or a good
pair of Jeans and will be in fashion every single summer.
7. TAN BROGUES A British classic. A brogue can be worn from
every day (with jeans or chinos) or on an odd occasion under a suit
they will always look good. A good quality pair can last you a lifetime.
8. WHITE CREW NECK Basic but essential. Its the only garment
which can be worn under absolutely everything and look fantastic,
even on its own a good white T-shirt will always look sharp.
9. CLASSIC SUNGLASSES I mean timeless classics, aviators,
wayfarers styles which have lasted the test of time for decades.
10. 4 POCKET MOTORCYLCE JACKET motorcycle style jackets have
been around since the 1920s and are a true part of British heritage,
they are again timeless and currently bang on trend.
Ill be writing this column for the guys at City Dweller every month and
in the next issue Ill be looking at some key looks for Spring/Summer
12. In the meantime if you have any fashion questions/queries or want
reimbursing for those designer boxer shorts you didnt like, please feel
free to contact me at info@city-dweller.co.uk.
Spring is my favourite season
of the year. The mornings are
lighter, the air feels warm
and the owers are starting
to bloom.

I start to dream about denim cut
off shorts, tanned legs, healthy
glowing skin.but alas at present
dreaming is all I can do, I am not
blooming!

I want to be a ower, coming out
of hibernation for winter, fresh
and new, bright and beautiful
but I think it is going to take some
work!

Just like a ower getting nutrients
whilst it lays dormant in the soil,
I am using soil whilst I sleep too, well, kind of! Whilst I am
grinding my teeth and shouting
no, no, the models need to
go this way (a snap shot of my
nocturnal ramblings!) my skin is
being plumped and rmed with
an Active Soil Complex from
bareMinerals.

Their active Cell Renewal Night
Serum boosts, hydrates and
brightens your skin whilst you
sleep. The Active Soil Complex
is clinically proven to increase
cell turnover and shrink pore size.
(38)

I believe in positive thinking but
even I know its going to take a lot
more than The Power to get short
worthy legs.

One of my cunning plans, which
seems to be working, is to rock
some FITFLOPS trainers or pumps
whenever possible. They have
lots of exciting technology in,
but, more importantly, they look
good.

Now, I love a heel. Through busted knees and broken toes
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I have always persevered with
at the very least a wedge, however, in the last couple of
months I have realised that looking chic, doesnt necessarily
mean I have to be the tallest
person in the room!

Bouncing around in my FITFLOP
pumps or trainers looks good
and I am toning up my legs and
bum at the same time its a
win win!

With toned legs, glowing skin
and a bit of fake tan I am ready
to tackle my spring wardrobe.
hmm, I feel next months column
coming on.can a ginger wear pink? How much pattern
clashing is too much???
Dont forget to follow us on
twitter @hn_leeds
JESSICA TURNER P0RTF0LI0
~ENGLISH TYPE"
A3 PRINT
An A3 print celebrating the ~Englishness" of the typeface Gill Sans.
English
Only in England is a cup of tea considered
the answer to any problem.
Only in England will a person of one form
an orderly queue.
Only in England is it possible to sit on the
beach in the rain in the middle of August.
Gill Sans; Only in England.
JESSICA TURNER P0RTF0LI0
~WHAT WENDELL'S WARDR0BE WANTED..."
ILLUSTRATED CHILDREN'S B00K
An illustrated children's book about the power of choice.
JESSICA TURNER P0RTF0LI0
~WHAT WENDELL'S WARDR0BE WANTED..."
APP DESIGN
Design for interactive app for children's book ~What Wendell's Wardrobe Wanted..."
JESSICA TURNER P0RTF0LI0
~DECISI0N; H0W D0 Y0U MAKE Y0URS?"
INF0GRAPHIC A2 P0STER
Infographic poster displaying research about the decision-making process.
DECISI0N; H0W D0 Y0U MAKE Y0URS?
As intelligent, competent human beings, we like to think that we know our own minds. Most of us would agree that the choices we make come about through sensible decision-making
processes and would ultimately be able to rationalize the majority of decisions we make. For the most part this is true, when making decisions we consciously use decision-making
processes such as the following:
HEURISTICS
Unconsciously, we use mental shortcuts that reduce the cognitive burden associated with decision-making processes. These are heuristics, decision-making strategies with the ability to scrutinize few signals,
streamlining the decision-making process and ultimately reduce the amount of decision-making necessary in making the choice. They are based on little information but are likely to be correct.
T0 WHAT EXTENT ARE 0UR
DECISI0NS REALLY 0UR 0WN?
PR0S & C0NS
Listing the advantages and
disadvantages of each option.
Calculating the cost of each option and
then picking the option with the least
cost.
Choosing between alternatives. 0rdering the alternatives in terms of
preference and choosing the highest.
Examining alternatives until an
acceptable one is found.
0PP0RTUNITY C0ST ELIMINATI0N BY ASPECTS SATISFICING PRI0RITIZATI0N
People judge higher priced items to have a higher quality than lower priced items.
People consider how contemptible a crime is by deciding punishment.
In the event that one of two things is recognizable people will choose the recognized thing.
People are inclined to retrieve information that is most readily available in making a decision.
TYPES 0F HEURISTICS
PRICE HEURISTIC
0UTRAGE HEURISTIC
REPRESENTATIVE
AVAILABILITY
ANCH0RING & ADJUSTMENT
A base-level decision making heuristic in instances where an estimate of value is needed. Individuals first use an anchor (a rough
estimate that occurs initially) and adjust their estimate accordingly until a reasonable answer is reached. Initial estimates
usually gravitate towards the anchor where in actual fact the correct value is likely to be further away.
INFLUENCE 0F 0THER PE0PLE 0N DECISI0N
~AS WE GR0W 0LDER WE DEVEL0P A SEC0NDARY PERS0NALITY
F0R THE PUBLIC, LEAVING THE PRIVATE, THE REAL
PERS0NALITY F0R 0UR L0VED 0NES." ALICE WANG
When it comes to being influenced by other people, the
conscious and unconscious both play integral parts
in determining our behaviour. In the same way that
we sometimes consciously alter our choices based on
what we perceive people to think, studies show that
the behaviour of other people can determine changes
in our own behaviour that we aren't aware of. 0ne
example is ~mimicry" or the ~Chameleon effect".
Mimicry refers to the unconscious mimicking of
postures, facial expressions, mannerisms, verbal
and nonverbal behaviors of other people.
~M0NKEY SEE,
M0NKEY D0."
The reverse side
to this, how we
consciously alter
our decisions in
response to other
people, can be
demonstrated in
part by:
RECIPR0CITY
C0MMITMENT
S0CIAL PR00F
LIKING
AUTH0RITY
We feel obliged to offer concessions to others once they have offered them to us because we dislike feeling
indebted.
We have a deep desire to be consistent; once we've committed to someone/something we're more likely to go
through with it.
We believe that if lots of people are doing something then it must be acceptable.
We're more easily influenced by people we like.
We feel a sense of obligation to people in positions of authority.
INFLUENCE 0F PAST DECISI0N
0N DECISI0N
Studies show that when something
positive results from a decision, in the
future given a similar situation we are
more likely to decide in a similar way,
regardless of new variables present in
the new situation. 0nce we've rejected
something we find it very difficult to
resurrect it as an option. This is known
as Memory Bias.
Memory-based evaluations of a past
event are disproportionally influenced
by the event's peak and end experiences
~ELEPHANTS NEVER F0RGET."
and are insensitive to the event's
duration.
Memory Bias runs parallel with Choice-
Supportive Bias, the tendency to
distort memories and ascribe positive
attributes to the choices we have made
to make them appear to be the best
that could have be made, and together
do not always result in the wisest
decision being made.
INFLUENCE 0F EM0TI0N 0N DECISI0N
~SEC0ND MARRIAGE IS THE TRIUMPH 0F H0PE
0VER EXPERIENCE" SAMUEL J0HNS0N
THE
L0EWENSTEIN-LERNER
CLASSIFICATI0N....
