… presented volunteers with the briefest glimpses of web pages previously rated as being either easy on the eye or particularly jarring, and asked them to rate the websites on a sliding scale of visual appeal. Even though the images flashed up for just 50 milliseconds, their verdicts tallied well with judgements made after a longer period of scrutiny.
I am a little skeptical about the above experimental setup though their arguments (like, cognitive bias) & inferences are quite acceptable. Is it a case of reverse engineering? Where a solution is assumed and a technique is evolved.
This is because of ‘cognitive bias’, Lindgaard explains. People enjoy being right, so continuing to use a website that gave a good first impression helps to ‘prove’ to themselves that they made a good initial decision.
Did they fall prey to their own theory? Or am I just being too skeptical on this one without much detail? For you, to decide.