Marketing Decision-Making: Similarity to the 94% Who Don’t Trust Mainstream Media

Marketing decision-making is a science for some, a gut reaction for others. And the latter group is concerning, because people are easily misled when presented with things they want to believe.

Writing in his book, “Thinking Fast and Slow,” Daniel Kahneman says:

“The psychologist Paul Slovic has proposed an affect heuristic in which people let their likes and dislikes determine their beliefs about the world … His work offers a picture of Mr. and Ms. Citizen that is far from flattering: guided by emotion rather than by reason, easily swayed by trivial details, and inadequately sensitive to differences between low and negligibly low probabilities.”

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