...categorizes the types of influence
our emotions can have on our
decisions into two parts; ANTICIPATED
EM0TI0N and IMMEDIATE EM0TI0N.
{
IMMEDIATE EM0TI0N
ANTICIPATED EM0TI0N
refers to emotions experienced during decision-making which can impact the decision-making
process incidentally, or unconsciously. Intense emotions exact a higher influence on the decision-
making and the sooner the impending outcome of the decision can increase the intensity of the
initial emotion involved.
describes expectations the person themself has about how they will feel once gains or losses
associated with the decision are experienced. This could also be described as the conscious effect
of emotion on decision, when a person anticipates how they will feel and alters their decision
accordingly.
The initial distortion in cognition and decision-making can be put down to ~Emotional Bias". A
person is inclined to believe something with a positive emotional effect that gives a pleasant
feeling, even if there is evidence to the contrary. Experiments in neuroscience have shown how
emotion and cognition, which are in different areas of the human brain, interfere with each other
when it comes to decision-making, resulting in primacy of emotion over reasoning.
INFLUENCE 0F THE ENVIR0NMENT 0N DECISI0N
~THERE IS N0 D0UBT WHATS0EVER AB0UT THE
INFLUENCE 0F ARCHITECTURE AND STRUCTURE UP0N
HUMAN CHARACTER AND ACTI0N. WE MAKE 0UR BUILDINGS
AND AFTERWARDS THEY MAKE US. THEY REGULATE THE
C0URSE 0F 0UR LIVES." WINST0N CHURCHILL
How our environment influences us can be categorized into two parts, how the natural environment influences us and how the
designed environment influences us.
The designed environment encompasses all aspects of
the environment which have been purposely designed or
adapted by humans to alter human behaviour.
The natural environment refers not to the geographical element
of an environment, but the communities and social constitutions
that have evolved naturally with little human intervention;
elements such as status, class, race, how people interact with one
another in particular environments, are factors of the natural
environment.
Evidence supporting the influence of the natural environment can
be gleaned from adoption studies which suggest the following:
DESIGNED ENVIR0NMENT NATURAL ENVIR0NMENT
3
4
5
Adopted children show some similarity in IQ to their adopted parents.
Siblings reared together are more similar in IQ than siblings reared apart.
Biologically unrelated children raised together have some similarity in IQ.
IQ declines over time in children raised in deprived environments such as understaffed
orphanages or circumstances of poverty and isolation.
People's performance on IQ tests has improved over time in industrial countries.
Studies have shown a significant inconsistency in average
IQ scores between white and minority groups in America. 0n
average Black, Native American and Hispanic people typically
CIALDINI'S
~PRINCIPLES 0F INFLUENCE."
In terms of deliberate human influence through the environment,
there is a long-standing thread of recognition that the
way people live their lives is directly linked to the designed
environment in which they live. Thaler and Sunstein in
particular believe that in designing and constructing
environments in which people live and work, architects and
planners are involved in ~nudging" human behaviour.
Human behaviour can be influenced through the arrangement
of physical space; physical structures can effect an
individual's mood and perceptions of their surroundings, and
by influencing a person's mood and perceptions, a
person's behaviour can be influenced.
As well as the influence of architecture and designed
space, we are influenced by the design of things around
us, the products, systems and technologies, which
inevitably influence our behaviour, the decisions and
actions we make, whether we notice it or not.
INFLUENCE 0F
RELIGI0N
0N DECISI0N
Numerous studies show how religious beliefs and practices shape people's decisions; religious believers are generally less likely to smoke, drink, or engage in risky sex than non-believers. However, studies by researchers
Hommel and Colzato have brought to light new evidence demonstrating how religious frameworks affect not just people's decisions but their decision-making process as well, by selectively affecting what we find relevant or
important about our environment. Instead of altering our pre-formed views and helping us to make choices based on those original thoughts, Hommel and Colzato found that religion actually helps to shape the base-level context for
decision making; perception. People must not only make decisions but also decide how to make decisions.
{
In light of so many deliberate and intuitive
ways of decision-making, it is not unreasonable
that so many of us would believe we are in
total control of the decisions we make, but in
a world so undeniably full of influence, T0 WHAT
EXTENT CAN THE DECISI0NS WE MAKE REALLY BE
0UR 0WN?
{
@ 691.67bn
T0TAL
G0VT. SPENDING
2010/2011
INFLUENCE 0F THE G0VERNMENT 0N DECISI0N
Being in control of the public spending of the entire country, the government can be seen as one of the most powerful influences on
our culture. Public spending by the UK's central government departments in 2010-2011 amounted to 691.67bn plus 0.34% charge after
inflation in 2009/10. This money carries the power to affect our culture and behaviour through laws, regulations, grants, entitlements
and tax.
What's more, the influence the government holds over the schooling system allows it to have a significant hand in guiding the morals,
attitudes, knowledge and overall decision-making of each generation that passes through.
INFLUENCE 0F THE MEDIA 0N DECISI0N
Results from a study conducted by Galican and Merskin indicate that television is one of the greatest influences on people's views
and understandings. The same study suggests that it is the constancy of television, at least three hours a day, that allows it to be
so influential.
Violence is often used as an example of the influence of television. Studies by the Surgeon General's Scientific Advisory Committee
conclude that there is a connection between viewing television, violence and aggressive acts. Five to six acts of violence appear on
prime-time television per hour.
~MUSIC IS A P0WERFUL T00L THAT CAN
CHANGE THINKING AND ALTER ACTI0NS..."
BARBARA WYATT
Music is another influential medium.
Studies show a definite correlation between rap and heavy metal music and
antisocial behaviour such as drug use, violence, and aggression. According to
Greitmeyer, there is evidence to show music setting a particular mood and
causing sexual arousal.
PRIMARY RESEARCH
Primary research includes ~Decision Diaries" kept to record decisions of both
myself and other people of different age groups and backgrounds. These
decisions were broken down into the different influences that could've
determined the outcome. Further primary research will include creating
some form of installation or imagery and recording how people react to it,
in a similar way to the Rorschach Inkblot Test.
INSIGHTS
In light of all these different influences is not unreasonable to wonder T0 WHAT EXTENT CAN THE DECISI0NS WE MAKE REALLY BE 0UR 0WN?
This research suggests that although some decisions we make are less influenced than others, it isn't physically possible for us to make a decision without it being
influenced in some way. What makes the decision more specific to us individually is how we respond to these different influences; our reactions are what make the
decision truly ours.
From this research it is clear that some influences override others, although it is not clear whether certain influences are stronger than others generally, or if
certain individuals react more strongly to some influences than to other influences. If it is the latter then this reinforces the previous admission that how we
respond to different influences is what makes the decision truly ours.
score lower than white people on standardized IQ tests. Researchers put this down to a history of discrimination; minority groups make up a disproportionately
large part of the lower social classes who exist in a relatively deprived environment, and it is these environmental factors that primarily cause cultural and ethnic
differences.
Insights drawn from this research have opened up two different avenues the project could take. 0ne route would be to explore what it is that makes us react
differently to influences than other people subjected to the same influences. Some say that it is our ability to choose that makes us human, but if we are so
influenced that our choices are not completely our own, what is it that makes us human?
The other side of this would be to ask what would happen if we were completely in control of our choices; if there were no influences, how would our decisions differ?
Although seemingly opposite ideas, both come from the same suggestion of taking away the power of influence, in the first instance by defining ourselves by
something other than our choices, and in the second by investigating what would happen if we eliminated influences entirely.
In either case, the project is intended to take an observational angle, with the intention of making people more aware of the different influences at play when it
comes to making decisions, and perhaps helping to identify in people what it is that makes them, individually, human.
0BJECTIVES
REFERENCES
Dietrich, C., (2010), Decision
Making: Factors that
Influence Decision Making,
Heuristics Used, and Decision
0utcomes. Student Pulse
(2007), How we are being
influenced without even
knowing: Unconscious
integration of external
stimuli, Serendip Studio
Gueguen, N., Jacob, C., &
Martin, A., (2009), Mimicry in
social interaction: Its effect
on human judgment and
behavior. European Journal
of Sciences, 8.
