January 18, 2017

No, You Don’t Have the Next Hit in That Hot Category – But Here’s Why You Think You Do

If a DR marketer has an unexpected hit, that marketer and the rest of the industry will start to believe they have discovered a “hot” category and follow with a string of failures. I call it the "Siren" effect. Israeli psychologist Daniel Kahneman called it something else, and his work on the subject helped earn him a Nobel Prize.

To read more about how Kahneman's work sheds light on a common error in judgment, click here and read this month's Field Report.

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