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ChristianKl comments on "Stupid" questions thread - Less Wrong Discussion
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The concepts of mental models is very popular in usability design.
It's quite useful to distinguish a websites features from the features that the model of the website that the user has in it's head.
If you want to predict what the user does than it makes sense to speak of his model of the world whether or not you can change that model. You have to work with the model that's there. Whether or not the user is conscious of the feature of his model doesn't matter much.