Cialdini, R. B. (2006),
Influence: The psychology of
persuasion. HarperBusiness.
Albrighton, T., (2010),
Marketing with 20:20, Vision,
Cognitive Biases in Marketing,
Decision Biases
Hsee, C. K., & Hastie, R.
(2006), Decision and
experience: why don't we
choose what makes us happy?
DESN 3989: INDEPENDENT RESEARCH PR0JECT
JESSICA TURNER 200456908
PR0JECT DEVEL0PLENT SCHEDULE
1 2 3 4 5 6 7 8 9 10 11
WRITING BRIEF &
BRIEF DEVEL0PMENT
RESEARCH
C0NCEPT
DEVEL0PMENT
PR0JECT PLAN
INITIAL DESIGNS
DESIGN DEVEL0PMENT
FINAL DESIGNS &
REFINEMENT
PR0DUCTI0N
SUBMISSI0N
[REFERENCES C0NT.]
Trends in cognitive sciences, 10(1), 31-37.
Virine, L., Trumper, M., (2007), Project Decisions: The Art and Science
Angie, A. D., Connelly, S., Waples, E. P., & Kligyte, V., (2011), The influence of discrete emotions on judgement and decision-making: A meta-analytic review.
Lerner, J.S., Small, D.A., & Loewenstein, G. (2004), Heart strings and purse strings: carry-over effects of emotions on economic decisions.
Thaler, R.H., Sunstein, C.R., (2009), Nudge: Improving Decisions About Health, Wealth and Happiness
(2007), The Influence of Heredity and Environment, Intelligence, SparkNotes Psychology Guide Series
Lockton D.J.G., Harrison.D, Stanton, N.A., (2010), Design with Intent: 101 Patterns for Influencing Behaviour Through Design
Battistone, A., (2011), Architecture and the Environment: Effects on Human Behavior
Meacham.W., (2012), Examining How Sustainability and Architecture Influence Human Behavior in Environmental Psychology,
[REFERENCES C0NT.]
Wood, C., (2010), Religion affects decisions by shaping how we perceive
Schlafly, P., (2008). How the Government Influences 0ur Culture
Fischoff, S., (2005). Media psychology: A personal essay in definition and
purview, Journal of Media Psychology, 10(1), 1-21.
Bringham, D., (2010). Media Effects and Effectors: A Study on the Possible
Effects of Media and the Intent of Future Media Effectors to Use Media
to Influence 0thers.
Rogers, S., (2011), Government spending by department, 2010-11: get
the data, The Guardian

1
2
0BJECTIVES
DECISI0N; H0W D0 Y0U MAKE Y0URS?
As intelligent, competent human beings, we like to think that we know our own minds. Most of us would agree that the choices we make come about through sensible decision-making
processes and would ultimately be able to rationalize the majority of decisions we make. For the most part this is true, when making decisions we consciously use decision-making
processes such as the following:
HEURISTICS
Unconsciously, we use mental shortcuts that reduce the cognitive burden associated with decision-making processes. These are heuristics, decision-making strategies with the ability to scrutinize few signals,
streamlining the decision-making process and ultimately reduce the amount of decision-making necessary in making the choice. They are based on little information but are likely to be correct.
T0 WHAT EXTENT ARE 0UR
DECISI0NS REALLY 0UR 0WN?
PR0S & C0NS
Listing the advantages and
disadvantages of each option.
Calculating the cost of each option and
then picking the option with the least
cost.
Choosing between alternatives. 0rdering the alternatives in terms of
preference and choosing the highest.
Examining alternatives until an
acceptable one is found.
0PP0RTUNITY C0ST ELIMINATI0N BY ASPECTS SATISFICING PRI0RITIZATI0N
People judge higher priced items to have a higher quality than lower priced items.
People consider how contemptible a crime is by deciding punishment.
In the event that one of two things is recognizable people will choose the recognized thing.
People are inclined to retrieve information that is most readily available in making a decision.
TYPES 0F HEURISTICS
PRICE HEURISTIC
0UTRAGE HEURISTIC
REPRESENTATIVE
AVAILABILITY
ANCH0RING & ADJUSTMENT
A base-level decision making heuristic in instances where an estimate of value is needed. Individuals first use an anchor (a rough
estimate that occurs initially) and adjust their estimate accordingly until a reasonable answer is reached. Initial estimates
usually gravitate towards the anchor where in actual fact the correct value is likely to be further away.
INFLUENCE 0F 0THER PE0PLE 0N DECISI0N
~AS WE GR0W 0LDER WE DEVEL0P A SEC0NDARY PERS0NALITY
F0R THE PUBLIC, LEAVING THE PRIVATE, THE REAL
PERS0NALITY F0R 0UR L0VED 0NES." ALICE WANG
When it comes to being influenced by other people, the
conscious and unconscious both play integral parts
in determining our behaviour. In the same way that
we sometimes consciously alter our choices based on
what we perceive people to think, studies show that
the behaviour of other people can determine changes
in our own behaviour that we aren't aware of. 0ne
example is ~mimicry" or the ~Chameleon effect".
Mimicry refers to the unconscious mimicking of
postures, facial expressions, mannerisms, verbal
and nonverbal behaviors of other people.
~M0NKEY SEE,
M0NKEY D0."
The reverse side
to this, how we
consciously alter
our decisions in
response to other
people, can be
demonstrated in
part by:
RECIPR0CITY
C0MMITMENT
S0CIAL PR00F
LIKING
AUTH0RITY
We feel obliged to offer concessions to others once they have offered them to us because we dislike feeling
indebted.
We have a deep desire to be consistent; once we've committed to someone/something we're more likely to go
through with it.
We believe that if lots of people are doing something then it must be acceptable.
We're more easily influenced by people we like.
We feel a sense of obligation to people in positions of authority.
INFLUENCE 0F PAST DECISI0N
0N DECISI0N
Studies show that when something
positive results from a decision, in the
future given a similar situation we are
more likely to decide in a similar way,
regardless of new variables present in
the new situation. 0nce we've rejected
something we find it very difficult to
resurrect it as an option. This is known
as Memory Bias.
Memory-based evaluations of a past
event are disproportionally influenced
by the event's peak and end experiences
~ELEPHANTS NEVER F0RGET."
and are insensitive to the event's
duration.
Memory Bias runs parallel with Choice-
Supportive Bias, the tendency to
distort memories and ascribe positive
attributes to the choices we have made
to make them appear to be the best
that could have be made, and together
do not always result in the wisest
decision being made.
INFLUENCE 0F EM0TI0N 0N DECISI0N
~SEC0ND MARRIAGE IS THE TRIUMPH 0F H0PE
0VER EXPERIENCE" SAMUEL J0HNS0N
THE
L0EWENSTEIN-LERNER
CLASSIFICATI0N....
...categorizes the types of influence
our emotions can have on our
decisions into two parts; ANTICIPATED
EM0TI0N and IMMEDIATE EM0TI0N.
{
IMMEDIATE EM0TI0N
ANTICIPATED EM0TI0N
refers to emotions experienced during decision-making which can impact the decision-making
process incidentally, or unconsciously. Intense emotions exact a higher influence on the decision-
making and the sooner the impending outcome of the decision can increase the intensity of the
initial emotion involved.
describes expectations the person themself has about how they will feel once gains or losses
associated with the decision are experienced. This could also be described as the conscious effect
of emotion on decision, when a person anticipates how they will feel and alters their decision
accordingly.
The initial distortion in cognition and decision-making can be put down to ~Emotional Bias". A
person is inclined to believe something with a positive emotional effect that gives a pleasant
feeling, even if there is evidence to the contrary. Experiments in neuroscience have shown how
emotion and cognition, which are in different areas of the human brain, interfere with each other
when it comes to decision-making, resulting in primacy of emotion over reasoning.
