In experiment after experiment, the real-world human decision-making process falls outside of rational economic theory. Indeed, many of the decisions we make are completely irrational.
Don’t take my word for it.
Dr. Dan Ariely‘s book Predictably Irrational explores our irrationality and motivations in great detail. If you don’t want to read the book then I highly recommend checking out his Ted Talk:
Simply put, our instinctive brain often seems to take control at the pivotal moment of choice. If you could understand why and how this happens, you can better predict your customers’ behavior and give them the value that they’re looking for.
This is where social cognition and behavioral psychology come into play. It’s an area that the marketing team here at Process Street is spending a great deal of time studying so that we can better serve our customer.
Social cognition is the study of how our minds interpret people and the world around us. This article will give you a primer into some of the core concepts and go over real-world examples to help solidify these principles.
You’ll learn how to have a better understanding of how people interpret your messages (marketing, personal, etc…) and be able to apply these concepts to all areas of your life. You’ll be able to communicate to your audience effectively and accurately.
“I am like a machine being driven to excessive rotations: the bearings are incandescing and, in a minute, melted metal will begin to drip and everything will turn to nothing. Quick: get cold water, logic. I am pouring it over myself by the bucketload but the logic sizzles on the hot bearings and dissipates elusive white steam into the air.” – Yevgeny Zamyatin
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