 |
By the time we comprehend and digest information, it is not necessarily a true reflection of reality. Instead, it is our representation of reality, and this is the input we base our decisions on.
|
243 |
 |
Once we understand when and where we may make erroneous decisions, we can try to be more vigilant, force ourselves to think differently about these decisions, or use technology to overcome our inherent shortcomings.
|
244 |
 |
Consumers used to make decisions relative to other things… But today, more and more decisions are based on the absolute value of things.
|
004 |
 |
…our decisions are no longer driven only by what happens to be in front of us or is top-of-mind. Instead, we can easily and quickly evaluate things based on a global context…
|
008 |
 |
It’s hard to position things in people’s minds when they have access to all the information they need.
|
015 |
 |
…market research tries to predict people’s preferences, but increasingly, decisions are influenced by the opinions of other consumers and experts.
|
015 |
 |
…once an intention to buy is formed, the decision is pretty much already made.
|
037 |
 |
While emotional response is often very important, for products and services that have specs quality is usually regarded by consumers as the most important consideration that should guide choices.
|
040 |
 |
…user and expert reviews have the potential to provide essential information about quality, and help make better decisions.
|
056 |
 |
Most consumers are likely to find the information equilibrium that fits them – the amount of information they feel can help them make better decisions.
|
067 |