INFLUENCE 0F THE ENVIR0NMENT 0N DECISI0N
~THERE IS N0 D0UBT WHATS0EVER AB0UT THE
INFLUENCE 0F ARCHITECTURE AND STRUCTURE UP0N
HUMAN CHARACTER AND ACTI0N. WE MAKE 0UR BUILDINGS
AND AFTERWARDS THEY MAKE US. THEY REGULATE THE
C0URSE 0F 0UR LIVES." WINST0N CHURCHILL
How our environment influences us can be categorized into two parts, how the natural environment influences us and how the
designed environment influences us.
The designed environment encompasses all aspects of
the environment which have been purposely designed or
adapted by humans to alter human behaviour.
The natural environment refers not to the geographical element
of an environment, but the communities and social constitutions
that have evolved naturally with little human intervention;
elements such as status, class, race, how people interact with one
another in particular environments, are factors of the natural
environment.
Evidence supporting the influence of the natural environment can
be gleaned from adoption studies which suggest the following:
DESIGNED ENVIR0NMENT NATURAL ENVIR0NMENT
3
4
5
Adopted children show some similarity in IQ to their adopted parents.
Siblings reared together are more similar in IQ than siblings reared apart.
Biologically unrelated children raised together have some similarity in IQ.
IQ declines over time in children raised in deprived environments such as understaffed
orphanages or circumstances of poverty and isolation.
People's performance on IQ tests has improved over time in industrial countries.
Studies have shown a significant inconsistency in average
IQ scores between white and minority groups in America. 0n
average Black, Native American and Hispanic people typically
CIALDINI'S
~PRINCIPLES 0F INFLUENCE."
In terms of deliberate human influence through the environment,
there is a long-standing thread of recognition that the
way people live their lives is directly linked to the designed
environment in which they live. Thaler and Sunstein in
particular believe that in designing and constructing
environments in which people live and work, architects and
planners are involved in ~nudging" human behaviour.
Human behaviour can be influenced through the arrangement
of physical space; physical structures can effect an
individual's mood and perceptions of their surroundings, and
by influencing a person's mood and perceptions, a
person's behaviour can be influenced.
As well as the influence of architecture and designed
space, we are influenced by the design of things around
us, the products, systems and technologies, which
inevitably influence our behaviour, the decisions and
actions we make, whether we notice it or not.
INFLUENCE 0F
RELIGI0N
0N DECISI0N
Numerous studies show how religious beliefs and practices shape people's decisions; religious believers are generally less likely to smoke, drink, or engage in risky sex than non-believers. However, studies by researchers
Hommel and Colzato have brought to light new evidence demonstrating how religious frameworks affect not just people's decisions but their decision-making process as well, by selectively affecting what we find relevant or
important about our environment. Instead of altering our pre-formed views and helping us to make choices based on those original thoughts, Hommel and Colzato found that religion actually helps to shape the base-level context for
decision making; perception. People must not only make decisions but also decide how to make decisions.
{
In light of so many deliberate and intuitive
ways of decision-making, it is not unreasonable
that so many of us would believe we are in
total control of the decisions we make, but in
a world so undeniably full of influence, T0 WHAT
EXTENT CAN THE DECISI0NS WE MAKE REALLY BE
0UR 0WN?
{
@ 691.67bn
T0TAL
G0VT. SPENDING
2010/2011
INFLUENCE 0F THE G0VERNMENT 0N DECISI0N
Being in control of the public spending of the entire country, the government can be seen as one of the most powerful influences on
our culture. Public spending by the UK's central government departments in 2010-2011 amounted to 691.67bn plus 0.34% charge after
inflation in 2009/10. This money carries the power to affect our culture and behaviour through laws, regulations, grants, entitlements
and tax.
What's more, the influence the government holds over the schooling system allows it to have a significant hand in guiding the morals,
attitudes, knowledge and overall decision-making of each generation that passes through.
INFLUENCE 0F THE MEDIA 0N DECISI0N
Results from a study conducted by Galican and Merskin indicate that television is one of the greatest influences on people's views
and understandings. The same study suggests that it is the constancy of television, at least three hours a day, that allows it to be
so influential.
Violence is often used as an example of the influence of television. Studies by the Surgeon General's Scientific Advisory Committee
conclude that there is a connection between viewing television, violence and aggressive acts. Five to six acts of violence appear on
prime-time television per hour.
~MUSIC IS A P0WERFUL T00L THAT CAN
CHANGE THINKING AND ALTER ACTI0NS..."
BARBARA WYATT
Music is another influential medium.
Studies show a definite correlation between rap and heavy metal music and
antisocial behaviour such as drug use, violence, and aggression. According to
Greitmeyer, there is evidence to show music setting a particular mood and
causing sexual arousal.
PRIMARY RESEARCH
Primary research includes ~Decision Diaries" kept to record decisions of both
myself and other people of different age groups and backgrounds. These
decisions were broken down into the different influences that could've
determined the outcome. Further primary research will include creating
some form of installation or imagery and recording how people react to it,
in a similar way to the Rorschach Inkblot Test.
INSIGHTS
In light of all these different influences is not unreasonable to wonder T0 WHAT EXTENT CAN THE DECISI0NS WE MAKE REALLY BE 0UR 0WN?
This research suggests that although some decisions we make are less influenced than others, it isn't physically possible for us to make a decision without it being
influenced in some way. What makes the decision more specific to us individually is how we respond to these different influences; our reactions are what make the
decision truly ours.
From this research it is clear that some influences override others, although it is not clear whether certain influences are stronger than others generally, or if
certain individuals react more strongly to some influences than to other influences. If it is the latter then this reinforces the previous admission that how we
respond to different influences is what makes the decision truly ours.
score lower than white people on standardized IQ tests. Researchers put this down to a history of discrimination; minority groups make up a disproportionately
large part of the lower social classes who exist in a relatively deprived environment, and it is these environmental factors that primarily cause cultural and ethnic
differences.
Insights drawn from this research have opened up two different avenues the project could take. 0ne route would be to explore what it is that makes us react
differently to influences than other people subjected to the same influences. Some say that it is our ability to choose that makes us human, but if we are so
influenced that our choices are not completely our own, what is it that makes us human?
The other side of this would be to ask what would happen if we were completely in control of our choices; if there were no influences, how would our decisions differ?
Although seemingly opposite ideas, both come from the same suggestion of taking away the power of influence, in the first instance by defining ourselves by
something other than our choices, and in the second by investigating what would happen if we eliminated influences entirely.
In either case, the project is intended to take an observational angle, with the intention of making people more aware of the different influences at play when it
comes to making decisions, and perhaps helping to identify in people what it is that makes them, individually, human.
0BJECTIVES
REFERENCES
Dietrich, C., (2010), Decision
Making: Factors that
Influence Decision Making,
Heuristics Used, and Decision
0utcomes. Student Pulse
(2007), How we are being
influenced without even
knowing: Unconscious
integration of external
stimuli, Serendip Studio
Gueguen, N., Jacob, C., &
Martin, A., (2009), Mimicry in
social interaction: Its effect
on human judgment and
behavior. European Journal
of Sciences, 8.
Cialdini, R. B. (2006),
Influence: The psychology of
persuasion. HarperBusiness.
Albrighton, T., (2010),
Marketing with 20:20, Vision,
Cognitive Biases in Marketing,
Decision Biases
Hsee, C. K., & Hastie, R.
(2006), Decision and
experience: why don't we
choose what makes us happy?
DESN 3989: INDEPENDENT RESEARCH PR0JECT
JESSICA TURNER 200456908
PR0JECT DEVEL0PLENT SCHEDULE
1 2 3 4 5 6 7 8 9 10 11
WRITING BRIEF &
BRIEF DEVEL0PMENT
RESEARCH
C0NCEPT
DEVEL0PMENT
PR0JECT PLAN
INITIAL DESIGNS
DESIGN DEVEL0PMENT
FINAL DESIGNS &
REFINEMENT
PR0DUCTI0N
SUBMISSI0N
[REFERENCES C0NT.]
Trends in cognitive sciences, 10(1), 31-37.
