Shane Frederick,
Professor of
Marketing, Yale
SOM
In this session,
Frederick will
reprise two themes
from Daniel
Kahneman's
Nobel Prize winni
(
more)
Shane Frederick, Professor of Marketing, Yale SOM
In this session, Frederick will reprise two themes from Daniel Kahneman's Nobel Prize winning research. He will summarize the processes that govern the workings of the "intuitive mind" and discuss how intuitive impressions can dominate subsequent judgments and decisions -- even in the minority of cases in which people have the disposition and motivation to reflect upon those intuitions. Frederick will discuss two complementary concepts from this "dual system" perspective: (1) The idea of "framing effects" (that decision makers are incredibly suggestible as to which subset of relevant information they focus upon), and that this entails a need to carefully consider which frames we adopt and which we impose and (2) The notion of "attribute substitution" (that judgments are often based on the most salient cues rather than the most relevant cues).
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