Ideas from Carney, Dana R.

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First Choice Most Chosen

Idea posted: November 2013
  • Strategy
  • Marketing

Human beings may be biologically hardwired to prefer the first option presented to them, particularly if they have to make that choice quickly. Businesses can use this finding to tailor their marketing and other strategies to nudge customers towards a particular product or service. Recent research confirms the importance of being first and why this should inform point-of-sale, online, and other marketing messages.

Idea #267
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Barney Oldfield's Race for a Life, 1913, Mack Sennett & Mabel Normand

Matching Decisions to Decision-Makers: via Our Testosterone Levels

Idea posted: January 2013
  • CSR & Governance
  • Leadership & Change
  • Learning & Behaviour

Hormones can play a role in decision-making, particularly testosterone, which when present in high levels can lead to more utilitarian decisions being made. In a study where participants were made to answer philosophical questions involving morality, high-testosterone individuals were consistently more willing to endorse a difficult decision, if there was some ‘greater good’ involved. On the other hand, this made them more likely to violate a moral norm in doing so. So can we match decisions to decision-makers based on an individual’s chemical make-up?

Idea #043
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