Virine, L., Trumper, M., (2007), Project Decisions: The Art and Science
Angie, A. D., Connelly, S., Waples, E. P., & Kligyte, V., (2011), The influence of discrete emotions on judgement and decision-making: A meta-analytic review.
Lerner, J.S., Small, D.A., & Loewenstein, G. (2004), Heart strings and purse strings: carry-over effects of emotions on economic decisions.
Thaler, R.H., Sunstein, C.R., (2009), Nudge: Improving Decisions About Health, Wealth and Happiness
(2007), The Influence of Heredity and Environment, Intelligence, SparkNotes Psychology Guide Series
Lockton D.J.G., Harrison.D, Stanton, N.A., (2010), Design with Intent: 101 Patterns for Influencing Behaviour Through Design
Battistone, A., (2011), Architecture and the Environment: Effects on Human Behavior
Meacham.W., (2012), Examining How Sustainability and Architecture Influence Human Behavior in Environmental Psychology,
[REFERENCES C0NT.]
Wood, C., (2010), Religion affects decisions by shaping how we perceive
Schlafly, P., (2008). How the Government Influences 0ur Culture
Fischoff, S., (2005). Media psychology: A personal essay in definition and
purview, Journal of Media Psychology, 10(1), 1-21.
Bringham, D., (2010). Media Effects and Effectors: A Study on the Possible
Effects of Media and the Intent of Future Media Effectors to Use Media
to Influence 0thers.
Rogers, S., (2011), Government spending by department, 2010-11: get
the data, The Guardian

1
2
0BJECTIVES
DECISI0N; H0W D0 Y0U MAKE Y0URS?
As intelligent, competent human beings, we like to think that we know our own minds. Most of us would agree that the choices we make come about through sensible decision-making
processes and would ultimately be able to rationalize the majority of decisions we make. For the most part this is true, when making decisions we consciously use decision-making
processes such as the following:
HEURISTICS
Unconsciously, we use mental shortcuts that reduce the cognitive burden associated with decision-making processes. These are heuristics, decision-making strategies with the ability to scrutinize few signals,
streamlining the decision-making process and ultimately reduce the amount of decision-making necessary in making the choice. They are based on little information but are likely to be correct.
T0 WHAT EXTENT ARE 0UR
DECISI0NS REALLY 0UR 0WN?
PR0S & C0NS
Listing the advantages and
disadvantages of each option.
Calculating the cost of each option and
then picking the option with the least
cost.
Choosing between alternatives. 0rdering the alternatives in terms of
preference and choosing the highest.
Examining alternatives until an
acceptable one is found.
0PP0RTUNITY C0ST ELIMINATI0N BY ASPECTS SATISFICING PRI0RITIZATI0N
People judge higher priced items to have a higher quality than lower priced items.
People consider how contemptible a crime is by deciding punishment.
In the event that one of two things is recognizable people will choose the recognized thing.
People are inclined to retrieve information that is most readily available in making a decision.
TYPES 0F HEURISTICS
PRICE HEURISTIC
0UTRAGE HEURISTIC
REPRESENTATIVE
AVAILABILITY
ANCH0RING & ADJUSTMENT
A base-level decision making heuristic in instances where an estimate of value is needed. Individuals first use an anchor (a rough
estimate that occurs initially) and adjust their estimate accordingly until a reasonable answer is reached. Initial estimates
usually gravitate towards the anchor where in actual fact the correct value is likely to be further away.
INFLUENCE 0F 0THER PE0PLE 0N DECISI0N
~AS WE GR0W 0LDER WE DEVEL0P A SEC0NDARY PERS0NALITY
F0R THE PUBLIC, LEAVING THE PRIVATE, THE REAL
PERS0NALITY F0R 0UR L0VED 0NES." ALICE WANG
When it comes to being influenced by other people, the
conscious and unconscious both play integral parts
in determining our behaviour. In the same way that
we sometimes consciously alter our choices based on
what we perceive people to think, studies show that
the behaviour of other people can determine changes
in our own behaviour that we aren't aware of. 0ne
example is ~mimicry" or the ~Chameleon effect".
Mimicry refers to the unconscious mimicking of
postures, facial expressions, mannerisms, verbal
and nonverbal behaviors of other people.
~M0NKEY SEE,
M0NKEY D0."
The reverse side
to this, how we
consciously alter
our decisions in
response to other
people, can be
demonstrated in
part by:
RECIPR0CITY
C0MMITMENT
S0CIAL PR00F
LIKING
AUTH0RITY
We feel obliged to offer concessions to others once they have offered them to us because we dislike feeling
indebted.
We have a deep desire to be consistent; once we've committed to someone/something we're more likely to go
through with it.
We believe that if lots of people are doing something then it must be acceptable.
We're more easily influenced by people we like.
We feel a sense of obligation to people in positions of authority.
INFLUENCE 0F PAST DECISI0N
0N DECISI0N
Studies show that when something
positive results from a decision, in the
future given a similar situation we are
more likely to decide in a similar way,
regardless of new variables present in
the new situation. 0nce we've rejected
something we find it very difficult to
resurrect it as an option. This is known
as Memory Bias.
Memory-based evaluations of a past
event are disproportionally influenced
by the event's peak and end experiences
~ELEPHANTS NEVER F0RGET."
and are insensitive to the event's
duration.
Memory Bias runs parallel with Choice-
Supportive Bias, the tendency to
distort memories and ascribe positive
attributes to the choices we have made
to make them appear to be the best
that could have be made, and together
do not always result in the wisest
decision being made.
INFLUENCE 0F EM0TI0N 0N DECISI0N
~SEC0ND MARRIAGE IS THE TRIUMPH 0F H0PE
0VER EXPERIENCE" SAMUEL J0HNS0N
THE
L0EWENSTEIN-LERNER
CLASSIFICATI0N....
...categorizes the types of influence
our emotions can have on our
decisions into two parts; ANTICIPATED
EM0TI0N and IMMEDIATE EM0TI0N.
{
IMMEDIATE EM0TI0N
ANTICIPATED EM0TI0N
refers to emotions experienced during decision-making which can impact the decision-making
process incidentally, or unconsciously. Intense emotions exact a higher influence on the decision-
making and the sooner the impending outcome of the decision can increase the intensity of the
initial emotion involved.
describes expectations the person themself has about how they will feel once gains or losses
associated with the decision are experienced. This could also be described as the conscious effect
of emotion on decision, when a person anticipates how they will feel and alters their decision
accordingly.
The initial distortion in cognition and decision-making can be put down to ~Emotional Bias". A
person is inclined to believe something with a positive emotional effect that gives a pleasant
feeling, even if there is evidence to the contrary. Experiments in neuroscience have shown how
emotion and cognition, which are in different areas of the human brain, interfere with each other
when it comes to decision-making, resulting in primacy of emotion over reasoning.
INFLUENCE 0F THE ENVIR0NMENT 0N DECISI0N
~THERE IS N0 D0UBT WHATS0EVER AB0UT THE
INFLUENCE 0F ARCHITECTURE AND STRUCTURE UP0N
HUMAN CHARACTER AND ACTI0N. WE MAKE 0UR BUILDINGS
AND AFTERWARDS THEY MAKE US. THEY REGULATE THE
C0URSE 0F 0UR LIVES." WINST0N CHURCHILL
How our environment influences us can be categorized into two parts, how the natural environment influences us and how the
designed environment influences us.
The designed environment encompasses all aspects of
the environment which have been purposely designed or
adapted by humans to alter human behaviour.
The natural environment refers not to the geographical element
of an environment, but the communities and social constitutions
that have evolved naturally with little human intervention;
elements such as status, class, race, how people interact with one
another in particular environments, are factors of the natural
environment.
Evidence supporting the influence of the natural environment can
be gleaned from adoption studies which suggest the following:
DESIGNED ENVIR0NMENT NATURAL ENVIR0NMENT
3
4
5
Adopted children show some similarity in IQ to their adopted parents.
Siblings reared together are more similar in IQ than siblings reared apart.
Biologically unrelated children raised together have some similarity in IQ.
