“Economists and other social scientists with an interest in decision-making have found that the difference between the rational model (how the decisions ought to be made) and the real world (what decisions are made) is so significant that their rational models can be of little use.”—First Impressions, Marketing, Brand and Participants – Helge Tenno @congbo
“One of the most fundamental insights in brain science is that most of the processes that underlie our decisions are unavailable to our conscious access. They’re done on the basis of intuition or unconscious processing.”—What Makes a Product Cool – The Fast Interview: Steve Quartz on neuromarketing – and why iPods are like heroin.
“An interesting phenomenon in the western world is that as we grow up we tend to deny the irrational. In the western understanding of reason, the rational decisions drive the purchases. We are living in the age of post-rationalizing.”—Runar Doving Mekevarer