Chapter six talks about judgement and shifting negative behavior. Norms are behaviors that are common for people within a certain culture or group. If someone thinks that one a design goes against the norms that they believe in then they tend to have a judgement of the design which could resulting a negative behavior. Judgements can cause a cultural shift in society if the judgement is spread wide enough throughout the viewers. This chapter also talks about discursive design. This is a category of design that treats products as ideas rather than just “instruments of utility”. The last thing talked about in chapter 6 is shifting negative behavior through design. Negative behaviors can be shifted by making people rethink their stance on a product. Also, negative behaviors can be shifted by changing a product and re-introducing it to the negatively influences customers.
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