IQ declines over time in children raised in deprived environments such as understaffed
orphanages or circumstances of poverty and isolation.
People's performance on IQ tests has improved over time in industrial countries.
Studies have shown a significant inconsistency in average
IQ scores between white and minority groups in America. 0n
average Black, Native American and Hispanic people typically
CIALDINI'S
~PRINCIPLES 0F INFLUENCE."
In terms of deliberate human influence through the environment,
there is a long-standing thread of recognition that the
way people live their lives is directly linked to the designed
environment in which they live. Thaler and Sunstein in
particular believe that in designing and constructing
environments in which people live and work, architects and
planners are involved in ~nudging" human behaviour.
Human behaviour can be influenced through the arrangement
of physical space; physical structures can effect an
individual's mood and perceptions of their surroundings, and
by influencing a person's mood and perceptions, a
person's behaviour can be influenced.
As well as the influence of architecture and designed
space, we are influenced by the design of things around
us, the products, systems and technologies, which
inevitably influence our behaviour, the decisions and
actions we make, whether we notice it or not.
INFLUENCE 0F
RELIGI0N
0N DECISI0N
Numerous studies show how religious beliefs and practices shape people's decisions; religious believers are generally less likely to smoke, drink, or engage in risky sex than non-believers. However, studies by researchers
Hommel and Colzato have brought to light new evidence demonstrating how religious frameworks affect not just people's decisions but their decision-making process as well, by selectively affecting what we find relevant or
important about our environment. Instead of altering our pre-formed views and helping us to make choices based on those original thoughts, Hommel and Colzato found that religion actually helps to shape the base-level context for
decision making; perception. People must not only make decisions but also decide how to make decisions.
{
In light of so many deliberate and intuitive
ways of decision-making, it is not unreasonable
that so many of us would believe we are in
total control of the decisions we make, but in
a world so undeniably full of influence, T0 WHAT
EXTENT CAN THE DECISI0NS WE MAKE REALLY BE
0UR 0WN?
{
@ 691.67bn
T0TAL
G0VT. SPENDING
2010/2011
INFLUENCE 0F THE G0VERNMENT 0N DECISI0N
Being in control of the public spending of the entire country, the government can be seen as one of the most powerful influences on
our culture. Public spending by the UK's central government departments in 2010-2011 amounted to 691.67bn plus 0.34% charge after
inflation in 2009/10. This money carries the power to affect our culture and behaviour through laws, regulations, grants, entitlements
and tax.
What's more, the influence the government holds over the schooling system allows it to have a significant hand in guiding the morals,
attitudes, knowledge and overall decision-making of each generation that passes through.
INFLUENCE 0F THE MEDIA 0N DECISI0N
Results from a study conducted by Galican and Merskin indicate that television is one of the greatest influences on people's views
and understandings. The same study suggests that it is the constancy of television, at least three hours a day, that allows it to be
so influential.
Violence is often used as an example of the influence of television. Studies by the Surgeon General's Scientific Advisory Committee
conclude that there is a connection between viewing television, violence and aggressive acts. Five to six acts of violence appear on
prime-time television per hour.
~MUSIC IS A P0WERFUL T00L THAT CAN
CHANGE THINKING AND ALTER ACTI0NS..."
BARBARA WYATT
Music is another influential medium.
Studies show a definite correlation between rap and heavy metal music and
antisocial behaviour such as drug use, violence, and aggression. According to
Greitmeyer, there is evidence to show music setting a particular mood and
causing sexual arousal.
PRIMARY RESEARCH
Primary research includes ~Decision Diaries" kept to record decisions of both
myself and other people of different age groups and backgrounds. These
decisions were broken down into the different influences that could've
determined the outcome. Further primary research will include creating
some form of installation or imagery and recording how people react to it,
in a similar way to the Rorschach Inkblot Test.
INSIGHTS
In light of all these different influences is not unreasonable to wonder T0 WHAT EXTENT CAN THE DECISI0NS WE MAKE REALLY BE 0UR 0WN?
This research suggests that although some decisions we make are less influenced than others, it isn't physically possible for us to make a decision without it being
influenced in some way. What makes the decision more specific to us individually is how we respond to these different influences; our reactions are what make the
decision truly ours.
From this research it is clear that some influences override others, although it is not clear whether certain influences are stronger than others generally, or if
certain individuals react more strongly to some influences than to other influences. If it is the latter then this reinforces the previous admission that how we
respond to different influences is what makes the decision truly ours.
score lower than white people on standardized IQ tests. Researchers put this down to a history of discrimination; minority groups make up a disproportionately
large part of the lower social classes who exist in a relatively deprived environment, and it is these environmental factors that primarily cause cultural and ethnic
differences.
Insights drawn from this research have opened up two different avenues the project could take. 0ne route would be to explore what it is that makes us react
differently to influences than other people subjected to the same influences. Some say that it is our ability to choose that makes us human, but if we are so
influenced that our choices are not completely our own, what is it that makes us human?
The other side of this would be to ask what would happen if we were completely in control of our choices; if there were no influences, how would our decisions differ?
Although seemingly opposite ideas, both come from the same suggestion of taking away the power of influence, in the first instance by defining ourselves by
something other than our choices, and in the second by investigating what would happen if we eliminated influences entirely.
In either case, the project is intended to take an observational angle, with the intention of making people more aware of the different influences at play when it
comes to making decisions, and perhaps helping to identify in people what it is that makes them, individually, human.
0BJECTIVES
REFERENCES
Dietrich, C., (2010), Decision
Making: Factors that
Influence Decision Making,
Heuristics Used, and Decision
0utcomes. Student Pulse
(2007), How we are being
influenced without even
knowing: Unconscious
integration of external
stimuli, Serendip Studio
Gueguen, N., Jacob, C., &
Martin, A., (2009), Mimicry in
social interaction: Its effect
on human judgment and
behavior. European Journal
of Sciences, 8.
Cialdini, R. B. (2006),
Influence: The psychology of
persuasion. HarperBusiness.
Albrighton, T., (2010),
Marketing with 20:20, Vision,
Cognitive Biases in Marketing,
Decision Biases
Hsee, C. K., & Hastie, R.
(2006), Decision and
experience: why don't we
choose what makes us happy?
DESN 3989: INDEPENDENT RESEARCH PR0JECT
JESSICA TURNER 200456908
PR0JECT DEVEL0PLENT SCHEDULE
1 2 3 4 5 6 7 8 9 10 11
WRITING BRIEF &
BRIEF DEVEL0PMENT
RESEARCH
C0NCEPT
DEVEL0PMENT
PR0JECT PLAN
INITIAL DESIGNS
DESIGN DEVEL0PMENT
FINAL DESIGNS &
REFINEMENT
PR0DUCTI0N
SUBMISSI0N
[REFERENCES C0NT.]
Trends in cognitive sciences, 10(1), 31-37.
Virine, L., Trumper, M., (2007), Project Decisions: The Art and Science
Angie, A. D., Connelly, S., Waples, E. P., & Kligyte, V., (2011), The influence of discrete emotions on judgement and decision-making: A meta-analytic review.
Lerner, J.S., Small, D.A., & Loewenstein, G. (2004), Heart strings and purse strings: carry-over effects of emotions on economic decisions.
Thaler, R.H., Sunstein, C.R., (2009), Nudge: Improving Decisions About Health, Wealth and Happiness
(2007), The Influence of Heredity and Environment, Intelligence, SparkNotes Psychology Guide Series
Lockton D.J.G., Harrison.D, Stanton, N.A., (2010), Design with Intent: 101 Patterns for Influencing Behaviour Through Design
Battistone, A., (2011), Architecture and the Environment: Effects on Human Behavior
Meacham.W., (2012), Examining How Sustainability and Architecture Influence Human Behavior in Environmental Psychology,
[REFERENCES C0NT.]
Wood, C., (2010), Religion affects decisions by shaping how we perceive
Schlafly, P., (2008). How the Government Influences 0ur Culture
Fischoff, S., (2005). Media psychology: A personal essay in definition and
purview, Journal of Media Psychology, 10(1), 1-21.
