Group Dynamics Essay
Confirmation Bias – People tend to seek out and assign more weight to evidence that confirms what they already believe and ignore information that would contradict what they believe. As a recent example from 2008, think of the way people gathered information to support a view they already had about a presidential candidate they had already chosen. When looking for information, they tend to search for those things that support their need to be right. Some of the most interesting and intellectual people I have met have the ability to suspend their bias in order to hold their options out in front of themselves. It is a rare trait and highly valuable.
Contrast Clarity – When people can visualize the obvious contrast of their current situation vs. the promise of the decision. This helps crystallize the thinking toward a decision since it helps them visualize what the decision means. Tables are very popular for this since they are very visual and relevant. Photos can also be used in a before and after theme. The question that is being asked by the buyer is, “what will change?” It also helps them effectively explain their decision to others. Buyers tend to stall when they can’t visualize this clearly.