A core concept of our user growth is to guide users to generate HVA. In the process of generating HVA, users need to make some decisions, and decide whether to follow the guidance step by step to generate the HVA we expect. A good user growth project manager must have a research background in psychology and the mental decision-making process. We all know that to make rational decisions, we have to resist the inertia of using system 1 decisions in our lives. But when designing pages and features related to user growth, we want to engage our users in System 1 so that they think quickly, make decisions quickly, and jump to the next step in order to increase conversion rates. From an evolutionary point of view, we tend to keep our energy consumption as low as possible in order to survive and reproduce, while hoarding fat, which is an energy source, is a genetically ingrained instinct. Although the living environment of human beings is vastly different from that of the past, the speed of evolution still lags far behind the development of society. Since system 1 consumes less energy and system 2 consumes more energy, our natural tendency is to use system 1 to make decisions. Many times, our brains call directly into System 1 through heuristic thinking to reduce our cognitive burden and reduce energy expenditure. The essence of heuristic thinking is to find a way for new problems to conform to some processing rules stored in the brain.

Once these new problems find a matching processing rule, we can quickly use the existing processing rules to process the known data and draw conclusions. If we can't find a matching processing rule, we have to start thinking in system 2. Although many complex problems require system 2 to think, primal instincts tempt us to think and make decisions in system 1. Whether we mobilize system 1 or system 2 is influenced by how information is presented. If we follow some basic principles and present information in a certain framework, it will allow the user to very smoothly engage system 1 to think quickly and produce the desired decision.

Stanovich once mentioned a case study to help you understand the impact of framing information. The government has announced a tax reduction policy for the interest of home purchase loans, which is certainly a good thing from the perspective of home buyers, as it reduces the burden of home buyers. But if you look at it from the renter's point of view, people's views may change. Because renters cannot take advantage of this tax break, the policy amounts to a "penalty on renters." Any tax cut that is targeted at a certain group of people is actually a disguised penalty for people outside that particular group. So presenting the tax cut from the renter's point of view changes people's judgment of the policy. "Should there be tax incentives for home mortgages?" This presentation of the framework is clearly to allow people to agree with the policy. "And" Should renters pay more in taxes? This kind of presentation framework is obviously to make people not agree with this policy. As you can see from the above example, the impact of the information presentation framework is so great that people give different answers to essentially the same but seemingly different questions.

A core concept of our user growth is to guide users to generate HVA. In the process of generating HVA, users need to make some decisions, and decide whether to follow the guidance step by step to generate the HVA we expect. A good user growth project manager must have a research background in psychology and the mental decision-making process. We all know that to make rational decisions, we have to resist the inertia of using system 1 decisions in our lives. But when designing pages and features related to user growth, we want to engage our users in System 1 so that they think quickly, make decisions quickly, and jump to the next step in order to increase conversion rates. From an evolutionary point of view, we tend to keep our energy consumption as low as possible in order to survive and reproduce, while hoarding fat, which is an energy source, is a genetically ingrained instinct. Although the living environment of human beings is vastly different from that of the past, the speed of evolution still lags far behind the development of society. Since system 1 consumes less energy and system 2 consumes more energy, our natural tendency is to use system 1 to make decisions. Many times, our brains call directly into System 1 through heuristic thinking to reduce our cognitive burden and reduce energy expenditure. The essence of heuristic thinking is to find a way for new problems to conform to some processing rules stored in the brain.

Once these new problems find a matching processing rule, we can quickly use the existing processing rules to process the known data and draw conclusions. If we can't find a matching processing rule, we have to start thinking in system 2. Although many complex problems require system 2 to think, primal instincts tempt us to think and make decisions in system 1. Whether we mobilize system 1 or system 2 is influenced by how information is presented. If we follow some basic principles and present information in a certain framework, it will allow the user to very smoothly engage system 1 to think quickly and produce the desired decision.

Stanovich once mentioned a case study to help you understand the impact of framing information. The government has announced a tax reduction policy for the interest of home purchase loans, which is certainly a good thing from the perspective of home buyers, as it reduces the burden of home buyers. But if you look at it from the renter's point of view, people's views may change. Because renters cannot take advantage of this tax break, the policy amounts to a "penalty on renters." Any tax cut that is targeted at a certain group of people is actually a disguised penalty for people outside that particular group. So presenting the tax cut from the renter's point of view changes people's judgment of the policy. "Should there be tax incentives for home mortgages?" This presentation of the framework is clearly to allow people to agree with the policy. "And" Should renters pay more in taxes? This kind of presentation framework is obviously to make people not agree with this policy. As you can see from the above example, the impact of the information presentation framework is so great that people give different answers to essentially the same but seemingly different questions.