Decision-Making

People either use heuristics and short-cuts in decision-making or they systematically process the merits and demerits of a given argument.

Heuristics include our own emotions as we ask ‘How do I feel about this?’ although this can cause a problem where we mix up the cause and effect of our emotions.

Systematic processing is more likely when:

1. Careful thought is likely to generate judgment confidence.
2. The message is uncertain or unexpected and more thought is needed to work out what it means. 
3. The message is particularly relevant to the person, such as when it is about them personally or about their goals or interests.
4. The person does not agree with the message or feels threatened, and is seeking to resist any persuasive attempts.

Example

When asked to donate to a charity I will quickly dig into my pocket. If asked to help more actively, I will think about it more carefully.

Use it

Embed heuristics and trite statements in a peripherally-aimed speech and there’s a good chance they will get through.

One last thing

When things are important do not use short-cut decision-making, especially if others are encouraging you to do so.


TJ