|
|
Several recent books have examined how we make choices. Some treat people as rational, some focus on how irrational everyone is, and some even look at whether you like bourbon or shop at Target and use that information to explain all your decisions. But no previous book has explained why different people have such different styles of decision making-and why those styles seem consistent across many contexts. For instance, why is a gambler always a gambler, whether at work, on the highway, or in the voting booth?
Now Duke University professors Scott de Marchi and James T. Hamilton present a bold new theory about how we decide. Based on a groundbreaking survey of more than thirty thousand subjects, their research shows that each of us possesses six core traits that shape every decision, from what to have for lunch to whether to lie on a tax return.
Regardless of the context, we stick with our entrenched habits of mind - such as whether we focus on current or future happiness; how much risk we can handle; or how much we care about hurting others. We're also consistent about how much information we gather before making a choice; how much we care about the opinions of others; and whether we prefer novelty or the tried-and-true.
These six factors, which the authors call TRAITS, offer a new way to explain many puzzling patterns. You'll learn, for instance, why:
People who volunteer are more likely to try online dating.
People who recycle are more likely to get the flu shot.
Ron Paul was a huge fundraiser despite his low poll numbers.
People who churn their stock portfolios don't have a favorite restaurant.
Mac users are more likely than PC users to drink light beer.
The result is a powerful book for marketers and anyone else who aims to understand the unique behavior of individuals, rather than abstract demographic groups. But don't take the authors' word for it. Take the test in the book and see how accurately it proves that you are what you choose.
|
 |
|
All contents of the site © 2009 Scott de Marchi and James T. Hamilton.
|
|
|
