Dec 10, 2022 12:00:00

What is the ``bat and ball problem'' that reveals cognitive functions and how to deal with it?

Questions such as 'Bat and ball together cost 11,000 yen, and the bat costs 10,000 yen more than the ball, so what is the price of the ball?' About 50% said they got the answer wrong. Howie Mann, a business writer, explained the cause of intuitively thinking of the wrong solution, how to deal with it, and how to apply it to work.

Cognitive Reflection Test - Examples of Reacting vs Checking

https://mannhowie.com/cognitive-reflection-test

A simple test consisting of three questions to measure the tendency of cognition is called 'cognitive reflex test (CRT)'. One of them is the above-mentioned 'bat and ball problem', and most people seem to think that 'the answer is 1000 yen' at first. However, this is incorrect and the answer is 500 yen.

If the ball is 1,000 yen, the bat is 11,000 yen, and the total is 12,000 yen, which contradicts the question. As anyone can understand if you think carefully, in a survey of 3428 university students, about half of the students left answers that came up intuitively and did not scrutinize the answers.

Well-known psychologist

Daniel Kahneman divides this cognitive bias into two types and introduces that people have two thought processes. One is ``Do it quickly with little conscious thought,'' and the other is ``Think it over and do it slowly.'' The former can be done intuitively and easily, such as answering the question 'What about 5x5?' The latter requires more effort, concentration and calculation, for example when answering '25x7?' It's a necessary process.

Based on the premise that there are two types of thought processes, Mr. Mann introduced how to improve CRT scores, reduce the bias of intuitive thinking, and apply it to business.

◆1: Recognition
It's important to realize that humans always tend to respond 'intuitively' first and resolve quickly. This is unavoidable, but it doesn't matter. It is important to acknowledge this reaction and guide the solution firmly.

◆2: Stop and check
Before you share your opinion, you need to see who your first intuitive idea will affect and how much effort the solution will require.

◆ 3: Ask yourself
Find out who really has the problem, where the problem is coming from, and see again if the original idea can solve these problems.

The following is an example of applying the above method. Thinking from the site operator's point of view, the intuitive idea is to 'implement a system that allows you to upload files by dragging and dropping' in a situation where users are having trouble uploading files. A thoughtful idea is to pause for a moment and look for non-UX factors such as file size and internet speed.

Also, when receiving complaints from users that 'there are too many campaign emails,' the intuitive idea is to 'stop marketing emails.' ``Check the number of complaints and whether the user is an existing paying customer or candidate, and first check whether the number of prospective customers is reaching the ideal target.''