The Science of Persuasion

I just finished reading a great book by Nick Kolenda, Methods of Persuasion: How to Use Psychology to Influence Human Behavior.  The book synthesizes a great deal of scientific knowledge in the fields of psychology and behavioral economics, and is full of specific tactics marketers and advertisers can use to be more effective.  I recommend […]

How to Avoid Research Mistakes

I’m working on a presentation entitled  “Don’t Waste Your Research Dollars: Research Bloopers and How to Avoid Them.”  The presentation will include many hair-raising stories and talk about how to avoid those situations, but in order to keep things short and protect the innocent (and the not-so-innocent!), I’ll just give you the highlights here. I […]

Understanding Cognitive Bias

“Cognitive biases” are those ways of thinking that aren’t completely rational, but that we do for convenience.  (For example, the “confirmation bias,” where people recall information that supports their existing beliefs.  You may have seen it in focus groups, where an observer seemed to only remember participant statements that agreed with their own opinions!) There […]