Cum luam deciziile

Kevin Roberts CEO Worldwide Saatchi & Saatchi, cel care a spus ca brandurile sunt depasite si a introdus conceptul de lovemark, a publicat doua articole interesante despre modul in care luam decizii.

The Human mirror:

John Bargh from Yale reckons that we evaluate everything as good or bad in 0.25 seconds.

Men only took about four seconds to decide whether or not they were interested in one of the women, and after 8.2 seconds: game, set, match. Women were not influenced by looks in the same way and gave all prospects almost equal contemplation.

Brain power:

Now Lehrer has tackled another theme even closer to my heart in How We Decide. Here he explores how emotions play their part in creating and shaping the brain’s responses as we make our thousands of decisions every day.

Lehrer is a great storyteller with a great story to tell – the story of the emotional brain. The tale of a radar operator who took action when the blip on his screen looked like an aircraft but felt like a missile, or the pilot who landed a DC-10 without hydraulics and with instinct.

Lehrer concludes with a simple rule of thumb. We all know it and we all know we should follow it, but as we get more experienced and more educated it gets harder to do. If it doesn’t feel right, or it feels too good to be true, it probably is.