We want flexibility and often pursue options that will give us that flexibility. Yet, when we are actually engaged in a task, that flexibility can backfire, because it can make the task more difficult.
In the case of advice, it seems we feel compelled to use recommendations we've paid for so that we can justify the expense to ourselves. This could explain why we often take so much pride in the expensive products and services we buy, taking the number on the price tag as a signal of quality.
Do people's politics really say that much about who they are, though? Certainly, political affiliation is related to people's beliefs about social issues and the role of government in people's lives. But, does political affiliation predict other aspect of people's behavior?
Every business is dependent on good business development and yet it remains an enigma as to how to create a stellar sales organization. It takes training, motivation, leadership, good talent acquisition and tons of effort.
By combining our own proprietary research with a broad range of emerging work from academia, we have reached a simple, but eye-opening conclusion for marketers: it's not brands that make people feel good, but their decision to choose them that makes them feel good.
This study suggests that people feel that their own self-concept is influenced more strongly by what they have done than by what they own. Another series of studies in this paper explores perceptions of self by others.
Fast-forward to 2012 and technology has indeed had a notable impact on how and what we eat. Not because it's changed the way we cook, but more because it's changed who we are, how we think, and opened up, literally, a world of options.