When you understand how people make decisions, you can influence the decision they will make and how quickly and easily they make their choice.
In the first part of the chapter you will learn how we all look for easy ways to make a decision when the complexity of our choice seems to outweigh the importance of the outcome. We take shortcuts. These shortcuts are wired into the way our brains work, so we are influenced by them even when we really ought to think the decision through with great care. In this sense, we are all the same.
However, we all differ in the criteria we apply to making a conscious decision. The second section of this chapter ...
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