Bringham, D., (2010). Media Effects and Effectors: A Study on the Possible
Effects of Media and the Intent of Future Media Effectors to Use Media
to Influence 0thers.
Rogers, S., (2011), Government spending by department, 2010-11: get
the data, The Guardian

1
2
0BJECTIVES
DECISI0N; H0W D0 Y0U MAKE Y0URS?
As intelligent, competent human beings, we like to think that we know our own minds. Most of us would agree that the choices we make come about through sensible decision-making
processes and would ultimately be able to rationalize the majority of decisions we make. For the most part this is true, when making decisions we consciously use decision-making
processes such as the following:
HEURISTICS
Unconsciously, we use mental shortcuts that reduce the cognitive burden associated with decision-making processes. These are heuristics, decision-making strategies with the ability to scrutinize few signals,
streamlining the decision-making process and ultimately reduce the amount of decision-making necessary in making the choice. They are based on little information but are likely to be correct.
T0 WHAT EXTENT ARE 0UR
DECISI0NS REALLY 0UR 0WN?
PR0S & C0NS
Listing the advantages and
disadvantages of each option.
Calculating the cost of each option and
then picking the option with the least
cost.
Choosing between alternatives. 0rdering the alternatives in terms of
preference and choosing the highest.
Examining alternatives until an
acceptable one is found.
0PP0RTUNITY C0ST ELIMINATI0N BY ASPECTS SATISFICING PRI0RITIZATI0N
People judge higher priced items to have a higher quality than lower priced items.
People consider how contemptible a crime is by deciding punishment.
In the event that one of two things is recognizable people will choose the recognized thing.
People are inclined to retrieve information that is most readily available in making a decision.
TYPES 0F HEURISTICS
PRICE HEURISTIC
0UTRAGE HEURISTIC
REPRESENTATIVE
AVAILABILITY
ANCH0RING & ADJUSTMENT
A base-level decision making heuristic in instances where an estimate of value is needed. Individuals first use an anchor (a rough
estimate that occurs initially) and adjust their estimate accordingly until a reasonable answer is reached. Initial estimates
usually gravitate towards the anchor where in actual fact the correct value is likely to be further away.
INFLUENCE 0F 0THER PE0PLE 0N DECISI0N
~AS WE GR0W 0LDER WE DEVEL0P A SEC0NDARY PERS0NALITY
F0R THE PUBLIC, LEAVING THE PRIVATE, THE REAL
PERS0NALITY F0R 0UR L0VED 0NES." ALICE WANG
When it comes to being influenced by other people, the
conscious and unconscious both play integral parts
in determining our behaviour. In the same way that
we sometimes consciously alter our choices based on
what we perceive people to think, studies show that
the behaviour of other people can determine changes
in our own behaviour that we aren't aware of. 0ne
example is ~mimicry" or the ~Chameleon effect".
Mimicry refers to the unconscious mimicking of
postures, facial expressions, mannerisms, verbal
and nonverbal behaviors of other people.
~M0NKEY SEE,
M0NKEY D0."
The reverse side
to this, how we
consciously alter
our decisions in
response to other
people, can be
demonstrated in
part by:
RECIPR0CITY
C0MMITMENT
S0CIAL PR00F
LIKING
AUTH0RITY
We feel obliged to offer concessions to others once they have offered them to us because we dislike feeling
indebted.
We have a deep desire to be consistent; once we've committed to someone/something we're more likely to go
through with it.
We believe that if lots of people are doing something then it must be acceptable.
We're more easily influenced by people we like.
We feel a sense of obligation to people in positions of authority.
INFLUENCE 0F PAST DECISI0N
0N DECISI0N
Studies show that when something
positive results from a decision, in the
future given a similar situation we are
more likely to decide in a similar way,
regardless of new variables present in
the new situation. 0nce we've rejected
something we find it very difficult to
resurrect it as an option. This is known
as Memory Bias.
Memory-based evaluations of a past
event are disproportionally influenced
by the event's peak and end experiences
~ELEPHANTS NEVER F0RGET."
and are insensitive to the event's
duration.
Memory Bias runs parallel with Choice-
Supportive Bias, the tendency to
distort memories and ascribe positive
attributes to the choices we have made
to make them appear to be the best
that could have be made, and together
do not always result in the wisest
decision being made.
INFLUENCE 0F EM0TI0N 0N DECISI0N
~SEC0ND MARRIAGE IS THE TRIUMPH 0F H0PE
0VER EXPERIENCE" SAMUEL J0HNS0N
THE
L0EWENSTEIN-LERNER
CLASSIFICATI0N....
...categorizes the types of influence
our emotions can have on our
decisions into two parts; ANTICIPATED
EM0TI0N and IMMEDIATE EM0TI0N.
{
IMMEDIATE EM0TI0N
ANTICIPATED EM0TI0N
refers to emotions experienced during decision-making which can impact the decision-making
process incidentally, or unconsciously. Intense emotions exact a higher influence on the decision-
making and the sooner the impending outcome of the decision can increase the intensity of the
initial emotion involved.
describes expectations the person themself has about how they will feel once gains or losses
associated with the decision are experienced. This could also be described as the conscious effect
of emotion on decision, when a person anticipates how they will feel and alters their decision
accordingly.
The initial distortion in cognition and decision-making can be put down to ~Emotional Bias". A
person is inclined to believe something with a positive emotional effect that gives a pleasant
feeling, even if there is evidence to the contrary. Experiments in neuroscience have shown how
emotion and cognition, which are in different areas of the human brain, interfere with each other
when it comes to decision-making, resulting in primacy of emotion over reasoning.
INFLUENCE 0F THE ENVIR0NMENT 0N DECISI0N
~THERE IS N0 D0UBT WHATS0EVER AB0UT THE
INFLUENCE 0F ARCHITECTURE AND STRUCTURE UP0N
HUMAN CHARACTER AND ACTI0N. WE MAKE 0UR BUILDINGS
AND AFTERWARDS THEY MAKE US. THEY REGULATE THE
C0URSE 0F 0UR LIVES." WINST0N CHURCHILL
How our environment influences us can be categorized into two parts, how the natural environment influences us and how the
designed environment influences us.
The designed environment encompasses all aspects of
the environment which have been purposely designed or
adapted by humans to alter human behaviour.
The natural environment refers not to the geographical element
of an environment, but the communities and social constitutions
that have evolved naturally with little human intervention;
elements such as status, class, race, how people interact with one
another in particular environments, are factors of the natural
environment.
Evidence supporting the influence of the natural environment can
be gleaned from adoption studies which suggest the following:
DESIGNED ENVIR0NMENT NATURAL ENVIR0NMENT
3
4
5
Adopted children show some similarity in IQ to their adopted parents.
Siblings reared together are more similar in IQ than siblings reared apart.
Biologically unrelated children raised together have some similarity in IQ.
IQ declines over time in children raised in deprived environments such as understaffed
orphanages or circumstances of poverty and isolation.
People's performance on IQ tests has improved over time in industrial countries.
Studies have shown a significant inconsistency in average
IQ scores between white and minority groups in America. 0n
average Black, Native American and Hispanic people typically
CIALDINI'S
~PRINCIPLES 0F INFLUENCE."
In terms of deliberate human influence through the environment,
there is a long-standing thread of recognition that the
way people live their lives is directly linked to the designed
environment in which they live. Thaler and Sunstein in
particular believe that in designing and constructing
environments in which people live and work, architects and
planners are involved in ~nudging" human behaviour.
Human behaviour can be influenced through the arrangement
of physical space; physical structures can effect an
individual's mood and perceptions of their surroundings, and
by influencing a person's mood and perceptions, a
person's behaviour can be influenced.
As well as the influence of architecture and designed
space, we are influenced by the design of things around
us, the products, systems and technologies, which
inevitably influence our behaviour, the decisions and
actions we make, whether we notice it or not.
