Sway: The Irresistible Pull of Irrational Behaviour

On how the act of labelling or branding changes the elements we notice about an experience

Psychologist Franz Epting explained: “We use diagnostic labels to organise and simplify. But any classification that you come up with,” cautioned Epting, “has got to work by ignoring a lot of other things — with the hope that the things you are ignoring don’t make a difference. And that’s where the rub is. Once you get a label in mind, you don’t notice things that don’t fit within the categories that do make a difference.”

Except from: Sway: The Irresistible Pull of Irrational Behaviour by Ori Brafman and Rom Brafman

Facebook Comments

Product Geek?

Join over 5,000 product geeks and get one email every Monday containing the best excerpts I've read over the previous week.