The imperative arrow

Chapter 4: Cognitive advantages (aka no other theory is as powerful)
Munich airport, Apr 2015. Image credit: RC.

Roberto’s voice: “I am paranoid enough to check the presence of rescue ways in hotels and airports when danger is not imminent, so as to be prepared if accidents happen.” But imagine reading this sign in a hurry, under pressure, when something does happen. The orange dot is processed as “you are here”, and this is what the legend says – confirming what you know about red dots, current positions, and maps. Then follows the green arrow, which in this context is highly ambiguous. It purports to be part of the legend, inviting you to look at the map to check the presence of the rescue way, but at the same time, given its iconic force, it also invites you to just run to the right of the sign. Under pressure, the second interpretation becomes pretty salient. (When we are under pressure, we tend to be overwhelmed by automatic, “system 1” reaction patterns.)

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