"But aren't people indecisive?" - Marketing For Hippies

What accounts for this hesitation? Why do we love committers but act like browsers? I think it’s because of three fears. First, we have a fear of regret: we worry that if we commit to something, we will later regret having not committed to something else. Second, we have a fear of association: we think that if we commit to something, we will be vul... See more

Summary.   

From “I like to be efficient” to “I trust my gut” to “I can make a rational decision,” there are a number of deeply ingrained — and counterproductive — myths we tell ourselves about how we make decisions. Underlying these myths are three common and popular ideas that don’t serve us well: First, as busy people, we d

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