Chapter 9

Coherence

“When God said, ‘Let there be light,’ He surely must have meant perfectly coherent light.”

—Physicist Charles Townes commenting on our ability to understand the secrets of the universe

What Is a Belief?

A belief is what we accept to be true. For discussion purposes, when I refer to a “belief,” I am referring to a propositional belief, as opposed, say, to moral, religious, or political beliefs. For example, “The most significant factor affecting the purchase of our product is its perceived quality,” is a propositional belief. Your propositional beliefs about marketing help shape the marketing decisions you make.

Clearly, managers hold more confidence in some beliefs than others. For instance, depending on ...

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