The Cognitive Bias in Cross-Cultural Design

Abstract

Cognitive biases are often treated as cognitive constraints or flaws in the design of the mind that were not overcome. But in an evolutionary perspective, they do make a lot of sense as they were evolved and not eliminated. This chapter provides an original and positive perspective to view cognitive bias. The outline includes the theoretical framework and empirical research on the cognitive bias in the cross-cultural design and the integrative framework of design processing with the consideration of the cognitive bias. The first section reviewed the foundations of cognitive bias in cross-cultural design and discussed the relationship between cognitive bias and user-centered design. The second and third sections summarized the empirical researches on the cognitive bias in cross-cultural design. In the last section, we addressed handling cognitive bias would link design processing with innovation outcomes for the system design in cultural contexts and design team.