Carter Bowles presents “5 quirks of the human brain every marketer should understand:”
1. Attribution Error – “Humans have an innate tendency to explain the behavior of others in terms of their personality.”
2. Confirmation Bias – “we want to justify what we already believe, and we are more likely to dismiss information that challenges those beliefs.”
3. Self-Serving Bias – “a tendency to ignore information that challenges our ego.”
4. Belief Bias – “our tendency to reject conclusions just because they sound extreme or outrageous, even if the logic and evidence behind the argument are completely sound.”
5. The Framing Effect (aka Loss Aversion) – “our tendency to take risks when an outcome is presented as a loss, but avoid those same risks when an outcome is presented as a gain.”

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