INFLUENCE 0F
RELIGI0N
0N DECISI0N
Numerous studies show how religious beliefs and practices shape people's decisions; religious believers are generally less likely to smoke, drink, or engage in risky sex than non-believers. However, studies by researchers
Hommel and Colzato have brought to light new evidence demonstrating how religious frameworks affect not just people's decisions but their decision-making process as well, by selectively affecting what we find relevant or
important about our environment. Instead of altering our pre-formed views and helping us to make choices based on those original thoughts, Hommel and Colzato found that religion actually helps to shape the base-level context for
decision making; perception. People must not only make decisions but also decide how to make decisions.
{
In light of so many deliberate and intuitive
ways of decision-making, it is not unreasonable
that so many of us would believe we are in
total control of the decisions we make, but in
a world so undeniably full of influence, T0 WHAT
EXTENT CAN THE DECISI0NS WE MAKE REALLY BE
0UR 0WN?
{
@ 691.67bn
T0TAL
G0VT. SPENDING
2010/2011
INFLUENCE 0F THE G0VERNMENT 0N DECISI0N
Being in control of the public spending of the entire country, the government can be seen as one of the most powerful influences on
our culture. Public spending by the UK's central government departments in 2010-2011 amounted to 691.67bn plus 0.34% charge after
inflation in 2009/10. This money carries the power to affect our culture and behaviour through laws, regulations, grants, entitlements
and tax.
What's more, the influence the government holds over the schooling system allows it to have a significant hand in guiding the morals,
attitudes, knowledge and overall decision-making of each generation that passes through.
INFLUENCE 0F THE MEDIA 0N DECISI0N
Results from a study conducted by Galican and Merskin indicate that television is one of the greatest influences on people's views
and understandings. The same study suggests that it is the constancy of television, at least three hours a day, that allows it to be
so influential.
Violence is often used as an example of the influence of television. Studies by the Surgeon General's Scientific Advisory Committee
conclude that there is a connection between viewing television, violence and aggressive acts. Five to six acts of violence appear on
prime-time television per hour.
~MUSIC IS A P0WERFUL T00L THAT CAN
CHANGE THINKING AND ALTER ACTI0NS..."
BARBARA WYATT
Music is another influential medium.
Studies show a definite correlation between rap and heavy metal music and
antisocial behaviour such as drug use, violence, and aggression. According to
Greitmeyer, there is evidence to show music setting a particular mood and
causing sexual arousal.
PRIMARY RESEARCH
Primary research includes ~Decision Diaries" kept to record decisions of both
myself and other people of different age groups and backgrounds. These
decisions were broken down into the different influences that could've
determined the outcome. Further primary research will include creating
some form of installation or imagery and recording how people react to it,
in a similar way to the Rorschach Inkblot Test.
INSIGHTS
In light of all these different influences is not unreasonable to wonder T0 WHAT EXTENT CAN THE DECISI0NS WE MAKE REALLY BE 0UR 0WN?
This research suggests that although some decisions we make are less influenced than others, it isn't physically possible for us to make a decision without it being
influenced in some way. What makes the decision more specific to us individually is how we respond to these different influences; our reactions are what make the
decision truly ours.
From this research it is clear that some influences override others, although it is not clear whether certain influences are stronger than others generally, or if
certain individuals react more strongly to some influences than to other influences. If it is the latter then this reinforces the previous admission that how we
respond to different influences is what makes the decision truly ours.
score lower than white people on standardized IQ tests. Researchers put this down to a history of discrimination; minority groups make up a disproportionately
large part of the lower social classes who exist in a relatively deprived environment, and it is these environmental factors that primarily cause cultural and ethnic
differences.
Insights drawn from this research have opened up two different avenues the project could take. 0ne route would be to explore what it is that makes us react
differently to influences than other people subjected to the same influences. Some say that it is our ability to choose that makes us human, but if we are so
influenced that our choices are not completely our own, what is it that makes us human?
The other side of this would be to ask what would happen if we were completely in control of our choices; if there were no influences, how would our decisions differ?
Although seemingly opposite ideas, both come from the same suggestion of taking away the power of influence, in the first instance by defining ourselves by
something other than our choices, and in the second by investigating what would happen if we eliminated influences entirely.
In either case, the project is intended to take an observational angle, with the intention of making people more aware of the different influences at play when it
comes to making decisions, and perhaps helping to identify in people what it is that makes them, individually, human.
0BJECTIVES
REFERENCES
Dietrich, C., (2010), Decision
Making: Factors that
Influence Decision Making,
Heuristics Used, and Decision
0utcomes. Student Pulse
(2007), How we are being
influenced without even
knowing: Unconscious
integration of external
stimuli, Serendip Studio
Gueguen, N., Jacob, C., &
Martin, A., (2009), Mimicry in
social interaction: Its effect
on human judgment and
behavior. European Journal
of Sciences, 8.
Cialdini, R. B. (2006),
Influence: The psychology of
persuasion. HarperBusiness.
Albrighton, T., (2010),
Marketing with 20:20, Vision,
Cognitive Biases in Marketing,
Decision Biases
Hsee, C. K., & Hastie, R.
(2006), Decision and
experience: why don't we
choose what makes us happy?
DESN 3989: INDEPENDENT RESEARCH PR0JECT
JESSICA TURNER 200456908
PR0JECT DEVEL0PLENT SCHEDULE
1 2 3 4 5 6 7 8 9 10 11
WRITING BRIEF &
BRIEF DEVEL0PMENT
RESEARCH
C0NCEPT
DEVEL0PMENT
PR0JECT PLAN
INITIAL DESIGNS
DESIGN DEVEL0PMENT
FINAL DESIGNS &
REFINEMENT
PR0DUCTI0N
SUBMISSI0N
[REFERENCES C0NT.]
Trends in cognitive sciences, 10(1), 31-37.
Virine, L., Trumper, M., (2007), Project Decisions: The Art and Science
Angie, A. D., Connelly, S., Waples, E. P., & Kligyte, V., (2011), The influence of discrete emotions on judgement and decision-making: A meta-analytic review.
Lerner, J.S., Small, D.A., & Loewenstein, G. (2004), Heart strings and purse strings: carry-over effects of emotions on economic decisions.
Thaler, R.H., Sunstein, C.R., (2009), Nudge: Improving Decisions About Health, Wealth and Happiness
(2007), The Influence of Heredity and Environment, Intelligence, SparkNotes Psychology Guide Series
Lockton D.J.G., Harrison.D, Stanton, N.A., (2010), Design with Intent: 101 Patterns for Influencing Behaviour Through Design
Battistone, A., (2011), Architecture and the Environment: Effects on Human Behavior
Meacham.W., (2012), Examining How Sustainability and Architecture Influence Human Behavior in Environmental Psychology,
[REFERENCES C0NT.]
Wood, C., (2010), Religion affects decisions by shaping how we perceive
Schlafly, P., (2008). How the Government Influences 0ur Culture
Fischoff, S., (2005). Media psychology: A personal essay in definition and
purview, Journal of Media Psychology, 10(1), 1-21.
Bringham, D., (2010). Media Effects and Effectors: A Study on the Possible
Effects of Media and the Intent of Future Media Effectors to Use Media
to Influence 0thers.
Rogers, S., (2011), Government spending by department, 2010-11: get
the data, The Guardian

1
2
0BJECTIVES
JESSICA TURNER P0RTF0LI0
~MILK PR0FILES"
BRAND IDENTITY
Different personalities of a group represented by a glass of milk to create a uniform identity.
JESSICA TURNER P0RTF0LI0
DISC0VER S0CIAL MEDIA
FACEB00K LANDING PAGES
A selection of Facebook landing pages for Discover Social Media.
JESSICA TURNER P0RTF0LI0
~SMELLS FISHY" TUNA
PR0DUCT REBRAND
An illustrated ~comic-strip" style advert from a project aiming to rebrand an everyday product.
JESSICA TURNER P0RTF0LI0
~C0NTR0L Y0UR CHA0S."
~NIKE FREE" CAMPAIGN
Concept for a campaign to promote the ~Nike Free" Running Shoe.