human decisionmaking

I’ve been thinking about how people make decisions.  It seems to me there are at least 5 ways:

  • from authority
  • from tradition
  • from peers
  • from emotion
  • from evidence

I find it interesting how much emphasis is placed in change debates (e.g. modal shift) on “from evidence”, where people pile on data points and charts, when it’s clear from modern marketing that other approaches are very compelling.