Posts Tagged ‘Consumer Perception’

I came across an interesting article about a paradigm in the way we choose to believe information.
According to researchers M.B. Welsh & D.J. Navarro from the University of Adelaide in Australia, we are subject to a phenomenon called “Base Rate Neglect” which means we tend to give a stronger weight to information gathered depending on whether it is recent or not (age), geographically relevant (location), and depending on the source and the sample size.
Beyond the very technical content of the article, I found enlightening the way that we discount information and what we choose to believe.

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